Janine Barlow, head of R&D, Sirio Europe, discusses the link between bioavailability and format performance within the context of its recently launched LifeChews, a plant-based chewable “jelly tablet.” She also explores other functionalities across novel delivery technologies like microencapsulation and liposomes, which are gaining traction for their ability to stabilize sensitive actives.
How do you substantiate bioavailability improvements for your formats, and what does credible evidence look like?Barlow: We substantiate bioavailability improvements by looking at the performance of the format against an appropriate control, using evidence that is relevant to the ingredient and intended application. This forms part of our formulation assessment within the new product development process, where we consider the most effective way to deliver a bioactive and the evidence required to demonstrate that performance.
The strength of the evidence depends on what we are trying to establish. Human clinical data can demonstrate whether a format changes systemic exposure, while supporting laboratory models can help us understand the mechanisms behind that performance. We therefore look at the evidence as a whole, considering the study design, comparator, analytical methods, and whether the observed difference is both statistically robust and meaningful.
Sirio’s market data shows that up to 45% of consumers consider pleasant taste a key format driver, while 43% prioritize greater efficacy.
Substantiation is part of the development process, not a claim added at the end. We combine formulation expertise with clinical studies and supporting laboratory models (such as gastrointestinal models) to understand not just if a format works, but how. LifeChews demonstrates this approach in practice. In a clinical study, the dosage format achieved more than 150% greater blood plasma docosahexaenoic acid (DHA) concentration compared to the control, representing nearly a 200% improvement in bioavailability. Complementary in vitro digestion studies showed that DHA remained evenly dispersed throughout simulated gastric and intestinal conditions.
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Why delivery matters for ingredients like DHA
How are convenient formats reshaping delivery-format development, and what are the trade-offs?Barlow: Consumer demand is shifting toward convenient, enjoyable, pill-free formats, from gummies and chewables to direct-to-mouth powders. But great taste alone is not enough — consumers still expect products to deliver meaningful efficacy. Our market data show that up to 45% of them consider pleasant taste a key format driver, while 43% prioritize greater efficacy. The challenge is achieving both without compromising performance.
As formats become more consumer-friendly, dose delivery and shelf life stability can become more technically demanding. Creatine is a good example: it requires a meaningful daily dose, but maintaining that dose over time can be challenging in some gummy formats.
Our approach is to solve these challenges through formulation design. Our creatine gummies deliver up to 1.5 g per piece and maintain that dose throughout shelf life, supported by testing in our accredited laboratory and third-party validation.
What delivery technologies are you seeing gain the most traction, and where does each make sense?Barlow: We’re seeing interest across microencapsulation, liposomes, self-emulsifying systems, and complexation technologies, with the strongest momentum behind solutions that address multiple formulation challenges while maintaining consumer appeal.
