From baby multivitamin drops that prioritize natural, additive-free formulations to post-workout supplements targeting pain relief and recovery, these products emphasize transparency, efficacy and overall health management.
Sexual wellness also takes a more integrative approach with products supporting hormone balance and energy.
Sustainability and innovative product formats, such as magnesium for athletes and fitness-focused advent calendars, reflect the growing consumer demand for functional, eco-conscious products that seamlessly fit into everyday routines.
Infant nutrition
Wellness brand Tonic Health launched its Tonic Baby Multivitamin Drops as a clean, all-in-one baby vitamin designed to give infants and toddlers the best nutritional start.
Frustrated by existing products packed with sugars and preservatives, founder Sunna van Kampen created the UK’s first baby multivitamin free of artificial additives, offering 14 essential nutrients. Key vitamins include D3 for bone health, vitamin A for vision and immunity, and iodine for brain development. The drops can be added to food and drink or taken directly.
Recovery and lifestyle
Prozis launched a new product called Levagen+ Palmitoylethanolamide (PEA), a premium, patented supplement designed for post-workout recovery and overall lifestyle management.
The product comes in a bottle of 30 vegetarian capsules, enriched with vitamin C to support immune function and reduce fatigue.
PEA, a naturally occurring fatty acid found in foods like egg yolk and peanuts, is known for its stress and injury response and has been shown to be effective for headache relief, improved sleep, and reduced joint pain.
Levagen+ technology has been found to enhance PEA’s bioavailability and efficacy, offering superior absorption compared to regular PEA.
Sexual wellness
Startup gummy brand Novomins launched a range of products to support sexual wellness, including Endo gummies, Perimenopause gummies and Turn Me On gummies.
The Turn Me On gummy product is designed to improve female libido with natural ingredients like fenugreek, maca root, Tribulus Terrestris and damiana, which help support mood, energy and hormone balance. Additional ingredients include ashwagandha for stress relief, vitamins B6 and B12 for immune and hormonal health, and L-arginine for improved blood flow.
Unlike male-targeted solutions like Viagra, the gummies take a holistic approach, addressing the complex factors affecting women's sexual health, such as hormonal changes, stress and fatigue. They aim is to support, not "fix", libido by promoting overall sexual wellness.
Magnesium for athletes
Protein Rebel introduced Power Up, a magnesium citrate powder sourced from seawater, to support support muscle recovery, boost energy and aid sleep, addressing common magnesium deficiencies found in active individuals, particularly long-distance runners, who lose magnesium through sweating.
The magnesium citrate is sourced from seawater for high bioavailability and better absorption by the body.
Festivities begin
Myprotein launched its Advent Calendar, a fitness-focused advent calendar offering 25 bestselling products, including layered bars, whey protein, vegan protein blends, pre-workout supplements and multivitamin gummies.
The launch aims to build customer loyalty, maintain brand engagement and offer a sampling opportunity to new customers.
Seasonal flavors
Sports nutrition and snack brand Grenade launched its gingerbread-flavored protein bar as a festive, season-exclusive treat.
Each bar features a soft gingerbread-flavored nougat center, gooey caramel, dark chocolate chips and a milk chocolate coating with a white chocolate drizzle. It contains 20g of protein and has less than 2g of sugar per bar.
The new flavor was included in the already sold-out Grenade 2024 Advent Calendar, which contained 24 protein bars. Other flavors included: white chocolate salted peanut, Oreo and chocolate chip salted caramel.