LIVADUR® is AlzChem’s first creatine product for consumers and is specially designed for the age group 55+. The monthly package that contains 30 sachets enables the health-conscious “Best Ager” to consume the perfectly balanced amount of 3 g of creatine in a tasty strength drink every day in a very user-friendly way. A single sachet contains exactly 3 g creatine together with a little sweetener and citric acid. The content of a sachet is dissolved in a liquid and consumed once a day.
As early as April 2017, the European Commission followed the scientific opinion of the European Food Safety Authority (EFSA) and for a new health claim for creatine submitted by AlzChem: “The daily intake of creatine can increase the effect of strength training on the muscular strength of adults over 55 years of age.”
With this scientifically proven second Health Claim on creatine, it is now possible to promote LIVADUR® especially to the target audience of health conscious, active people in their prime. Studies have shown that taking creatine in combination with moderate strength training is beneficial for muscle maintenance as one grows older.
The decreasing muscle power associated with ageing is a major issue in the 55+ target audience. Prevention plays an important role here in order to provide for health and well-being in old age at an early stage. In addition, this target audience continues to grow due to demographic change! AlzChem therefore sees great growth potential and prospects of success for LIVADUR®.