“Vitamin C arms race”: Nuun unveils Immunity3 powder with rapid hydration

10 Sep 2021 --- Hydration specialist Nuun has launched a powder formula to support the immune system holistically when stressors arise. The trifecta of electrolytes, vitamins and prebiotics quickly dissolves in water, targeting multifunctional immune support through rapid hydration and gut health benefits. 

“We are witnessing an arms race of vitamin C within the current competitive set, and we identified a better way to provide a more functional product,” Nuun’s CEO Kevin Rutherford tells NutritionInsight. 

“We believe there has been a shift in the consumer mindset, prioritizing health and wellness more than ever. [Immunity] is certainly a saturated category; however, immune health is very important,” he stresses. 

Vishal Patel, director of product development at Nuun, tells NutritionInsight that the company took a different approach to stand out in the immunity sector. 

“We wanted to introduce a product that didn’t just stop at one ingredient such as vitamin C, but rather something that had multiple health benefits in one, making it as functional as possible.” 

A boost during hard times
Nuun's Immunity3 supplement quickly dissolves in water for an on-the-go boost. Nuun Immunity3 is positioned as “an extra dose of immune support” during times of increased stressors. It is intended as a reactive supplement for moments when the body is overtaxed, such as travel, excessive athletic training or poor sleep. 

“While we offer an effervescent immunity tablet for daily immune support, we also saw a need for a more reactive product – one that provided multiple sources of antioxidants – such as the antioxidants in Immunity3: vitamins A, C, E, D3, zinc and selenium,” explains Rutherford. 

Nuun Immunity3’s targeted blend of ingredients come in two flavors – Mandarin Orange and Super Berry – and include:
 

• Electrolytes: Balanced with efficient carbohydrates for rapid hydration. Electrolytes help to replenish mineral losses and help the body make the most of water.
• Vitamins: A blend of five different vitamins, chosen to help protect cells against damage, regulate immune cell function, provide immune system balance and deliver energy boosts.
• Prebiotics: Promote the production of healthy gut bacteria by serving as food for probiotics, helping to increase absorption of vitamins and minerals, and supporting overall digestive health.

 The supplement also contains elderberry extract, a “powerful ingredient proven to offer immune-boosting benefits,” notes the company.

Drink more water
This formula builds on Nuun’s existing Immunity tablet solution and adds to the company’s broader functional hydration portfolio. 

In May, Nestlé Health Science stepped into the hydration space with the agreement to acquire Nuun. The transaction is expected to close this year in Q3.

“At Nuun, we believe having a strong foundation within hydration allows us to move into different consumer segments and different, very specific need states,” says Rutherford.

“To-date, we’ve identified some very important need states within our portfolio such as exercise, immune-boosting, energy, rest and everyday health – but all of our innovation is rooted in proper hydration.” 

Rutherford says the company will look for more opportunities to expand its portfolio and encourage more consumers to simply drink more water.

By Missy Green, with additional reporting by Nicole Kerr