VALR Brand Moves Beyond Energy Drinks With Creatine+ Launch

Creatine+ combines seven ingredients in a once-daily formula designed to appeal to athletes, gym-goers and performance-minded consumers

VALR Brand is expanding creatine’s traditional strength-training pitch with Creatine+, a multifunctional supplement positioned to support everyday performance, recovery and general wellness.

Launching in Strawberry Watermelon, Mixed Berry and Unflavored varieties, Creatine+ combines seven ingredients in a single daily serving. The formula includes 5 grams of micronized creatine monohydrate, along with HMB, L-glutamine, betaine, vitamins D3 and K2, and AstraGin.

According to VALR, the banned-substance-tested product was formulated to support muscle, cognitive, digestive, cardiovascular and bone health. The company is marketing it not only to athletes and gym-goers, but also to tactical and military consumers and others pursuing more active lifestyles.

“The creatine market has become crowded with products that largely deliver the same basic proposition,” said Sam Khan, chief science officer at VALR. “We didn’t want to just add ingredients to a label. Every component in Creatine+ was selected with a purpose.”

Khan previously held food science and research and development roles with the U.S. Department of Agriculture, Florida Crystals and Nestlé.

The launch arrives as creatine continues to evolve beyond its longtime association with bodybuilding and sports performance. Brands across the supplement category are increasingly positioning the ingredient as part of a broader daily wellness routine, creating opportunities to reach consumers who may not identify as traditional lifters.

VALR is betting that convenience, flavor and a wider collection of ingredients will help Creatine+ stand apart in an increasingly crowded category.

“I’ve spent more than 20 years in sports nutrition, and I’ve watched what consumers expect completely change,” said Bryan Alesiano, VALR Brand’s chief revenue officer. “They don’t need another generic product on the shelf. They want something efficiently dosed, great-tasting and easy to stick with every single day.”

Alesiano previously spent nearly a decade at Celsius Holdings and held leadership roles at Glanbia Performance Nutrition, working with brands including Optimum Nutrition, Isopure and BSN.

Creatine+ will be sold through fitness, vitamin specialty and military retail channels, as well as through VALR Brand’s website, Amazon and TikTok Shop.