NPEW 2025 preview: Innovative nutraceuticals, contaminant testing advances, and vegan capsules

The nutrition and supplement industries will showcase their nutraceutical innovations at the upcoming Natural Products Expo West (NPEW) trade show next week in California, US. Companies will feature their latest delivery formats, sustainability advances with vegan capsules, and new products in active nutrition, protein-rich foods, and healthy hydration.

Nutrition Insight explores the offerings of Lonza Capsules and Health Ingredients (CHI), FrieslandCampina Ingredients, Alkemist Labs, and Gelita. 

Cassandra McCreary, associate director for Americas Marketing at Lonza CHI, says the company will demonstrate its concept-to-market expertise through its Innovation Services and help overcome formulation challenges posed by trending ingredients or regulatory changes. 

“For instance, the US FDA recently announced that the FD&C Red No. 3 (erythrosine, E12) colorant will no longer be authorized for use in dietary supplements. Lonza CHI can support brands in developing regulatory-compliant products through an extensive color portfolio and expertise.”

Vicky Davies, global marketing director of performance in Active and Medical Nutrition at FrieslandCampina Ingredients, says the company will showcase its latest hydration application: Biotis GOS (galacto-oligosaccharides) prebiotic sparkling water. This drink provides a refreshing boost with extra health benefits. 

“Staying hydrated is a top priority for consumers, yet despite the popularity of trendy water bottles on social media, 47% of Americans still don’t drink enough water,” she adds. “At the same time, gut health remains a key focus area, as it has been in recent years. The market for gut-boosting sodas is therefore booming.” 

“Ramp up” contaminant testing

Petra Erlandson, director of Sales and Marketing at Alkemist Labs, says the lab known for botanical identity testing will focus on its proficiency in contaminant and analytical testing at the trade show. 

“With the new tariffs driving prices higher, we are anticipating increases in adulteration and other quality problems. These are always risks when there is supply chain disruption or economic pressure, so accurate testing becomes even more important.” 

She cautions: “If the new US administration loosens environmental protections, all suppliers and brands will need to ramp up their contaminant testing.” 

Erlandson advises suppliers and brands to ramp up contaminant testing as Alkemist Labs anticipates quality issues due to higher prices.At NPEW booth #4318, the company will feature its Alkemist Assured program, which helps brands and ingredient suppliers follow test result transparency.

“This program requires that participant companies utilize Alkemist identity, potency, and contaminant testing services for raw material and blended ingredient quality to prove they meet the standards for the program,” explains Erlandson. 

“Participants earn an Alkemist Assured seal, which they can use on their label and in marketing materials.” 

Healthy hydration and snacking

FrieslandCampina Ingredients will highlight its proteins, prebiotics, and other health-focused ingredients in new delivery formats, such as protein-rich foods, shakes, ready-to-drink (RTD) beverages, and bars. 

As the trend for healthy snacking continues, Davies highlights the importance of innovating with taste and health at the core of new products. 

“From refreshing gut-supporting sparkling waters to tasty protein snack bars, each concept at our booth taps into top health benefits areas — such as gut health and muscle recovery from sports — but in a way that is exciting, enjoyable, and perfectly in tune with what today’s consumers want.”

For example, FrieslandCampina Ingredients will spotlight RTD beverages and bars with its Excellion caseinate protein and highlight its Biotis Fermentis in bites and snacks that combine fermented prebiotic, protein, and probiotic cultures to target the gut-muscle axis. 

At the company’s booth (#4310), visitors can explore the benefits of docosahexaenoic acid (DHA) for visual acuity and cognitive function in quick and convenient supplement formats that appeal to demographics such as busy professionals. 

Davies adds: “We’re showcasing our recently developed supplement formats for brain health, including gummies and fast melts. Leveraging Biotis DHA, these new solutions are ideal for targeting busy consumers who spend a lot of time looking at screens in their daily lives.” 

Lonza CHI’s plant-based and vegan capsules tap into a growing consumer demand for sustainability.Plant-based supplements

McCreary says that demand for sustainable and plant-based supplements is soaring. She highlights Lonza CHI’s proprietary research, which finds that 40% of supplement users cite the importance of veganism as a purchasing factor. 

The company’s plant-based and vegan dosage forms can support brands tapping into this market. “For instance, Capsugel Plantcaps pullulan capsules offer an ideal delivery form for oxygen-sensitive ingredients like plant-based omega-3 oils.” 

In addition, McCreary explains the company’s Capsugel Vcaps Plus HPMC vegan capsules are suited for moisture-sensitive ingredients such as choline and L-carnitine. 

She says that the product range is also available in different natural colors. “This range incorporates naturally extracted colorants derived from food without using organic solvents, artificial colorants, or chemical processing.” 

Meanwhile, at booth #3827 Lonza CHI will advise visitors on the optimal polymer functionality, sealing technology, and release systems to create effective and appealing on-trend products.

For example, the company will highlight how its polymer science and capsule technologies can overcome ingredient interactions affecting absorption and optimal delivery, ensuring the right combinations and formats. 

Active nutrition focus

Gelita will champion delivery formats with novel bioactive collagen peptides and gelatins centered on active nutrition, active beauty, and active aging. 

“Consumers seek supplement and functional food solutions that support their active lifestyles and nutritional needs and help them look and feel their best. Under the motto ‘Be Active!’, we offer a comprehensive Bioactive Collagen Peptides and gelatin portfolio designed with consumers in mind,” says the company. 

At booth #4482, Gelita will also present the versatility of its tailored gelatin solutions, which support supplement brands in delivering sensitive nutrients to the correct part of the body and releasing them at the right time or helping them deliver a protein-enriched, sugar-reduced gummy. 

For example, the company’s RXL portfolio offers four gelatins for softgels designed to reduce crosslinking and improve shelf life. At the same time, Soluform gelatin enables up to 38% protein enrichment in gummies and marshmallows. 

Meanwhile, Sabinsa and Pharmactive Biotech will feature targeted natural and botanical ingredients at NPEW.