Beyond The Headlines: Pushback on Trump’s MAHA commission, Austria approves cell-based pet food

This week in industry news, the Make America Healthy Again (MAHA) Commission, criticized for its lack of transparency and focus on unscientific policies, faced backlash for not addressing the root causes of chronic diseases. In the pet sector, BioCraft Pet Nutrition earned EU approval for cultured pet food. Among new product launches, NativePath introduced Native Hydrate, a drink mix specifically formulated to address hydration challenges in individuals over 60.

Policy news

The MAHA Commission, established by an executive order from US President Trump, faced criticism following its closed-door inaugural meeting on March 11, which contradicts the transparency promised by the commission’s founding directive. According to experts from the O’Neill Institute and the Center for Science in the Public Interest, the commission appears to focus on promoting unscientific policies and casting doubt on established scientific knowledge, rather than addressing the root causes of chronic diseases like added sugars, sodium, alcohol, and tobacco. The experts argue for science-based solutions, including reducing sodium and added sugars in the food supply and improving nutrition labeling. They also warn that the commission’s focus on tangential issues and the Trump administration’s cuts to health agencies undermine the potential for meaningful progress in preventing chronic diseases.

Business news and certifications

BioCraft Pet Nutrition, the first biotech company to develop animal cell-cultured ingredients for the pet food market, has been authorized in Austria to begin selling ingredients to EU pet food producers. Austrian authorities granted BioCraft the registration “for the purpose of multiplying cells for the production of pet food.” BioCraft produces an unstructured ingredient from culture-grown animal cells that does not require additional downstream processing. With a nutritional profile and consistency that is similar to the “meat slurry” pet food producers already use, BioCraft’s ingredient can be used as a one-to-one replacement in wet or dry foods at similar inclusion levels to traditional meat slurry. BioCraft’s first cultured cell-based ingredient is made with mouse cells — the ancestral small prey diet of both cats and dogs.

Aker BioMarine has formed exclusive partnerships with two European distributors, Ideactifs and Comercial Química Massó (Massó), to introduce new marine ingredients in France, Benelux, Spain, and Portugal. Ideactifs will promote Aker BioMarine’s Revervia, a high-concentration DHA algae ingredient, while Massó will introduce Revervia to the Iberian market. These collaborations are part of Aker BioMarine’s strategy to expand its presence and bring sustainable, plant-based omega-3 solutions to European consumers.

Kensing, a global leader in plant-based vitamin E and phytosterols, has received an A- rating in CDP’s independent environmental disclosure system for its 2024 Climate Change disclosure, highlighting its commitment to climate action. This included a 27% reduction in operational carbon emissions in 2023. The company also earned a B rating for its forest and water disclosures, emphasizing sustainable sourcing and its goal to eliminate deforestation from its palm oil supply chain by 2025. Additionally, Kensing retained its EcoVadis Gold Medal, placing it in the top 3% of companies for sustainability practices, demonstrating its dedication to environmental stewardship and transparency.

New product launches

NativePath has introduced Native Hydrate, a drink mix specifically formulated to address hydration challenges in individuals over 60. The mix combines essential electrolytes — sodium, potassium, magnesium, calcium, and chloride — with nine essential amino acids, including branched chain amino acids. Native Hydrate aims to enhance hydration, support muscle recovery, and promote overall vitality. Each container offers 30 servings, with one scoop mixed into water creating a sugar-free beverage.

American basketball star Stephen Curry partnered with PLEZi to launch PLEZi Hydration, a new hydration beverage designed to support active lifestyles with smart ingredients and great taste. The drink offers twice the electrolytes, half the sugar, and seven times the potassium of typical options, while containing no added sugar or artificial sweeteners and a full daily dose of vitamin C. Co-founded by Michelle Obama, PLEZi aims to provide a healthier, more balanced hydration option for those looking to improve performance and recovery. Available in three flavors, PLEZi Hydration can be found in stores across California, US, and nationwide on Amazon. The company is also expanding its product line with PLEZi FiZZ, a carbonated drink with fruit juice, no added sugar, and fiber.

Life Time launched Nourish, a drinkable multivitamin and greens powder designed to support energy, immune health, gut function, and focus. Developed by Life Time’s in-house team of registered dietitians, Nourish delivers 23 essential vitamins and minerals along with probiotics, digestive enzymes, ashwagandha, CoQ10, and a Peak O2 Mushroom blend. Life Time highlights the global greens powder market is projected to reach US$991 million by 2031. Nourish is available for purchase on the Life Time Shop, Amazon, and TikTok, as part of the brand’s expanding supplement line.

Health-focused pet food brand Pets Table, provided by meal subscription box brand HelloFresh, has launched at Walmart. The brand’s minimally-processed air-dried recipes will be available both in-store across 201 US locations and on Walmart’s website. This marks the first in-store retail distribution for the pet food brand. Developed with vets and vet nutritionists, The Pets Table’s dog food is made without added fillers, colors, or flavors, and is gently cooked at a low heat allowing for nutrition and flavor. Customers can purchase Chicken & Sweet Potato and Salmon & Whitefish with Pumpkin dog food recipes in select stores. Additionally, Beef & Berries and Lamb & Beef With Brown Rice dog food recipes are available online.

Nature Made launched clinically studied innovations and new formulations within its Digestive portfolio of probiotic, prebiotic, and fiber supplements for daily gut health support. The lineup features two new innovations, Nature Made Probiotic + Prebiotic Fiber Gummies, delivering the research-backed Lactospore probiotic strain and three grams of prebiotic fiber in mixed berry gummies, and Nature Made Probiotics 1 Billion CFU Capsules, formulated with the clinically studied BB-12 probiotic strain to support a healthy immune system. Additionally, a new formulation of Nature Made Prebiotic Fiber Gummies nurtures beneficial gut bacteria.

Public health initiatives

New University of Reading research highlights the nutritional and environmental benefits of consuming more beans, peas, and lentils (pulses) in the UK diet, yet the country’s current intake remains far below recommended levels. The research, published in the European Journal of Nutrition, found that UK adults consume only 15 g of pulses per day on average, well below the recommended 80 g. Regular inclusion of pulses was linked to higher intakes of essential nutrients like fiber, vitamin E, iron, and magnesium, while reducing saturated fat and sugar intake. Additionally, pulses were found to contribute to a more sustainable diet with a lower environmental impact. Despite these benefits, UK households spend little on pulses, averaging less than 1% of their weekly income. The study is part of the Raising the Pulse project, which aims to increase pulse consumption through initiatives like incorporating pulse flour into bread.

Addressing the critical nutrition crisis in Yemen, KfW Development Bank, on behalf of the German Federal Government, contributed €19.8 million (US$21.3 million) to UNICEF Yemen. This funding supports preventive nutrition interventions to reduce acute and chronic undernutrition among vulnerable children and women in Yemen. This includes preventive nutrition programs, including the distribution of micronutrient supplements, nutrition education for caregivers, and community-based screening for malnutrition in 18 districts in the governorates of Taiz, Lahj, Aden, Hajjah, Hodeida, Ibb, and Marib. The initiative will prioritize children under five, pregnant women, and breastfeeding mothers — groups most at risk of life-threatening malnutrition. Additionally, the funding will support training for health workers and community volunteers to deliver quality preventive and treatment services, preventing long-term health consequences.

Brand engagement

Women’s esports tournament The Milk Cup 2025 is returning with a US$300,000 prize pool, a new duos format, and The Milk Cup Academy, a mentorship and training program designed to support women in gaming. Backed by US-based milk processor education program, MilkPEP, the tournament highlights milk’s role as the “performance drink of gamers,” emphasizing its 13 essential nutrients, including protein, B vitamins, and minerals like calcium and zinc, which support brain health, focus, and sustained energy during long gaming sessions. The Milk Cup includes three major qualifiers, including Twitch broadcasts, and support from ThePeachCobbler, RaidiantGG, and Moonrock.