This week’s top headlines included Complementary Medicines Australia (CMA) revealing popular health supplement categories, Grenade’s collaboration with Cadbury Creme Egg and the U.S. Marshals Service seizing approximately 73,000 units of 7-hydroxymitragynine (7-OH) products.
Australia’s top five most popular dietary supplement categories
Women’s health was the most popular dietary supplement category in Australia this year.
Industry body Complementary Medicines Australia (CMA) revealed popular health supplement categories and Australian consumer purchasing behavior for 2025 in its annual industry snapshot published last week (Nov. 26).
Women’s health has continued to dominate the most popular dietary supplements category, with total retail value hitting AUD$375 m (US$ 245m) this year.
This is followed by digestive health (AUD$264m), joint health (AUD$184m), immune system (AUD$158m), and bone health (AUD$136m), according to the report, citing Euromonitor International 2026 Consumer Health Market Data.
The women’s health category includes products such as women’s multivitamins, which recorded a total retail value of AUD$97.4m (US$63.6m) or 24.2% of the total multivitamin market.
Grenade’s Cadbury Creme Egg collab
Grenade has revealed its “best protein bar ever” in collaboration with Cadbury Creme Egg.
On pre-sale now and with a limited run available on UK retail shelves from January until April 2026, the new SKU promises shoppers ‘next level’ protein indulgence.
“I can quite confidently say it’s our best bar ever,” the brand’s founder Alan Barrett told NutraIngredients. “We’ve taken what people love about Grenade and paired it with the most iconic Easter treat to raise the bar—pardon the pun—on what people should expect from their snacks.”
“It’s also a first for us as the bar has a ‘soft core’—something we’ve never done before.”
The brand’s softest core yet is made from “light, fluffy protein dough” to form the yolk-colored Creme Egg flavored filling, with the bar providing 13 grams of protein and two grams of sugar.
After the resounding success of the Grenade-Oreo collaboration, the team expects this launch to hit the ground running and help the brand reach new audiences.
“The Grenade-Oreo collaboration proved an instant hit and has continued to lead the charge as our best-selling bar since, with the Oreo White variant in second place too,” said Barratt.
Both SKUs have sat comfortably in the top three protein bars since launches in 2022 and 2023, respectively (Circana, Total UK Market, Protein bars, value sales 52w/e 28.09.25).
“Teaming up with such globally recognizable and iconic brands continues to introduce the whole protein bar category to new buyers who are maybe yet to be convinced to try out a protein bar full stop,” Barratt added.
FDA seizes $1 million in 7-OH products
The U.S. Marshals Service has seized approximately 73,000 units of 7-hydroxymitragynine (7-OH) products from three firms in Missouri, the U.S. FDA announced.
The seizure was valued at roughly $1 million and focused on foods and dietary supplement products containing concentrated 7-OH as an added ingredient.
7-OH is present in naturally low amounts, often less than 0.05% of the leaves of the kratom plant, Mitragyna speciosa, which is native to Southeast Asia. As it is present in such low amounts, it is not economically feasible to extract 7-OH from the leaf. Instead, other alkaloids from kratom are isolated and then chemically synthesized into 7-OH, resulting in a man-made product that has significantly higher concentration than found in raw leaves. It is reported to be 13 times more potent than morphine. 7-OH products are sold as extracts, shots, powders or capsules in places like gas stations, convenience stores and smoke shops across the United States.
There are no FDA-approved 7-OH drugs, 7-OH is not lawful in dietary supplements, and 7-OH cannot be lawfully added to conventional foods.
“This enforcement action is a strong step to protect Americans from the dangers of concentrated 7-OH products, which are potent opioids,” said FDA Commissioner Marty Makary, MD, MPH. “We must be proactive and vigilant to address emerging threats to our communities and our kids.”
