ChromaDex and Health & Happiness Group announce supply agreement for Niagen®

H&H Group expands Swisse® healthy aging product line into growing NAD+ space with Niagen® from ChromaDex

ChromaDex Corp.announced today it entered into a strategic supply agreement with Health & Happiness (H&H) Group, a global leader in premium health, human and pet nutrition and personal care brands. The agreement provides H&H Group with rights to ChromaDex’s patented nicotinamide riboside ingredient Niagen®, the sole active ingredient in Tru Niagen®, for exclusively formulated Swisse® products. Tru Niagen® is an industry-leading, award-winning dietary supplement that helps users Age Better® by safely and effectively increasing NAD+ (nicotinamide adenine dinucleotide) levels which are critical to healthy cellular function and vitality. Levels of NAD+ decline with age as well as metabolic stressors including stress on the immune system, sleep disruption, sun exposure, and alcohol consumption.

“This arrangement with H&H Group advances the ChromaDex objectives of building a global consumer brand while working with exceptional strategic partners,” says company CEO Rob Fried. “The Swisse® and Tru Niagen® brands share a common mission to improve human health around the world.”

Niagen® will be offered to H&H Group consumers under the company’s Swisse® product family, a global nutrition brand with a presence in four continents and Australia’s No. 1 wellness brand. The Swisse range includes multivitamins, dietary supplements, sports nutrition, skincare and functional foods. The new products will be the first NAD+ boosters in the Swisse® portfolio and will expand its healthy aging category.

H&H Group Executive Director and CEO Laetitia Garnier said the company was excited to be making this announcement alongside ChromaDex and expressed the opportunity for the companies and consumers alike.

“At H&H Group, we are committed to seeking out the best ingredients so that our formulations can be of the highest quality and deliver innovative and efficacious solutions to consumers. When we have the opportunity to combine that with ground-breaking innovation such as Niagen® it is a really exciting proposition for us and our customers.

“We are impressed by the clinical evidence and the team that sits behind Niagen®. We look forward to working together to explore product development and provide our health-conscious consumers with many health benefits that will come from the leading NAD+ boosting nutrient.”

Niagen® increases NAD+ levels safely and effectively, as demonstrated in nine published human trials. Niagen® has achieved regulatory acceptance by the world’s four leading regulatory bodies: the U.S. FDA, Health Canada, the European Commission, and the Therapeutic Goods Administration (TGA) of Australia.

For additional information about ChromaDex, please visit

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