Key Takeaways
- OLLY Expands Gut Health Line: New Precise Probiotics line targets stress, metabolism, and skin health with clinically studied strains.
- CRN Pushes for DSHEA Reform: Industry leaders seek legislative alignment to protect supplement innovation from drug preclusion rules.
- Heavy Metals Testing Bill Advances: California's SB 1033 moves forward, requiring protein powder manufacturers to test and disclose heavy metal levels.
- Major Industry Acquisitions: Hero Group acquires The Gut Stuff, while Unilever expands its wellness portfolio by acquiring Grüns.
- Teen Supplement Use Rising: A new JAMA meta-analysis highlights growing concerns over nonprescribed weight-loss product use among adolescents.
Top Stories
OLLY Expands Gut Health Portfolio with Precise Prebiotics Launch Supplement brand OLLY has launched Precise Probiotics, a new line designed to support the gut microbiome (similar to our Multispore Probiotic) and whole-body wellness beyond baseline digestive support. The exclusive Walmart launch features three targeted formulations: Stress Support utilizing Bifidobacterium longum 1714 for cortisol management (a benefit also found in our CALM supplement), Metabolism Support featuring Bifidobacterium lactis B420 for weight maintenance, and Skin Support incorporating SynBactive ProBeautyShield for hydration. Each product combines these clinically studied strains with the Synbio probiotic blend Howaru Bi-07. Alongside the launch, OLLY announced the addition of Patricia Bannan, MS, RDN, to its Advisory Coalition to guide emerging health trends and consumer education. [1]
CRN Seeks Industry Alignment on Drug Preclusion Reform Speaking at SupplySide Connect New Jersey, Megan Olsen, Senior Vice President and General Counsel for the Council for Responsible Nutrition (CRN), highlighted growing concerns regarding the drug preclusion provision within the Dietary Supplement Health and Education Act (DSHEA). Olsen described the provision as a "race to market" that stifles innovation, as ingredients investigated as drugs can preclude their use in supplements if the drug research is established first. The CRN is actively working with other trade associations to build alignment around potential legislative solutions in Congress, aiming to balance the interests of the dietary supplement industry with pharmaceutical research incentives while providing clearer regulatory pathways for responsible firms. [2]
California Advances Bill Requiring Heavy Metals Testing for Protein Powders The California Senate Environment Quality Committee has approved SB 1033, legislation introduced by Senator Steve Padilla that mandates protein powder manufacturers to test their products for heavy metals and publicly disclose the results. Cosponsored by Consumer Reports and the Environmental Working Group, the bill addresses recent testing that found over two-thirds of 23 tested protein powders contained more lead in a single serving than is considered safe for daily consumption. The legislation aims to incentivize manufacturers to improve product safety and provide consumers with healthier options in the rapidly growing protein supplement market. [3]
Business and Investment
Hero Group Acquires UK Gut Health Firm The Gut Stuff Global food and nutrition conglomerate Hero Group has acquired UK-based gut health company The Gut Stuff for an undisclosed sum. Founded by Scottish twins Lisa and Alana Macfarlane, The Gut Stuff offers high-fiber snack bars, drinks, an educational app, and corporate wellness programs. The acquisition provides The Gut Stuff with the resources to expand globally and accelerate new product development, while allowing Hero Group to capitalize on the surging consumer demand for gut health and fiber-rich diets. [4]
Unilever Expands Wellness Portfolio with Grüns Acquisition Unilever has announced plans to acquire Grüns, a digitally native vitamin, mineral, and supplement brand, to further expand its beauty and wellness portfolio. Founded in 2023, Grüns is known for its comprehensive daily gummy packs that combine 60 ingredients, 21 vitamins and minerals, and prebiotic fiber. The acquisition will enable Grüns to leverage Unilever's extensive distribution network to scale operations, joining other prominent wellness brands under the Unilever umbrella, including Liquid I.V., Olly, and Nutrafol. [5]
Green Coffee Company Closes $25 Million Series C Funding The Green Coffee Company (GCC), Colombia's largest coffee producer and a Legacy Group portfolio company, has successfully closed a $25 million Series C equity funding round. This brings the company's total funding to over $60 million from more than 450 accredited investors. The proceeds will be utilized to expand Colombian farming operations, accelerate U.S.-based roasting facilities, and launch innovative new lines of liquors and spirits distilled from upcycled coffee cherries, as the company positions itself for a potential U.S. IPO exit in 2026. [6]
Science and Research
First-of-its-Kind Human Trial Links ButyraGen to Mental Well-Being A groundbreaking human clinical trial has demonstrated that daily supplementation with ButyraGen, an ingredient from NutriScience Innovations, delivers statistically significant improvements in psychological well-being within just two weeks. The six-week study revealed that participants taking ButyraGen experienced a 12.90% greater reduction in fearfulness and an 18.16% greater improvement in an at-ease state of mind compared to the control group. Additionally, participants reported a 17.15% increase in mental clarity and a 12.16% improvement in sociability, highlighting the profound impact of the gut-brain axis on mental health. [7]
COSMOS Trial Reveals Widespread Use of Complementary Therapies Among Older Adults New research conducted by investigators from Mass General Brigham using data from the COSMOS trial indicates that complementary health approaches have become a routine part of wellness for older adults. Surveying 16,144 participants, the researchers found that 58.8% of older adults had utilized complementary health approaches in the past year, and 76.4% had used them in their lifetime. Herbal products were reported by 20.5% of participants, underscoring the significant integration of dietary supplements into the health regimens of the aging population. [8]
University of Arizona Tests Broccoli Supplement for Firefighter Cancer Risk Researchers at the University of Arizona Comprehensive Cancer Center have initiated a Phase 2 clinical trial in collaboration with the Tucson Fire Department to evaluate the efficacy of a dietary supplement in detoxifying harmful chemical exposures. The study involves 66 firefighters taking either Avmacol, a supplement formulated with broccoli seed and sprout extracts, or a placebo daily for 12 weeks. The trial aims to determine if the supplement can enhance the body's ability to process and eliminate carcinogenic chemicals commonly found in smoke, potentially offering a new protective measure for first responders. [9]
New Product Launches and Formulation
Force Factor Enters GLP-1 Support Category Supplement brand Force Factor has officially entered the GLP-1 support market with the launch of three new products at Walmart and CVS. The Super GLP-1 Support line features science-backed ingredients, including Eriomin citrus bioflavonoid by Ingredients by Nature, Chromax chromium picolinate by Everwell Health, and banaba extract. These formulations are designed to increase endogenous GLP-1 production, improve hyperglycemia, support gut health, and decrease carbohydrate cravings, catering to the growing demand for natural cardiometabolic solutions. [10]
AG1 Expands Retail Footprint into Target Stores Direct-to-consumer powerhouse AG1 has announced a significant expansion of its retail distribution by entering Target stores nationwide. The brand's flagship AG1 greens powder and its new AGZ sleep formulation will be available in the supplement aisle, highlighted by custom endcaps. To facilitate customer discovery in the retail environment, AG1 is introducing new 7-count and 14-count travel packs alongside its standard starter kits, reflecting a strategic shift to increase accessibility for mainstream consumers. [11]
NOW Foods Introduces First Gummy Vitamins After Six-Year Development Following a rigorous six-year development process, NOW Foods has launched its first gummy vitamin supplements, debuting with Vitamin C and D3 formats. The extended timeline was necessary to meet the company's strict quality standards, as NOW Foods noted that approximately 80% of gummy vitamins fail quality tests due to inaccurate nutrient delivery. The new gummies are produced in a GMP-certified facility in the United States and undergo comprehensive stability testing to ensure precise dosing and prevent contamination. [12]
Regulations and Quality
India's Ayush Ministry Bans Ashwagandha Leaf Extracts In a significant regulatory shift, the Indian Ministry of Ayush has moved from guidance to strict enforcement regarding the use of ashwagandha in formulations. A new directive mandates that only ashwagandha roots may be used in Ayush products, explicitly prohibiting the use of leaves and aerial parts due to safety and adulteration concerns. The Food Safety and Standards Authority of India (FSSAI) reinforced this stance, stating that only root extracts are permitted in foods and nutraceuticals. Given India's dominant role in the global supply chain, this ban is expected to heavily influence international sourcing standards. [13]
NAD Advises Modification of Nature's Truth Magnesium Claims The National Advertising Division (NAD) has recommended that supplement brand Nature's Truth modify its advertising claims for magnesium glycinate gummies following a challenge initiated by Pharmavite. The NAD determined that claims such as "200 mg magnesium per serving" were potentially misleading, as the product contains 200 mg of magnesium glycinate but only 22 mg of elemental magnesium per serving. Piping Rock, the marketer of Nature's Truth, has agreed to comply with the recommendations and voluntarily discontinued claims suggesting the product meets daily magnesium requirements. [14]
cbdMD Earns NSF Good Manufacturing Practice Registration Cannabinoid company cbdMD has been granted Good Manufacturing Practice (GMP) Registration for dietary supplements by NSF International. This registration verifies that the company's manufacturing processes adhere to the highest production standards developed in accordance with FDA regulations. The certification provides consumers with independent assurance that cbdMD's products are manufactured, stored, labeled, and tested following strict, standardized protocols, reinforcing quality and safety in the CBD sector. [15]
Marketing and Consumer Trends
Spate Reports Shift Toward 'Symptom-First' Supplement Consumers Data from consumer intelligence firm Spate indicates that the U.S. supplement market is rapidly moving toward a "symptom-first" consumer approach. Rather than seeking generic multivitamins, buyers are increasingly searching for targeted solutions for specific issues such as bloating, magnesium deficiency, and high blood pressure. Custom probiotics demonstrated the fastest growth, surging over 2,300% year-over-year. The data suggests that modern consumers are becoming more sophisticated, prioritizing personalized formats and clinical efficacy over traditional brand loyalty. [16]
Summer 2026 Trends Highlight Hydration and Active Lifestyle Support Industry analysis of Summer 2026 supplement trends reveals a strong seasonal shift toward hydration, energy, and active lifestyle support. Electrolyte formulas have experienced a massive 1,900% year-over-year increase in search volume, while creatine continues to expand beyond traditional bodybuilding into mainstream daily wellness routines. Additionally, highly bioavailable magnesium forms, such as glycinate and L-threonate, are seeing unprecedented demand. Portable and convenient formats, particularly powder stick packs and gummies, remain the preferred delivery methods for summer activities. [17]
Teen Supplement Use Rises Amid Regulatory Scrutiny A new meta-analysis published in JAMA Network Open highlights a significant increase in dietary supplement use among children and adolescents, with 9% of teens reporting the use of nonprescribed weight-loss products. Experts are raising alarms over the regulatory gap that allows these products to be sold without prior FDA proof of safety or efficacy, contributing to an estimated 4,600 child emergency room visits annually. In response, policymakers are beginning to take action, building on recent state-level legislation aimed at restricting the sale of certain fitness and diet supplements to minors. [18]
About the Author
Ben Law is the Founder of Love Life Supplements. Learn more about his journey and commitment to quality nutrition at Ben Law, Founder.
References
- Nutraceuticals World — OLLY Expands Gut Health Portfolio
- Nutritional Outlook — CRN Seeks Industry Alignment on Drug Preclusion Reform
- Consumer Reports — California Heavy Metals Testing Bill
- NutraIngredients — The Gut Stuff Acquired by Hero Group
- Consumer Goods Technology — Unilever Acquires Grüns
- StoneX — Green Coffee Company $25M Series C
- Nutraceutical Business Review — ButyraGen Human Study
- Mass General Brigham — COSMOS Trial Complementary Therapies
- University of Arizona — Broccoli Supplement Firefighter Trial
- Natural Products Insider — Force Factor GLP-1 Support
- Drug Store News — AG1 Expands to Target
- NutraIngredients — NOW Foods Gummy Vitamins
- NutraIngredients — Ashwagandha Leaf Ban
- SupplySide — NAD Rules on Magnesium Claims
- cbdMD — NSF GMP Registration
- NutraIngredients — Symptom-First Consumer Shift
- Advanced Supplements — Summer 2026 Trends
- Yahoo Health — Teen Supplement Use Rising