CJ BIO × NutriCrafters: Bringing ‘Protect Muscle Health’ to Market

The shift in muscle health is not just a consumer trend. It is reshaping how products are developed and positioned. 

NutriCrafters LLC a U.S.-based company focused on science-driven dietary supplements, recognized the growing importance of muscle preservation and quality—particularly as healthy aging, maintenance of lean body mass, and GLP-1–based weight management bring renewed attention to the importance of preserving muscle.

Building on our ongoing partnership and shared understanding of market direction, CJ BIO introduced WellNrich HERBAL Leanepic™ as a targeted solution to support a more advanced approach to muscle health.

Leanepic™ was positioned as a scientifically grounded ingredient designed to support multiple dimensions of muscle function, aligning with emerging needs beyond traditional, protein-centric formulations 

“We were looking for a solution that could go beyond traditional muscle positioning. Leanepic™ stood out for its scientific rationale and its ability to support a more comprehensive muscle health approach.” Dale Fowkes, Founder, NutriCrafters LLC

 This collaboration enabled an efficient transition from concept to commercialization.

 A Closer Look at Protect Muscle Health™ 

 In February 2026, Protect Muscle Health™ was successfully launched under the NutriStand brand. Developed as a targeted, daily-use solution, the product is designed to support muscle quality and long-term function. It is now actively distributed through direct-to-consumer channels, including NutriStand’s official website and Amazon.

 The Innovation: Leanepic™ and Its Mechanism-Informed Approach 

 What underpins this solution is not only ingredient selection, but a clearly defined biological rationale.

 WellNrich HERBAL Leanepic™ is a standardized rosemary extract rich in ursolic acid, developed to support muscle health through multiple physiological pathways.

 Unlike conventional ingredients that primarily focus on protein provision or performance support, Leanepic™ is designed to help maintain the balance between muscle synthesis and muscle breakdown. 

 Its mechanism-informed approach includes: 

1.  Supporting pathways associated with muscle protein synthesis, such as mTOR signaling 
2.  Contributing to the balance of signaling pathways involved in muscle maintenance, including IGF-1 / Akt 
3.  Helping regulate pathways linked to muscle breakdown, such as FoxO and ATF4 

What differentiates Leanepic™ 

Beyond its mechanism, Leanepic™ offers several advantages that make it particularly relevant for next-generation muscle health formulations: 

1.  Dual action: Supports both muscle synthesis and preservation.  
2.  Clean Label: Plant-based solution aligned with evolving consumer expectations. 
3.  Proven Science: Clearly defined, mechanism-based action. 
4.  Global Readiness: Supporting use in global regulatory markets. 
   

From Ingredient to Market Impact 

By integrating Leanepic™, NutriCrafters was able to expand its product positioning beyond conventional muscle formulations. Protect Muscle Health™ was introduced as a solution focused on muscle quality, strength, and long-term functionality, reflecting broader trends in healthy aging and metabolic health.

“This allowed us to clearly differentiate our product and better align with current market expectations.”
–Dale Fowkes, Founder, NutriCrafters LLC 

•  Differentiation from protein-centric product offerings
• Alignment with evolving consumer needs, including GLP-1–adjacent use cases
• A science-based narrative supported by defined mechanisms of action
  
  Ultimately, this case highlights how CJ BIO’s ingredient solutions can support partners in developing more targeted and differentiated products in a competitive landscape.

Why This Collaboration Matters 

The success of Protect Muscle Health™ illustrates a shift in how CPG brands and ingredient companies should work together. It highlights three key strategic advantages:

• • Precise Positioning: Moving beyond generic protein products to targeted, benefits-driven branding. 
  • Trend Alignment: Effectively addressing the longevity and healthy aging segments. 
  • Scientific Storytelling: Using clinical ingredient selection to build trust and authority with the end-consumer.

  
  

CJ BIO: Your Partner in Innovation  

At CJ BIO, we believe that an ingredient is only as powerful as the impact it makes on the consumer's life. We go beyond supplying ingredients—providing solutions that enable our partners to redefine product categories. Our collaboration with NutriCrafters is a testament to our commitment to innovation. As we continue to develop science-backed, plant-based solutions, we look forward to enabling our partners to create the next generation of functional products. Are you ready to redefine your product category? Let’s innovate together.