COLLAB: Caffeine now – collagen for later

The APAC collagen market is projected to grow from USD3.41B in 2025 to USD6.40B by 2030, driven by rising health consciousness and demand for nutricosmetics, according to a report form Mordor Intelligence. The following article could inspire the region’s F&B brands to create their own products with collagen from fish skin.

An interview with Hrönn Margrét Magnúsdóttir, founder and CEO of Feel Iceland.
 

How did you become a collagen producer?

My father-in-law is the captain of a fishing boat. As a result, I noticed how much waste is generated during fish processing. Skin, scales, bones and cartilage are thrown away, even though they are rich in valuable collagen.

The recycling of these fish skins not only reduces waste, but also makes good use of a valuable raw material. In the spirit of a conscious approach to nature and in harmony with the traditional principles of the Icelandic fishing industry.

Your involvement with this topic then turned into a successful start-up, right?

Yes, in 2023 I founded the start-up Feel Iceland, which uses nutrient-rich Icelandic fish from the cold, clean North Atlantic to make collagen supplements for skin elasticity, ligament strength, and bone density. The protein is obtained from the skins of wild-caught cod fish and processed into food supplements in powder form. The type 1 collagen it contains makes up about 90 percent of all collagen in our body. Collagen is a sought-after dietary supplement due to its effectiveness. Research points to significant benefits in several key areas of health: skin and aging, bones, joints, muscle mass and recovery.

And how come you have stirred up the beverage industry?

As a mother of four, I was looking for a healthy source of caffeine. Since I don't drink coffee, I had basically taken caffeinated energy drinks at the time – always with a guilty conscience because of the amounts of sugar and additives they contain. In 2017, I approached Ölgerðin, Iceland's leading beverage manufacturer, with my idea of a healthy energy drink. In 2019, this partnership resulted in COLLAB: a caffeine drink with collagen that addresses the growing demand for healthy, transparent and effective alternatives to classic energy or soft drinks. Since the launch, COLLAB has become a bestseller in Iceland and has significantly changed the domestic market for functional beverages.

How?

In the meantime, COLLAB has built up a strong community in Iceland and is considered a lifestyle brand with cult potential. With a current market share of around 25 percent in the functional beverage category, COLLAB is now the most valuable beverage brand in Iceland and has beaten out well-known brands such as Coca-Cola and Redbull.

What is special about COLLAB?

It's a delicious, sustainable drink full of natural ingredients – without sugar, carbohydrates and BPA. The energy kick is provided by 105 milligrams of natural caffeine. In addition, each can contains vitamin B and 5.9 grams of marine collagen. COLLAB is available in the flavors passion fruit & lime, strawberry & lemon as well as wild berries. In 2022, COLLAB was awarded the World Beverage Innovation Award for "Best Functional Beverage". COLLAB stands for conscious energy, but also for mindfulness towards one's own body and the environment. It is a drink that not only invigorates and sustainably supports health, but also connects and motivates.

What kind of collagen is in COLLAB?

The same type I collagen as in our supplement. Feel Iceland uses proprietary processes to obtain highly bioavailable and sustainability-focused marine collagen products. We work with the world's best collagen producer, which produces pharmaceutical quality. The hydrolyzed collagen in COLLAB and in our wellness and beauty products could be used for medicine. Personally, I take 30 to 40 milligrams of collagen powder a day – for example in my Greek yogurt – and drink at least two servings of COLLAB a day.  – Source: ContentWay GmbH