Key Takeaways
- Precision-Fermented "Pink Gold" Hits US Market: VIVICI's launch of Vivitein™ LF, a precision-fermented lactoferrin, could revolutionize products for gut health and performance recovery.
- ShopRite Enters GLP-1 Support Space: The retailer is offering free "Wellness Your Way" kits with supplement samples to customers starting GLP-1 medications, creating a new, highly targeted marketing channel.
- Psychobiotic Research Gets Specific: The future of gut-brain axis supplements is moving towards highly specific, mechanism-driven strains for targeted mental wellness support.
- Collagen Innovation Continues with RTD Milk: Lactalis has launched a collagen-enriched milk in Spain, highlighting the trend of incorporating proven ingredients into convenient, everyday formats.
Top Stories
Dutch ingredients company VIVICI is launching its precision-fermented lactoferrin, Vivitein™ LF, in the US market, a move that could unlock significant innovation in the health and wellness sector. Often called "pink gold" for its potent health benefits but limited by scarcity and high cost, lactoferrin can now be produced at scale, enabling its use in products targeting gut health, performance recovery, and iron mobilization. Having achieved self-affirmed GRAS status, VIVICI will showcase the ingredient at the upcoming Natural Products Expo West, signaling a new era for one of dairy’s most valuable bioactives. [1]
In a significant move that blurs the lines between pharmacy and grocery, ShopRite has launched complimentary "Wellness Your Way Starter Kits" for customers filling their first GLP-1 medication prescription. The kits, which include product samples from Oikos, Liquid I.V., and Vital Proteins, alongside a dietitian-authored wellness guide, aim to support patients beginning weight management therapy. This initiative highlights a growing trend of retailers providing integrated health solutions and creating a new, targeted channel for supplement and healthy food brands to reach a highly motivated consumer base. [2]
The future of psychobiotic research lies in precision and mechanism-driven interventions, according to Dr. Gerard Clarke of University College Cork, speaking at the IPA World Congress + Probiota 2026. The field is moving beyond broad-spectrum probiotics to identify specific strains that act on defined biological pathways, such as the vagus nerve or HPA axis. This shift promises more effective, targeted support for mental wellness, with research focusing on critical life stages like adolescence and midlife as key windows for intervention. The first clinical impacts are expected to be seen with psychobiotics used as adjuncts to conventional treatments. [3]
Business and Investment
Indian plant-based nutraceutical brand ZeroHarm Sciences has successfully raised Rs 65 crore (approximately $7.8 million USD) in a funding round led by Kotak Life Sciences Fund and Alkemi Growth Capital. The company plans to use the capital to expand its health platform, scale its manufacturing and R&D capabilities, and drive international expansion. [4]
Arctic Bioscience reported a rebound in its nutraceutical business in Q4 2025, with strong revenue and improved EBITDA following a product recall. The company is focusing on cost-cutting measures while building its pharmaceutical pipeline, which includes promising candidates for psoriasis and glaucoma. Expansion into Sweden and Asia is underway as the company seeks partnerships to finance its pharma programs. [5]
The Vita Coco Company is exploring mergers and acquisitions in the beverage sector for the first time in seven years. The move could see the company diversify its portfolio beyond its core coconut water products, leveraging its strong market position and positive stock momentum to integrate new brands and expand its footprint in the functional beverage space. [6]
Science and Research
A new study by Particles for Humanity has developed a highly stable, encapsulated vitamin A that retains three times more nutrients than current commercial options after a year in harsh conditions. This breakthrough, which uses a safe pharmaceutical coating, could significantly improve the effectiveness of food fortification programs aimed at combating vitamin A deficiency, particularly in staple foods like bouillon cubes consumed in regions like West Africa. [7]
Research continues to highlight the superior bioavailability of liposomal vitamin C compared to traditional ascorbic acid. A recent article explains that liposomal encapsulation can increase absorption by up to four times, allowing for sustained plasma levels and enhanced intracellular delivery. This makes it a more effective option for immune support, skin health, and other therapeutic applications. [8]
A study published in Frontiers in Nutrition found that daily supplementation with AG1 for two weeks improved micronutrient adequacy in healthy, resistance-trained adults. The foundational nutrition supplement was shown to fill nutrient gaps, particularly for vitamins A, C, and E, and selectively enriched beneficial gut bacteria such as Lactiplantibacillus plantarum and Bifidobacterium animalis without disrupting the overall microbiome. [9]
New Product Launches and Formulation
Lactalis has partnered with Bioiberica to launch Puleva Vita Calcio Colágeno in Spain, a ready-to-drink milk enriched with Collavant n2, a science-backed native type II collagen. The product, a first of its kind, delivers a clinically proven 40mg daily dose for joint health support, tapping into the growing consumer demand for convenient, functional foods that support mobility and healthy aging. For those looking to add a high-quality collagen to their routine, our own Collagen Peptides offer a versatile powder format. [10]
Everwell Health has announced a new unified brand to bring its portfolio of science-backed ingredients under one umbrella, including the recently acquired Nutrition21 and American River Nutrition. The consolidated portfolio includes well-known ingredients like Chromax, Nitrosigine, and Lustriva, as well as the newer EverZen, an ingredient for mood and stress support launched in 2025. [11]
The Vitamin Shoppe, in partnership with Men’s Health and Women’s Health magazines, has announced the winners of its first-ever "Suppies" awards. The awards recognize excellence across 13 categories, with winners including David Protein Bars for Launch of the Year, Transparent Labs for Brand of the Year, and Nordic Naturals Ultimate Omega for Best for Healthspan. [12]
Regulations and Quality
Lockout Supplements has issued a voluntary nationwide recall of its Boner Bears Chocolate Syrup after it was found to contain undeclared sildenafil, the active ingredient in Viagra. The presence of the undeclared drug can pose significant health risks to consumers with certain underlying medical conditions. [13]
The Council for Responsible Nutrition (CRN) has issued a response to a recent New York Times article that questioned the necessity and safety of dietary supplements. The trade association reiterated that supplements play a crucial role in filling nutrient gaps for many Americans and are regulated by the FDA under the Dietary Supplement Health and Education Act (DSHEA). [14]
A new bill, H.R. 7366, titled the Dietary Supplement Regulatory Uniformity Act, is being considered and could grant the FDA greater authority over dietary supplement regulation. This could have significant implications for state-level regulations, including California's Proposition 65, by creating a more uniform federal standard. [15]
Marketing and Consumer Trends
The market for probiotic supplements is growing at a 4.5% CAGR, outpacing the broader consumer health market, according to Euromonitor. A key driver of this growth is the demand for multi-benefit products, particularly those that combine gut health with immunity and beauty benefits—the so-called "triple stack." The report also notes a growing consumer preference for products with third-party certification to ensure credibility. [16]
Formulation strategies for food and beverages are increasingly being tailored to complement the effects of GLP-1 medications. The Institute of Food Technologists (IFT) is leveraging AI to identify functional ingredients like allulose, fenugreek, and postbiotics to support satiety, metabolism, and gut health. Major brands like Danone are already launching targeted products, such as Oikos Fusion, to meet the specific nutritional needs of this growing consumer segment. [17]
About the Author
Ben Law is the Founder of Love Life Supplements. With a passion for health and wellness, Ben is dedicated to providing the highest quality supplements to help people live their best lives. You can learn more about his story here.