NPD launchpad May 2024: Vitafoods Edition
Brands ran no risk of causing format fatigue by presenting an array of capsules, liquids, chews and powders, as they tapped into growing consumer trends of anti-aging, gut health and beauty-from-within.
NoAge women
The Swiss startup NoAge presented its five product pairs - a capsule and vial - to target signs of aging. Designed to be part of a routine, consumers are instructed to mix the liquid vial with water and ingest alongside the capsule.
The product aims to improve the aesthetic of skin, hair and nails as well as target immunity, cognitive health, blood sugar levels and energy with five different supplement formulations for Monday to Friday use.
ConCordix Smart Chews
Norwegian manufacturer Vitux AS presented ConCordix Smart Chews, the plant-based omega-3 and vitamin D3 supplement.
The chews contain 465 mg of algal oil to deliver 250 mg of DHA and have been developed using the patented ConCordix technology, which aims to mirror the structure of food and how it is digested, reportedly delivering 43% greater absorption than typical softgels.
According tot he firm, they can accommodate high payloads and offer unsurpassed stability due to the technology and unique packaging that individually seals each dose.
Daily Probiotic Powder Sticks
Herbaland Naturals launched Daily Probiotic Powder Sticks, formulated with 10 billion colony-forming units (CFU) of probiotic bacteria.
Each serving features a blend of 10 clinically-studied strains and 520 mg of a prebiotic blend which aims to support the growth of beneficial bacteria in the gut.
The sticks are available in strawberry shake and lemon clementine flavors, designed to be poured straight into the mouth for on-the-go convenience.
Armacura bovine colostrum
Germany-based Colostrum BioTec showcased Armacura, the ‘world’s first only liquid lactoferrin on the market’.
The 30-day treatment derived from bovine colostrum aims to offer daily protection and care for the immune system through the inclusion of active substances immunoglobulin G and lactoferrin.
Armacura’s Lactoferrin Serum has been designed for absorption in the intestines, boasting high bioavailability. It uses Disproquima and Mercurius Production GmbH collaboration product Lactoferrin CLN with a purity of more than 97%.
Krilixir Fit
Phytopharma presented Krilixir Fit, an Antarctic krill oil capsule designed for weight loss, improved metabolism and enhanced fitness.
The supplement aims to help reduce hunger and contribute to reducing calorie intake, with its formula designed to deliver essential omega-3s (EPA and DHA), choline, phospholipids and astaxanthin. It is the newest in the KRILIXIR range which is based on Superba Antarctic Krill Oil.
NYO3 Ageless Maxi-Collagen Advanced Micro-Tripeptide
NYO3, the Antarctic krill oil manufacturer, launched its anti-aging brand Ageless with inaugural product NYO3 Ageless Maxi-Collagen Advanced Micro-Tripeptide.
The product is a result of a brand collaboration with Norwegian research center No-Age and aims to ‘mark a new era in anti-aging solutions’ by offering 5,000 mg of collagen tripeptide to reduce skin wrinkle visibility.
