Key Takeaways
- Bulletproof enters functional coffee with creatine — The brand has launched Coffee + Creatine, combining 5g creatine monohydrate with electrolytes in an instant coffee format, debuting at Expo West and available at Target later this year.
- NMN regulatory battle intensifies — Metro International Biotech has urged the FDA to uphold its decision excluding NMN from dietary supplement status, a ruling that could reshape the boundary between supplements and pharmaceuticals.
- Fasting-mimetic supplement shows clinical promise — Mimio Health published an eight-week trial in Nature Scientific Reports demonstrating that its spermidine-based formulation delivers cardiometabolic benefits without dietary restriction.
- Expo West 2026 opens with major ingredient launches — PLT Health Solutions debuts a new clinically studied joint ingredient, while Aker BioMarine showcases krill-based muscle retention data relevant to the GLP-1 era.
- FDA cracks down on unvetted ingredients — An import alert for kratom alternative Sakae NAA and an EWG investigation revealing 100+ chemicals bypassing GRAS review highlight ongoing safety gaps in the supplement supply chain.
Top Stories
Bulletproof Launches First-of-Its-Kind Creatine Coffee Ahead of Expo West — Bulletproof has introduced Coffee + Creatine, a functional instant coffee combining 5 grams of creatine monohydrate with 250 milligrams of electrolytes per serving. The product, priced at $33.99 for a 43-serving pouch, is now available on Bulletproof.com and Amazon, with exclusive Target retail availability planned for later this year. CEO Harry Lewis described the launch as an effort to bring "credible science into a daily ritual people already love," positioning creatine's well-documented cognitive and physical benefits within the rapidly expanding functional coffee market, currently valued at $4.5 billion and projected to reach $7.8 billion by 2030. The product will officially debut at Natural Products Expo West 2026, which opens today in Anaheim, California. Source: NutritionInsight
Pharma Company Urges FDA to Block NMN From Supplement Shelves — The ongoing regulatory battle over nicotinamide mononucleotide (NMN) has intensified, with Metro International Biotech formally urging the FDA to uphold its position that NMN is excluded from being marketed as a dietary supplement. Metro International, which is investigating NMN as a pharmaceutical drug for conditions including Alzheimer's disease, argues that NMN falls under the drug exclusion clause of the FD&C Act because it was investigated as a new drug before being sold as a supplement. Industry groups including the Alliance for Natural Health USA and the Natural Products Association have pushed back, arguing that NMN has a long history of supplement use. The outcome of this dispute could set a significant precedent for how the FDA handles the boundary between supplements and pharmaceuticals. Source: SupplySide
Mimio Health Publishes Breakthrough Fasting Mimetic Clinical Trial — Mimio Health and People Science have published results of a clinical trial in Nature Scientific Reports evaluating a novel daily supplement designed to activate biological pathways associated with fasting, including autophagy and metabolic repair, without requiring dietary restriction. The eight-week, placebo-controlled trial demonstrated statistically significant improvements in multiple cardiometabolic biomarkers among participants taking the formulation, which contains spermidine, nicotinamide, palmitoylethanolamide (PEA), and oleoylethanolamide (OEA). The study represents a meaningful advance in the emerging category of fasting-mimetic supplements, offering consumers metabolic benefits traditionally associated with intermittent fasting protocols. Source: Nutraceutical Business Review
Business and Investment
Marine Nutrition Startup Aqua Theon Raises $13 Million for Functional Seaweed Beverages — Aqua Theon, a Los Angeles-based seaweed technology company, has closed a $13 million seed round for its functional beverage brand OoMee. The funding, led by Sparx Asset Management with participation from Beyond Next Ventures and World Innovation Lab, will be used to expand the product line and explore new applications for seaweed-derived ingredients, including supplements. The investment reflects growing institutional interest in marine-based wellness ingredients as the industry looks beyond traditional terrestrial sources for novel bioactives. Source: Athletech News
Efor Acquires DynamixE to Strengthen North American Life Sciences Presence — Efor, a global leader in quality and compliance for the life sciences industry, has acquired DynamixE, a U.S.-based company specialising in commissioning, qualification, and validation (CQV), process engineering, and automation for the pharmaceutical and biotechnology sectors. The acquisition significantly expands Efor's North American footprint, with the combined entity expected to generate nearly $60 million in U.S. revenue. While primarily focused on pharma and biotech, the deal signals continued consolidation in the quality and compliance services sector that directly supports supplement manufacturing standards. Source: Newswire.ca
Alethios Launches Early-Stage Clinical Trial Programme for Emerging Brands — Alethios, a contract research organisation, has launched its Early-Stage Programme to make clinical trials more accessible and cost-effective for supplement startups and emerging brands. Founded by Zeenia Framroze and Zoe Benham, the programme aims to help companies generate clinical evidence for their products early in their development cycle, with a particular focus on encouraging research involving women and underrepresented populations. The initiative addresses a longstanding barrier in the supplement industry, where the cost and complexity of clinical trials have historically limited evidence generation to large, established companies. Source: SupplySide
Science and Research
University of Cincinnati Launches $3.5 Million NIH-Funded Trial on NAC for Depression — The University of Cincinnati has begun a clinical trial funded by a $3.5 million grant from the National Institutes of Health to evaluate two nonpharmacological treatments for depression in teens and young adults. The trial will test the amino acid supplement N-acetylcysteine (NAC) alongside mindfulness-based cognitive therapy (MBCT), led by principal investigator Fabiano Nery. NAC has attracted growing research interest for its antioxidant and glutamate-modulating properties, and this trial represents one of the largest publicly funded investigations into its potential mental health applications. Source: University of Cincinnati
University of Michigan Tests Inulin Gel to Boost Anti-Tumour Drug Efficacy — A clinical trial at the University of Michigan called ICON is testing whether a plant-based fibre gel made from inulin can enhance the effectiveness of immune checkpoint blockers (ICBs) in treating renal cancer. The trial, led by researchers James Moon and Ulka Vaishampayan, will enrol 48 patients who will take the inulin gel alongside their ICB treatment, with researchers monitoring the effects on tumours and the gut microbiome. The study underscores the growing scientific recognition that gut health and the microbiome play a critical role in immune function and treatment outcomes — a principle that supports the daily use of high-quality probiotic supplements for maintaining microbial diversity. Source: University of Michigan College of Pharmacy
Jupiter Neurosciences Presents JOTROL Resveratrol Platform at BIO Summit — Jupiter Neurosciences will present at the BIO Investment and Growth Summit 2026, discussing its FDA-cleared Phase IIa clinical programme in Parkinson's disease and its patented JOTROL technology platform. The platform is designed to dramatically enhance resveratrol bioavailability, with preclinical data demonstrating a nine-fold improvement compared to standard resveratrol formulations. The company's consumer brand Nugevia is positioned to bring this enhanced bioavailability technology to the supplement market. For those interested in the antioxidant benefits of polyphenols, Trans-Resveratrol remains one of the most researched compounds in the longevity space. Source: Yahoo Finance
New Product Launches and Formulation
Natural Products Expo West 2026 Opens in Anaheim — The supplement industry's largest annual trade show, Natural Products Expo West, opens today in Anaheim, California for its 45th anniversary edition, running March 3-6. Thousands of brands are exhibiting across natural and specialty food, beverages, supplements, and personal care categories. The show is expected to feature significant product launches and ingredient innovations, with exhibitors including PLT Health Solutions, Aker BioMarine, AIDP, and hundreds of emerging brands. Source: New Hope Network
PLT Health Solutions Debuts New Joint Ingredient at Expo West — PLT Health Solutions is bringing a stacked lineup to Booth #3005, headlined by the launch of a brand-new clinically studied joint health ingredient focused on "whole joint support" and joint longevity. The company is also showcasing expanded clinical data on Zynamite S, its patented Mangifera indica leaf extract standardised to 60% or more mangiferin, which demonstrated faster processing speed, improved complex task handling, enhanced mood, and reduced fatigue within 30 minutes of a single 100mg dose. PLT's existing joint portfolio includes AprèsFlex, Dynagenix, 5-LOXIN, and FLEXIR. For those seeking comprehensive joint support, clinically validated ingredients like Boswellia continue to lead the evidence base. Source: PricePlow
Liquid Youth Sparkling Collagen Water Launches at Target and Walmart — Liquid Youth, the PhD-founded sparkling collagen water brand, has expanded its retail footprint with launches at select Target locations in California and Walmart stores across six U.S. states. Each can delivers 11 grams of grass-fed bovine collagen peptides, 10 grams of protein, 50 micrograms of biotin, and 4 grams of dietary fibre, with zero sugar and no artificial additives. The brand, founded by beverage formulator Dr. Lance Li, is available in three flavours: Italian Blood Orange, Passion Bliss, and Summer Peach. Source: GlobeNewswire
Aker BioMarine Showcases Muscle and Brain Health Ingredients at Expo West — Aker BioMarine is exhibiting at Booth #3400 under the theme "Getting in Shape: Body & Mind," highlighting its portfolio of marine-based health ingredients. The company will present findings from its 2025 muscle study, focusing on how Superba Krill supports muscle retention during weight loss, particularly relevant in the GLP-1 era. The company is also showcasing Lysoveta, described as the first and only LPC omega-3 that delivers EPA and DHA directly to the brain, and Revervia, a high-concentration DHA produced through a low-impact fermentation process. Source: EIN Presswire
Regulations and Quality
FDA Issues Import Alert for Kratom Alternative Sakae NAA — The FDA has issued an import alert for Sakae NAA, a new dietary ingredient marketed as an alternative to kratom, citing insufficient safety information. The agency noted it has not received a New Dietary Ingredient (NDI) notification for Sakae NAA to demonstrate its safety for use in supplements. The import alert targets products from Xi'an Le Sen Bio-technology Co. Ltd. and signals the FDA's continued vigilance regarding novel botanical ingredients entering the U.S. market without proper safety documentation. Source: SupplySide
EWG Investigation Reveals 100+ Chemicals Bypassed FDA Safety Review via GRAS Loophole — An investigation by the Environmental Working Group (EWG) has found that more than 100 chemicals have been added to foods and supplements without FDA safety review through the "Generally Recognised as Safe" (GRAS) loophole. The report details how companies can self-certify the safety of their own ingredients without notifying the FDA, potentially exposing consumers to substances that have never undergone independent government review. The findings are likely to fuel ongoing calls for reform of the GRAS notification system. Source: EWG
NOW Foods Employs Dedicated Toxicologist to Strengthen Supplement Safety — NOW Foods has taken the relatively uncommon step of employing a dedicated toxicologist, Dr. Tahir Mir, to conduct independent safety assessments of all ingredients used in its products, even those with existing clinical data. The move reflects growing regulatory pressure and consumer expectations around supplement safety, and positions NOW Foods as an industry leader in proactive quality assurance. Dr. Mir's role includes evaluating long-term safety profiles and ensuring products meet standards that go beyond minimum regulatory requirements. Source: NutraIngredients
NSF and Circle H Announce Strategic Collaboration for Global Certification — NSF and Circle H International have announced a strategic collaboration to streamline certification access for food and supplement companies. The partnership will create direct referral pathways for halal, organic, and other specialty certifications, addressing the growing demand for multi-certification compliance in the global supplement market. Source: NSF
Marketing and Consumer Trends
Personalised Nutrition Market Projected to Reach $60.9 Billion by 2035 — A new market report projects the global personalised nutrition market will grow to $60.92 billion by 2035, driven by increasing consumer awareness of preventive healthcare and demand for customised wellness solutions. The growth is fuelled by the rise of lifestyle-related chronic diseases and the expanding use of wearable health devices and DNA-based nutrition programmes. The trend represents a significant opportunity for supplement brands that can offer tailored formulations and personalised recommendation engines. Source: Yahoo Finance
Electrolyte Supplements Under Scrutiny as Market Booms — As electrolyte supplements continue their rapid market expansion, experts are questioning their necessity for the average consumer. While beneficial for athletes and those experiencing significant fluid loss, researchers from the Cleveland Clinic, Vanderbilt University, and Stanford Health Care suggest that most people can maintain adequate electrolyte balance through a balanced diet and regular water intake. The article traces the electrolyte trend from Gatorade's origins at the University of Florida to today's proliferation of premium electrolyte products, noting the role of marketing in driving consumer demand beyond clinical need. Source: Food Manufacturing
Creatine Demand Drives Format Innovation and Retail Quality Focus — The global creatine market continues to expand in 2026, with demand growing beyond traditional athletes to include recreational gym users and ageing consumers interested in cognitive and longevity benefits. This broadening consumer base is driving innovation in product formats, as exemplified by Bulletproof's new Coffee + Creatine, and a greater focus on manufacturing standards and ingredient transparency. California Gold Nutrition's creatine range on iHerb has been recognised for its purity and quality standards, reflecting the premium positioning that consumers increasingly expect. Source: Nutraceutical Business Review
AIDP and Zinpro Partner to Address Zinc Deficiency — AIDP, Inc. and Zinpro Corporation have formed a strategic partnership to develop and expand sales of Zinpro Zinc LG within the North American dietary supplement market. The clinically researched zinc lysine glutamate solution is designed to address the widespread zinc deficiency in the American population, offering improved bioavailability compared to conventional zinc supplements. Source: WholeFoods Magazine
References
- NutritionInsight — Bulletproof launches functional creatine coffee
- SupplySide — Pharma to FDA: NMN doesn't belong on supplement shelves
- Nutraceutical Business Review — Mimio Health breakthrough fasting mimetic study
- Athletech News — Marine nutrition startup raises $13M
- Newswire.ca — Efor acquires DynamixE
- SupplySide — Alethios makes clinical trials accessible
- University of Cincinnati — NAC depression trial
- University of Michigan — Inulin gel anti-tumour trial
- Yahoo Finance — Jupiter Neurosciences JOTROL platform
- New Hope Network — Expo West 2026 overview
- PricePlow — PLT Health Solutions at Expo West
- GlobeNewswire — Liquid Youth launches at Target and Walmart
- EIN Presswire — Aker BioMarine at Expo West
- SupplySide — FDA targets kratom alternative
- EWG — Secret GRAS investigation
- NutraIngredients — NOW Foods toxicologist
- NSF — Circle H certification collaboration
- Yahoo Finance — Personalised nutrition market forecast
- Food Manufacturing — Electrolyte supplements scrutiny
- Nutraceutical Business Review — Creatine market innovation
- WholeFoods Magazine — AIDP and Zinpro partnership
About the Author
Ben Law is the Founder of Love Life Supplements, a UK-based supplement company committed to transparent, science-backed formulations with no fillers or bulking agents. With a passion for evidence-based nutrition and a mission to make premium supplementation accessible, Ben curates this daily briefing to keep industry professionals and health-conscious consumers informed about the latest developments shaping the supplement landscape. Learn more about Ben.
This briefing is compiled from trade and industry sources including NutraIngredients, SupplySide, NutritionInsight, Nutraceutical Business Review, WholeFoods Magazine, PricePlow, and others. It is intended for professional industry use and does not constitute investment or medical advice.