Human Powered Health, a human performance company with labs that offer athletic performance and health assessments, has partnered with wellness and nutrition company Momentous.

Human Powered Health Cycling, U.S.-based Women’s WorldTour professional cycling team, is one organization that will benefit from the initiative, where its athletes will have access to Momentous’ NSF Certified for Sport products, comprehensive physiological assessments from the Human Powered Health Performance Lab and a hyper-personalized training and recovery program.

“Our team strives to push the limits of human performance,” Human Powered Health Cycling’s team trainer Callum McQueen said. “This partnership provides us with the resources and expertise to do just that. Supplementation is key for many sports, but especially in cycling due to its high demands on the body. Momentous’ line of products is ideal because we will use them to aid recovery and promote additional key nutrients that athletes can’t get from food alone.”

Human Powered Health clients and email subscribers will also be able to purchase Momentous products at a 15% discount within the performance labs and online. Human Powered Health has labs in Boston and Wellesley, Minneapolis and Scottsdale. 

“At Momentous, we are committed to providing athletes with the highest quality, most effective nutrition solutions,” Momentous founder and CEO Jeff Byers said. “Partnering with Human Powered Health allows us to directly empower elite cyclists on their journey to peak performance by integrating our products into their approach to training and racing. We are excited to support Human Powered Health in all facets of this partnership.”

Last year, consumer-focused investment firm Humble Growth acquired a significant minority stake in the Utah-based Momentous. 

The post Human Powered Health & Momentous Join Forces appeared first on Athletech News.

Make Time Wellness, co-founded by Emma Heming Willis and Helen Christoni, is expanding its product line and has announced new retail partnerships, including The Vitamin Shoppe.

The duo were honored in People Magazine’s Women Changing the World last year.

The women’s brain health and wellness brand recently launched a sugar-free Brain Health & Beauty Gummy $39.99 and plans to introduce Make Time for Beauty Sleep $29.99, a sugar-free gummy with melatonin and biotin as key ingredients. The brand’s Make Time for Brain, Body and Beauty Vitamin Powder has also been reformulated, incorporating Cognizin Citicoline, a naturally occurring nutrient, and organic green tea (one of the top 10 superfoods of 2025, according to the 13th annual What’s Trending in Nutrition survey).

“Our team is incredibly excited about the continued growth and success of Make Time Wellness,” Christoni said. “We are deeply grateful for the recognition we’ve received this year and are eager to introduce our newest products to our loyal customers. Our reformulated products and new launches reflect our commitment to creating high-quality wellness solutions that support every aspect of our customers’ health and beauty journeys.”

Last year, Make Time Wellness launched a podcast with 20-minute episodes covering everything from navigating grief to embracing clean living.

“These partnerships are an incredible opportunity to reach new audiences and make our supplements more accessible to women who are seeking effective, high-quality solutions for brain health, beauty and overall well-being,” Willis said. “It’s a big step forward for Make Time Wellness, and we can’t wait to continue making a positive impact on the lives and brain health of women.”

The supplement industry shows no signs of slowing, with new products reflecting evolving consumer preferences, such as sugar-free options, gut health and immunity support and hydration and sleep-focused solutions.

In addition to Make Time Wellness, Vital Proteins has unveiled Colostrum Capsules aimed at supporting gut and immune health. Cure Hydration, another female-founded company launched by triathlete Lauren Picasso, focuses on hydration, offering an electrolyte mix based on the World Health Organization’s oral rehydration solution formula (which is scientifically proven to hydrate just as effectively as an IV drip), according to the brand.

Supplement brand Cadence is also targeting hydration, with a line that includes a carbonated beverage, hydration sachets and pre-workout and sleep formulas.

Sports nutrition brand Bucked Up—which was just awarded Best Innovation this past weekend at the Arnold Sports Festival—just launched a line of lightly carbonated, zero-sugar protein drinks.

In the sleep category, recovery nutrition brand Cheribundi recently launched Sleep Gummies, incorporating its signature tart cherry juice for its anti-inflammatory properties.

Floyd Mayweather has also joined the supplement space with 1O1 (One of One), a collection that includes whey protein powder, pre-workouts, creatine, a gut health product, hydration sticks and peptide capsules.

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Life Time has attracted more than 1.7 million non-member subscribers to its free LT Digital app, all without any marketing efforts—and the number is expected to reach three to four million by the end of the year, Life Time founder and CEO Bahram Akradi told investors this week. 

The high-end country club operator’s complimentary app was a key focus during its earnings call with investors on Thursday, where the company reported an 18.7% increase in revenue to $663.3 million for Q4 2024, and an 18.2% increase to $2.62 billion for the full year.

Life Time opened LT Digital to non-members last year, providing free access to on-demand fitness classes, nutrition and exercise programs, meditations, podcasts and more. Shortly thereafter, the club operator announced a partnership with Microsoft to launch L.AI.C, an AI-driven companion for members to answer basic questions about their home club, with broader plans to have it offer tailored workout programs and more. By the end of 2024, Life Time added 100 new on-demand classes on the app and introduced LTH, a line of supplements and wellness products.

While freebies often fizzle out, Life Time continues investing in its app for non-members, recently launching wellness challenges—one of which is a protein reset. 

Some free LT Digital subscribers will eventually convert to paying Life Time members, Akradi says, he remains focused on the bigger picture—as he alluded to connecting LT Digital to growing demand for LTH’s nutritional supplements. The product line is extensive—there are protein offerings, vitamins, pre-workouts, specialized kits and more. Consumers can shop by health needs or take a two-minute quiz to personalize their routine. 

On a personal note, Akradi shared with investors that he takes somewhere between 80 and 90 supplements a day. 

“With the month-over-month growth we’re seeing, we expect that business to be a billion-dollar revenue business in the years to come and the LT Digital with tens of millions of subscribers on it over the next four, five, six years—will become an easy, natural foundation for the people to find the LTH products and be able to just easily buy it. L.AI.C. will help them answer any questions they have about any products, coupled with the understanding of who they are and their activity levels.”

Akradi also indicated that a bigger reveal will come—perhaps in early August—regarding other asset-light opportunities that the brand has been working on for several years. Life Time plans to open 10-12 clubs this year and its second Miora clinic—focused on longevity and performance—will open next week.

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Floyd Mayweather, who many call one of the greatest boxers of all time, has launched his supplement brand, 1O1 (One of One). The launch collection includes Whey Protein Powder, Sport Pre-Workout, Loaded Pre-Workout, Creatine Monohydrate, Greens & Gut Health, Hydration Stick Packs, and Peptide Muscle Builder capsules. Partnering with Magnum Nutraceuticals, a sports nutrition company, Mayweather brought his products to life.

“This is the first time I’ve put my name behind a supplement brand, and it had to be something truly elite,” said Mayweather. “With 1O1, we’re giving people the same level of quality that I’ve always demanded in my training—because when you put in the work, you deserve the best.”

Magnum Nutraceuticals, self-proclaims strict testing protocols and a scientific approach to supplement development.

“We’re bringing a brand to the market that consumers can trust,” said Bill Russell, CEO of Magnum Nutraceuticals. “From Floyd’s unparalleled training experience to our 20 years of industry expertise, we’ve created a supplement line that will elevate every stage of an athlete’s journey.”

The brand’s creatine monohydrate aims to boost strength and endurance, the whey protein powder delivers 25 grams of protein with prebiotic fiber and digestive enzymes, and the pre-workout fuels high-intensity workouts. The Peptide Muscle Builder includes two distinct peptides that the brand claims accelerate recovery and reduce fatigue.

1O1 marks another milestone in Floyd Mayweather’s growing business portfolio, which includes Mayweather Boxing + Fitness gyms, real estate investments, and Mayweather Promotions.

The post Floyd Mayweather Enters the Supplement Game with 1O1 appeared first on Athletech News.

Supplement and gummies brand Olly has Ashley Graham as its brand ambassador, where the model and entrepreneur will have a hand in Olly’s upcoming creative multichannel campaign launching this spring and share content related to her health and wellness journey. 

Signing ambassadors to fitness and wellness brands has provided a way for brands to stand out in a crowded space. Human performance wearable brand Whoop added Christiano Ronaldo (who is also an investor), Amazfit announced Hyrox world champions Meg Jacoby and Hunter McIntyre  joined its roster of international athletes and wellness tech brand recently named Philadelphia Eagles Super Bowl champ Cooper DeJean as a brand ambassador.

“I’ve been a fan of Olly since 2018, and it’s amazing to come full circle to partner again with a brand that has grown so much, similar to how my own life and family have grown,” Graham said. “I’ve always trusted their products, and it’s been so fun to introduce my family to them over the years. Sharing a realistic approach to all things work, motherhood, and wellness is my goal, which has made this partnership feel all the more natural.”

“Working with like-minded partners who are grounded in their values is very important to Olly, so we’re thrilled to welcome Ashley back in an even larger capacity as our brand ambassador,” Olly’s vice president of marketing, Renee Fuller, said. “Ashley has consistently been a voice for living an authentic lifestyle—prioritizing self-care, balanced nutrition, and a positive mindset—which perfectly complements how OLLY makes health and wellness approachable for everyone.”

Last fall, the San Francisco-based wellness company expanded its women’s line with Mellow Menopause, a hormone and estrogen-free supplement designed to support menopause and help manage symptoms.

“Menopause is a stage of life all women will experience, yet we’re offered very little education or support on the topic,” said Olly’s senior director of scientific affairs, Dr. Shikha Snigdha. “Our approach to developing Mellow Menopause was guided by a deep commitment to addressing the unique and varied symptoms women experience during menopause. The goal was to create an offering that provides comprehensive relief during the menopause transition, making this often-challenging phase of life a bit easier to navigate. We’re incredibly encouraged by the results from the product’s clinical study and know that this product will make a real impact on women.”

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Looking to revamp your nutrition this year? These products have you covered

If one of your New Year’s resolutions is to improve your nutrition, Athletech News rounded up the best products to help. From supplements to high-quality protein gut health solutions, these products will make your revamped health and wellness routine easier than ever. Whether you’re looking to fill nutritional gaps, build muscle, or optimize your digestion, this list has something for everyone.

Best Supplements

• 

  IM8 Daily Ultimate Essentials

  The just-launched daily supplement founded by David Beckham combines over 70 essential nutrients, including vitamins, minerals, and antioxidants. With 100% of your daily values (DV) for key nutrients like Vitamin D3 (25 mcg/1000 IU) and Vitamin C (90 mg), IM8 is designed to boost immunity, energy, and cellular health. It also includes omega-3 fatty acids to promote brain and heart health. Best of all, it tastes refreshing and delicious, so you’ll be reaching for it every day.

  What reviewers say: As a nutritionist and busy mom, I’m usually cautious with new supplements. But iM8 truly delivers—it’s an all-in-one, science-backed blend that gives me sustained energy without jitters. —Mona S., reviewer at IM8

• 

  Jarrow Formulas Multi+

  Jarrow Formulas multivitamin is packed with bioavailable vitamins and minerals, containing methylated forms of folate (400 mcg) and B12 (500 mcg), which are better absorbed by the body. Added antioxidants like lutein (5 mg) support eye health, while magnesium (100 mg) aids in muscle function and stress reduction. One serving packs a punch, making it easier than ever to fill in nutritional gaps for better health.

• 

  Great Lakes Collagen

  To improve your skin, nail, and hair health in the new year, Great Lakes Collagen has you covered. Each serving provides 10 grams of collagen peptides to maintain skin elasticity, joint lubrication, and stronger nails and hair. Great Lakes Collagen dissolves quickly and easily, with no chalky residue, and can be added to your favorite smoothie, coffee, tea, or oatmeal.  

  What reviewers say: I love this product. I suffer from Sjogrens and when I take magnesium along with this collagen I feel so much better. My joints don’t hurt and I can go about my day with much less pain. —Dina G., reviewer at Great Lakes Wellness

Best Protein Sources

• 

  Jocko Molk Protein Shakes

  Jocko Fuel was founded by Jocko Willink, a retired U.S. Navy Seal, who co-authored the book “Extreme Ownership” in 2015, which was a New York Times bestseller. Willink started Jocko Fuel to provide clean supplements in the saturated market. Each 16 oz shake delivers 30 grams of whey protein isolate for muscle recovery and growth. Added adaptogens like ashwagandha (300 mg) may help with stress management, while MCT oil helps provide energy for workouts.

  What reviewers say: I am so pleased to use this product for a quick low calorie addition to my protein goals. It makes getting to my numbers so easy and with no impact on my caloric intake as well. — Arian M., reviewer at Jocko

• 

  Power Life

  Available in both whey protein and plant protein options, Power Life’s High Impact Protein Powder is efficiently absorbed by the body for effective results, as it combines HMB (beta-hydroxy-beta-methylbutyrate) and vitamin D. Each serving also delivers 15 grams of protein, digestive enzymes, and marine algae to support muscle health and gut function.

  What reviewers say: I bought it, loved it and fell in love with it. I’ve used it everyday for my morning smoothie for the last year, have lost over 30 pounds, gained a bunch of muscle and don’t feel that afternoon crash. —Alethea S., reviewer at Power Life

• 

  Crisp Power Protein Pretzels

  Crisp Power Protein Pretzels are a surprisingly delicious snack to satisfy cravings without the guilt. The pretzels pack 16 grams of protein and only 110 calories per serving. They are also a great source of fiber (6 grams per serving) to keep you feeling full longer.

  What reviewers say: Most of the protein snacks I see are sweet, mostly chocolate bars, so these pretzels are a refreshing savory alternative. They are super tasty (honestly better than “normal” pretzels) and overall the perfect protein-packed snack! —Ellie, reviewer on Amazon

• 

  The New Primal Meat Sticks

  Each New Primal Meat Stick contains 9 grams of protein made from grass-fed beef, free-range turkey, or all-natural chicken. With 80 or fewer calories per stick and no added sugars, they are a perfect on-the-go snack to maintain energy levels throughout the day.

  What reviewers say: I have always bought these at the grocery store because they are 98% meat and less than 2% of the preservative junk. Everyone loves them, I can’t keep them in stock in my house! —Hillary S., reviewer on Amazon

• 

  Daily Harvest High-Protein Smoothies

  Daily Harvest has launched a new line of high-protein smoothies in Dark Chocolate, Vanilla Bean, and Mixed Berry. Each smoothie contains 20 grams of organic plant protein sourced from pea protein. With no artificial sweeteners or added oils, the smoothies stand out as among the best we’ve tried (and are filling, unlike many competitors). Daily Harvest’s high-protein smoothies are made with cacao, dates, pumpkin seeds, organic dates, bananas, flax seeds and kale. Our favorite, Dark Chocolate, tastes like brownie batter.

Best Gut Health Solutions

• 

  Seed DS-01 Daily Synbiotic

  The synbiotic provides 24 strains of probiotics delivering 53.6 billion AFUs (Active Fluorescent Units) per serving. Seed helps with healthy digestion, improves stool regularity, and strengthens the gut barrier, for better overall immunity and even clearer skin.

  What reviewers say: I saw noticeable changes from this probiotic for both my stomach and my eczema. I can’t recommend it enough. I wasn’t sure it would be better than what I was already taking it and was shocked how much of a difference it made. —Cassidy, reviewer at Seed

• 

  ARMRA Colostrum  

  Each serving of ARMRA is packed with bioactive peptides, immunoglobulins, and over 200 functional nutrients to enhance gut lining repair and support optimal nutrient absorption. Colostrum can improve intestinal barrier function, making it helpful for gut health and immune resilience.

  What reviewers say: I started ARMRA last June. About six weeks into this program, I noticed that I felt GREAT. I still feel great. It seems my immune system is stronger and my overall health is better. I can’t measure it with data, but this product makes me feel as though I am firing on all 12 cylinders. —Lorelei H., reviewer at ARMRA

• 

  Supergut Prebiotic Bar

  Each Supergut bar contains 10 grams of prebiotic fiber from sources like green bananas and oats, which feed healthy gut bacteria. With only 5 grams of sugar and 15 grams of total carbohydrates, these bars support digestive health but also fill your sweet tooth without guilt.

  What reviewers say: I love the taste and texture of these bars. Sometimes I have an unsettled stomach and if I have half a bar it takes care of it pretty quickly. I also am a chocolate and peanut butter person but my fav flavor is actually the strawberry. They def cut out my cravings or hunger for a good part of the day. —Brenda C., reviewer at Supergut

The post The Best Products to Supercharge Your Nutrition in 2025 appeared first on Athletech News.

Superfood and supplement brand Ancient Nutrition has been acquired by Wellful Inc., and the deal appears to be just the start for the health and wellness platform’s omnichannel ambitions.

Wellful secured Ancient Nutrition from VMG Partners, Hillhouse Investment, and other investors, bolstering its portfolio that features prominent brands such as Nugenix, Jenny Craig, Nutrisystem, Peptiva, Instaflex, Super Beta Prostate and Doctors’ Preferred. 

“The acquisition of Ancient Nutrition establishes Wellful as the largest independent vitamin, mineral and supplement platform in North America,” said David Gassko, a partner at Kainos, the private equity firm backing Wellful. He added that Wellful continues to have “amply dry powder” to invest in its brand portfolio, including future acquisitions.

Ancient Nutrition CEO Colt Morton will remain at the helm of the superfoods and supplement brand, which sells collagen, protein and active nutrition products, as well as probiotics, vitamins and minerals.

“Partnering with Wellful marks an exciting new chapter in our journey,” Morton said. “Wellful’s resources and our shared vision for innovation position Ancient Nutrition to bring our mission to even more people while staying true to the values and culture that have brought us here.”

Wellful CEO Brandon Adcock noted that the brand has considerable future growth potential.

“Ancient Nutrition fundamentally stands for something within the industry and delivers real results to its customers,” Adcock said. “We’re very excited to further strengthen the brand and to expand the product portfolio that customers have come to know and trust.”

Capitalizing on Healthier Options

Supplements are among the key trends industry experts predict will see significant growth in 2025. The category has certainly captured the attention of Gen Z, who are increasingly reaching for pre-workout blends, often inspired by fitness influencers dominating social media. Beyond Gen Z consumers, an overall interest in healthier foods and beverages have set the stage for nutrition, ready-to-drink and “better for you” food categories to emerging as a focus area for investors and industry titans.

In 2024, Keurig Dr Pepper made a play for energy drink and nutrition supplement brand Ghost, while Simply Good Foods Co. acquired Only What You Need (OWYN), a plant-based and ready-to-drink protein shake brand, for $280 million. In a similar deal, Molson Coors secured a majority stake in Zoa energy drinks.

Prenetics, a health sciences biotech company that co-launched IM8 with David Beckham, followed suit, acquiring Europa Sports Partners, one of the largest sports nutrition distributors, which includes supplements and sports drinks. In the food sector, PepsiCo acquired Siete for $1.2 billion, eager to add its flavorful Mexican-American food products (many of which are Whole-30 approved) to its massive portfolio.

And while keto-friendly and high-protein brand Magic Spoon hasn’t yet been acquired, it has likely piqued the interest of major food corporations. In the meantime, the colorful breakfast food and snack brand has just introduced its healthier spin on granola.

The post Wellful Expands Portfolio with Ancient Nutrition Acquisition appeared first on Athletech News.

Good news for the pre-workout supplements market: demand for workout-enhancing products is expected to reach $26.7 billion by 2030, according to a new report from Research and Markets. Key growth drivers include rising interest in supplements to improve physical performance, increasing awareness of protein benefits, and the growing number of fitness centers and consumers pursuing intensive workouts.

Here are some other notable findings from the report:

North America leads in the largest revenue share in the pre-workout supplements market, led by consumer interest in health and wellness. Still, Asia Pacific is also expected to grow over the forecast period due partly to the increase in fitness and health facilities and consumer interest in nutrient-dense foods.

Although pre-workout supplements come in various product forms, powders are forecasted to be the fastest-growing, according to the report.

Although “offline” pre-workout supplements are expected to have a larger market share during 2024-2030, Research and Markets projects online channels will record faster growth due to the convenience of browsing products based on budget and the increased availability across a wide range of platforms.

While it’s unsurprising that athletes and bodybuilders are the primary consumers of pre-workout supplements, demand for such products from “casual users” is projected to grow significantly due to increased awareness and rising disposable income.

Gen Z Clamors for Supplements

Chatter about supplements is at an all-time high, especially on social media, where #preworkout boasts nearly 520,000 posts on TikTok. Young “fitfluencers” are leading the charge, ranking and reviewing pre-workout brands for their followers and/or sharing their pre-workout supplement routines.

Brands are indeed honing in on the desires of young fitness and health-conscious consumers and for good reason: one McKinsey report issued this year revealed that Gen Z and millennial consumers are purchasing more wellness products and services than older generations.

Alani Nu, a sports nutrition and energy drink brand, offers pre-workout powders in flavors like Cosmic Stardust, Galaxy Lemonade, and Hawaiian Shaved Ice, incorporating caffeine and amino acids.

Ghost, a supplement brand known for its splashy, colorful branding, is wrapping up the year after catching the interest of Keurig Dr. Pepper, which has made a move to acquire the brand in a $1 billion deal. Among its product lineup, Ghost offers pre-workout powders in Gen Z-appealing flavors such as Swedish Fish, Sonic Cherry Limeade, Warheads Sour Watermelon, and Welch’s Grape.

Earlier this year, fitness influencer-founded Bloom landed a sizable investment from C4 energy owner Nutrabolt. The sports nutrition brand also sells pre-workout powders in flavors like Sour Peach Ring and Bahama Mama while also offering supplements in convenient stick packs. 

Research and Market’s report can be found here.

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As the booming supplements market continues to grow, a new Amway 2024 Habits and Healthspan survey reveals that while 77% of respondents take at least one supplement daily, 47% mistakenly believe the Food and Drug Administration (FDA) approves these products before they reach the public.

The Habits and Healthspan survey—which polled U.S. adults aged 18 to 70—also found that two out of three respondents are more likely to purchase supplements with traceability, allowing products to be tracked from source to shelf.

“Without FDA approval, consumers must rely on their own research to evaluate and identify trustworthy brands,” said Will Templeton, head of sustainability for Amway. “The focus on a company’s traceability and sustainability practices has become a crucial factor in their purchasing decisions.”

The survey also highlighted the importance of gut health to U.S. consumers, with over half (62%) reporting they’ve experienced gut problems and one in three currently dealing with a gut-related issue. Notably, gut health was one of The Vitamin Shoppe’s top 2024 trends, with its ProBioCare line of probiotics and digestive health products seeing a 44% sales boost in Q1, up from 24% in 2023.

“Gut health is pivotal to our overall well-being, with emerging science suggesting an impact beyond digestion to potentially weight, immune function, and even our mood,” said Dr. Paul Seehra, Amway’s vice president of global nutrition and research. “Most adults in the U.S. have experienced gut problems, yet less than half understand why or what constitutes a healthy gut biome, displaying a need for public education and awareness.”

Although the majority (98%) of respondents with children under 18 say it’s important for their kids to establish healthy routines before adulthood, more than half (57%) report that medical reasons prompted their own engagement in healthy lifestyle behaviors. However, only 36% of those surveyed report learning behaviors at a young age as the reason for engaging in healthy lifestyle behaviors.

“While establishing healthy habits early is key, these findings indicate that long-term habit formation often does not carry over into adulthood,” said Amway’s Holiday Durham, PhD, MS registered dietitian. “Maintaining these behaviors can be difficult, but when you are within a circle of family, friends, and community that share your goals, it makes it much easier to maintain healthy habits long term.”

One New York-based startup is helping consumers make sense of supplements—SuppCo, which recently announced a beta release and secured $5.5 million for its supplement tracking and optimization app.

SuppCo users can search over 160,000 supplement products, indexed by ingredients, and explore those rated with a TrustScore system. Additional features are in development, including social and interactive components. Most of all, the startup aims to address common industry shortcomings—such as high margins, questionable quality, undisclosed endorsements, and unsubstantiated product claims.

“For our business model, we’re creating something we believe is truly unique and aligned with your health goals,’ SuppCo co-founder and CEO Steve Martocci shared in a letter announcing the funding. ‘While we love supplements, we recognize the industry has serious transparency issues and doesn’t always prioritize the customer’s best interest.”

Amway’s 2024 Habits and Healthspan report can be found here.

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The Vitamin Shoppe owner Franchise Group Inc. (FRG) has initiated Chapter 11 proceedings in the U.S. Bankruptcy Court for the District of Delaware.

FRG went private last year through a $2.6 billion management buyout, arranged by investment firm B. Riley—which has been marred by challenges following an investigation into its founder and former CEO Brian Kahn over his alleged ties to the collapse of Prophecy Asset Management. Bryant Riley, B. Riley’s co-founder, shared with employees that he feels “personally sick” regarding FRG’s financial woes, according to a report by Bloomberg.

The group initiated the proceedings to implement a restructuring with holders of approximately 80% of its first lien debt to strengthen its capital structure and position its brands for sustainable growth. As part of the restructuring support agreement, the first lien lender group has committed $250 million in debtor-in-possession financing, which is subject to court approval and will go toward maintaining operations along with cash on hand.

Franchised locations of FRG’s brands are not part of the proceedings.

“Today’s announcement to de-lever our balance sheet is a pivotal step forward in enabling our market-leading businesses Pet Supplies Plus, The Vitamin Shoppe, and Buddy’s Home Furnishings, to realize their full potential,” FRG’s president and CEO Andrew Laurence said. “Each of these businesses has a demonstrated value proposition and provides great products and services to customers, which they will continue to do seamlessly during this process. Strengthening FRG’s balance sheet will allow us to enhance our support for these businesses as they advance their growth trajectories.”

Under the plan, FRG’s American Freight brand is closing its locations nationwide and online on November 5, but it will be business as usual for customers of its other three brands, including The Vitamin Shoppe.

The New Jersey-based supplement and vitamin retailer announced earlier this year that it was launching Whole Health Rx, a telehealth service connecting consumers with licensed healthcare providers for nutritional supplements and GLP-1 drugs such as Ozempic and Mounjaro, as well as compounded versions of weight loss medications. Last month, Whole Health RX added testosterone replacement therapy to its services. 

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As the longevity movement takes hold, it’s not just infrared saunas, cold plunge and cryotherapy that are making waves.

Wellness-focused Americans are placing a greater emphasis on the things they put into their bodies, whether that be food or supplements. As those in the United States continue to grow weary of the shortcomings of our modern healthcare system, more and more people are coming around to the idea that “food is medicine.”

Amid this backdrop, personalized nutrition has emerged as a new category, one that may help people live better, for longer. 

Athletech News breaks down some of the key players in the personalized nutrition space, including telenutrition, healthy eating apps and new-age supplement companies. 

The Rise of Telenutrition

Eating “healthy” may seem simple on the surface, but the complications and stressors of daily life, a lack of education and individual genetic differences make maintaining proper nutrition much more challenging in practice. 

According to the USDA, more than 100 million Americans are suffering from preventable chronic diseases linked to poor nutrition and physical inactivity. Many Americans don’t know where to start, or how to sort out the complex and oftentimes conflicting dietary advice they’re fed on social media and in news articles. 

Telenutrition – the practice of connecting people with registered dietitians (RDs) through virtual platforms like Zoom – has emerged as one way to help America out of its nutrition-induced health crisis. Investors are highly bullish on space, as are many health experts. 

Earlier this year, Nourish raised $35 million in a Series A funding round, bringing the company’s total funding to $44 million since its inception in 2021.

The New York–based telenutrition startup offers Americans access to RDs through their healthcare plan, drastically lowering the costs of obtaining expert nutrition advice. 

“Our goal is to create a win-win-win for patients, providers, and payers,” said Sam Perkins, co-founder, president and COO of Nourish. “For patients, we unlock access to personalized nutrition care that has historically been limited to a subset that can afford to spend thousands of dollars out-of-pocket. For RDs, we remove the barriers to accepting insurance, enabling them to focus on patients and building their practices rather than administrative tasks and paperwork. For payers, we’re providing access to a high-quality dietitian network and virtual nutrition platform to measure and improve clinical outcomes.”

Nourish is also developing technology to incorporate “food as medicine” into its program, essentially allowing registered dietitians to “prescribe” diets for patients. 

Fay, another startup that connects Americans with RDs covered by their health insurance, raised $20 million in a Series A round announced earlier this year, bringing its total funds raised to $25 million. 

Founded by Sammy Faycurry and Mark Stefanski in 2022, Fay currently has over 1,000 health insurance providers on its platform and is projected to exceed 2,000 by 2025. Registered dietitians on the Fay platform cover more than 30 specialties including eating disorders, diabetes, kidney disease, weight management, gut health and general preventative care. 

“For too long, access to diet and nutrition care has been gate-kept by prohibitively high costs and inability to access RDs who accept insurance,” said Faycurry, who serves as Fay’s CEO. “Fay was born from the belief that everyone deserves access to expert care – allowing the majority of Americans to have easy and convenient access to life-changing nutrition counseling.”

Faycurry, a Harvard Business School grad whose mother and sister are both registered dietitians, believes telenutrition platforms like Fay could hold the key to helping America out of its chronic-disease predicament. 

“This is a critical moment for nutrition in America, as is evidenced by half of adults with one or more preventable conditions linked to eating patterns, changing consumer sentiment around better-for-you products, and increasing use of medications and invasive procedures,” Faycurry told Athletech News. “Demand for help with diet and better nutrition has been surging for a while, with no realistic product in the market that was clinically proven and affordable. We’re excited to be that solution in a market that has needed it for far too long.” 

With the funding, Fay plans to build out its platform with new features, including ones that would make it easier for Americans to obtain healthy food. 

“An example of this is food service delivery integration with our platform,” Faycurry says. 

“This is a critical moment for nutrition in America, as is evidenced by half of adults with one or more preventable conditions linked to eating patterns, changing consumer sentiment around better-for-you products, and increasing use of medications and invasive procedures,” he added. “Demand for help with diet and better nutrition has been surging for a while, with no realistic product in the market that was clinically proven and affordable. We’re excited to be that solution in a market that has needed it for far too long.”

Making Healthy Eating Fun & Accessible

Expert advice on nutrition is important, but so too is motivation and adherence. 

Lifesum, a popular healthy eating platform with over 60 million users worldwide, seeks to make it easy – even fun — for people to make smart food choices. 

Founded in 2013 by tech entrepreneurs with experience in online entertainment, including a former Spotify executive, the app features a slick user interface and offers tools like calorie and macronutrient tracking, meal plan templates and diet plans, and sleep and activity tracking through integrations with Apple Health, Google Fit and Oura. 

“Our north star is to make it easier for people to understand what healthy eating means to them, empowering them to make better choices that allow them to live life to the fullest,” explained Marcus Gners, Lifesum’s co-founder and CIO.

As the longevity movement takes hold, Gners reports that many Lifesum users now view nutrition as a means to improve their overall health and performance rather than just as a way to shed pounds. 

“People still want to manage their weight, but we see an increased interest in our functionality that gives more nuance to the impact nutrition has beyond the standard fueling process,” Gners said. “For example, we see increased interest in the role nutrition can play in improving mental health, athletic performance and sleep.”

In a longevity-focused move, Lifesum acquired Lykon, an at-home biomarker testing company, earlier this year. With the deal, Lifesum users will soon be able to track and monitor their health with at-home biomarker tests, combining those insights with nutrition for a powerful one-two punch. 

Lifesum CEO Markus Falk called the move a “game-changer” for the healthy eating platform.

“Combining biomarkers with innovative technology enables personalized supplements and coaching to truly empower people to take care of their health,” added Lykon founder and CEO Tobias Teuber. “Joining forces with Lifesum allows us to provide consumers with unparalleled insights (into) their health.”

“People still want to manage their weight, but we see an increased interest in our functionality that gives more nuance to the impact nutrition has beyond the standard fueling process,” Gners added. “For example, we see increased interest in the role nutrition can play in improving mental health, athletic performance and sleep.”

Supplement Brands Change the Narrative

Supplements often get a bad rap as overhyped or downright ineffective, but a few innovative brands are looking to alter that perception through the power of personalization. 

Founded in 2017 by Eric Ji Sun Wu and Jahaan Ansari, Gainful is one of the pioneers and market leaders in the personalized supplement and nutrition space. 

After an online quiz where customers are asked information about their background and health goals, Gainful recommends a monthly shipment of products tailored to a user’s unique profile, including protein powder, pre-workout, creatine, fiber, collagen, hydration and greens powder. Gainful customers also get one-on-one access to registered dietitians for further personalized support. 

Dean Kelly, a former Walmart ecommerce exec who took over as Gainful’s CEO in 2023, believes providing a deeply personalized experience is what sets Gainful apart from the many other brands selling protein powders, creatine and pre-workout blends. 

“I view personalization as the feeling that a customer gets at the end of their experience with Gainful that makes them feel as if ‘Gainful is for me,’” Kelly told Athletech News. “And it’s not only because of the products we’re recommending; the way that we talk to you is unique to you. We also bring in expert guidance from real RDs to help our customers with nutrition. It’s completely personalized, so it’s a real person responding to real people with real questions.”

Gainful raised $7.5 million in a Series A round in 2021, which allowed the brand to expand beyond protein and into other supplements. In 2023, it struck a deal with Target to bring its personalized supplement blends into the retail giant’s brick-and-mortar stores. 

Looking ahead, Kelly has said Gainful is looking to raise another $20-30 million so it can make a bigger push into retail and expand its product line into new supplement categories. 

“If you can imagine where we’ll go next, Gainful is all about customization,” Kelly said. “You have a base protein, and then you can start to add Boosts, which might be gut health, menopause, prenatal, postnatal, cognitive, sleep, heart health or joint health. These are all categories we can go into under the umbrella of customization.”

Bioniq, meanwhile, is looking to change the way we take multivitamins. 

The London-based company takes personalization to a new level – users take a blood test and are offered a supplement blend based on those results. (Bioniq also offers users the option of completing a questionnaire instead of a blood test). 

Each uniquely developed Bioniq formula can have up to 120 nutrients. The company leverages a patented algorithm based on blood test data from tens of thousands of people across millions of biochemical data points to support its supplement recommendations. Notably, Bioniq supplements come in a granule form, which the company says enhances absorption compared to traditional pills.

A testament to its approach, Bioniq just raised $15 million in a Series B round led by HV Capital and Unbound. The funding round values the supplement brand at $70 million. 

“We’ve entered a new era in nutritional supplementation over the last six years, where it’s become clear that one-size-fits-all solutions are simply inefficient,” said Vadim Fedotov, co-founder and CEO of Bioniq. “Everyone’s health journey is unique and fluid. Customers need advanced, adaptable products that provide evolving support for personal health goals. Our AI-driven approach and extensive biochemical database allow us to create customized supplements that provide quantifiable results and cater to individuals’ specific needs.”

This article originally ran in the The Business of Prevention, Recovery & Longevity Report 2024. Download the report now to read more insights into how fitness and wellness brands are making strides in key markets.

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Keurig Dr Pepper (KDP) has entered into a definitive agreement to acquire Ghost Lifestyle and Ghost Beverages LLC, a sports nutrition brand known for its attention-grabbing packaging and youth-centric flavor crossovers from Warheads, Cinnabon, Sour Patch Kids, and more.

The deal sees KDP making an initial cash investment of approximately $990 million in exchange for a 60% ownership stake in Ghost and acquiring the remaining 40% stake in 2028. The sides say the initial phase is expected to close later this year or in early 2025. Beginning mid-2025, KDP intends to invest up to $250 million to transition Ghost Energy’s existing distribution agreements.

Ghost co-founders Dan Lourenco and Ryan Hughes will continue to lead the sports nutrition brand, which will now operate as part of KDP’s U.S. Refreshment Beverages segment. 

Founded in 2016, Ghost reports that its net sales have more than quadrupled over the past three years, with its Ghost Energy line among the fastest-growing in the energy category. In addition to its pre-workout, intra-workout, post-workout, and hydration products, Ghost offers supplements for sleep, joint health, weight management, gaming, and high-protein cereal.

KDP CEO Tim Cofer stated that Ghost is a differentiated brand with significant growth potential.

“This acquisition strengthens our position in the attractive energy drink category, accelerating our portfolio evolution toward consumer-preferred, growth-accretive spaces through a disciplined deal structure,” he added.

“The energy category is poised for continued long-term growth, which KDP expects to increasingly capture through our platform-based approach. KDP’s portfolio of complementary energy brands is aligned against distinctive consumer need states, and, together, these offerings will unlock significant growth and scale benefits across our entire DSD portfolio.”

The deal comes as other food and beverage titans continue to invest and acquire energy drinks, sports nutrition, and “better-for-you” food brands. PepsiCo, which owns a substantial stake in Celsius, recently acquired the family-founded Siete for $1.2 billion. Earlier this year, a former PepsiCo exec co-launched KEY, an all-natural energy drink with ketones. The brand closed a $4 million seed round led by AgFunder, a foodtech and agtech investment fund.

Bloom, a greens and superfood brand that has found a home on the shelves of Target, scored an investment from Nutrabolt earlier this year, giving the C4 maker a 20% stake in the brand that was founded by fitness and wellness influencer Mari Llewellyn. KDP recently signed a sales and distribution deal for Bloom’s ready-to-drink energy beverages, according to Justin Whitmore, KDP’s chief strategy officer.

“We could not be more excited to build the future of Ghost together with KDP,” Lourenco said. “As we thought about our company’s next chapter, KDP’s track record of cultivating disruptive brands, similar challenger mindset, and shared vision for the energy category and beyond made it the right home for our brand and team. We are excited to pair KDP’s insights and capabilities with our products and people and know that together, we will continue to scale and build GHOST towards our vision of a 100-year brand.”

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SuppCo, a new platform aiming to make it easier for consumers to navigate the ever-growing supplement industry and manage their supplement stacks, has announced a beta release and a $5.5 million funding round led by Union Square Ventures and True Ventures, which included support from Box Group and Compound.

As of now, SuppCo allows users to discover over 160,000 supplement products that are indexed by their ingredients, which are searchable by text or barcode and feature a TrustScore rating system with over 500 brands. Users can explore more than 70 protocols across 15 different health goals, create and share their stack with health professionals, coaches, and friends, and use a stack analysis tool to optimize health and wellness routines. A Smart Scheduling feature is also available.

The New York-based startup says additional social and interactive features are in the works, including community spaces for users with similar goals.

“When it comes to our business model, we’re working on something we think is truly unique and aligned with your health objectives,” SuppCo co-founder and CEO Steve Martocci wrote in a letter announcing the startup’s beta release. “As much as we love supplements, we think the industry has some deep flaws, particularly when it comes to transparency, and isn’t always operating in the customer’s best interest.”

Martocci pointed out some of the flaws, including products sold at too high of a margin and questionable quality, undisclosed endorsements, and promises that lack data.

“We want to be aligned with you as you navigate your journey and be just as happy when you stop taking something that isn’t working as when you embark on trying something new,” he wrote. “So look out in 2025 for a new model that is designed to be transparent and accessible.”

SuppCo’s plan is to offer a “co-op-like” membership model in the future and ensure major partnership announcements from the health and wellness community at its official launch early next year.

During SuppCo’s beta period, the startup says it’s forging relationships with supplement experts, doctors, scientists, and nutritionists.

Andy Weissman, managing partner at Union Square Ventures, noted that the firm invests at the edge of large markets that are being transformed by technological and societal pressures. 

“Health and wellness markets are being transformed by increasing user demand for agency, control, and personalized, data-driven solutions that allow for experimentation and collaboration,” he wrote in a post. At the same time, technological advancements, especially in at-home health tracking, now allow for novel health solutions determined and controlled by people themselves. SuppCo sits at this critical intersection of personal control over health and advanced technology for consumers and represents a movement that is forming at the edge of our healthcare system. This approach has the potential to restore trust, put people at the center of their own health, and help to rebuild a system from the edge.”

In other supplement-related news, soccer star Cristiano Ronaldo has just made a sizable (yet undisclosed) investment in Bioniq, a personalized supplement maker. While the exact number hasn’t been made public, Bioniq confirmed the investment brings its total valuation to $82 million. In July, the personalized supplement brand raised $15 million in a Series B funding round that valued the company at $75 million.  

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Bodybuilding.com, a destination for supplements, sports nutrition, expert guidance, gym gear, and apparel under Omni Retail Enterprises, has announced a massive relaunch for 2025 that will introduce a new fitness app, a revamped supplement house brand, and in-person events.  

The changes are part of a multi-year strategy, according to Bodybuilding.com.

“The legacy behind this brand is exceptional,” Omni CEO, Sharon Leite, said. “For the last 25 years, the fitness community has sought out its expertise in supplements, nutrition, training, and leading a healthier lifestyle. We’re both excited and proud to restore what’s made this brand so unique in the past and bridge the gap to an innovative future within the fitness and wellness industry.” 

Signature Series, the brand’s leading supplement line, will be upgraded with new product additions and the removal of artificial dyes, which will roll out this December. The company is also partnering with other brands within the supplement space, such as Kaged. 

“Our Bodybuilding.com Signature Series will set the benchmark for innovation and quality,” said Steve Marada, head of product development and merchandising. “Every product we develop is backed by cutting-edge science, from new ingredient forms to enhanced flavors, all produced by U.S.-based manufacturers adhering to the highest standards, including GMP-certified practices.” 

In the coming years, part of the product strategy will include expanded wellness offerings, such as vitamins and peptides.

Fitness App & Metabolic Telehealth Service

A new fitness app is also in the works, enabling users to connect, track health metrics, and participate in classes with coaches and specialists. 

“The new BBCOM app is an innovative and modern take on helping individuals achieve their fitness goals”, Omni CTO Jeff Haddox said. “This all-in-one platform blends workouts, metric tracking, and community connection that caters to both traditional bodybuilders and fitness newcomers alike. We are thrilled to continue to partner alongside our customers on their fitness and wellness journey and are excited to welcome new customers into the Bodybuilding.com ecosystem.” 

In preparation, a new roster of coaches will be announced next month, highlighting workouts and programming categories that will be available at launch. Users will be able to select from coach-led workouts, and multi-week programs or opt to build their own program.

Perhaps most intriguing is Bodybuilding.com’s future addition of a metabolic telehealth service, which will serve as an extension of its app membership. The telehealth service will provide users with services to support their fitness goals and their overall health. 

Health and Fitness Road Trip

In the latter half of 2025, Bodybuilding.com says it’s hitting the road to host holistic fitness and wellness events with select partners. Attendees can expect workouts, paneled speakers, access to select supplements and apparel, and the chance to participate in a content series. Dates and locations of the in-person experiential events will be announced early next year. 

“Now more than ever people are looking to connect in real life,” said Danielle Bitts, Omni’s head of brand marketing. “We have a responsibility to bridge the gap between digital engagement and in-person activations to not only showcase our brand values but to serve as the connector of people looking to live healthier lives through the vehicle of movement.” 

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Wellness brands like Armra, Barker Wellness, Ka’Chava and Supergut have broadened their reach this year by entering Sprouts and Target stores, as consumers turn to holistic wellness supplements

Wellness brand Armra has launched in Sprouts Farmers Markets nationwide, marking the national retailer as the first to carry the brand’s colostrum products.

The physician-founded Armra offers bovine colostrum concentrate made in the USA and ethically sourced from grass-fed cows. The supplement provides over 400 bioactive nutrients, touting gut health, immunity, recovery and metabolism-boosting benefits.

In addition to Sprouts, Armra plans to enter other premium regional retailers through the end of the year, expanding beyond its direct-to-consumer roots.

“Armra is revolutionizing the health and wellness industry, setting a new standard for science-backed, transformative products,” Armra founder and CEO Dr. Sarah Rahal said. “This partnership underscores our mutual dedication to providing top-tier health solutions that empower consumers to reclaim their bodies’ natural state of thrival. By offering Armra’s products at Sprouts nationwide, we’re breaking the mold of conventional wellness retail to meet consumers where they are and deliver Armra’s impactful solution to everyone at every stage of their health journey.”

Dr. Rahal, a double board-certified pediatric neurologist, launched Armra in 2020 in response to the rise of chronic diseases she has witnessed in young patients, as well as her own health crisis.

Armra’s convenient travel sticks are now available at all Sprouts locations nationwide in an unflavored version (30-count pack for $47.99) and Blood Orange (30-count pack for $55.99).

The brand also offers other products on its website, including jars and bundles to meet a variety of health and wellness needs.

Travis Barker’s holistic health brand, Barker Wellness, also recently entered Sprouts stores nationwide.

Supergut, Ka’Chava Enter Target Stores

While Sprouts continues to add better-for-you products and wellness brands to its shelves, Target —which began the year declaring that it would add over 1,000 wellness products to its stores — recently added Ka’Chava and Supergut to its retail offerings.

Supergut, a GLP-1 alternative nutrition brand that has seen sales more than triple over the last year, has found a home at Target to sell its full line of prebiotic superfoods for $32.49, which includes its Gut Healthy GLP-1 Booster, Prebiotic Bars and Prebiotic Shakes. 

In September, Ka’Chava also entered Target stores nationwide, marking the superfood brand’s first brick-and-mortar retail location and offering its all-in-one nutrition shake to a broader audience within Target’s sports nutrition aisles.

Available in seven-serving bags, Ka’Chava shakes are available in Target in five flavors, including Matcha, Coconut Açaí and Chai, retailing for $34.99. 

“When we feed ourselves well—really nourish ourselves from head to toe—we can recognize our full potential and do some amazing things,” Ka’Chava founder Simon Malone tells Athletech News. “I believe wholeheartedly that comprehensive nutrition gives people that opportunity. We’re so excited to be expanding into Target to give more people the chance to try Ka’Chava and feel their best.” 

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Finding calm in chaos is no small feat, especially in the hustle and bustle of New York City — but NY-based wellness expert and Peloton instructor Ally Love, wellness supplement brand Natural Vitality and the Metropolitan Transportation Authority are up for the task. 

The trio plans to morph the 72nd Street M57 bus stop into a “calming oasis” with an immersive, one-day event taking place Sept. 18 near the 72nd St. Train Station and Bloomingdale’s.

Changing a Commute to a CALMute

New Yorkers and commuters will find a CALMarista cart, stocked with hot and cold magnesium drink options and a multi-sensory 15-second Mind Spa that offers calming scents, soothing sounds and cloud formations. Custom gift bags will be available with curated calming items and the opportunity to meet and take photos with Love, a certified health coach and “Today” contributor.

“At Natural Vitality, we believe people should be able to find calm and balance anywhere—even during a chaotic morning commute,” Natural Vitality brand experience lead Nicole Ng said. “We are thrilled to team up with Ally Love to share solutions for a mindful morning with consumers everywhere and bring New York City commuters our first-ever CALMute experience, a unique activation that delivers a dose of relaxation to their busy day.”

The Supplement Boom

The activation highlights Natural Vitality’s magnesium-based Calm supplement products. In addition to body and mind relaxation supplements, Natural Vitality offers a collection for focus, sleep, mood and muscle support.

In January, Love shared a recipe for the “Sleep Girl Mocktail,” which included magnesium powder. The idea of a better-for-you drink supporting sleep health gained steam on TikTok, with several wellness influencers sharing their versions. Love is now rolling out a “Morning Girl Mocktail,” which includes sparkling water, Raspberry Lemon Natural Vitality Calm, fresh lemon and freeze-dried raspberries. The morning-themed drink will be available at the NYC activation Sept. 18. 

The U.S. supplement market is expected to hit $70 billion by 2031, showing impressive projected growth from 2022’s $43 billion value. Vitamins and supplements were also the second most popular product category purchased on Amazon’s Prime Day in Oct. 2023 and 2022, according to data intelligence service provider NIQ.

Check out the 8 trends fueling the booming supplement market here.

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With supplements all the rage, it’s little surprise that the U.S. vitamin gummies market, valued at $2.32 billion in 2023, is expected to grow to $3.47 billion by 2029, according to a new Research and Markets report. 

Convenient, tasty and reminiscent of childhood snacks, gummies have become one of the most popular forms of supplements, with three trends driving gummy growth: fortified and functional gummies, personalized 3D-printed vitamins and a rise in vitamin deficiencies.

Functional Gummies

As Research and Markets points out, fortified gummies are gaining traction in the U.S. for their ability to deliver targeted health benefits (improved digestion and immune function, better sleep, increased energy) into one bite-sized portion packed with vitamins, minerals and herbs.

In particular, functional mushrooms have found a home in the gummy supplement space, turning lion’s mane, cordyceps and reishi into household names. Earlier this summer, mushroom supplement brand Fungies expanded its retail footprint to nearly 3,000 Walmart stores in the U.S. The gummy brand is also found at CVS, Meijer, Sam’s Club and Walgreens.

“For us, expanding into a major retailer like Walmart is more than just business growth—it’s about advancing our mission,” said Fungies co-founder. “Making Mushrooms Mainstream isn’t just a vision; it’s happening now, and it’s thrilling to lead this wellness revolution.”

Barker Wellness, Travis Barker’s line of wellness products, has also recently expanded its gummy offerings with the addition of two sugar-free mushroom adaptogens blends for both daytime and evening needs.

3D Printed Gummies

3D-printed vitamin gummies are a game-changing trend in the industry for their ability to create personalized nutrition with the help of 3D printing technology. Instead of purchasing a bottle of vitamin gummies over the counter, 3D printing has enabled consumers to receive custom-made supplements that meet their individual needs and preferences.

Elo Health is at the forefront, introducing 3D-printed sugar-free Smart Gummies earlier this year and touting the ability to cram the benefits of seven pills into a single gummy. The supplement company says it can offer 389 million possible combinations and has conducted studies showing that 3D-printed gummies can raise vitamin D serum levels as effectively as soft gel pills. Consumers begin by answering questions about their diet, lifestyle and flavor preferences while Elo generates a personalized Smart Gummy formula.

The gummies were developed in collaboration with Nourished, which patented the special printing technology. For Elo, the latest product helps expand its mission of providing new nutrient-based ways towards wellness.

“Over the last two years, we’ve helped thousands of people find and fill their nutrient gaps with our blood biomarker-based Smart Supplement pills,” Elo Health CEO and co-founder Ari Tulla said. “Our members love the Elo service, however, many of them, including the Elo team members, don’t like swallowing a handful of pills each day.”

Rise In Vitamin Deficiencies

Vitamin gummies have become a simple solution in solving the common problem of vitamin deficiency that many individuals face.

As the report points out, according to the CDC and the U.S. Department of Agriculture (USDA), 8 out of 10 are deficient in vitamin E, and 50 percent of Americans are deficient in vitamins A and C, while over 50 percent of the general population is vitamin D deficient. Such numbers are driving consumers to vitamin-packed gummies. 

Nature Made, one of the leading vitamin and supplement brands, has launched Zero Sugar Gummies to support consumers who prefer a healthier supplement option.

“As demand for more personalized, sensory-forward consumption options continues to grow within the vitamin and supplement space – and sugar-free options remain top-of-mind for consumers in every aisle – Nature Made Zero Sugar Gummies makes the industry’s most popular form more accessible to consumers with varying nutritional preferences,” Nature Made chief growth officer Rhonda Hoffman said.

The zero-sugar gummies come in a multivitamin option, vitamin C, vitamin D3, B-12 and melatonin.

Research and Markets’ U.S. vitamin gummies market report can be found here.

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Chances are good that if you stroll through the wellness aisle at your local retailer, there’s a plethora of new vitamins, minerals and supplements (VMS) on the shelves catering to various needs and demographics. From products geared towards female consumers to those looking to lure young buyers with splashy graphics and bright colors, it’s what industry analysts say is an “active space” for both early-stage investors and strategic acquirers. 

But what wellness themes are driving the charge? And what attributes are investors eyeing for in VMS products? A new report from XRC Ventures has the answers.

The venture capital firm conducted a deep dive into the VMS space, which has blossomed as Americans become increasingly health-conscious and content to spend their hard-earned dollars on supplements that promise enhanced performance and recovery. There’s an undeniable energy within the VMS arena, fueled partly by social media-influencers-turned-entrepreneurs who have captured Gen Z’s attention (and wallets) as they launch products to a ready-made audience.

Case in point: Bloom Nutrition, a greens and superfoods supplement brand founded by fitness and wellness influencer Mari Llewellyn, who rose to social media fame with her weight loss journey. After launching Bloom, which quickly went viral on TikTok, major retailers like Target took note, adding the brand to their shelves and online stores. Earlier this year, health and wellness company Nutrabolt (maker of C4 Energy) acquired a 20% stake in Bloom as part of a larger $90 million financing.

While the road from influencer to fitness and wellness entrepreneur seems like a sure bet, analysts are particularly bullish on specific health themes. As investors look for clinical studies and a strong brand, here are the leading categories from XRC’s Q2 Seed-to-Series A benchmark VMS report:

The Ozempic Effect

Ozempic and other weight loss drugs, which have quickly disrupted the diet industry, have not only helped consumers slim down and gain control of their health but have contributed to the broader destigmatization of weight loss, according to XRC. 

One contributing factor is the name recognition that weight loss medications have brought forth (such as Oprah and other celebrities and influencers). With continued destigmatization, XRC projects that there will be a demand for non-prescription alternatives as well as the need for supplements to address nutrient gaps stemming from weight loss drug use – such as brands like AG1. Supergut, on the other hand, is focused on naturally boosting GLP-1, resulting in a lighter appetite.  

Mushroom Boom

The homeopathic wellness scene has quickly expanded from the aisles of independently owned specialty alternative health stores to Walmart, with nootropics, adaptogens and mushrooms becoming commonplace. 

The wellness boom has introduced the average consumer to a whole new world of products promising sharpened focus, better sleep and stress optimization — and they are on board. Spacegoods is one of the many mushroom brands that have emerged, known for its colorful packaging and catchy product names like “Rainbow Dust.” More recently, Travis Barker’s wellness brand, Barker Wellness, added mushroom gummies to its product line up as it expands into Sprouts grocery stores nationwide.

As XRC points out, interest in mushrooms and adaptogens has grown substantially, and mushroom-based supplements are expected to grow 6x between 2018 and 2027. Notably, XRC says that supplement sales for cognitive health scored the highest sales-growth rates in 2023 — and have staying power.

Femtech Revolution

Until recently, women (who drive over 70-80% of the purchase decisions) have long been neglected in terms of having alternatives to birth control and supportive products related to fertility, menstruation and menopause. 

But the surge in women-related startups in the femtech space leads XRC to anticipate that there could be massive growth, citing Spins marketing insights director Scott Dicker, who said he’d be shocked if there isn’t double-digit growth for women’s health products in 2024.

Longevity

Taking steps to support longevity means more than peptide treatments; 45% of American consumers are taking supplements to slow aging. While Gen Z may get all of the attention for their health and wellness quest, XRC points out that it’s the Boomers who are especially interested in finding ways to live longer and thrive.

It’s also becoming easier than ever to custom-create supplement regimens with technology. London-based Bioniq uses AI and bloodmarker data to recommend ultra-personalized supplements to consumers – an approach that has won over investors. The startup recently secured $15 million in an oversubscribed Series B round. 

Pill Alternatives

Gummies have become the most popular supplement form, but new alternatives — such as mints, patches and oral strips — are also emerging for their ease of use, lowered sugar content and faster absorption.  

The Good Patch and the Patch Brand are two of the brands looking to make their mark as convenient ways to get daily doses of vitamins or even a caffeine boost.

Mood and Mental Health

Stress and mental health remain two of the top concerns for American consumers, leading to a market ripe for remedies that combat anxiety. Even beverages that are typically centered on performance are integrating stress-relief ingredients such as ashwagandha. Momentous, a human performance and nutrition company, debuted Elite Recovery this year as a post-workout drink that includes creatine but also ashwagandha to lower cortisol levels. 

Apothékary, a plant-powered and woman-owned business that landed a $500,000 investment from Solidcore founder Anne Mahlum, also offers a line of stress relief products in the form of wine-free tonics. 

Performance Nutrition and Hydration

While functional nutrition and hydration certainly aren’t new products, XRC sees a “spate of startups” in the space that target female consumers or offered as low-sugar products. Despite its growth potential, it may be a challenge for companies to carve out a niche.

“While we continue to monitor this rapidly growing category—up 27% in 2023—we believe it’s a competitive space where it’s difficult to find compelling differentiation to truly stand out from the pack,” XRC’s report states.  

One of the latest hydration brands to hit the market is Cadence, a zero-calorie drink that bills itself as the first ready-to-drink mineral salt-based hydration beverage that secured over $100 million in funding.

Beauty from the Inside

Lastly, XRC sees a crossover between beauty and wellness, which led to a 210% year-over-year increase in supplement sales in 2021. While this category hit a snag in 2023 with a 7% decline as consumers became interested in gut health and digestion, supplements are being widely used for improved hair, skin and nails, according to the venture capital firm.

In the meantime, brands like Solluna Glowing Greens are making it easy for consumers to get their vegetables — and their glow.

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Travis Barker is beating a new drum as his vegan wellness company, Barker Wellness, announces Sprouts as its first nationwide retailer. The better-for-you supermarket chain has locations in over 20 states, helping Barker Wellness expand its reach to the growing number of wellness product-seeking consumers. 

The celeb-founded brand has evolved since its early 2021 launch, initially centered on a line of THC-free cannabinoid-infused products such as tinctures and pain relief creams. Since then, Barker Wellness has added wellness-focused bath flakes, body oil and creams (dubbed the Kourtney x Barker Wellness collection, a nod to his marriage with Kardashian) tattoo balms, muscle recovery creams and roll-ons. 

The Mushroom Boom

“I’m proud to announce our partnership with Sprouts, making Barker Wellness products available in their stores nationwide,” Barker said. The Blink 182 drummer also appeared in a humorous video clip on social media announcing the wellness brand’s roll out in Sprouts. 

“I’m also excited to announce the introduction of our new Mushroom Adaptogen Gummies, a great addition to our wellness lineup,” he added. 

The mushroom products are offered in two sugar-free versions: a daytime blend for energy and focus and an evening blend for rest, recovery and relaxation.

Functional mushrooms have become a hot product this year in the supplement space. Earlier this summer, actress Maria Camila Giraldo launched Fungiments, a line of mushroom-based gummies and capsules incorporating cordyceps and turkey tail, vitamins and herbs, but mushrooms are also making their way into functional beverages. Odyssey, a mushroom-infused functional beverage brand, received a $6 million investment in February to expand the marketing and inventory of its fungi energy drinks.

Ash Patel, Barker Wellness co-founder and CEO, noted that Sprouts is a retailer that aligns with the brand’s wellness-focused mission. 

“This strategic partnership not only broadens our reach but also amplifies our commitment to promoting health and well-being on a national scale,” Patel said. “Together, we aim to make our innovative wellness products accessible to a wider audience, bringing our shared vision of comprehensive health and wellness to communities across the country.” 

Shaping the Consumer Wellness Landscape

The booming wellness space—particularly in the supplement arena—has seen a slew of famous names join the mix and cash in on the holistic health wave, including Elle Macpherson’s WelleCo, Gwyneth Paltrow’s Good Clean Goop, LeBron James and Arnold Schwarzenegger’s supplement and hydration company Ladder and superfood brand Happy Viking, co-founded by Venus Williams.

In January, Target announced it would add over a thousand wellness products to its shelves this year, reflecting the consumer demand towards health-centered purchases. The retailer has also forged partnerships with Bloom Nutrition, a greens and supplement brand and Gainful, a line of personalized nutrition and supplements.

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