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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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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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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Hims & Hers Health is finally tossing its hat into the GLP-1 weight loss medication ring — at a discounted rate. The fast-growing telehealth platform will now provide access to compounded GLP-1s for eligible consumers, news that caused the company’s shares to surge.

Nestle is also looking to capitalize on the medically assisted weight loss craze: the food giant is releasing a frozen food line designed to help GLP-1-takers preserve their lean muscle mass with protein-packed meals.

Anti-obesity drugs such as Ozempic and Wegovy have become household names over the last year and have routinely experienced shortages due to surging demand — much to the dismay of consumers eager to get their hands on the high-priced medications. 

Hims & Hers has teamed up with a U.S. drug manufacturer to provide generic medications with the same active ingredients as the Ozempic and Wegovy, circumventing drug shortages and ensuring a lower-than-average price point. The GLP-1 injections are fulfilled and shipped from Hims & Hers-affiliated pharmacies. 

In a blog posted on the Hims & Hers website, the company acknowledged it initially prioritized access to “non-GLP-1 treatments” but notes that it’s become clear that GLP-1 drugs will remain in shortage and that this is placing an “immense strain” on Americans struggling with obesity.

The weight loss medication costs start at $79 per month for oral medication kits and $199 a month for compounded GLP-1 injections, and they include unlimited medical consultations with a licensed provider. 

“The core of our business is to offer a truly personalized experience that customers can trust and rely on,” Hims & Hers CEO and co-founder Andrew Dudum said. “We’ve leveraged our size and scale to secure access to one of the highest-quality supplies of compounded GLP-1 injections available today. We’re passing that access and value along to our customers, who deserve the highest standard of clinical safety and efficacy to meet their goals, and we’re doing it in a safe, affordable way that others can’t deliver.”

The health and wellness platform says it will make branded options available once a consistent supply is available through the pharmacies’ wholesaler, bringing new options beyond its oral medication kits and compounded weight loss injectable medications. 

The telehealth company, which was founded in 2017 and became a unicorn two years later, recently announced that it’s increasing its outlook for 2024, expecting $1.2-1.23 billion in revenue and $120-135 million in Adjusted EBITDA.

Big-Name Brands Embrace Medical Weight Loss

The Vitamin Shoppe is also pushing into the weight loss drug space with its debut of Whole Health Rx, a telehealth service that will offer access to Ozempic, Mounjaro and compounded versions — similar to that of telehealth provider Ro. 

The booming anti-obesity drug market — which has the potential to grow to $100 billion by 2030 — is also impacting the food and beverage industry, from prebiotic superfood brands to high-fiber powders. 

Nestle recently announced a new line of “GLP-1 companion foods” dubbed Vital Pursuit. The frozen food products (which include bowls with whole grains or protein pasta, sandwich melts and pizzas) are portion-controlled and packed with protein, fiber and essential nutrients.

“As the use of medications to support weight loss continues to rise, we see an opportunity to serve those consumers,” Nestle North America CEO Steve Presley said. “Vital Pursuit provides accessible, great-tasting food options that support the needs of consumers in this emerging category.”

Nestlé’s GLP-1-supporting food line will be available later this year.

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Alo Yoga has mindfully moved into the supplement space, recently unveiling new gel-based ingestible wellness products and partnering with Sephora to launch its beauty and recovery line in stores in early September. 

Perhaps best known as an LA-based activewear brand for yoga enthusiasts, celebrities and social media influencers, Alo Yoga has quickly created a one-stop shop for all things active, including women’s and men’s apparel, accessories, yoga mats, a subscription-based online wellness platform, essential oils, skin and hair products and now supplements.

The latest addition, Alo’s vitamin gel shots, are available in three varieties: Vitamin-C Glow Shot, Advanced Collagen Shot and Immunity Rescue Shot. Boasting bioavailable nutrients for enhanced vitality, immunity and promises of brighter, glowing skin, the daily supplement shots are sourced from the earth with antioxidants, adaptogens, superfoods and vitamin C, and come in packs of either 10 or 30.

The Advanced Collagen Shot gels have resonated with consumers, as both the 10 and 30 packs have sold out. Earlier this week, Alo teased its new drop on social media alongside an image of juicy orange slices, prompting followers to head to Sephora’s app for “early access.”

The ingestible wellness products have been four years in the making, with Alo carefully selecting ingredients and suppliers and working with leading scientists and nutritionists. In an interview with WWD, Alyson Wilson, Alo’s vice president of brand innovation, shared that Alo always intended to push into wellness supplements, adding that “nothing is ever off the table for Alo” when it comes to product creations that support wellness.

By all accounts, Alo is just getting started with its supplement push, with plans to release wellness capsules in January 2024.

“You can expect to see ingestible, among a few other secret projects, quickly be an expansive category for Alo,” Wilson confirmed to WWD. 

In addition to the beauty and wellness vertical, Alo entered the footwear space earlier this summer, introducing a unisex sneaker.

Alo Yoga has been on a mission to woo Gen Z and Gen Alpha consumers, and its CEO and co-founder, Danny Harris, has likened the wellness-obsessed company to Tesla, pointing out that its rivals are more like Ford and General Motors. Hitting all verticals and creating an ecosystem of wellness appears to be working for Alo, which, according to Harris, has done over $1 billion in sales in 2022.

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The Mediterranean diet has been touted as the healthiest diet in the world. It’s proven to reduce inflammation and heart disease, as well as support mental health now and as you age.

The benefits seem endless, but there are 3 major reasons why you should follow the Mediterranean diet, according to my research as a registered dietitian nutritionist (RDN).

What is the Mediterranean diet?

This diet is modeled after the people living in countries that surround the Mediterranean Sea. It was first observed in the 1950s that these populations have a lower incidence of cardiovascular disease despite being generally less wealthy and with less access to healthcare as compared to the United States. Since then, this diet has been studied vigorously in scientific literature. 

At its core, the Mediterranean diet emphasizes eating a wide variety of plants. This includes the typical advice of eating vegetables and whole grains but also stresses including fruit, lentils, beans, nuts, herbs and spices. Healthy fats such as olive oil, nuts and seeds are a major part of this diet. The primary protein sources are seafood and poultry. When following this pattern of eating, animal products should quantify about one-quarter of your plate. This means the rest of your plate should be filled mostly with non-starchy vegetables. 

The term Mediterranean diet can be used interchangeably with Mediterranean lifestyle. It incorporates other longevity behaviors such as physical activity, reducing stress and eating meals with others. The Mediterranean diet works because it’s not overly restrictive. It’s sustainable, flexible and balanced. It focuses on including whole foods and excluding sugar, saturated fat and highly processed food. The benefits seem endless, but here are the top 3 reasons why you should do the Mediterranean Diet.

Powerful anti-inflammatory properties

Chronic inflammation damages your body’s tissues and organs sometimes beyond repair. It can lead to heart disease, neurological disorders, kidney disease and other life-altering negative health consequences. Diets that are low in plant foods and high in processed foods often contribute to inflammation.

The Mediterranean diet fights inflammation because of the large variety of plants and healthy fats consumed. Vegetables, beans, lentils, fruit and nuts all offer an array of vitamins, minerals and bioactive compounds. 

Vitamins C and E are powerful antioxidants that stop and reverse damage to your cells, directly fighting inflammation. Mediterranean food with the highest vitamin C and E includes citrus, bell peppers, broccoli, nuts, olive oil, seeds and whole grains. You’ll be eating plenty of these anti-inflammatory foods when following the Mediterranean diet. 

Bioactive compounds are components in plants that aren’t vitamins or minerals but are incredibly important in reducing inflammation. You may have heard of tannins from coffee or wine, this is one type of bioactive compound. Namely, flavonoids are an abundant bioactive compound known to regulate your immune system and reduce unwanted inflammation. They’re found in herbs such as oregano and parsley, which are often used in Mediterranean cooking. Vegetables such as artichokes and peppers have plenty of flavonoids. Fruit such as berries are also very high in flavonoids. 

Reduces the risk of heart disease

The number one cause of death in the world is from cardiovascular disease. Eating a diet low in saturated fat, processed foods and sugar is known to lower your risk of heart disease. Since the Mediterranean diet excludes those foods, following this pattern of eating will reduce your risk. 

Fiber, which can be found in all plants, helps get rid of extra cholesterol circulating in your body.  It’s important to eat foods that contain fiber as opposed to simply taking a fiber supplement. This is because you’ll be getting bioactive compounds which help prevent chronic disease. Quercetin, a bioactive compound found in onions, tea and wine, has anti-cardiovascular disease attributes. 

Seafood, nuts and seeds will help you get enough omega-3 fatty acids. Eicosapentaenoic acid (EPA) and Docosahexaenoic acid (DHA) are types of omega-3 fatty acids. These types of fat not only help to stop inflammation but have been proven to lower cardiovascular disease risk. You can get these types of fats from hemp seeds and walnuts, but they are not the best source. Seafood is by far the greatest source of omega-3 fats. Mediterranean food highest in omega-3 fats include sardines, salmon, bluefin tuna, anchovies, bass and other fatty fish. 

Supports mental health

An abundance of plants, healthy fat and poultry support your mental health in a multitude of ways. Magnesium is an important mineral for many bodily functions, yet 68% of Americans don’t get enough. One of its main functions is to regulate your neurons. If your neurons are poorly regulated it can lead to depression and anxiety. Mediterranean foods that are high in magnesium include nuts, fish, dark leafy greens and beans. 

Omega-3 fats also support mental health. EPA and DHA have been linked to reducing depression in conjunction with other therapies. Researchers believe this is in part due to regulating inflammation that can occur at neurons, which if left unchecked may lead to mental health disorders. Omega-3 fatty acids also play a key role in the hypothalamic-pituitary-adrenal axis, sometimes referred to as the “stress pathway.” These fatty acids may lower cortisol levels which can help reduce your stress levels. 

Key takeaways

Overall, the Mediterranean diet has plenty of positive health benefits. A diet that has a wide variety of plants, seafood and poultry has been shown to increase longevity. Coupling this with physical activity, reducing stress and eating with others is all part of the Mediterranean lifestyle. Following this diet will likely make you feel better and reduce your risk of chronic diseases. 

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Franchise Group Inc., parent company of The Vitamin Shoppe, is set to go private through a $2.6 billion management buyout.

The announcement comes after the group received an unsolicited non-binding offer in March. The proposed merger is expected to close in the second half of 2023.

The definitive agreement, led by CEO Brian Kahn and senior management team members, also involves a consortium that includes B. Riley Financial and Irradiant Partners that sees the acquisition of approximately 64% of Franchise Group’s issued and outstanding common stock that the management group doesn’t presently own or control.

The transaction has an enterprise of approximately $2.6 million, including Franchise Group’s net debt and outstanding preferred stock.

Franchise Group common stockholders will receive $30 per share in cash under the terms of the proposed merger, representing a premium of 31.9% to Franchise Group’s unaffected closing common stock price on March 17, 2023, the last trading day before the group announced the receipt of an unsolicited proposal to acquire the company.

Kahn says the transaction will allow Franchise Group to continue its business strategy of partnering with franchisees, operators and financial institutions, while “delivering certain value to our public stockholders despite a challenging business environment.” 

Once the merger is complete, Franchise Group’s management team, including Kahn, are expected to lead the company.

Vitamin Shoppe leads the way

In Q1 of 2023, Franchise Group reports sports nutrition accounted for approximately 55.8% of its overall sales compared to 48.9% in the first quarter of 2022. The Vitamin Shoppe sold five new franchise locations in the quarter and currently operates 699 brick-and-mortar locations, three of which are franchises.

In February, The Vitamin Shoppe announced it would enter a new era in franchising, with 234 territories available and 12 franchise locations expected to open this year.

The New Jersey-based supplement and wellness company recently celebrated 46 years in business, with nearly 70% of its revenue coming from repeat customers. The Vitamin Shoppe is also pushing into the CBD market, adding a “CBD headquarters” concept in some of its brick-and-mortar locations and online.

In addition to The Vitamin Shoppe, Franchise Group’s lines include Pet Supplies Plus, Wag N’ Wash, American Freight, Badcock Home Furniture & More, Buddy’s Home Furnishings and Sylvan Learning.

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The Federal Trade Commission (FTC) has issued a strong warning to hundreds of advertisers, including many large companies in the health and wellness space, that they must back up their product claims or risk facing large civil penalties. The move is intended to avoid consumer deception through product claims that cannot be supported or substantiated. 

According to FTC law, any claim a company makes about a product’s health or safety benefits must be supported by scientific evidence. If a company claims its product can cure, mitigate or treat a serious disease, such as cancer or heart disease, that claim must be supported by accepted scientific testing standards.

The FTC issued penalty notices to 670 companies in the over-the-counter drug, homeopathic product, dietary supplement and functional foods sectors, including Amazon, Bayer, Johnson & Johnson, Walmart, Bausch + Lomb, GNC, The Vitamin Shoppe, Goop, Zarbees, Your Superfoods, NuLeaf Naturals and Charlotte’s Web.

A complete list of companies that received the notice is available on the Commission’s website, although the FTC points out that being included on the warning list doesn’t suggest that a business has necessarily engaged in deceptive or unfair conduct. 

However, some of the 670 businesses that received notices have faced scrutiny in the past. Goop, in particular, has long been given the side-eye from those who accuse the brand of peddling pseudoscience. 

In 2018, the company agreed to pay $145,000 to settle a false advertising lawsuit filed by California officials who claimed that Gwyneth Paltrow’s company made unfounded health claims about three of its products on its website. The items included a blend of essential oils that Goop claimed fights depression and jade and quartz eggs that Goop advertised as possessing sexual energy and health properties. 

Another celebrity-backed brand, The Honest Company, Inc., settled a nationwide class action lawsuit in 2017. While the company, founded by actress Jessica Alba, denied wrongdoing, the lawsuit alleged The Honest Company misled buyers about its product ingredients. The Honest Company is among the recipients of the FTC’s recent letter.

Zarbees was also hit with a class action lawsuit, with allegations that the company mislabeled the content of melatonin in its supplement designed for children. 

The 670 companies on the warning list are now officially on notice that they may face significant civil penalties if they fail to substantiate their product claims adequately, says the FTC.

“The requirement for advertisers to have adequate support for their advertising claims at the time they’re made is a bedrock principle of FTC law,” said Samuel Levine, Director of the FTC’s Bureau of Consumer Protection, in a statement. “The prospect of steep civil penalties will help ensure that advertisers don’t play fast and loose with the truth.”

With the increased pursuit of health and wellness coupled with the trauma of the pandemic, many consumers are investing in their health through tech wearables, vitamins, supplements and food and beverages. Whether consumers are looking for the fountain of youth, searching for endless amounts of energy, looking for restful sleep, hoping to remain calm or creating an immunity defense, a product is waiting on a shelf for their every desire.

According to one study, dietary supplement sales increased by 5% in 2019 over the previous year, but sales surged during the first wave of the COVID-19 pandemic, with a 44% increase in sales. The pandemic led to a demand for multivitamins that spiked in March 2020, with sales increasing by 51.2%. While the pandemic prompted an increase in supplements and vitamins, health and wellness is still a thriving industry that shows no signs of slowing down.

Consumer interest in health and wellness has continued, especially post-COVID, reports McKinsey & Company. Roughly 50% of U.S. consumers report wellness as a top priority, a significant rise from 42% in 2020. 

Consumers are willing to pay when it comes to wellness, even during economic challenges. One survey, conducted by Restore Hyper Wellness, revealed that 62% of 2,000 Americans said that health and wellness preventative spending would be the final category they reduce spending in during a recession. 

Millennials are especially leading the way with wellness purchases, and as McKinsey revealed, the importance of influencers and celebrities continues to rise when it comes to brand discovery.

McKinsey’s findings on wellness purchases influenced by celebrities are notable, as the FTC indicated that warning letter recipients were provided notice regarding the use of endorsement and testimonials. As the FTC explained, the notice addresses falsely claiming an endorsement by a third party, misrepresenting whether an endorser is an actual, current or recent user, using an endorsement to make deceptive performance claims, failing to disclose an unexpected material connection with an endorser and misrepresenting that the experience of endorsers represents a consumer’s typical or ordinary experience.

The FTC says the notices of penalty offenses allow the Commission to seek civil penalties of up to $50,120 per violation against any company that engages in conduct that the company is aware has been found unlawful in a previous FTC administrative order other than a consent order.

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1. Vitamin C 

It’s no secret that Vitamin C is one of the biggest immune system boosters. The vitamin acts as an antioxidant, meaning it can protect one’s body from inflammation-causing toxins. Vitamin C-rich foods include: red bell peppers, orange and orange juice, grapefruit juice, kiwi, and green bell peppers. For those who prefer juices, check out Pressed, the leading cold-pressed juice and plant-based treats brand, who is celebrating National Grapefruit Month with its Citrus 3 juice, which has 100% of your daily vitamin C per bottle. 

2. Vitamin B6

B6 supports biochemical reactions in one’s immune system, and has a major role in producing white blood cells and T-cells, which ward off viruses and bacteria. Foods with high B6 levels include: chickpeas, beef and beef liver, cold-water fish, like salmon and tuna, and chicken breast. If you want another form of these foods, try chickpea pasta, like Banza. 

3. Vitamin E 

Vitamin E is a powerful antioxidant that helps one’s body fight off infection. It keeps your T-cells working at peak performance. To increase your Vitamin E, try wheat germ oil, sunflower seeds, nuts, spinach, and broccoli. Grab a new nut butter at your local grocery store to keep your Vitamin E levels up!

4. Zinc 

Zinc is an anti-inflammatory and antioxidant, and is responsible for making all your immune cells function properly. Foods rich in zinc include: oysters, beef, blue crab, and pumpkin seeds. 

5. Selenium

Selenium helps activate your immune system when there’s a threat, but also stops your immune system from going overboard. It helps protect against chronic inflammation and autoimmune diseases like rheumatoid arthritis, Crohn’s disease, and psoriasis. Try Brazil nuts, tuna, halibut, and lean meats to boost your selenium. 

Featured photo (of vegies) by Dan Gold on Unsplash

The post It’s Going Around: Best Vitamins to Boost Your Immune System appeared first on Athletech News.

Target will increase its reputation as a hub for health and wellness, with exclusive products from Care/of

Care/of, a company that creates personalized vitamin regimens based on customers’ response to an online questionnaire, is branching out by selling readymade vitamin products at Target.

Care/of’s line for Target includes three multivitamins: 1) for prenatal care, 2) for men and women, and 3) five blends for sleep, relation, energy, immunity and focus, respectively.

The retail behemoth’s website and some locations are already stocking them. The vitamins sell for $14.99 and $18.99 for the prenatal multivitamins for 30-day supplies.

The product line claims a number of often-checked health product buzz phrases: “Certified C.L.E.A.N.,” “non-GMO,” “sugar-free,” “gluten-free,” “no unnecessary fillers” and either “vegan” or “vegetarian.”

The move comes after six months of German conglomerate Bayer buying 70 percent of Care/of for $225 million, with an option of owning it outright in 2025.

It was one of several recent investments or acquisitions by large corporations in online personalized health product businesses, which have captured a growing segment of the supplement market as one-time strip mall staples like GNC and The Vitamin Shoppe lost ground.

Nestlé Health Science acquired LivingMatrix, Unilever to bought SmartyPants Vitamins, and Nature’s Way purchased Baez. These acquisitions don’t just offer new, trendier wealth streams but also a wealth of information on consumer desires and health spending, drawn from custom orders.

For Care/of, the move to the crowded shelves of Target represents some confidence that brick-and-mortal retail will rebound after or has stayed sufficient throughout the COVID-19 pandemic. It will also increase the visibility of Care/of to segments that don’t fulfill most of their health needs online.

For its part, Target has shown more interest in associating its ubiquitous brand with health, beauty and wellness, bringing in more exclusive health product offerings and experimenting with the presentation of its aisles associated with those groupings.

Care/of, founded in 2016, sought to take the desire to have everything customized and mail-delivered to the vitamin world. Think of it as Stitch Fix or Vinyl for your body.

The company claims six million people have utilized its services.

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