Key Takeaways
- Unilever Acquires Grüns: The CPG giant has agreed to acquire gummy supplement brand Grüns for a reported $1.2 billion, signaling a major shift towards functional wellness.
- Amazon Quality Concerns: A new analysis reveals that nearly two-thirds of oregano oil supplements sold on Amazon failed potency testing, with some containing no detectable active ingredients.
- Lactose Intolerance Patch Launches: Wearable supplement brand Barrière is bringing the first-ever lactose intolerance patch to 1,700 Walmart stores.
- Prenatal Vitamin Innovation: A recent trial suggests 5-MTHF is an efficacious and potentially safer alternative to traditional folic acid in prenatal multivitamins.
Top Stories
Unilever has agreed to acquire Grüns, a functional supplement company focused on gummy products, for a reported $1.2 billion. The deal significantly extends Unilever’s presence in functional nutrition alongside established brands such as Liquid I.V. and Olly. This major acquisition illustrates how the consumer packaged goods giant is aggressively reshaping its portfolio beyond traditional personal care and foods to capture the rapidly growing functional wellness market. [1]
A new analysis by NOW of 35 oregano oil supplements sold on Amazon revealed that nearly two-thirds failed potency testing. The findings highlight ongoing concerns about supplement quality, testing methods, and marketplace oversight on major online platforms. Some oregano oil supplements sold on Amazon contained no detectable levels of carvacrol, the primary active compound responsible for the oil's functional benefits. NOW's in-house analytical testing, paired with independent verification by Eurofins, underscores the importance of scientifically valid testing methods and rigorous quality control across the supply chain. [2]
The Council for Responsible Nutrition (CRN) has filed a citizen petition urging the FDA to formalize its enforcement discretion regarding DSHEA labeling rules. The petition seeks to confirm that dietary supplement labels comply with regulations when a disclaimer on one panel is linked to claims elsewhere via an asterisk. This move aims to reduce litigation risks for manufacturers and ensure clear, consistent labeling standards, addressing current regulatory ambiguity that is driving unnecessary class-action lawsuits. [3]
Business & Investment
Barrière, a wearable supplement brand, is launching what it describes as the first lactose intolerance patch on the market in 1,700 Walmart stores. The company, which projects revenue of $10 million in 2026 and holds a $19 million valuation, reached Walmart through a targeted cold email. The patches deliver ingredients through the skin via ultrasmall vitamin particles that activate with body heat, remaining effective for up to 12 hours. This expansion into Walmart's fast-growing digestive health aisle complements Barrière's existing presence in Target, Ulta, and Urban Outfitters. [4]
Lemme, the wellness brand founded by Kourtney Kardashian, is projected to surpass $200 million in revenue. The brand has built one of the most powerful creator-commerce engines in the wellness space by moving past the traditional celebrity playbook. Key products driving this growth include Lemme Sleep, an award-winning magnesium and melatonin gummy, and Lemme Debloat, a bestselling digestive supplement. For those seeking comprehensive relaxation and sleep support, our CALM - Sleep and Stress Support offers a potent blend of ashwagandha and other adaptogens to help manage cortisol levels naturally. [5]
Australia's Eden Brew has been cleared to sell its precision-fermented casein protein in the US and has pivoted its immediate focus to health and supplements. The startup's DeepForte platform enables micelle formation to match dairy’s nutrition delivery, sensory experience, and heat stability. Eden Brew has already secured an offtake agreement with a supplement business in Australia and is actively building out its pipeline in the sector. [6]
Science & Research
A 12-week study conducted in Thailand found that daily supplementation of beta-glucan oligosaccharides or polysaccharides significantly reduced total cholesterol levels. Notably, the oligosaccharide group demonstrated a more sustained effect, with cholesterol and LDL levels remaining lower two weeks post-supplementation. The research suggests that oligosaccharides derived from Ophiocordyceps dipterigena offer a more favorable safety and efficacy profile compared to polysaccharides for cholesterol management. [7]
A new clinical study published in the Journal of Nutrition Food Science and Technology shows that TriNutra's ThymoQuin-OCare lozenges support gingival health and promote beneficial oral microflora diversity. The 28-day trial demonstrated significant improvements in plaque accumulation, gingival inflammation, and the stabilization of the oral microbiome. The black seed-derived ingredient, rich in thymoquinone, aims to suppress microbial overgrowth and reduce acid formation in the mouth. [8]
A recent U.S. randomized controlled trial found that prenatal multivitamins formulated with 5-MTHF maintain maternal and fetal folate levels comparable to those using traditional folic acid. However, the 5-MTHF formulation led to significantly lower levels of unmetabolized folic acid (UMFA) in both maternal blood and placental tissue. These findings suggest that 5-MTHF is an efficacious and potentially safer alternative to folic acid during the second and third trimesters of pregnancy. [9]
New Product Launches & Formulation
Kaneka Ubiquinol and Eqology have won the Vitafoods Europe 2026 Innovation Award in the Most Innovative Consumer-Ready Nutraceutical Finished Product category for their Pure Arctic Oil Heart & Energy supplement. The product blends sustainable CodMarine Arctic cod liver oil, organic cold-pressed extra virgin olive oil, vitamin D3, and Kaneka Ubiquinol. Designed for dual-use functionality as both a supplement and a culinary oil, the formulation supports cardiovascular and cellular energy health by uniting marine purity, Mediterranean phytonutrients, and mitochondrial science. [10]
Cosmax NBT has introduced a new functional jelly stick delivery format for supplements that offers a significantly higher active loading capacity than traditional gummies. The format provides nearly ten times the space for meaningful doses of functional ingredients, along with improved stability, precise dosing, and flexibility for low-sugar formulations. The company has developed a proprietary blend compliant with U.S. regulations to expand this manufacturing capability into the North American market. [11]
NurtureBio, a new maternal and child wellness company, has officially launched with its first product: a synbiotic supplement featuring human milk oligosaccharides (HMOs) and targeted probiotic strains. Designed to support digestive and immune health in infants and toddlers, the formulation pairs HMOs with Bifidobacterium infantis Rosell-33 and Limosilactobacillus reuteri Rosell-444. For adults looking to optimize their own digestive health, our Multispore Probiotic provides a robust foundation for a healthy microbiome. The company is collaborating with researchers at the University of Cincinnati College of Medicine to advance clinical research on infant gut health. [12]
Melting Forest has launched a line of zero-sugar sparkling mushroom functional beverages at "The Drop" by GNC. The energy drinks are formulated with breakthrough functional mushroom ingredients designed for either uplift or relaxation, catering to the growing consumer demand for functional beverages that support mental and physical well-being. Those interested in the cognitive benefits of functional mushrooms can also explore our Lion's Mane extract, which is specifically formulated to support focus and mental clarity. [13]
Regulations & Quality
A group of dietary supplement companies and an alternative medicine advocacy group have sued the FDA for allegedly violating First Amendment commercial speech protections. The lawsuit stems from the FDA blocking 114 out of 118 submitted health claims connecting nutrients to health outcomes, which the plaintiffs argue were based on authoritative government statements. The plaintiffs contend the FDA lacks the authority to prevent these claims and cite the recent overturning of Chevron deference to support their case. [14]
The National Advertising Division (NAD) recommended that a dietary supplement maker discontinue or modify its claim of "200 mg magnesium per serving." NAD found the claim unsubstantiated because the supplement contains 200 milligrams of magnesium glycinate, not elemental magnesium, which could mislead consumers. The manufacturer agreed to comply with NAD's recommendations, highlighting the ongoing scrutiny of ingredient content claims in the supplement industry. [15]
Marketing & Consumer Trends
Amy McKelvey, founder of Her Vital Way, was featured in NutraWomen Wednesday for her purpose-driven approach to wellness rooted in herbalism and consumer connection. The company integrates botanical sourcing with hands-on learning experiences, focusing on customer feedback to make wellness more accessible. McKelvey highlighted the growing momentum in conversations around women's health, particularly concerning menopause and hormonal shifts, indicating a significant trend in targeted female wellness products. [16]
Morinaga Milk Industry is presenting a new brand logo for its Human-Residential Bifidobacteria (HRB) and gut health advances at Vitafoods Europe 2026. The rebranding effort reflects the company's ongoing commitment to innovation in probiotic formulations targeting immunity and cognitive health benefits, aligning with consumer interest in comprehensive gut health solutions. [17]