Featuring Alexander Trent Forian on In the Mix 🎥 Watch the full episode on YouTube.
Canada’s supplement industry has a strong foundation — structured, compliant, and focused on safety. But that same structure means innovation takes a little more creativity.
That’s where Alexander Trent Forian, co-founder of Bull Nutrition and Fitness City Supplements, sees opportunity instead of limitation.
Their Amino Explode formula is an excellent example of innovation and compliance coexisting. It includes a mix of 12 grams of EAAs, electrolytes, and a pump matrix.
It’s fully approved under Health Canada regulations, naturally sweetened with monk fruit, and free of artificial dyes.
“Health Canada keeps us accountable,” Alex says. “It pushes us to make sure what we create is safe, effective, and built to last. You just have to know how to work within the rules.”
And that’s exactly what Bull Nutrition has done — creating bold, high-performing formulas while respecting what makes the Canadian system unique.
Raising the Bar with Purpose
When Forian and his team launched Bull Nutrition, they wanted to do more than fill shelves. They wanted to raise expectations.
“We didn’t want to make just another amino,” Alex says. “We wanted to make the amino, the one people look at twice because it’s done right.”
That philosophy has helped Bull Nutrition stand out in a market where safety and quality come first. In an industry that often races to release the next big flavor or trend, Bull Nutrition is more focused on consistency, trust, and performance. It’s what’s helped the brand stand out in a Canadian market where quality and safety always come first and where innovation means working smarter within the rules, not around them.
Why Branded Ingredients Like AstraGin® Matter
What truly separates Bull Nutrition’s formulas from many others is their focus on branded, research-backed ingredients. Bull Nutrition uses branded ingredients to make its products both effective and educational.
One standout is AstraGin® — a patented compound from NuLiv Science that helps the body absorb nutrients more efficiently and supports gut health. Alex says it’s one of the easiest ingredients to explain to consumers because they can feel the difference.
Forian says it’s easy to show customers why that matters.
“When you use an ingredient that’s been researched and proven, people understand it,” he says.
“You can tell them, ‘Here’s what AstraGin does for absorption,’ and they immediately connect the science to how they feel in their workouts or recovery.”
That educational moment matters. It’s not just about the science; it’s about bridging the gap between research and real-world results. Customers see the ingredient, hear the story behind it, and recognize that it’s not there for show, it’s there for a reason.
This approach doesn’t just help Bull Nutrition build brand loyalty. It also helps the broader supplement community learn that scientific credibility and strong branding can coexist and that transparency can be a key competitive advantage.
Partnership Over Product
Working with NuLiv Science wasn’t just about adding a name to a label. It was about finding a partner that supports innovation.
Many of NuLiv’s ingredients already hold NPN approvals in Canada. This includes ingredients like AstraGin® and Senactiv®. This approval makes it easier for brands like Bull to include them in compliant formulas.
Educating the Market
The Canadian consumer base is growing more informed and curious, and Forian sees that as a good thing.
He and his team take the time to explain why ingredients matter. They describe how absorption works. They also explain why some products cost more than others.
“It’s about giving people context,” he says. “Once they understand the ‘why,’ they see the value in what we’re doing.”
That approach, paired with high-quality science-backed ingredients, helps bridge the gap between research and real-world results.
More Than a Brand — A Community
Forian’s connection to the fitness community runs deep. His other venture, Fitness City Supplements, started as his first job. It eventually became his own store. This is a full-circle story built on loyalty and hard work.
He’s also known for his lighthearted alter ego, Giovanni. Giovanni is an over-the-top Italian character. He brings humor into the supplement world.
“Not everything has to be serious,” he laughs. “Giovanni’s just a way to remind people there’s personality behind every brand.”
It’s that blend of authenticity, fun, and purpose that keeps Bull Nutrition relatable. The industry can often feel too clinical.
Looking Ahead
Bull Nutrition is growing quickly — expanding across Canada, connecting with international partners, and continuing to evolve its lineup.
The goal isn’t just to build a brand. It’s to set a new standard for what Canadian supplement companies can be: innovative, transparent, and unapologetically passionate.
🧠 Frequently Asked Questions
1. Why is the supplement industry in Canada different from the U.S.?
Canada’s supplement market operates under Health Canada’s Natural Health Product Regulations, which require every product to have a Natural Product Number (NPN) before it can be sold.
This process ensures safety and transparency but can slow down product launches compared to the U.S. market.
Because of this, Canadian formulators tend to focus more on compliance, science-backed ingredients, and long-term trust — not just fast releases.
2. What are branded ingredients, and why do they matter?
Branded ingredients are scientifically studied, trademarked compounds — like AstraGin® or Senactiv® — developed by specialized ingredient companies.
They’re tested for safety, backed by clinical data, and standardized for consistent results.
Using branded ingredients helps brands communicate real, measurable benefits to consumers while ensuring their formulas meet regulatory and quality standards.
3. What makes AstraGin® different from other absorption enhancers?
AstraGin® is a patented blend of Astragalus membranaceus and Panax notoginseng, shown to improve nutrient absorption by increasing transporter activity in the small intestine.
In simple terms — it helps your body absorb more of what you take, from amino acids and vitamins to key minerals.
It’s one of the most widely recognized bioavailability enhancers in sports nutrition and general wellness.
Learn more → AstraGin® Page
4. How can formulators in regulated markets stay innovative?
The key is collaboration. Partner with ingredient developers who already have NPN approvals or clinical validation in place.
It saves months of regulatory work and gives brands access to ingredients proven to meet both performance and compliance standards.
NuLiv Science’s portfolio, including AstraGin®, Senactiv®, InnoSlim®, and Zylaria™, are designed with global markets like Canada, the EU, and Asia in mind.
5. How does consumer education affect supplement innovation?
Consumers today want to know why something works — not just that it does.
Formulators who communicate the science behind their ingredients build stronger brand loyalty and justify premium pricing.
Branded ingredients make that easier because the research, visuals, and clinical data are already there to share.
This is especially true in sports nutrition, where absorption, recovery, and energy are key differentiators.
6. How can supplement brands work with NuLiv Science?
NuLiv Science partners directly with formulators, manufacturers, and brand developers to help integrate our ingredients into compliant, effective formulas.
We provide research support, formulation guidance, and ingredient education for your team.
To start a partnership, visit → https://nulivscience.com/contact/
7. What’s next for Canada’s supplement industry?
The Canadian market is growing rapidly, with more brands investing in clinically validated, transparent formulations.
Expect to see increased focus on:
- Gut health and absorption
- Recovery and performance
- Sleep and mood support
With informed consumers and innovative partners, the future looks strong for both Canadian and global supplement brands.
If you’re a brand looking to strengthen your supplement formulations with clinically validated, transparent, and science-backed ingredients, we’d love to connect. Reach out to our team today to learn how NuLiv Science can help you bring trusted, effective, and innovative products to market.