On the back of positive responses for its Collagen Reserve jelly supplement, MIRIQA recently launched a new product called Immunity Builder, which also comes in the jelly format and is designed for both children and adults.
According to brand co-founder Geraldine Lim, there is a global growing shift towards people taking ownership of their health, not just for themselves but for their families as well.
This evolving need became a driving factor for the brand to expand beyond its existing portfolio of beauty supplements to develop Immunity Builder.
“It inspired us to create something that delivers strong nutritional value while remaining easy and pleasant to take. While our earlier products focused on beauty-from-within, we also recognized that true wellness starts with strong foundations, particularly immunity,” Lim told NutraIngredients.
“Compliance is often one of the biggest challenges with supplements, especially for children and busy families. We believe taking care of your health should also be enjoyable. Whether it’s exercising or making better food choices, wellness doesn’t have to feel like a chore.”
She added that children today lead “surprisingly busy” lives—sometimes even more so than adults—with demanding schedules spanning school, sports, enrichment classes, and other activities. Therefore, maintaining strong immunity is important.
At the same time, parents today are highly involved in their children’s development and well-being, actively seeking solutions that support areas such as immunity, physical growth, and overall health. This opens up opportunities for science-backed supplements that address these everyday concerns.
By combining a fun format with known immunity-supporting ingredients, Immunity Builder aims to makes it breezier for families to build consistent, healthy habits.
“As awareness of holistic health grows, we believe solutions that address foundational health, such as immunity and gut balance, will continue to gain traction among families.”
From ideation to launch
The main ingredients of Immunity Builder are namely black elderberry extract, perilla extract, yeast-derived postbiotics, vitamin C, and zinc gluconate.
Together, they claim to support immune function and gut health, help reduce the frequency and severity of colds, boost respiratory wellness, promote antioxidant defense, and lower the risk of infections.
Specifically, each sachet contains 500mg of black elderberry (equivalent to 20,000mg of fresh juice), 100mg of vitamin C, and 5.24mg of elemental zinc, with the product being suitable for children aged five and above.
The entire process from ideation to launch took approximately a year.
The brand’s product development is guided by three key pillars: clinically proven ingredients that deliver real results, rather than chasing short-term trends or fads; solving a genuine problem; and paying close attention to dosage.
“When it comes to taking immunity supplements, compliance and convenience is a problem—think syrups or tablets. This meant that we had to ensure the jelly taste good and have an enjoyable texture, which required many rounds of refinement.
“Also, it’s important that each ingredient is present in amounts that are strong enough to be effective, while still being suitable and safe for the whole family. Balancing efficacy, taste, texture, and accessibility requires careful formulation, which is why the development process was extensive,” Lim said.
Fun, not forced
With advances in food and supplement technology today, jelly formats are no longer just about taste, but also delivering nutrients in a convenient format.
Furthermore, jelly supplements are naturally more appealing to children compared to capsules or tablets, which can sometimes feel intimidating.
“We wanted to create a supplement that supports their health in a way that feels enjoyable rather than forced. We are continuously exploring new product developments that address common health needs.
“For us, format is important but it always comes down to finding the right balance between convenience, compliance, and effectiveness. While innovative formats can make supplements easier and more pleasurable to take, we also ensure that the formulations deliver clinically meaningful dosages.”
Lim emphasized that the brand is careful not to include ingredients simply for marketing purposes, and that every ingredient needs to serve a clear function and is incorporated at levels that can truly make a difference.
Immunity Builder is currently available in Singapore, as the brand actively explores market expansion opportunities.
“We do have distributors across several Asian markets. Singapore has always been an excellent launch platform for us due to its strong health awareness and high standards in the wellness space. From here, we hope to gradually introduce our products to more regional markets in Asia.”
