The creatine era is here. We've been saying it for years.

FoodBev Magazine published their cover feature this month. The headline: The Creatine Era.

When I started Jenerise in 2023, that framing was still optimistic. Creatine was the most evidence-backed supplement most people had never seriously considered. It sat in the gym. It sat in the powder tub. It sat in the corner of the nutrition conversation while protein took up all the space in the room.

That is changing. And the FoodBev feature is one of the clearest signals yet that the mainstream is catching up.

I was glad to contribute to the piece because the questions Melissa Bradshaw is asking are exactly the right ones. Not just what is creatine doing in sports nutrition but what comes next. Who is it for. What does it need to become to reach the people who could benefit most.

The category is expanding in the right directions.

Creatine-only products are the fastest growing segment in sports nutrition… nearly three times as many creatine-only launches over the last five years compared to creatine-and-protein hybrids. That matters. It signals that consumers are beginning to understand creatine on its own terms, not just as a protein add-on.

But the more interesting development is who is paying attention beyond sports nutrition. Women across all life stages. Adults over 40, where the evidence for creatine in protecting muscle mass and supporting cognitive function is particularly strong. The mainstream functional food and beverage market, where creatine is starting to appear alongside protein in bars, drinks and snacks that are designed for daily life, not just for the gym.

This is the direction of travel Jenerise was built to support. We think creatine will be a standard functional staple (in the same sentence as protein, vitamin D, magnesium and omega-3s) within the decade. The FoodBev feature makes that feel less like a prediction and more like a description of what is already happening.

The formulation challenges are real, and they matter.

The article touches on something worth naming plainly: not all creatine products are doing the best job. The trust issues in the gummy segment (where independent testing has found significant gaps between advertised and actual creatine content) are a formulation and stability problem as much as an integrity problem. The instability of creatine in liquid formats is a genuine scientific challenge that the industry needs to solve properly, not paper over.

Getting this right matters, because the people who stand to benefit most from creatine… like older adults, women in perimenopause and menopause, people managing energy and cognitive load in demanding modern lives… are not the same people who will forgive a product that doesn't deliver what it promises. They are often coming to creatine for the first time, making a considered decision about their health. The industry has one chance to earn their trust.

What this moment means for us.

Jenerise exists to be the company that takes creatine seriously enough to do the hard work: on the science, on the formulation, on the education, on the standards.

The FoodBev feature is a marker in the ground. The creatine era is being named. The question now is whether the industry rises to meet the moment, or lets the momentum dilute into noise. We know which side we're on.

We all rise together,

Steve Jennings | Co-Founder + CEO, Jenerise