Hydrogen infused water contains hydrogen molecules that act as powerful antioxidants, helps reduce lactic acid and boosts endurance.
HTWO is an emerging functional beverage that utilizes molecules of hydrogen as a gaseous nutrient to provide a spectrum of health benefits –boosts metabolism, relieves inflammation, improves fatigue, reduces lactic acid.
Dr. Cody Cook, the scientist behind HTWO became aware of the cutting edge medical science while doing research on cellular metabolism of cancer. The director of his lab, Dr. Masahiro Higuchi, was working in collaboration with scientists at Japanese Universities on medical gasses. Dr. Cook, whose expertise on biochemistry and molecular biology, was able to use new technology to delve down into the mitochondria to observe the intra-cellular function of hydrogen something never before accomplished.
Since those early days, the body of research regarding hydrogen gas has grown to hundreds of peer reviewed publication. Clinical trials and laboratory studies have shown that hydrogen molecules enter the blood stream where they reach every tissue and all cells within the body, and even penetrate intracellular into the mitochondria that help protect against diseases and disorders, inflammation, tiredness and aging.
Tremendous amount of work has indicated that strokes, heart attacks, atherosclerosis, and diabetes potentially could be addressed with hydrogen gas. For example, hydrogen gas has been shown to help control energy metabolism, body fat, weight, and other metabolic parameters (cholesterol, glucose tolerance, and insulin resistance) in animal models of metabolic syndrome and diabetes (type 1 and 2).
Additional research with animal models has indicated hydrogen gas could potentially address the side effects of chemotherapy and radiation treatments as well as the initiation and development of Parkinson’s disease and dementia such as Alzheimer’s disease.
What’s up ahead is exciting to say the least.
Hot off the press is research on using hydrogen gas as a preservation solution to reduce damage in organ transplants; some medical scientists are looking at hydrogen loaded eye drops to help preserve eye sight; and evidence indicates molecular hydrogen may protect against hearing loss. These foregoing indications are only a snapshot of the potential benefits of hydrogen gas, which may have a significant impact on a wide spectrum of acute and chronic diseases and disorders.
As the spectrum of benefit of human health and wellness were becoming better understood, leaders of the field had no idea what form the product would take: an inhalable gas, intravenous solution, pill. Immediately the race was on to develop a delivery system to bring molecular hydrogen inside the body where it could be taken up by metabolic processes.
Dr. Cook and scientists in other countries hit upon the idea of developing beverages saturated with hydrogen gas as a safe and convenient means to deliver the molecule into the body. Hydrogen Water is the new functional beverage and HTWO is the result of Dr. Cook’s improvement upon the science.
HTWO has remained on the cutting edge developing and utilizing new technologies to improve delivery of molecular hydrogen to consumers.
It was an odd notion… using H2O to deliver molecular hydrogen, also known as hydrogen gas… doesn’t water already have hydrogen atoms? As it happens, water also contains oxygen atoms. And much like the body relies upon oxygen gas for its metabolism, the body also benefits from breathing hydrogen gas.
Once they settled on the beverage form of the product, then came the challenges to create a package or vessel to keep the hydrogen from escaping. Ordinary bottles and cans would not do. The gas escapes in short order. After months of development, trial, and error, the HTWO Pouch was created which proved effective at holding concentration of hydrogen at the recommended dosage or portion of 500mL.
Just as importantly, despite worries about market reaction, consumers have responded favorably to the unique box-shaped pouch. In fact the team has discovered that customers prefer the distinctive HTWO Pouch over traditional plastic bottles or cans!
Filling the HTWO Pouch on a commercial scale would require the expertise of someone with intimate knowledge of the mechanical filling process. Enter Charles Murray, CEO of PPI Technologies who has worked closely with Dr. Cook and his team to get HTWO to market.
Early in the project, the vision of the product was solely with pharmaceutical applications, but this began to change after a chance encounter with Olympic Gold Medalist, Mike Conley Sr. Conley saw right away that the metabolic benefits offered by the product would have important applications for high performance athletics… and even more importantly, for everyday consumers. Dr. Cook and Conley Sr. formed a partnership to develop and promote products based on the use of molecular hydrogen.
Through feedback, the team has learned that some of their consumers see immediate benefit from HTWO, especially reduction of lactic acid build up during heavy exercise. Marathon runners report reduction in muscle fatigue after drinking water before, during and after the race. Others experience more subtle benefits over time such as decreased soreness and less inflammation. Still others don’t notice dramatic benefits from the beverage, but they enjoy the distinctive taste as well as the unique drinking experience of the HTWO Pouch.
Customer engagement and interaction is the primary marketing tool used by the company. With a strong emphasis on meeting customers where they are, the HTWO team members travel extensively to marathons and other athletic events, where they offer samples of the water supplements while hearing about the needs and challenges of the athletes. Here the challenge the team faces is understanding how to focus communication about the product which has a wide spectrum of benefits as they look to a wider audience.
Social media is another vital marketing tool for HTWO. The strength here has been the resounding endorsements from an army of loyal followers. In fact, word-of-mouth advertising has proved an invaluable asset to the company as it has emerged from being a local company to one with a regional presence. Dedicated fans of HTWO have propelled the product from a few, remote, ‘mom & pop’ stores to a significant presence in Kroger® and other retail chains.
The word-of-mouth dynamic was also responsible for bringing one of the company’s most important marketing assets… Mike Conley Jr (NBA® star for the Memphis Grizzlies®), an HTWO consumer who first learned about the product from his dad. Shortly after Mike Conley Jr. began drinking HTWO, he discovered the daily grind from training and game days was more manageable. He also became convinced that the product was helping him to recover from injuries faster, such as sprains and broken bones. Mike Conley Jr. is an important spokesperson for HTWO who sees his participation in the company as a platform to promote health and wellness, especially in youth sports and his local community.
Return to Form™ with HTWO™. The Hydrogen Water™ for everybody, whether you’re a high performance athlete or a weekend warrior, a parent looking for energy to get through the day and keep up with the kids, or an individual in need of the specific health benefits provided by hydrogen gas.
Eat healthy, Be healthy, Live lively: Drink Hydrogenated Water
Paul Ebeling, Editor
