Health and wellness consumer product company ChromaDex Corp. (NASDAQ:CDXC) said Thursday morning that it will be introducing its TRU NIAGEN dietary supplement in Asia through a new partnership with A.S. Watson, a leading health and beauty retailer headquartered in Hong Kong.
Watson has more than 6,000 stores in 11 Asian and European markets.
TRU NIAGEN is a dietary supplement featuring Irvine, California-based ChromaDex's NIAGEN nicotinamide riboside, a product clinically proven to safely increase nicotinamide adenine dinucleotide, or NAD+, levels, which drop as part of the aging process. In turn, improved NAD+ levels support increases in cellular metabolism and energy production due to the effect on cell's mitrochondria.
Starting on September 15, Watson will be offering TRU NIAGEN in more than 100 of its locations in Hong Kong, as well as on its online platform. In local currency, a bottle of TRU NIAGEN will be priced at HK$388 (~$49 U.S.), with discounts likely for buying multi-bottle packs or an annual subscription online once it these options are offered.
Robert Fried, Chief Strategic Officer of ChromaDex believes his company has a responsibility to distribute TRU NIAGEN widely due to its important impact on NAD+ for good health.
Subsequent to the launch in Hong Kong, Watson intends to introduce TRU NIAGEN in retail locations in other Asian countries.
Judging by trading today, investors are clearly expecting to see a positive effect on the top and bottom lines with A.S. Watson in the ChromaDex corner.
With just over and hour in the trading session, shares of CDXC have galloped ahead 20.6%, or 66 cents, to $3.87.
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