GNC launches "nature-inspired" Earth Genius

GNC launches "nature-inspired" Earth Genius
GNC is backing its new Earth Genius line with the message: "Inspired by nature. Crafted by experts."

2 October 2018 - Deborah Wilkes

GNC has launched a line of "nature-inspired" products in the US under the Earth Genius name.

The Earth Genius line comprises more than 40 products in a variety of categories including beauty, digestive health, energy, exercise performance, immune support, metabolism and relaxation. The products include dietary supplements, superfoods, plant-based proteins, and oils and vinegars.

GNC said all of the products were "gluten-free, non-GMO and crafted with no artificial colours, flavours or sweeteners".

The health, wellness and performance retailer added that many of the products met the needs of customers with "diets that are vegan or have no soy, no added sugar or no dairy".

Commenting on the launch, GNC's chairman and chief executive officer Ken Martindale said Earth Genius "helps meet the demands of a broadened customer base, particularly those looking to live a healthier, cleaner lifestyle".

Martindale noted that the market for more natural health supplements continued to grow rapidly and was expected to hit USD68 billion by 2024 according to Persistence Market Research.

Key products in the range

One of the key products in the Earth Genius range is SuperFoods Supreme, a dietary supplement that costs USD46.99 for a pack of 30 servings. GNC said the product was a "blend of 35 different superfood ingredients that includes six different organic mushrooms, along with protein, prebiotic, and enzyme support".

GNC also highlighted the Smart Greens product, which it described as a "way to infuse more than 40 fruits, vegetables, greens, mushrooms and botanicals into a daily diet in a convenient way". The dietary supplement costs USD32.99 for 24 servings.

The range also includes: OrganIQ Eats, an "organic plant-based protein with 24 vitamins and minerals that supports energy and lean muscle"; a Men's Multivitamin; and a Women's Multivitamin.

GNC positions the products as: "Inspired by nature. Crafted by experts. Now that's genius."

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