Creia launches a single-serve creatine built to pull the supplement out of the gym

Creia, a new London-based nutrition brand, launched with a single product and a clear thesis: creatine has been trapped in the gym, and it does not need to be.

The line is single-serve micronised creatine monohydrate, 5g per sachet with magnesium and pink Himalayan salt, in a lime flavour it calls Dirty Lime. A box holds 30 sachets, each roughly the size of a sugar packet, mixed fresh in a glass of water each day.

Creatine is one of the most researched supplements on the market, yet it has been sold almost entirely through a gym-performance lens, either hypermasculine or, as Creia puts it, the same product "turned pink" for women.

The brand is targeting the buyers that framing has ignored: professionals who already take vitamin D and magnesium but skip creatine because they do not lift, and women, who Creia argues were written out of the category entirely despite driving the mainstreaming of collagen and retinol.

The pitch leans on creatine's research for cognitive function, positioning it closer to a nootropic than a pre-workout, and on a deliberately lifestyle-led brand: an object for the city bag rather than the kitchen cabinet.

"Creatine was never about lifting. Its cognitive, recovery and hormonal benefits outweigh anything it does for gains," said founder Zuber Seth.