Personalization without the hassle? Nature’s Bounty unveils Curated Combinations line

02 Jul 2021 --- US-based Nature’s Bounty has introduced four nutrition packs that aim to simplify the choices associated with personalized solutions. The suite tackles health areas including sleep, energy and immunity. 

“For the first time, consumers will be able to easily purchase affordable personalized supplements on-shelf at select retailers without the lengthy health quizzes, blood tests or costly subscriptions,” Aileen Stocks, general manager, VMHS, The Bountiful Company, tells NutritionInsight.

She explains that figuring out the right combination of vitamins can be a challenge for consumers. Therefore, each pack contains three or four pills that are an “optimal” combination to meet a particular health and wellness area and help fill nutrient gaps. 

Personalization on the rise
According to Innova Market Insights, 64 percent of global consumers have found more ways to tailor their life and products to their individual style, beliefs and needs.

The packaging was designed to clearly define what each offering addresses.“With the personalized nutrition market expected to double by 2025, it’s clear there’s a shift toward a personalized health approach – everything from diet plans, workout routines, supplements and more,” explains Stocks. 

She also emphasizes the importance of convenience and portability. “With so many consumers on the go, the idea of grabbing a packet that has the additional nutrients you need to add to your diet – and being able to take them with you – is attractive.”

“We also knew it had to be simple for consumers to identify which combination was right for them, so we created packaging that clearly defines what each one addresses.”

Addressing top priorities
Nature’s Bounty, which is currently being acquired by Nestlé in a US$5.75 billion deal, used consumer insights and data to select areas that are top priorities in the health and wellness space. These include immune health, sleep, stress, and key nutrients for daily use. The offerings are:

Daily Essentials: Contains high-dose vitamin C to provide immune support, an advanced multivitamin for overall wellness and L-theanine for stress support.

• Set the Foundation: Through CoQ-10 and essential minerals with vitamin D and ginkgo Biloba, this curated assortment provides a foundation of nourishment for the heart, mind and bones.
• Master the Day: This blend, which includes Super B Complex, ginkgo Biloba leaf extract and high-dose vitamin C, provides daily nutrients to support cellular energy, mental alertness and immune health.
• A Good Night: This drug-free combination helps promote a feeling of relaxation and encourages a better night’s rest with melatonin, L-theanine and magnesium.

“With 77 percent of consumers wanting to do more to stay healthy in the future, our Curated Combinations line will help give them the confidence, support and education they need when searching for vitamins and supplements catered to their personal wellness goals,” says Nimit Bansal, senior director of innovation at The Bountiful Company. Nature’s Bounty has also launched chewable tablets which target stress.

Building on stress
In a further move to address rising stress demands, Nature’s Bounty has also launched Stress Comfort Fast-Acting Calm. The chewable watermelon tablets are marketed as working quickly to soothe the mind in response to occasional stress. As the tablets dissolve, they also deliver a cooling sensation. 

Each serving contains Zembrin kanna, a plant extract used for occasional stress management.

Nature’s Bounty notes that 55 percent of US consumers say they’re more stressed than they were before the COVID-19 pandemic. 

Other recent NPD in this space include an adaptogenic trail mix and PepsiCo’s Soulboost beverages. 

By Katherine Durrell

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