Jenerise founder featured in FoodBev Magazine's deep-dive on the creatine era

Steve Jennings, Founder and CEO of Jenerise, has been featured in FoodBev Magazine's April/May 2026 cover feature, The Creatine Era, a comprehensive look at how creatine is moving from the gym floor into the mainstream functional food and beverage market.

The piece, written by FoodBev's Melissa Bradshaw, examines the rapid expansion of creatine across new product formats, new consumer segments, and new scientific applications. It places creatine alongside protein as one of the defining ingredients of the functional nutrition decade ahead.

Steve is quoted throughout, offering perspective on where the creatine category is heading and the formulation challenges the industry is navigating. His comments draw on more than three decades of experience in creatine supplementation, from introducing Ergomax C150, an effervescent creatine tablet launched at the 1992 Olympics, to founding Jenerise in 2023 to lead what he describes as creatine's evolution from niche supplement to foundational health pillar.

On the future of the ingredient, Steve told FoodBev:

"We expect to see it sit right in the middle of this upcoming 'resilience economy,' where the goal of nutrition is to maintain high levels of cellular energy that supports metabolic health to handle the stresses of our increasingly demanding and unpredictable modern lives — from night-shift work to healthy ageing."

The article covers the surge in creatine-only product launches, the formulation challenges facing brands working with creatine in ready-to-drink formats, and the broadening of the category's audience, from athletes and gym-goers to women across all life stages, adults over 40, and the general health-conscious consumer.

Steve also addressed the trust challenge facing the category, emphasising the importance of certification schemes and clinical evidence in building mainstream credibility. He noted that brands leading with the 680+ clinical studies supporting creatine's safety and efficacy will be best positioned to win both the sophisticated health-conscious consumer and the broader mainstream audience.

The full feature is available in FoodBev Magazine, Issue 94 (April/May 2026).