Key Takeaways
- PK Consumer Health acquires HealthAid in its second deal since November 2025, accelerating its bid to become Europe's leading retail-first VMS platform.
- FDA schedules March 27 public meeting on the scope of dietary supplement ingredients under DSHEA, covering precision fermentation, novel proteins, and enzymes.
- SuppCo launches TESTED certification after independent lab analysis reveals many supplements contain little to none of their listed active ingredients.
- Nature Made expands into gut health with SuperGreens and Digestive Enzymes, while Brevel launches Purallis chlorella via illuminated fermentation technology.
- GLP-1 companion supplements surge as Gnosis by Lesaffre, Saanroo, and Beneo unveil ingredients targeting the nutritional gaps created by semaglutide therapy.
Top Stories
PK Consumer Health Acquires HealthAid in European VMS Consolidation Push. PK Consumer Health, a portfolio company of Avista Healthcare Partners and Damier Group, has completed the acquisition of HealthAid, a leading UK-based supplier of vitamins, minerals, and supplements. The deal marks PK's second acquisition since November 2025 and underscores its ambition to build a dominant "retail-first" VMS platform across Europe. CEO Yvan Vindevogel described the move as a strategic step toward creating a pan-European presence in the branded supplement space, with HealthAid's established retail distribution network providing immediate scale in the UK market. (PR Newswire)
FDA Announces March 27 Public Meeting on Dietary Supplement Innovation and Ingredient Scope. The U.S. Food and Drug Administration has scheduled a hybrid public meeting for March 27, 2026, titled "Exploring the Scope of Dietary Supplement Innovation and the Scope of Dietary Ingredients." The meeting will address how scientific and technical advancements — including precision fermentation, novel protein sources, and enzyme production — are affecting the production of dietary ingredients under the Dietary Supplement Health and Education Act (DSHEA). Stakeholders will have the opportunity to provide oral comments at the meeting and written submissions through April 27. The announcement signals the FDA's intent to modernise its regulatory framework for an industry that has evolved considerably since DSHEA's passage in 1994. (FDA.gov)
SuppCo Launches Independent Certification Programme to Verify Active Ingredients. SuppCo has introduced "TESTED by SuppCo," an independent certification programme designed to verify the accuracy of active ingredients listed on supplement labels. The programme anonymously purchases products from retail channels and submits them to independent laboratories for analysis. Initial testing across categories including creatine, NAD+, urolithin A, and berberine revealed that many products — particularly those claiming high serving sizes — contained little to none of their listed active ingredients. Founding partners include Momentous, Thorne, Metagenics, Gaia Herbs, Designs for Health, Fatty15, Solaray, Niagen, Integrative Therapeutics, and Pendulum. (NutraIngredients)
Business and Investment
PK Consumer Health's acquisition of HealthAid represents the latest move in a wave of consolidation sweeping the European VMS sector. Backed by Avista Healthcare Partners and Damier Group, PK Consumer Health is assembling a portfolio of retail-focused supplement brands with the aim of becoming a leading platform across the continent. HealthAid, which has built a strong presence in UK pharmacies and health food stores, brings established distribution infrastructure and a broad product range spanning vitamins, minerals, and specialty formulations. The acquisition is PK's second in fewer than five months, suggesting an aggressive buy-and-build strategy that could reshape the competitive landscape for mid-market supplement brands in Europe. (PR Newswire)
American Nutraceutical Corp. has announced a strategic expansion of its U.S. manufacturing infrastructure to meet growing international demand for contract-manufactured supplements. The initiative includes increased production capacity, upgraded processing systems, and enhanced quality control procedures compliant with current Good Manufacturing Practices (GMP). The company cited growing demand from partners in the Americas and Europe as the primary driver for the investment. (Asheville Citizen-Times)
A gut health supplement e-commerce brand with a ten-year operating history has been listed for sale, generating over $3.2 million in annual revenue with a strong presence on Amazon and a growing TikTok Shop channel accounting for approximately 25% of revenue. The listing highlights the increasing importance of social commerce platforms in supplement distribution. For consumers interested in supporting their own gut health with a trusted, science-backed formulation, a high-quality multispore probiotic remains one of the most effective daily interventions. (Trend Hijacking)
Science and Research
A study published in BMJ Nutrition, Prevention & Health has found that higher vitamin E intake is associated with a lower risk of all-cause mortality in former smokers and non-smokers, but not in current smokers. The research, which analysed data from over 30,000 U.S. adults in the National Health and Nutrition Examination Survey (NHANES), found that the protective benefit for former smokers was most pronounced in those who had quit for more than 20 years. The findings suggest a long-term positive interaction between vitamin E intake and smoking cessation, adding nuance to the ongoing debate about antioxidant supplementation and mortality risk. (BMJ Nutrition, Prevention & Health)
A narrative review published in the journal Dietetics is calling for the establishment of official choline intake recommendations across Europe. The authors highlight choline's critical roles in liver function, brain development, and cell membrane integrity, noting that many European nations lack formal dietary guidelines for this essential nutrient. The paper identifies dietary shifts toward plant-based eating and genetic variations in the PEMT gene as factors placing significant portions of the population at risk for choline deficiency. (Dietetics / MDPI)
A cross-sectional study of 662 Iranian adults published in Scientific Reports has identified correlations between the consumption of certain medicinal herbs and various body composition measures. Regular intake of saffron was linked to higher abdominal obesity, while cinnamon consumption was associated with lower visceral fat. These findings, while observational, contribute to a growing body of evidence suggesting that common culinary herbs and spices — including those with anti-inflammatory properties similar to curcumin — may have measurable effects on metabolic health markers. (Scientific Reports / Nature)
New Product Launches and Formulation
Nature Made (a brand of Pharmavite) has launched three new gut health products: SuperGreens Powder, SuperGreens Capsules, and Digestive Enzymes. The SuperGreens line is formulated with real greens including kale, spinach, and broccoli, along with 12 key nutrients and digestive health ingredients. The powder variant includes prebiotic fibre inulin, while the capsules contain the clinically studied probiotic LactoSpore. The Digestive Enzymes product features a clinically studied blend of five enzymes — amylase, lipase, protease, lactase, and cellulase — targeting the five food groups that commonly cause digestive discomfort. (Business Wire)
Brevel has launched its Purallis brand of chlorella to the nutraceuticals sector, expanding beyond its core alternative protein business. The ingredient is produced using Brevel's proprietary "illuminated fermentation" technology, which combines high-yield indoor fermentation with natural light in a closed, sterile system. Purallis chlorella contains 50% protein with a complete amino acid profile, along with B vitamins, omega-3 fatty acids, and essential minerals. For those looking to support their own energy levels and fill nutritional gaps, a comprehensive Vitamin B-Complex provides a convenient daily foundation. (Nutrition Insight)
The GLP-1 companion supplement category continues to expand as the industry responds to the nutritional gaps created by semaglutide and similar medications. On World Obesity Day 2026, experts from Beneo, Gnosis by Lesaffre, and Saanroo outlined their strategies for this emerging segment. Gnosis by Lesaffre highlighted its ibSium probiotic yeast, supported by four clinical trials, which targets the gastrointestinal side effects that often lead patients to abandon GLP-1 therapy. Saanroo showcased BioBerb, a purified berberine ingredient, and Trpti (OEA), a satiety-signalling compound. Beneo emphasised its low-glycemic carbohydrate Palatinose, which has been shown to stimulate the body's natural GLP-1 release. Managing stress and cortisol levels is also critical during weight management journeys, and a targeted supplement like CALM can support the body's stress response throughout the process. (Nutrition Insight)
Regulations and Quality
The Council for Responsible Nutrition (CRN) is proposing legislative reforms to modernise the drug preclusion provision in the Federal Food, Drug, and Cosmetic Act. The proposed changes would relocate the provision, limit its scope to orally ingested drugs, and require meaningful clinical development before preclusion applies. Steve Mister, CRN's president and CEO, argued that the current framework allows confidential pharmaceutical filings to block lawfully marketed supplements — a situation that came to a head with the NMN (nicotinamide mononucleotide) controversy. (SupplySide)
The FDA's March 27 public meeting on dietary supplement innovation will address several consequential questions about the scope of ingredients permitted under DSHEA. Topics on the agenda include the definition of "dietary substance," new production methodologies such as precision fermentation, and specific ingredient types including proteins, enzymes, and microbials. Written comments will be accepted through April 27, 2026. (Food Safety Magazine)
An EU-wide customs operation has found that a majority of food supplements sold online from third countries do not comply with EU product standards. The non-compliant supplements primarily originated from the United States, China, and the United Kingdom, underscoring the regulatory challenges posed by cross-border e-commerce. (EU Reporter)
SuppCo's TESTED certification programme adds another layer to the industry's quality infrastructure. By focusing specifically on verifying the presence and quantity of active ingredients — rather than broader quality markers — the programme addresses a persistent consumer trust gap. (NutraIngredients)
Marketing and Consumer Trends
The mood and emotional wellness supplement category is experiencing significant growth, with Innova Market Insights data showing that 34% of global consumers have used supplements for mood and emotional regulation. Supplement launches with mood health claims grew by 10% annually between 2021 and 2025, driven by ingredients linked to the gut-brain axis including alpha-GPC, Lactobacillus rhamnosus, and Bifidobacterium lactis. The trend reflects a broader consumer shift toward proactive mental health management through supplementation. (Nutrition Insight)
The Vitafoods Europe Innovation Awards are returning for their second edition in 2026, with the ceremony scheduled for May 5 during Vitafoods Europe in Barcelona. Two new award categories have been added — Weight Management (reflecting the GLP-1 trend) and Nutricosmetic Ingredients — alongside established categories covering sports nutrition, immune and gut health, cognitive health, healthy ageing, and sustainability. (Nutraceutical Business Review)
Meyer Distributing has announced a partnership with MTN OPS, a brand specialising in outdoor performance energy and nutrition supplements. The partnership illustrates the supplement industry's continued push into non-traditional distribution channels and the growing crossover between outdoor recreation and performance nutrition. (RVBusiness)
RFI Ingredients has launched a redesigned website to better support formulators and brand partners, showcasing its vertically integrated capabilities and proprietary delivery technologies including ProMulsion, Infusome, and its FermaPro fermentation process. (Nutritional Outlook)
About the Author
Ben Law is the Founder of Love Life Supplements, a UK-based supplement company committed to delivering science-backed, premium-quality nutritional products. With a deep passion for health, wellness, and the latest developments in nutritional science, Ben curates this daily briefing to keep industry professionals and health-conscious consumers informed about the trends shaping the supplement landscape. Learn more about Ben.
This briefing is compiled from trade and news sources published within the past 24 hours. It is intended for informational purposes and does not constitute investment or regulatory advice.