Persona launches vitamin gummies customized for adult, teen and children’s health needs

15 Apr 2021 --- Personalized vitamin program Persona Nutrition is launching daily vitamin packs for children, teens and adults. The pre-sorted 28 daily pouches target immune health, focus, relaxation and beauty-from-within health goals.

Persona maintains the gummy formats help parents struggling to get their children to take supplements or who don’t like swallowing pills themselves.

“The introduction of gummy vitamins packed into individual daily pouches is a defining moment in the evolution of our company,” comments Jason Brown, Persona Nutrition founder and CEO. 

“We understand – based on the feedback shared with our on-staff nutritionists – that our customers want the confusion taken out of which vitamins to take themselves as well as what to give to their children.”

Gummies and pill alternatives have been steadily growing in popularity, with other innovative delivery formats ranging from oral health sprays to iron syrups tackling anemia.

Brown views the gummy packs launch as a “defining moment” in the evolution of Persona.Customizing vitamins for adults, teens and kids
The new gummy vitamins are vegan and gluten-free. Each gummy uses inulin as a naturally occurring prebiotic to support digestive health. 

Inulin is found in various fruits and vegetables, such as chicory root, and adds sweetness to Persona’s gummy vitamins without using sugar or other added sweeteners.

Persona’s gummy vitamin packs for children are developed for ages 4 to 12: 

• Everyday Kids: Includes a multivitamin and a separate magnesium supplement to support muscle and nerve function.
• Immune Support Kids: Contains vitamin C-enriched gummy, one with vitamin D and a gummy blend of zinc and B vitamins.

Targeting consumers aged 13 to 17, the new Gummy Essential packs for teens contain: 

• Everyday Teen: Contains a multivitamin, a separate magnesium and saffron gummy. Saffron is scientifically shown to promote a positive mood.
• Focus Teen: Targets healthy mood, sleep and energy with phosphatidylserine, saffron and a multivitamin gummy each. Phosphatidylserine aims to support positive mood and concentration.
• Immune Support Teen: Packs three distinct gummy vitamins – vitamin C, vitamin D and an immune-blend vitamin of zinc and B vitamins. 

The Gummy Essential Packs also extend to adults tired of standard pills and capsules, addressing immunity, relaxation and beauty-from-within:

• Relax Adult: Features Persona’s herbal sleep blend of L-tryptophane, lemon balm, chamomile and passionflower extract along with magnesium and saffron to promote relaxation.
• Immune Support Adult: Includes echinacea with vitamin C and zinc, a prebiotic and a vitamin D variant.
• Glo Getter: Contains Persona’s custom hair, skin and nail nutrient formulation plus saffron and phosphatidylserine to help promote beauty-from-within and support mood.

“One size fits all” long gone
Personalization is on the fast track, with many companies gravitating toward more tailored solutions. Notably, “Tailored to Fit” is Innova Market Insights’ third Top Trend for 2021. 

Nearly two-thirds (64 percent) of global consumers in a 2020 Innova consumer survey note they have found more ways to tailor their life and the products they buy to their individual style, beliefs and needs. 

The move in the gummy arena follows Persona’s extensive expansion into the personalization sector. Last November, Persona broadened its personalized supplement portfolio to boost solutions targeting sleep, energy, stress and immunity. The Nestlé-owned company also delves into chrono-nutrition, tailoring recommendations for not only what an individual should eat, but when.

Nestlé acquired Persona in 2019 to strengthen its position in the burgeoning personalized nutrition sector.

By Anni Schleicher