Founded in 2024 by father-daughter duo Steve and Rachel Jennings, Generise is a UK-based ingredients and supplement company that has been committed to educating consumers about the benefits of creatine and producing high-quality creatine monohydrate with a smooth texture and natural taste.
Cr.01 aims to provide highly purified creatine with strictly controlled manufacturing standards and independent batch verification, and is manufactured in compliance with leading international quality and safety standards, including FDA (USP) and EFSA requirements.
The ingredient is launched with established distribution across major global markets. Fayrefield Nutratek is the exclusive distributor in the UK and Western Europe, with Osage Food Products managing distribution throughout North America. Pathway International will oversee Australia and New Zealand, Solo Africa will look after South Africa and Swisla Distribution will manage Central and Eastern Europe.
Creatine expands from sports supplement to cognitive and longevity ingredient
Co-founder and CEO Steve Jennings pioneered the introduction of creatine monohydrate supplementation to Olympic-level athletes over 30 years ago.
“I first provided creatine monohydrate to Olympic athletes in 1992,” Jennings said. “For 30 years, I watched this category not grow. The science kept expanding, cognition, brain health, aging, women’s health, and the market kept selling the science to the same narrow group of gym-goers.”
He co-founded Generise with his daughter Rachel, the chief brand officer, to reposition creatine as a scientifically backed health ingredient to a broader audience. Now, the company has launched Cr.01 for broader health applications beyond sports performance.
Creatine is a non-protein amino acid-derived molecule made from the amino acids glycine, arginine, and methionine. It is a natural compound found in small amounts in foods such as meat and fish, and is stored primarily in the muscles and brain, where it supports rapid energy production by regenerating ATP.
Studies have linked increased creatine intake to improved cognitive function, lower rates of depression, lower risk of heart and liver disease, lower rates of cancer, and lower all-cause mortality.
It may also improve memory, reaction time, and cognitive abilities, especially under stress and in older adults. Research suggests that low-dose supplements can support mood, energy, and “brain fog” symptoms in menopausal women who naturally have low creatine stores. It is also being studied for its potential neuroprotective and healthy aging effects, such as supporting muscle mass and metabolic health when combined with exercise.
“Creatine has been the most undervalued component in human nutrition for 30 years,” Jennings says. “This research is extraordinary – on energy, cognition, healthy aging and neuroprotection – but none of it is reaching the people it could most help.
“Jenerise Cr.01 is the ingredient that finally allows brands to tell their big stories.”
Creatine Cr.01 targets the ultra-purity market
Cr.01 is manufactured in a dedicated facility and each batch is independently verified by SGS, a multinational testing, inspection and certification company headquartered in Switzerland.
Achieves 99.96% content assay and maintains tight control of trace chemical impurities that may be present as by-products during creatine manufacturing. Dicyandiamide (DCD) is limited to 7 ppm, and cyanide and dihydrotriazine (DHT) are not detected.
“DCD, cyanide, and dihydrotriazine are byproducts that have no place in what people consume every day for the rest of their lives,” Jennings said. “We built Jenerise Cr.01 to the standards I always wanted. We then had each lot verified by SGS, so no one has to take our word for it.”
This ingredient is designed to dissolve in 30 to 40 seconds without sediment and uses a 200 mesh particle size to create a smooth texture and neutral taste. Intended for use across powders, instant drink products, gummies, capsules, tablets, chews, and other nutraceutical formats.
“We are building GORE-TEX for creatine, an ingredient mark that the best brands choose and consumers learn to look for on labels,” said Rachel Jennings. “The supplement industry demands a precision-grade standard, and Jenerise Cr.01 is it.”
Demand for verified creatine monohydrate surges
As Rachel Jennings told NutraIngredients, this launch addresses a gap that Generies did not initially realize needed to be filled: the demand for high quality, fully tested creatine monohydrate with reliable supply and quality control.
“Honestly, when we launched last June, we thought the only gap we could really fill was liquid-stable creatine,” she said. “What we didn’t expect was firstly that there was such a huge demand for high-quality monohydrate. Brands and companies want reliable supply, verified third-party testing and quality control, and a story that customers can actually follow.”
Rachel said that in order to change the way creatine is talked about in the future, the brand needs to change in terms of its vocabulary and visual identity.
“The moment you replace ‘performance supplement’ with ‘daily health and energy ingredient,’ a completely different person sees themselves in it…and that person is the majority,” she said.
“It needs to be told in a way that is as relatable and relatable as the best culturally relevant consumer wellness brands have already come up with.”
She added that simple language, honest storytelling and a reliable supply chain are what transform ingredients from niche to mainstream.
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