NPD launchpad: From superfood powders to magnesium-powered hydration
Personalised innovation
Nourished, which manufacturers 3D-printed, personalized vitamin gummies, unveiled its new citrus stack flavour option. Derived from the East Asian Yuzu fruit, it joins the existing range of watermelon, blackcurrant, orange and strawberry flavors.
UK’s kefir brand Biotiful Gut Health expanded its portfolio with its first ever ambient launch—Biotfiul Meal Boosters. The products feature a blend of live bacterial cultures, prebiotic fibres, oats, fruits, seeds and spices, which can be sprinkled on top of meals, snacks or smoothies.
The line includes the Immunity Berry Blend containing goji and strawberry as well as vitamins B12 and D3, the Energy cacao blend with vitamin B12 and B5, and Focus coconut with turmeric and vitamin B5.
Going green
Food-based supplement brand Cytoplan launched its latest innovation—Organic Super Greens + Immunity powder. Formulated with an array of antioxidants and phytonutrients, the superfood powder contains five green vegetables including broccoli, spinach and kale, as well as acerola cherry to provide vitamin C for immune support.
"A long-term gap in nutrition from a lack of high-quality nutrient-dense fruit and vegetables is one of the leading causes of non-communicable diseases in the UK," said Amanda Williams, CEO and nutritional therapist at Cytoplan.
"At Cytoplan our philosophy always advocates for people to close that gap with nutrient-dense food where possible, but due to many factors such as the decreased nutrient levels in our food, it is becoming almost impossible to ensure we are getting a robust diet full of the vital phytonutrients that our bodies need in order to prevent disease," she added.
The company also introduced Gymnema Sylvestre, a new formulation designed to balance blood sugar and reduce sugar cravings. Each capsule contains 100 mg of the Gymnema botanical with 25 mg of active gymnemic acids, which research indicates may support blood sugar regulation.
Following significant success in the U.S., the complete-nutrition brand Huel introduced its best-selling Daily Greens product in the UK. The powder blends 91 whole food-sourced ingredients, including nutrient-rich superfoods, pre- and probiotics, and 91 vitamins and minerals, vitamin C, B12 and iron to reduce fatigue, support immunity and boost metabolism.
More than hydration
Natural health brand Better You launched its magnesium water range to improve stress resilience, sleep quality and relaxation. A blend of magnesium glycinate and citrate, 'Hydrate' includes Irish sea minerals to maximise absorption in lime and bergamot flavour. ‘Energy’ provides nitrates and B-vitamins in pomegranate and rhubarb flavour, and ‘Focus’ contains naturally sourced caffeine in blueberry mint.
"Magnesium is grossly underrepresented in modern diets due to its depletion in our soil and the rise of over-processed foods," said Andy Thomas, CEO and founder of BetterYou. "In fact, our intake has declined by half since the 1940s, and according to government statistics, is dramatically underrepresented in diets of our school children and the elderly."
Trending ingredients
UK-based dietary supplements supplier Lamberts announced the launch of its skincare innovation called Collagen Perfecting Complex. Containing 2.5g Verisol type I and III collagen peptides, the formula also combines vitamin C, biotin and silica, which has been shown to stimulate the natural production of collagen in the skin to improve skin elasticity and wrinkle appearance.
Aimia Foods entered the sports nutrition market, introducing its whey protein range Isovibe. The range features 22 g of clear whey protein per serving of powder in peach and raspberry, cherry and apple, lemon and lime, and mango and passion fruit.
"We are seeing very little innovation in the category currently, and we were keen to bring to market a fun, exciting and accessible option to plug that gap for consumers," said Ethan Duffey, assistant brand manager at Aimia Foods.
