MIRIQA Launches Immunity Builder Jelly for Families | NutraIngredients-Asia

Singapore-based wellness brand MIRIQA, known for its collagen supplements, is extending its product line into the immunity category with a new offering called Immunity Builder. The launch reflects a broader trend of consumers proactively managing their health, not just for individual benefit but also for their families, and a growing demand for convenient, palatable supplement formats.

A Shift Towards Preventative Family Wellness

MIRIQA’s co-founder, Geraldine Lim, notes a “global growing shift towards people taking ownership of their health,” extending beyond personal wellbeing to encompass the entire family unit. NutraIngredients.com reports that this evolving need prompted MIRIQA to broaden its portfolio beyond beauty supplements. The company identified a gap in the market for a supplement that combined nutritional value with ease of leverage, particularly for families with busy schedules.

The challenge, as Lim explains, is compliance. “Compliance is often one of the biggest challenges with supplements, especially for children and busy families. We believe taking care of your health should also be enjoyable.” This insight led to the development of Immunity Builder in a jelly format, mirroring the success of their Collagen Reserve jelly supplement. The format aims to make taking supplements less of a chore and more appealing, especially to children who often have packed schedules filled with school, sports, and extracurricular activities.

Formulation and Key Ingredients

Immunity Builder’s formulation centers around several key ingredients known for their immune-supporting properties. These include black elderberry extract, perilla extract, yeast-derived postbiotics, vitamin C, and zinc gluconate. Each sachet contains 500mg of black elderberry (equivalent to 20,000mg of fresh juice), 100mg of vitamin C, and 5.24mg of elemental zinc. The supplement is designed for children aged five and above.

The combination of these ingredients is intended to provide a multi-faceted approach to immune health. The ingredients are claimed to support immune function and gut health, reduce the frequency and severity of colds, boost respiratory wellness, promote antioxidant defense, and lower the risk of infections. Research on black elderberry, for example, suggests its potential to reduce the duration and severity of influenza symptoms, though more extensive studies are ongoing. Similarly, Vitamin C is a well-established antioxidant and plays a role in immune cell function.

Balancing Efficacy, Taste, and Convenience

MIRIQA’s product development process, which took approximately one year from ideation to launch, is guided by three core principles: clinically proven ingredients, addressing a genuine consumer need, and careful attention to dosage. The company emphasizes avoiding fleeting trends in favor of evidence-based formulations. This commitment extends to the product’s texture and taste, recognizing that palatability is crucial for consistent use, particularly among children.

“When it comes to taking immunity supplements, compliance and convenience is a problem—think syrups or tablets,” Lim stated. “This meant that we had to ensure the jelly taste good and have an enjoyable texture, which required many rounds of refinement.” The development team focused on achieving a balance between effectiveness, taste, texture, and accessibility, ensuring that each ingredient was present in sufficient quantities to deliver a meaningful benefit while remaining safe for the entire family.

The Role of Postbiotics

The inclusion of yeast-derived postbiotics is a noteworthy aspect of Immunity Builder’s formulation. Postbiotics are beneficial compounds produced during fermentation, offering potential benefits for gut health. Emerging research suggests that postbiotics can modulate the gut microbiome, enhance immune function, and reduce inflammation. This focus on gut health aligns with the growing understanding of the gut-immune axis, where the composition of the gut microbiome significantly influences immune responses.

Expanding Market Reach

Currently, Immunity Builder is available in Singapore. MIRIQA is actively exploring opportunities for market expansion throughout Asia, leveraging its existing distributor network. Singapore’s strong health awareness and stringent wellness standards make it an ideal launchpad for new products, according to the company. The brand anticipates a growing demand for holistic health solutions, particularly those addressing foundational health areas like immunity and gut balance.

Lim emphasized that MIRIQA is committed to transparency and avoids including ingredients solely for marketing purposes. Every ingredient is carefully selected for its functional role and incorporated at levels designed to deliver a tangible impact. This approach reflects a broader trend in the wellness industry towards greater scientific rigor and consumer education.

Looking ahead, MIRIQA plans to continue exploring new product developments that address common health needs, prioritizing both format innovation and clinically meaningful formulations. The company’s focus remains on creating supplements that seamlessly integrate into busy lifestyles, making wellness accessible and enjoyable for the whole family.