Launching a creatine product: three tips from a manufacturer
Irati Production has manufactured creatine for brands for more than 10 years in Saumur, France. Here is what we see with brands that launch: the most common mistake, the rule for choosing the format, and the hardest product to get right.
- The most common mistake: thinking creatine is only for athletes and getting stuck on that one audience.
- Each audience has its own way of taking supplements: choose the format from the end customer.
- The hardest product to make: stable creatine gummies. At Irati Production, 2 gummies deliver 3 g of creatine.
- 3 g a day is the dose behind the authorised performance claim.
- Pectin-based gummies, powder in tubs, doypacks or stick packs, capsules and tablets: all made in Saumur.
Do not lock creatine into sport
“The most common mistake is to think creatine is for athletes and to get stuck on that angle.” That is the first point our development team at Irati Production makes.
Creatine long stayed a gym product. Autumn 2026 launches now target active women, people over 50 and the general public. A brand that only talks to athletes misses these customers.
- Active women: creatine combined with marine collagen, iron or B vitamins.
- Adults over 55: a second authorised claim covers muscle strength, with 3 g a day and resistance training.
- The general public: a daily routine, no shaker, in a pleasant format.
Our standard creatine + marine collagen formula combines 3 g of creatine and 2.5 g of marine collagen, raspberry-lemon flavoured.
Each audience, its own format
“Each brand has its own audience and target. Each has its own way of consuming.” There is no best format in itself: the format follows the end customer.
- Regular gym-goers: powder in a tub or a doypack from 50 g to 1 kg, the lowest cost per serving.
- Athletes on the move and gyms: the stick pack holding the daily dose.
- The general public, women, seniors: gummies, taken without water.
- Regular supplement users: capsules and tablets.
One brand can offer two formats for two audiences, for example a powder for its athletes and gummies to reach the general public.
Creatine gummies: the hardest product to get right
Creatine is fragile in a gummy. With water and during manufacturing, it can turn into creatinine, which does not have the effects of creatine.
US manufacturer NOW had 12 creatine gummy brands analysed: 5 contained little or no creatine, and all five contained creatinine (Natural Products Insider). Among those that passed, 4 or 5 gummies were often needed to reach the stated dose.
At Irati Production, we control creatine stability in our pectin-based gummies, and 2 gummies deliver 3 g of creatine, the dose of the authorised claim. For the end customer, two gummies a day instead of four or five means an easier routine and a more credible brand.
See our creatine gummies manufacturer page.
Your creatine, made in Saumur, France
Irati Production manufactures your creatine in the format that suits your audience, from formula to retail-ready product.
- Pectin-based gummies: 3 g of creatine in 2 gummies
- Powder in tubs, doypacks from 50 g to 1 kg or 20, 30 or 40 mm stick packs
- Capsules and tablets
- Ready-to-launch standard formulas, small batches available
- Claims and labelling checked by our regulatory team
Our answers on launching your creatine
What is the most common mistake when launching a creatine product?
Thinking creatine is only for athletes and targeting only them. Active women, people over 50 and the general public take it too, each in a different format.
How many gummies make 3 g of creatine?
At Irati Production, 2 gummies deliver 3 g of creatine, the dose of the authorised claim. Many gummies on the market need 4 or 5.
Why do some creatine gummies contain little creatine?
Creatine can turn into creatinine during manufacturing and storage. In a test of 12 brands by manufacturer NOW, 5 contained little or no creatine. Stability has to be built in from the formulation.
Powder, stick pack or gummies: which format?
It depends on the end customer: powder in tubs or doypacks for regular gym-goers, stick packs for athletes on the move and gyms, gummies for the general public, capsules and tablets for regular supplement users.
Who makes creatine gummies in France?
Irati Production makes pectin-based creatine gummies in Saumur, France, in private label, with 3 g of creatine in 2 gummies, as well as creatine powder, stick packs, capsules and tablets.