Nature Made unveils multivitamin gummies addressing common dietary shortfalls

23 Feb 2024 --- Vitamin and supplement brand Nature Made has expanded its multivitamin portfolio with Advanced Multivitamin Gummies, an easy-to-take product range featuring 60% more total nutrients than its current offerings and addresses a broader spectrum of consumer lifestyle needs.

“Even as societal trends lean further into proactive health and wellness, it can be hard in today’s fast-paced world to consume all vitamins and minerals necessary for our bodies to function at their best, and prioritizing supplementation every day can be difficult, especially if the experience isn’t pleasant,” says Dr. Susan Hazels Mitmesser, chief science officer at Pharmavite, the parent company of the brand.

“We know that missing a dose likely means nutrient gaps aren’t closed that day, so we aim to encourage more consistent intake with product formulations that are nutrient-packed, enjoyable, and supportive of differing health needs.

High-absorption magnesium citrate
According to Pharmavite, many US adults lack essential nutrients in their diet, which can be supported by key vitamins and minerals. Research shows that nearly half of adults in the US do not consume enough calcium (43%) or vitamin C (46%). More than half do not meet the recommended requirements for magnesium (54%), vitamin E (84%) or vitamin D (95%).

Nature Made’s new multivitamins contain 20 essential nutrients and a dose of high-absorption magnesium citrate to support muscle relaxation and nerve, heart and bone health. It has added calcium to support strong bones and is a good source of the vital eight B vitamins that enhance brain function. The vitamins are available in mixed berry and tropical fruit flavors.

“Nature Made Advanced Multivitamin Gummies deliver distinctive ingredient recipes that cater to more nuanced interests, such as Biotin, to support healthy hair and skin while championing the benefits of meeting foundational nutrient needs,” says Hazels Mitmesser.

Varieties for him and her
The assortment is available in Advanced Multivitamin for Adults, Advanced Multivitamin for Her and Advanced Multivitamin for Him. 

In 2022, Nature Made launched Wellblends, a range of 13 curated health products available in capsules, gummies, powders and fast-dissolves, targeting sleep, stress and immunity. https://www.nutritioninsight.com/news/curated-solutions-nature-made-launches-wellblends-product-line.html

Before that, Pharmavite launched a personalized vitamin subscription service, nurish by Nature Made. At the time, US consumers could complete a comprehensive assessment to curate a 30-day supply of grab-and-go vitamin packets delivered to their homes. This launch comes as industry focus increasingly turns toward personalized solutions as consumers seek out unique regimes.

Edited by Inga de Jong