Chocolate supplements: Rise of crossover category taps into healthy indulgence

14 Aug 2020 --- The contradicting health and indulgence trends are rising in tandem, which has led to the creation of a major crossover category. While gummies have become a mainstay of nutritional delivery formats in recent years, the sector looks set to embrace further confectionery-adjacent forms with chocolate coming to the fore. In this space, Mybite Vitamins offers multivitamins with an indulgent chocolatey coating, caramel, nuts and a fluffy center. The US-based company speaks to NutritionInsight following the expansion of its distribution to over 20,000 locations.

“Mybite holds a patent for its unique delivery format, a fluffy nougat, with smooth caramel, enrobed in chocolatey goodness. It is a vitamin unlike anything else on the market today. Creating a product that tastes good and has a competitive supplement formula was initially our biggest challenge,” explains a Mybite spokesperson.

Kate Jones and Marty Rifkin are the Co-Founders of Mybite and got their start in the gummy bear vitamin space. “There hadn’t been a new delivery format since we launched the gummy vitamin more than 20 years ago – the category was begging for innovation,” explains Jones.

The company had discovered that people were often taking a gummy multivitamin and were still eating a sweet treat after. The overarching comment was that while a gummy vitamin may be tasty, it wasn’t satisfying and it didn’t quite quench that craving.

“When we were developing Mybite, we knew that we needed a product that would do both while being the same, or better-for-you than a gummy. With 16 vitamins and minerals, only 25 calories and the same or less sugar as a gummy, it’s an indulgence you can feel good about,” adds the spokesperson. Chocolatey supplements and functional chocolate have both been on the rise. 

Chocolate and nutrition converge
There has been a recent tranche of other nutrition launches that also appeal to consumers’ sweet tooth. Last month, Mars Consumer Drinks & Treats unveiled M&M’s Hi-Protein chocolate and peanut bars, which joined the company’s growing portfolio of products in this crossover category. Meanwhile, Superfoods Nature’s Best offers “superfood” bars featuring chocolate. In the cannabidiol (CBD) space, Serenity Mountain Foods recently introduced hot cocoa mixes featuring the non-psychoactive ingredient. 

Innova Market Insights has also observed that global supplement launches with a chocolate flavor have grown by 14 percent (CAGR 2015-2019). Vitamins & Minerals is the top subcategory for chocolate-flavored supplements, with Probiotics and Botanical or Herbal Supplements also being common. However, Hair, Skin & Nails is the fastest growing, with an average annual growth of 78 percent (Global, CAGR 2015-2019). The top positionings for global chocolate-flavored supplements are Digestive or Liver Health, Immune Health and Bone Health.

Vitamins C and D3 are both established ingredients in the chocolate-flavored supplement arena and have an average annual growth of 10 and 9 percent, respectively (Global, CAGR 2015-2019). Also on the top ingredient list are magnesium and vitamin B12. 

In addition to supplements becoming more chocolatey, the cocoa category is also looking turning toward claims traditionally associated with nutraceuticals. Chocolates packed with health-supporting ingredients such as herbs, adaptogens, prebiotics and probiotics are being reshaped in the minds of consumers as a nutritive addition to their diets. 

Within North America, functional chocolates with probiotic, keto-friendly or protein-enriched positionings are on the rise. Notably, high/source of protein, sugar-free, and containing antioxidants or omega 3 were among the growing claims in 2019 for the North American chocolate confectionery market. 

Meanwhile, the European market saw low-sugar, weight management and high/source of protein among its growing claims for 2019. Other popular themes in this region include probiotics, brain health, superfood additions and vitamin or mineral enrichment.Following this latest expansion, Mybite is now available in stores across the US. 

Rolling out across the US
Following this latest expansion, Mybite is now available in stores across the US, including Walmart, Walgreens, CVS and Rite Aid – with the company eying further growth. Over the next 12 months, it will continue to expand into additional retailers and new channels, along with expanding its product line. The current offerings include:

• Hers: A dark chocolatey women’s multivitamin with vitamins C & D, smooth caramel, roasted peanuts and a fluffy center. Formulated to support healthy energy levels with B vitamins and vitamin C for immune health.
• Multi: A daily milk chocolatey multivitamin for the whole family, formulated with vitamins C and D for immune health.
• Kidz: A milk chocolatey bite of smooth caramel, roasted peanuts and a fluffy center formulated with zinc, vitamins C, D, and E to help support children’s immunity.
• Energy: A sweet boost with caffeine and B Vitamins. 
• Calcium: A dark chocolatey supplement with smooth caramel and a fluffy center. An excellent source of calcium for bone and muscle support. 

“When it comes to vitamins and supplements, there is no one size fits all. Each person, each age range and each gender all have different needs. We felt strongly about launching – even initially – with a full product line, so there was a supplement for every member of the family,” concludes the spokesperson. 

Earlier this summer, a new “dad-focused” parenting and baby goods company highlighted that fathers represent a major untapped market for the nutrition space thanks to their unique demands. Meanwhile, women’s health continues to be an area of innovation, with Lallemand Health Solutions set to commercialize a probiotic strain from Proge Farm that can aid in maintaining an equilibrium of normal vaginal microflora in certain circumstances. Meanwhile, infants are being catered to with Bubs Australia’s supplement range and Cerebelly’s brain-boosting baby snacks. 

By Katherine Durrell