Gaia Herbs unveils traceable sleep and stress gummies with ashwagandha

13 Dec 2021 --- Gaia Herbs has launched three plant-powered herbal gummies, Ashwagandha, Sleep and Relax. The offerings are available online and are set to roll out across US natural and health food stores from January.

Ashwagandha Herbal Gummies are formulated to promote both a reduction of and an increased resistance to stress. Each gummy delivers 6 g of the adaptogenic herb to help the body cope with stress. They are sweetened only with real fruit – blueberry, apple and date – and flavored with ginger and cinnamon.

Next, the Sleep Herbal Gummies combine ashwagandha, passionflower, reishi and jujube dates to help combat occasional sleeplessness. 

Sweetened with apple and tart cherry, and flavored with sweet orange oil, these gummies are marketed as “a delicious way to support a sense of calm and promote a restful night’s sleep, with benefits that continue to build over time.”

Finally, Relax Herbal Gummies feature passionflower, lemon balm and holy basil to promote relaxation and help maintain emotional well-being. The offerings are flavored with lemon oil and sweetened with apple and blueberry. The gummies are organic, vegan and free from dairy, gluten, soy and artificial colors, preservatives, flavors or sweeteners.

Targeting harried consumers
These offerings come at a time when pandemic pressures have helped mainstream the conversation around stress and relaxation. 

Notably, some members of the nutrition industry believe that mental health positionings are set to edge out immunity claims. 

A 2020 consumer survey from Innova Market Insights revealed that 44% of global consumers had already taken steps to improve their mental and emotional well-being.

Ashwagandha has proved to be an especially popular ingredient, with Givaudan also recently launching an ashwagandha infusion for F&B applications. The herb also features in Goldmine’s adaptogen powder blends, which target Millennial burnout. 

Unlocking traceability
As well as tapping into the rising market for mood health, the gummies also target increasingly naturality-minded consumers. 

“At Gaia Herbs, we believe that plants have the power to heal. This belief is and always has been at the forefront of our product growth and innovation as a company,” says Tracy Eames, vice president of marketing for Gaia Herbs. 

“We know ingredients are important, so each new gummy formula is sweetened only with real fruit, flavored only with herbs and pure essential oils, and made with sustainably sourced ingredients that are clean and traceable,” she continues. 

Through its Meet Your Herbs traceability program, consumers can enter the ID number located on the back of any of Gaia Herbs products. 

This allows them to learn where the ingredients came from, including how the herbs were grown, harvested and extracted, and the tests the product underwent to validate its purity, potency and integrity.

Edited by Katherine Durrell