NPD launchpad July 2024: Healthy aging and sports nutrition
Healthy aging
Melrose Health introduced the FutureLab range with its Longevity Trifecta bundle, offering a comprehensive approach to long-term vitality and healthy aging.
The bundle includes NAD+ Booster, Cellular Longevity and Berberine Complex, designed to maximize absorption and efficacy.
The NAD+ Booster targets enhanced energy production by increasing NAD+ levels, while the Cellular Longevity formula combats free radicals and supporst cellular health, and the Berberine Complex supports healthy glucose metabolism and body weight maintenance.
Bone broth
Freja, a bone broth brand, launched its Bone Broth Shake range in raw cacao, vanilla bean and wild strawberry as well as an unflavored option.
The shakes blend protein and collagen (types I and III), with each 25 g serving delivering up to 21 g of collagen, 23 g of protein and essential electrolytes, without gluten, dairy or refined sugar.
Microbiome diversity
Gut health-focused tech firm Zoe launched its first own-brand whole-food supplement, Daily 30+, designed to be sprinkled on meals to boost microbiome diversity.
According to the brand, the product—which contains over 30 plants and 5 g of fiber per serving—is unique in its ability to complement rather than replace a healthy diet. It includes fruits, vegetables, mushrooms, herbs, spices, nuts, seeds, quinoa and red lentils to enhance flavor, fiber and plant diversity.
Brain Health
Brain Food Upgrade, from supplement brand HolfordDirect, is a new product that contains three essentials for building brain cells—omega-3 fats, phospholipids and B vitamins.
“The two fats you need to build your brain are omega-3 DHA, found in fish oils, and phospholipids, especially phosphatidylcholine, which are rich in lecithin granules,” said Patrick Holford, founder of HolfordDirect and one of Britain’s bestselling health and nutrition writers. “B vitamins don’t work without omega-3, and omega-3 doesn’t work without sufficient B vitamins which drive methylation.”
Sports recovery
Beta Recovery from Science in Sport (SiS) is a new complete recovery product for high-intensity exercise. The scientifically formulated post-exercise drink supports the recovery of athletes who engage in regular, moderate to high-intensity exercise lasting 90 minutes.
The drink includes: 60 g of carbohydrates (1:1 ratio of maltodextrin and fructose) per serving to restore glycogen in both muscles and liver, 30 g of whey protein per serving to provide essential amino acids for muscle repair and adaptation and probiotic cultures to aid protein digestion and absorption and support gut and immune health.
Electrolyte replacement
Wellness brand fourfive's Hydro Orange & Mango effervescent hydration tablets entered the market with a blend of essential electrolytes and vitamins to support post-exercise hydration, metabolism, energy production and recovery.
The formula includes water-soluble vitamins, magnesium and calcium and is low-calorie and free from chalk and artificial sweeteners.
Chocolate caramel protein
Sports nutrition brand Bulk added a new flavor to its line of Pure Whey Protein products, launched in the company's redesigned packaging that makes it easier for consumers to identify key nutrients across its range of products.
A serving of the chocolate caramel powder contains at least 22 g of protein and 5 g of BCAAs, in addition to being low in sugar (less than 1.5 g), low in fat (less than 2.2 g) and under 117 calories (with nearly 80% of these calories derived from protein).
