6 April 2021 - Deborah Wilkes
SmartyPants Vitamins has launched a range of vegetarian capsules, Neuriva is partnering with actress and neuroscientist Mayim Bialik, and Garden of Life is set to launch salmon protein products based on Hofseth BioCare’s ProGo.
SmartyPants expands with capsules
SmartyPants Vitamins – the US-based company that specialises in gummy vitamins, minerals and supplements (VMS) – has launched a range of products supplied as vegetarian capsules.
The SmartyPants Capsules range includes Women’s Multi, Men’s Multi, Prenatal Multi, Women’s 50+ Multi and Men’s 50+ Multi formulations.
Courtney Nichols Gould, co-founder and co-chief executive officer of SmartyPants Vitamins, said “creating a capsule line was a natural evolution”.
The SmartyPants Capsules range is available in the US from Amazon and selected retailers with a manufacturer suggested retail price of USD24.99 for each pack of 30 capsules.
The company said the products were “sugar-free”, “gelatin-free”, “non-GMO” and “free of the eight major food allergens”.
In November 2020, Unilever announced it was acquiring SmartyPants Vitamins for an undisclosed sum (click here to read the News story).
Neuriva partners with Mayim Bialik
Reckitt has signed up Mayim Bialik as the new science ambassador for its Neuriva brain performance brand.
The company said the actress and neuroscientist would “educate and empower consumers on brain health”.
“Bialik will empower consumers to make informed decisions about brain health supplements and break down the science behind Neuriva, proving that not all supplements are created equally,” explained Reckitt.
Starting in April 2021, Bialik is starring in a new campaign in the US that features Neuriva Plus as the brain supplement that “thinks bigger”. The national campaign encompasses broadcast, digital, print and social media.
Reckitt noted that Neuriva was “a key element in Bialik’s brain health routine, along with simple lifestyle choices like a balanced diet, supplementation, sleep hygiene, physical exercise and an active social life”.
Bialik commented: “After studying neuroscience for 12 years, I’ve learned a lot about the brain, so anything that can help support the brain is something I’m passionate about.”
“I’ve never actually found a brain health supplement I believed in – until now,” she continued, adding “Neuriva Plus is backed by strong science”.
Garden of Life works with Hofseth BioCare
Hofseth BioCare said Nestlé’s Garden of Life business would soon launch new products based on its ProGo salmon protein hydrolysate powder.
The Norwegian company said the products would be available online and for the North American markets in the third quarter of 2021.
Jeff Brams, Garden of Life’s vice president R&D and regulatory, commented: “After a temporary COVID-19 delay in 2020, we are moving swiftly ahead with the long-awaited salmon protein launch.”
“Our collaboration with Hofseth BioCare has enabled us to create a line of novel proteins that will be on trend, meet consumers’ taste preferences, deliver high quality nutrition, and fulfil our brand promise of sustainability,” added Brams.
Hofseth BioCare said Garden of Life would co-brand the ProGo logo on the product packaging.
The Norwegian company noted that ProGo was an “all natural, non-GMO and additive-free salmon protein hydrolysate”.
Hofseth BioCare offers a number of salmon-based ingredients including CalGo calcium bone powder, CollaGo collagen peptide powder, OmeGo unrefined salmon oil, and ProGo salmon protein hydrolysate powder. It also markets finished products – including sports nutrition, health nutrition and pet nutrition formulations – through its own webshops in Germany, Norway, Switzerland and the UK.