According to new research from Mintel, among the 78% of Americans who are vitamin users, a third (34%) have increased their usage since the start of the COVID-19 pandemic, including nearly half (47%) of Millennials. In line with consumers overall, Millennials say supporting their overall physical health (66%) and immune system (62%) are the top two reasons for VMS use. However, Millennials (43%) prioritize VMS use to support their mental well-being more than consumers overall (34%).

For its most innovative launch to-date, SmartyPants Vitamins announced new SmartyPants Sugar Free Multi & Omegas gummy multivitamins in Kids, Women’s, and Prenatal formats. SmartyPants’ new Sugar Free Multi & Omegas don’t use sugar alcoh

A recent human clinical trial showed that 85% of study subjects drinking two servings of Zeal daily enjoyed a significantly better overall mood, along with improved energy, vitality and vigor after just one month.

As consumers continue to seek solutions for health and wellness needs, food and beverage product developers deliver a dizzying array of innovations across categories. While many sophisticated R&D teams work to refine formulations in supplement and energy segments, others have shifted their focus to product applications that do not traditionally feature vitamins and minerals. Take a look at some of the most cutting edge introductions from some of the industry's best product development teams.

Today’s suppliers do more than simply mix a formulation to the customer’s request; they offer guidance and expertise, typically staffing nutritionists, biochemists, and medical experts, as well as experts on regulations. They realize that often the company ordering a premix might not have the knowledge or in-house experience to create a safe and effective blend that includes the appropriate amounts and delivered bioavailability for each vitamin, mineral, or other component.

VUE is pioneering a turning point in this national story, simplifying the daily path to better health by introducing the first tea-based vitamin beverages and boost powder packs brimming with the clean, essential nourishment to fuel a balanced body and mind. 

Laird Superfood has revitalized several products to make them more functional, and they are launching on the Laird Superfood website and at retail partners. This new brand look and the Force of Nature campaign were created to reflect the passion of our consumers and deliver on Laird Superfood's mission. 

HUM Nutrition, the clean and clinically tested DTC vitamin and supplement brand expanded its women's health line with the recent launch of SOS PMS GUMMIES, a gummy with clinically tested chasteberry extract for PMS symptom relief.

Strawberry Lemonade, the latest flavor of their functional hydration and wellness beverages, brings a refreshingly sweet and mildly tart addition to the core Complete Hydration™ beverage line. 

The Secret Nature of Fruit launch is a transformative step for Dole as it transitions into a health and wellness company and introduces products into two new and different categories – chewable supplements and probiotic sodas.