Curated solutions: Nature Made launches Wellblends product line

15 Apr 2022 --- US-based vitamin and supplement brand Nature Made is launching Wellblends, a line of 13 curated health products targeting sleep, stress and immunity. The products are available in capsules, gummies, powders and fast-dissolves.

The launch comes as the company aims to target “the majority of Americans who are currently experiencing issues related to excessive stress, disrupted sleep and impaired immune function.”

Nature Made outlines the balance between the three concepts is necessary for achieving wellness. 

“Over the past two years, consumers have placed an even greater focus on health and wellness than ever before,” says Rhonda Hoffman, chief marketing officer at Pharmavite, makers of Nature Made. 

The launch appears to taps into the growing trend of holistic wellness, which is seeing accelerated NPD and innovative formats. 

“Rooted in the intersection of scientific and consumer insight, these areas of our health are not only deeply connected but critical in achieving overall wellness. Nature Made Wellblends offers consumers a unique set of science-based solutions that can be tailored to their specific needs.”

The stress items include targeted blends to help reduce stress, build up mental and physical energy or find focus.

Tackling consumer challenges
According to Nature Made, a plethora of consumers are struggling to meet their sleep, stress, and immune needs. The numbers are also rapidly increasing, the company adds.

“In fact, 77% of Americans report feeling that stress affects their physical health, and 70 million Americans suffer from sleep issues. Further complicating matters, the issues impacting one’s ability to get quality sleep, manage stress and support a healthy immune system can be unique to each individual.” 

Disrupted sleep increases fatigue, diminishing the ability to cope with stress in healthy ways, the company notes. Stress, in turn, can impact how the immune system functions. Sub-optimal immunity can consequently disrupt sleep, which can also affect how the immune system operates. Additionally, poor immune function can lead to stress, leading to sleep disruption. 

Demand for sleep and relaxation supplements has soared amid COVID-19 linked to pandemic pressures and increasing stress.  

Honing in on ingredients
The company’s immunity items include ingredients such as vitamin C, D3 and zinc, ingredients that are increasingly common supplements for immune support.. 

 Around 40% of US consumers added vitamins or immunity-supporting supplements to their daily routine at the onset of the COVID-19 pandemic. 

The new sleep-targeting products include melatonin, magnesium and L-theanine. Research reveals the production of melatonin is regulated by vitamin D. Thus, impaired vitamin D levels could decrease melatonin levels.

L-theanine and GABA are used in the company’s stress relief products, in a bid to support a calm and relaxed mental state.

Edited by Andria Kades

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