By Sheldon Baker11.07.22
Shaun Ahuja is CEO of Nutracode and has been leading his team into the post-pandemic world in the New York metro area with a far-reaching supply chain while expanding operations in India as well. For 10 years, Ahuja has spearheaded Nutracode's mission to deliver next-level supplement formats, such as customizable, clean-label VidaSpheres beadlet technology as well as finished capsules. Nutracode prides its expertise in R&D and formulating with premium ingredients in its contract manufacturing arm. Ahuja’s lifelong commitment to inspiring health in others has driven him to teach tennis, yoga, and volunteer in pursuit of a natural lifestyle.
Health E-Insights (HEI): Nutracode has been on a rapid growth curve over the past two years. To what do you attribute that success?
Ahuja: It has been gradual. Sticking to a plan, and doing our best to execute, no matter the environment. We have also always felt it was important to operate a boutique outfit, because it allows us to pass and shoot at the speed that our clients demand of us. Keeping open lines of communication with our customers and adapting while listening to them as they grow. During this time, we have brought on some team members who are quite skilled and passionate about their work and contributions. We are endlessly inspired to continue to improve and build long-term relationships at every level of the supply chain network while aiming to provide consistency and be cost conscious on all project aspects.
HEI: There challenges in the recent past due to the pandemic and supply chain issues? How might that have affected Nutracode and what steps did you take to move past that?
Ahuja: COVID was no joke, and we certainly did not take it lightly. Early in 2020, I noticed the contagion in China. It was a major business concern given the interconnectedness globally that we and the industry deals with. We eventually moved out of our New York City headquarters and into New Jersey that spring, since it was getting tougher to do business in Manhattan. In addition, we had to pay attention to higher prices for freight and increased energy costs. But overall, we did not experience a negative impact due to the pandemic. It is clear our industry grew because of it, and that makes sense. Yet, I think consumers spending more on supplements was a natural uptick and expected even before 2020 came around.
HEI: What are the benefits of manufacturers using beadlets or liquid capsules and what ingredients do you work with?
Ahuja: When it comes to working with powders, there is often a lot of cleanup involved. Take turmeric for example, a notoriously difficult material in terms of machine cleanup. Beadlets fill faster, are more precise, and with just a tiny fraction of the cleanup time. This is a little known benefit on the co-manufacturer side.
HEI: What is Vidaspheres technology?
Ahuja: Our beadlets are what make us special. We take a normal looking two-piece powder capsule and morph it into a delivery system that allows for absorption in the body over time while at the same period being completely clean label. Our knowledge we hold from pharmaceutical production allows us to apply a premium and inspiring process to the nutraceutical ingredients we work with. And the beadlets look pretty cool too. In the end, we have an enhanced supplement, with new properties that were not there before.
HEI: While beadlets and capsules are your specialties, what other products and services does Nutracode offer?
Ahuja: R&D is a large component. And we have world-class manufacturing facilities. Our customers have the most incredible ideas, and we love to put our heads together and manifest them into reality. R&D can last a while, but in the end, we have a high success rate of bringing viable products to market. We also have personal care beadlets which can be applied trans dermally or simply for exfoliation. Some types of beadlets can be used in food and beverages as well, but these are newer markets for us, and we are forward thinking. The applications are just waiting to be discovered.
HEI: Is Nutracode positioned as a globally integrated company?
Ahuja: Our supply chain extends heavily into Asia, and in particular India, where much of our VidaSpheres beadlet technology R&D takes place, as well as our commercial beadlet production. Our development center is equipped for pilot projects and quality control testing, as well as evaluating product formulations at all stages of production. All of our capsules are made in the U.S. under cGMPs. We have a talented and experienced product development team who works closely with our customers to develop innovative products that meets their specifications.
HEI: What words come to mind when you tell a prospective customer about your brand?
Ahuja: Innovation, differentiation, and flexibility. We want to create products that were never conceived of before. We are not your typical co-man. We develop products hand-in-hand with our customers, with efficacy but also eye-catching visuals and packaging in mind. We want every aspect of the products we make to stand out. And also stand up to a high level scrutiny when it comes to testing or potency.
HEI: How do you ensure Nutracode and its activities are aligned with your core values?
Ahuja: Ultimately, it is all about quality. All of our success flows through quality. Consumers can sense it, and everyone gravitates toward it. It is actually a mantra we live by and run the company that way. Our process has to be quality-driven first and foremost to stay ahead of the curve, whether it is stability or lab testing, pilot runs, rigorous R&D, or transparency-to- traceability, there is really no end to the level of detail our organization can overlook in our industry. Ultimately, this is value-add we seek for our brand when at the finish line. We aim to launch a winning product every time.
HEI: As CEO, what keeps you up at night? And if you are up, what is your go-to late-night snack?
Ahuja: We have long days at Nutracode. So, sleeping a few hours is not usually a challenge. But in reality, it is talking with our colleagues in India. Time wise in the U.S. it has to be late night or early morning. As for a snack, I would have to say really dark chocolate. I just cannot live without it.
About the Author: Sheldon Baker is CEO of Baker Dillon Group LLC and has created numerous nutraceutical brand marketing communications and public relations campaigns for well-known supplement and food industry companies. For Health E-Insights interview consideration or brand marketing consulting, contact him at SBaker@BakerDillon.com.
Health E-Insights (HEI): Nutracode has been on a rapid growth curve over the past two years. To what do you attribute that success?
Ahuja: It has been gradual. Sticking to a plan, and doing our best to execute, no matter the environment. We have also always felt it was important to operate a boutique outfit, because it allows us to pass and shoot at the speed that our clients demand of us. Keeping open lines of communication with our customers and adapting while listening to them as they grow. During this time, we have brought on some team members who are quite skilled and passionate about their work and contributions. We are endlessly inspired to continue to improve and build long-term relationships at every level of the supply chain network while aiming to provide consistency and be cost conscious on all project aspects.
HEI: There challenges in the recent past due to the pandemic and supply chain issues? How might that have affected Nutracode and what steps did you take to move past that?
Ahuja: COVID was no joke, and we certainly did not take it lightly. Early in 2020, I noticed the contagion in China. It was a major business concern given the interconnectedness globally that we and the industry deals with. We eventually moved out of our New York City headquarters and into New Jersey that spring, since it was getting tougher to do business in Manhattan. In addition, we had to pay attention to higher prices for freight and increased energy costs. But overall, we did not experience a negative impact due to the pandemic. It is clear our industry grew because of it, and that makes sense. Yet, I think consumers spending more on supplements was a natural uptick and expected even before 2020 came around.
HEI: What are the benefits of manufacturers using beadlets or liquid capsules and what ingredients do you work with?
Ahuja: When it comes to working with powders, there is often a lot of cleanup involved. Take turmeric for example, a notoriously difficult material in terms of machine cleanup. Beadlets fill faster, are more precise, and with just a tiny fraction of the cleanup time. This is a little known benefit on the co-manufacturer side.
HEI: What is Vidaspheres technology?
Ahuja: Our beadlets are what make us special. We take a normal looking two-piece powder capsule and morph it into a delivery system that allows for absorption in the body over time while at the same period being completely clean label. Our knowledge we hold from pharmaceutical production allows us to apply a premium and inspiring process to the nutraceutical ingredients we work with. And the beadlets look pretty cool too. In the end, we have an enhanced supplement, with new properties that were not there before.
HEI: While beadlets and capsules are your specialties, what other products and services does Nutracode offer?
Ahuja: R&D is a large component. And we have world-class manufacturing facilities. Our customers have the most incredible ideas, and we love to put our heads together and manifest them into reality. R&D can last a while, but in the end, we have a high success rate of bringing viable products to market. We also have personal care beadlets which can be applied trans dermally or simply for exfoliation. Some types of beadlets can be used in food and beverages as well, but these are newer markets for us, and we are forward thinking. The applications are just waiting to be discovered.
HEI: Is Nutracode positioned as a globally integrated company?
Ahuja: Our supply chain extends heavily into Asia, and in particular India, where much of our VidaSpheres beadlet technology R&D takes place, as well as our commercial beadlet production. Our development center is equipped for pilot projects and quality control testing, as well as evaluating product formulations at all stages of production. All of our capsules are made in the U.S. under cGMPs. We have a talented and experienced product development team who works closely with our customers to develop innovative products that meets their specifications.
HEI: What words come to mind when you tell a prospective customer about your brand?
Ahuja: Innovation, differentiation, and flexibility. We want to create products that were never conceived of before. We are not your typical co-man. We develop products hand-in-hand with our customers, with efficacy but also eye-catching visuals and packaging in mind. We want every aspect of the products we make to stand out. And also stand up to a high level scrutiny when it comes to testing or potency.
HEI: How do you ensure Nutracode and its activities are aligned with your core values?
Ahuja: Ultimately, it is all about quality. All of our success flows through quality. Consumers can sense it, and everyone gravitates toward it. It is actually a mantra we live by and run the company that way. Our process has to be quality-driven first and foremost to stay ahead of the curve, whether it is stability or lab testing, pilot runs, rigorous R&D, or transparency-to- traceability, there is really no end to the level of detail our organization can overlook in our industry. Ultimately, this is value-add we seek for our brand when at the finish line. We aim to launch a winning product every time.
HEI: As CEO, what keeps you up at night? And if you are up, what is your go-to late-night snack?
Ahuja: We have long days at Nutracode. So, sleeping a few hours is not usually a challenge. But in reality, it is talking with our colleagues in India. Time wise in the U.S. it has to be late night or early morning. As for a snack, I would have to say really dark chocolate. I just cannot live without it.
About the Author: Sheldon Baker is CEO of Baker Dillon Group LLC and has created numerous nutraceutical brand marketing communications and public relations campaigns for well-known supplement and food industry companies. For Health E-Insights interview consideration or brand marketing consulting, contact him at SBaker@BakerDillon.com.
