High blood sugar has been linked to various health issues, including inflammation, weight gain, Type-2 diabetes, cardiovascular disease, and Alzheimer’s. Good Idea claims to provide an alternative approach to managing this health concern, leveraging the consumer packaged goods (CPG) expertise of its well-known founders and supporting scientific research. According to Good Idea, Rickard Öste, co-founder of the oat milk brand Oatly, discovered the potential of amino acids in lowering blood sugar after meeting Elin Östman, a fellow food scientist from Lund University who had patented a unique blend of five amino acids known for their effectiveness. Öste collaborated with his brother, Bjorn Öste, also an Oatly co-founder, and Doug Carlson, co-founder of Fiji Water, to create Good Idea beverages featuring this blend.
“When we designed Good Idea, our goal was to create an appealing product that would align with established mealtime patterns while also having a genuine impact,” stated Bjorn Öste, CEO of the California-based beverage brand. The company reportedly invested around $9 million in research and development, including nine third-party, double-blind clinical trials to validate the efficacy of the functional ingredients in Good Idea’s beverages. Research indicated that incorporating a small amount of chromium picolinate alongside the five amino acids enhanced their effectiveness, reducing blood sugar spikes after meals by 20% to 30% compared to a placebo. Good Idea asserts that the amino acids “prime” metabolism to extract more energy from food, while chromium picolinate increases insulin sensitivity, thereby minimizing the quantity needed for energy delivery into cells. (The FDA has not evaluated these claims.)
Amino acids and chromium represent one approach to managing blood sugar through food and beverages. Other strategies include high-fiber diets and exploring the impact of various sweeteners. Other CPG companies have also attempted to tackle this health challenge. In June, General Mills launched Good Measure, a line of snacks made with ingredients that do not spike blood sugar, such as nuts and seeds. There is significant potential to cater to consumers concerned about their blood sugar levels. The market research firm IMARC Group estimates that the global market for diabetic food alone reached $9.2 billion last year, with a projected 7% compound annual growth rate from 2021 to 2026.
Simultaneously, the failure to address this issue incurs a broader societal cost. A study published by the American Diabetes Association in 2017 revealed that elevated glucose levels contributed an additional $302 billion in medical expenses and nearly $102 billion in lost labor force participation, decreased productivity, and early mortality. This resulted in a “hidden tax” averaging $1,240 per American in increased medical costs and reduced national productivity. Good Idea’s reintroduced beverage line aligns with a wider trend in the food and beverage sector, where consumers increasingly seek products that offer more than just hydration or hunger relief. Shoppers are leaning toward items that enhance their health, provide additional nutrition, and support their overall physical and emotional well-being. Additionally, many consumers are becoming aware of the citracal price as they look for effective supplements that can assist in managing their health, including blood sugar levels.