The ‘Obvi’ous Choice for Delicious Protein Powder

Obvi is making collagen taste like your favorite flavors.

By Jim Pytell, Managing Editor On Feb 10, 2021

Did you know that collagen is the most abundant protein in the human body? It’s true, with PubMed Central citing that collagen makes up nearly one-third of the total protein in humans.

“It’s one of the major building blocks of bones, skin, muscles, tendons and ligaments,” explains Ronak Shah, co-founder and CEO of Kearny Point-based Obvi. “Collagen is also found in many other body parts, including blood vessels, corneas and teeth. You can think of it as the ‘glue’ that holds all these things together.” 

Shah says that as one ages, the body produces less and lower-quality collagen. 

“The best source of fueling your body with excess collagen is from animal products such as bone broth, gelatin, chicken skin and pork skin, which are very high in collagen,” he explains. “Studies have shown, supplemental collagen may help improve skin texture and muscle mass and reduce osteoarthritis pain along with many other benefits.” 

With a combined 18 years of experience in the health and wellness industry, and having successfully run a marketing media agency (Ghost 3 Media), Shah and partners Ankit Patel and Ashvin Melwani decided to delve into the nutri-cosmetic industry, with the goal of creating an “obvious” choice between the competition in the category. That choice according to Shah? Obvi. 

He says that a common stigma in the collagen market was that it needed to be odorless, tasteless and flavorless. With Obvi, he wanted to change that. 

“We wanted to break the stigma around collagen needing to be an additive versus being able to take it as a stand-alone drink, which actually tastes good,” Shah says. “We wanted to start Obvi with nostalgic cereal flavors like Fruit Loops and Cocoa Puffs that would bring adults back to their childhoods. We took those types of flavors and built them into the collagen. [It] tastes just like the milk left at the end [of the cereal bowl].” 

Obvi products contain zero sugar, zero carbs, and contain only 31 calories per serving. 

The company has a plethora of products including its Super Collagen Protein Powder, Collagen Whey Protein, Kids Complete Protein, Collagenic Fat Burner and more. It also provides vegan options, with all products sold directly on Obvi’s website. Some flavors include, Fruity Cereal, Cinna Cereal, Birthday Cupcakes, Pink Velvet, and Pumpkin Spice Latte. 

Obvi’s powders can be mixed with cold water or any form of milk to make a traditional protein shake, but Shah says it can also be mixed into warm drinks such as coffee, tea and hot chocolate, and can also be used as a flour substitute during cooking and baking. 

Aside from just flavor, Shah says that Obvi is also created with minerals that increase the body’s absorption rate of collagen. 

“Our formulation pairs up neck and neck with the best hydrolyzed bovine collagens in the market, but the difference is that ours tastes downright delicious,” he says. 

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