Key Takeaways
- Industry Unites on DSHEA: Major trade associations are urging the FDA to adopt a broad, innovation-forward interpretation of "dietary substance" to accommodate advances in biotechnology.
- Vitamin D Breakthrough: A new clinical trial shows that a daily 2,000 IU dose of vitamin D nearly doubled the rate of complete cancer disappearance in women undergoing breast cancer chemotherapy.
- Clean Protein Innovation: Aonic Inc. has launched Aonic Fuel, a ready-to-drink protein shake that challenges the industry's reliance on artificial sweeteners, delivering 32g of complete protein with zero added sugar.
Top Stories
The supplement industry is largely united in urging the FDA to adopt a broad, innovation-forward interpretation of "dietary substance" under the Dietary Supplement Health and Education Act (DSHEA). Following a recent FDA public meeting, trade associations including the Consumer Healthcare Products Association (CHPA), Council for Responsible Nutrition (CRN), and Natural Products Association (NPA) argue that manufacturing methods alone should not define an ingredient's identity or trigger new regulatory status. The industry emphasizes a focus on measurable characteristics and safety, advocating for a forward-looking category that accommodates advances in biotechnology and ingredient manufacturing rather than being limited to substances already present in the conventional food supply. [1]
In a significant clinical breakthrough, a new randomized trial found that a daily 2,000 IU dose of vitamin D nearly doubled the rate of complete cancer disappearance in women undergoing breast cancer chemotherapy. The study, conducted by researchers at the Botucatu School of Medicine and São Paulo State University, revealed that 43% of patients taking vitamin D alongside treatment experienced complete remission, compared with 24% in the placebo group. This highlights the potential of vitamin D as a powerful chemosensitizer and underscores the critical importance of correcting nutritional deficiencies during oncology treatments. [2]
Aonic Inc. has officially entered the functional nutrition category with the launch of Aonic Fuel, a clean, ready-to-drink protein shake designed to challenge the industry's reliance on artificial sweeteners. Delivering 32g of complete protein and 5g of fiber in just 160 calories, the lactose-free and shelf-stable formula contains zero added sugar and no synthetic fat substitutes. In conjunction with the launch, the San Francisco-based company appointed Dr. Jason Mitchell, N.D. as Chief Medical Advisor to lead its scientific and formulation strategy, emphasizing that real performance and long-term wellness are best supported by thoughtful ingredient choices rather than formulation shortcuts. [3]
Business & Investment
Cosmos Health Inc. projects its new curcumin-based dietary supplement, Cur18, will generate over $2.5 million in incremental annual revenue in the United States within the next 12 to 18 months. The projection is based on a phased market entry strategy starting with direct-to-consumer e-commerce and expanding to retail channels. Cur18 is part of the company's "18 Series" of science-based nutraceutical products. [4]
Israeli food-tech startup PhenOlives secured a $270,000 strategic investment from OurCrowd as part of a $1 million fundraising round to scale its olive flour production. The company, which recently launched the world's first commercial-scale production line converting olive pomace into market-ready olive flour, also appointed former Nestlé Israel CEO Itzik Saig as Chairman of the Board to guide its global expansion. [5]
Prodalim has acquired Better Juice, a food-tech company specializing in natural sugar reduction technologies that convert fruit sugars into non-digestible dietary fibers. This acquisition strengthens Prodalim's ability to support health-driven reformulation across beverages and adjacent food categories without artificial sweeteners. Prodalim also recently acquired Sylvestre, a Brazilian producer of botanical extracts, to enter the fast-growing nutraceutical market. [6]
Science & Research
A new study published in the journal Antioxidants investigates the bioactive compounds and antioxidant potential of peels from the purple-fleshed Solanum tuberosum L. cv. Vitelotte Noire as a sustainable source of nutraceutical antioxidants. Extracts showed high concentrations of total phenolics, flavonoids, and anthocyanins, demonstrating strong antioxidant capacity and protective effects against oxidative DNA damage. The findings support the valorization of potato peel waste for developing high-added-value nutraceutical and functional food ingredients. [7]
A comprehensive narrative review published in Cureus summarizes the physiological roles, dietary sources, and deficiency symptoms of essential vitamins and minerals, evaluating clinical evidence on multivitamin and mineral supplementation's efficacy and safety. The review highlights the potential benefits of nutraceuticals in preventing and managing chronic diseases and addressing deficiencies in special populations, while emphasizing the need for standardized formulations, long-term safety assessments, and personalized nutrition approaches. For those looking to support their daily nutritional needs, a high-quality Vitamin B-Complex can be an excellent addition to a balanced diet. [8]
A new 100% plant-based delivery system for CoQ10 has been developed to enhance stability and significantly boost bioavailability. In a recent clinical trial, this next-generation galactomannan-CoQ10 formulation demonstrated up to a 24-fold improvement in bioavailability compared to standard coenzyme Q10, offering a more efficient way to support cellular energy production and cardiovascular health. [9]
New Product Launches & Formulation
Make Time Wellness, a supplement brand co-founded by Emma Heming Willis and Helen Christoni, is launching its products at Target. The brand aims to make women's brain health supplements more accessible and visible in the retail space, offering SKUs such as Make Time for Menopause & Brain Health, Make Time for NAD+ & Rhodiola, and Make Time for Brain. [10]
Barker Wellness, the vegan supplement company founded by musician Travis Barker, has launched its Mushroom Adaptogen Gummies across 880 Target stores nationwide. The expansion reflects the growing mainstream retail acceptance of functional mushroom products. For those interested in the cognitive benefits of functional mushrooms, our Lion's Mane supplement offers a potent, high-quality option. [11]
Sifts just launched its single flagship product, a new daily supplement designed to support the body's natural digestive response to ongoing microplastic exposure. The formula works at the gut level, combining chitosan—a positively charged fiber studied for its ability to bind negatively charged particles—with prebiotics and fibers to help capture and eliminate them through normal digestion. [12]
Revive Collagen is expanding into menopause-focused ingestible skincare with a new range backed by Spice Girl Mel B. The collection features ready-to-drink liquid sachets that combine marine collagen with targeted vitamins, botanicals, and functional ingredients. The line includes Menopause Max for advanced stages, Peri Menopause for early-stage support, and Menopause Beauty Sleep for nighttime recovery. If you're looking for a versatile collagen option, our Collagen Peptides provide excellent support for skin, hair, and joint health. [12]
Regulations & Quality
Representative Nick Langworthy has reaffirmed his support for H.R. 7366, the Dietary Supplement Regulatory Uniformity Act, which aims to clarify federal preemption and prevent states from establishing dietary supplement requirements that differ from federal law. The bill seeks to address the growing patchwork of state-level supplement laws, particularly concerning age restrictions and ingredient bans, to ensure a single, science-based national standard. The Natural Products Association (NPA) has praised the legislation as a necessary measure to restore clarity and consistency to the marketplace. [13]
U.S. Marshals, acting on behalf of the FDA, seized a range of consumer products from Beehive Botanicals Inc., alleging the products are misbranded and unapproved new drugs. The seizure followed a complaint filed by the U.S. Attorneys Office for the Western District of Wisconsin, which cited product labeling and promotional materials claiming the products could diagnose, cure, or prevent serious diseases. [14]
A nationwide recall has been issued for Good Brain Tonic due to potential botulism contamination discovered during routine field testing. The recall affects 16-ounce and 32-ounce bottles produced by Liquid Blenz Corp., and consumers are advised to return the product for a full refund. [15]
Marketing & Consumer Trends
Cargill's Future of Food platform identifies five macro trends shaping consumer eating habits, including personalized nutrition, emotional comfort, verified trust, on-the-go convenience, and resourceful living. Consumers are increasingly seeking foods that support their wellbeing, adapt to busy lives, and deliver moments of comfort and confidence. The industry is evolving to meet these demands with innovations like digestive stability products, single-serve treats, and compact protein options. [16]
The global health and wellness products market is projected to reach $12.7 billion by 2033, driven by increasing consumer focus on preventive healthcare and healthy lifestyles. The market is seeing continuous product innovation across dietary supplements, organic foods, and personal care, with companies investing in clean-label formulations and sustainable packaging. The rapid expansion of e-commerce and digital health ecosystems is also enabling wider product accessibility. [17]
Vitafoods Europe 2026 will highlight the integration of health-focused ingredients like protein, probiotics, and beauty-from-within elements into mainstream food and beverage products. Key trends include protein innovation for everyday essentials, gut health as a core pillar of wellness, and the crossover of beauty-from-within concepts into mainstream F&B. Sustainability, transparency, and science-backed evidence are also major consumer mandates driving product development. [18]
About the Author
Ben Law is the Founder of Love Life Supplements. Learn more about Ben and his mission here.