Alurx, Reset Bioscience and Odyssey Wellness add to growing wellness NPD
11 Nov 2021 --- New offerings are being added to the wellness industry as US-based companies Alurx, Reset Bioscience and Odyssey Wellness are launching products in formats ranging from shots, gummies and beverages.
“The supplement space is crowded with hundreds of brands that over-promise and under-deliver. They feature ingredients with high potential but lack a delivery system to ensure those ingredients are properly absorbed,” says Ashley Ferguson, president of Reset Bioscience.
“Without innovation to ensure you absorb the ingredients, you are left frustrated, with little to no benefit and paying for products that don’t work because your body naturally eliminates them.”
The use of health claims in supplements and sports nutrition launches has increased globally, featuring a 2% year-over-year growth when comparing 2020 and 2019 launches, according to Innova Market Insights.
The functional mushroom market is projected to reach US$16.8 billion by 2026.
Mushrooming growth
Trying to position itself to become a leading ready-to-drink brand, Odyssey Wellness says the functional mushroom market is projected to reach US$16.8 billion by 2026.
Launching four functional mushroom beverages, the company’s new offerings are Cold Brew Oat Latte with a focus on energy, French Roast Oat Latte for focus, Chai Rooibos for mood and Berry White Tea for immunity.
With a focus on energy and focus, Odyssey Wellness is also launching three sparkling beverages in mixed berry flavor, dragon fruit lemonade as well as passion fruit, orange and guava.
Mushroom products have taken the industry by storm and have found applications in the mental health space, with research showing the ingredient can be used to fight depression.
Products made from mushrooms have also garnered interest in the cognitive space, immunity and for fighting premature aging. Mushroom-infused coffee has made its way across the market to consumers seeking improved performance. 
Products with health benefits are becoming available in a range of formats, ranging from gummies, beverages and shots.
Hemp for immunity
With a focus on immunity, skin health and wellness, Alurx’s four new offerings are a collection of vitamin and wellness gummies.
The Hemp Gummy aims to offer a more balanced sense of well-being post-workout or as part of a sleep ritual. It contains 10 mg of hemp and is targeted toward giving consumers a calm mind.
As immunity has quickly expanded due to COVID-19 demands, offerings in the hemp and immunity space are growing, with Hemp Bombs launching Immunity Boost CBD gummies earlier this year.
Alurx is also launching its High Potency Vitamin C gummy, which helps produce collagen for healthy skin, while the Elderberry Gummy contains vitamin C, zinc and elderberry. Targeting skin health, hair and nails, the company is offering its Collagen and Biotin Gummy with vitamins C and E, as well as zinc.
Functionality in shots
Reset Bioscience is launching what it terms the world’s first lipid-encapsulated, ingestible supplements. Offered in shot format, the products target immunity, energy, brain, hydration and beauty.
Lipid-encapsulation technology uses liposomes to take a more direct route to the cell, delivering up to 80% bioavailability, according to the company.
The industry for functional ingredient beverages has seen a heightened interest, with NPD in the space booming.
Functional beverages are tapping into consumer demands for convenience, sleep support and immune health.
Consumers are wanting more health benefits from their beverages, ranging from mood and immunity. According to Innova Market Insights, 53% of global consumers say they have taken action to improve their health and wellbeing.
Edited by Andria Kades
