Sirio Pharma launches lutein soft chew for eye health at Expo West 2026

At the ongoing Natural Products Expo West 2026 trade show, Sirio Pharma has launched a “first-in-market” soft chew lutein supplement. The product features the patented Lutemax 2020 extract from OmniActive Health Technologies, containing a combination of carotenoids backed by clinical studies. 

Lutemax 2020 contains all three nutritionally relevant macular carotenoids — lutein, PR-zeaxanthin, and RS (meso)-zeaxanthin — in a similar ratio to that found in the diet. These compounds concentrate in the human macular pigments to protect the retina from blue light-induced oxidative damage. 

Live from the showroom floor in Anaheim, California, US, Nutrition Insight discusses the launch with Evelyn Reinson, director of Brand Marketing at Sirio Pharma.

She says that the supplement was inspired by a disconnect in the market: “While eye health depends on long-term consistency, the category has historically relied on formats that have struggled to maintain consumer adherence.”

To encourage daily use, Reinson notes that eye health supplements must fit naturally into everyday life. “A key benefit of soft chews is the elimination of pill fatigue and swallowing challenges, making daily use easier and more approachable.”

“From an ingredient standpoint, OmniActive’s Lutemax 2020 was selected for its proven clinical support in visual performance and comfort. These attributes make it particularly well-suited to address today’s high-screen-use population — not just aging consumers. Together, the format and ingredient reflect a preventive, modern approach designed for sustained daily use.”

Underprioritized health area

Sirio notes that the soft chews address a substantial market need; while nearly half of US adults are concerned about eye health, very few take supplements. Moreover, the company points to research showing that only one in 10 adults obtains sufficient levels of lutein and zeaxanthin from their diet — key nutrients for eye health.

Evelyn Reinson, director of Brand Marketing at Sirio Pharma, says that eye health supplements must fit naturally into everyday life to encourage daily use, adding that soft chews are more approachable.“Eye health has traditionally been positioned as a concern for later in life, but that no longer reflects modern reality,” comments Reinson. “Screen use now begins in early childhood and continues across education, work, and leisure, increasing visual demand across all ages.”

“Despite this shift, eye health remains underprioritized compared to areas like energy, sleep, or digestion. The category is now moving toward a preventive, everyday wellness model focused on long-term visual comfort and function.”

She adds that Sirio Pharma aims to help brands translate science into consumer-friendly formats for daily routines, rather than reactively respond to decline.

Lutemax 2020 against blue light

According to Sirio Pharma, there is a growing consensus among health experts that macular carotenoids, as found in Lutemax 2020, are essential nutrients for eye health and are increasingly important due to rising blue light exposure. 

The company cites studies demonstrating that Lutemax 2020 rapidly increased macular pigment optical density, an indicator of lutein and zeaxanthin levels in the eyes, along with serum lutein levels, in eight weeks. This resulted in consistently improved contrast sensitivity, photostress recovery, and glare threshold.

The soft-chew format also enables a higher ingredient load, according to Sirio Pharma. Their confectionery-style makeup allows them to carry up to four times more active mass than most other oral formats.

Visual demand increases across all ages, as screen use begins in early childhood and continues across school, work, and leisure.Reinson says the partnership allows Sirio Pharma to focus on translating OmniActive’s ingredient science into a scalable, consumer-friendly format. “We can design formulations that protect active ingredients, maintain quality throughout shelf life, and scale efficiently without compromising performance.”

“OmniActive brings deep expertise in carotenoid science, clear ingredient specifications, and a strong understanding of how Lutemax 2020 behaves across various delivery systems. That level of insight is critical when working with formats like soft chews, where stability, sensory performance, and ingredient integrity must be carefully balanced.”

She highlights that the combination of scientific credibility, formulation reliability, and manufacturing scalability becomes essential for long-term category success. “As eye health expands, brands need more than a recognizable ingredient.”

The future of eye health

Reinson predicts that accessible, well-positioned products designed for sustained, real-world use will drive the future of eye health. “Sirio’s goal is to meet the moment and the market with supplement solutions that combine sensibility with staying power.”

“Key trends we expect to see include broader age targeting, preventive positioning, and delivery formats that feel more like treats than medicine to improve adherence. Ingredient credibility and clear scientific backing will also become increasingly important as the category grows.”

Meanwhile, she also highlights several barriers preventing a greater adoption of eye health supplements, with consumer perception being the main one.

“Again, eye health has long been viewed as something to address later in life or only after a problem arises, despite how critical central vision is to overall quality of life. Many consumers also expect quick, noticeable effects, while eye health benefits tend to be gradual and require consistency over time.”

Sirio Pharma exhibited several concepts featuring its Lutemax 2020 and other functional ingredients.“Another challenge is supplement fatigue,” Reinson continues. “People already manage multiple wellness products, and traditional capsules or tablets can feel like just another obligation rather than a supportive habit. The soft chew addresses such issues by reducing friction, improving experience, and encouraging sustained daily use — helping reposition eye health as proactive and accessible.”

Aligning science with lifestyle

According to Reinson, soft chew sales growth reflects a pivot toward products designed around “real consumer behavior,” while still delivering scientifically supported ingredients.

“Consumers are no longer focused solely on what a supplement contains; they are equally focused on how it fits into daily life and whether it is enjoyable enough to take consistently.”

She adds that formats that feel less clinical and more lifestyle-oriented are gaining traction, especially for categories that require long-term use.

“Sirio Pharma plans to capitalize on this momentum by continuing to invest in flexible soft chew platforms that can support a wide range of health needs while maintaining high standards for formulation integrity, stability, and scalability.”

Reinson welcomes how the industry is becoming more intentional about designing products that align science with lifestyle. “In formulation, there is growing flexibility in how active ingredients can be delivered without compromising performance.”

“Ingredient innovation is also evolving in a more thoughtful direction. There is greater emphasis on clinically supported ingredients, clear specifications, and transparent sourcing.

“Perhaps the most meaningful innovation is consumer-centric product design,” she concludes. “Brands are moving beyond one-size-fits-all solutions and creating products built for consistency, usability, and real-world routines. The future will favor solutions that are accessible, relevant, and sustainable across all life stages.”