Across the board, companies continue to prioritize consumer-friendly delivery systems (including lickable purées for cats!) while pairing clinically backed ingredients with multifunctional health benefits.
URO Vaginal Probiotic Gummy by O Positiv Health
O Positiv Health added to its women’s health portfolio with the launch of URO Vaginal Probiotic Gummy, a pink pineapple-flavored alternative to its best-selling URO Vaginal Probiotic capsule. Formulated to support vaginal health, the vaginal microbiome and digestion, the gummy contains a clinically studied probiotic strain, vitamin D, vitamin C and sea buckthorn. The product is third-party tested, free from artificial flavors and dyes, and designed to provide a more convenient format for consumers who prefer gummies over capsules.
Potassium Powder by KAL Vitamins
KAL Vitamins has expanded its hydration portfolio with the launch of Potassium Powder, a lemon lime-flavored drink mix that offers 1,000 mg of potassium citrate per serving. Designed to support electrolyte balance, hydration and heart health, the powder mixes easily into water or juice and offers an alternative to electrolyte products that primarily focus on sodium. The company says the product reflects growing consumer interest in more comprehensive hydration solutions that include potassium as a key electrolyte.
Kava and Kanna Gummies by Upstate Elevator
Upstate Elevator just launched gummies featuring kava and kanna. The Wild Strawberry Deep Delight Gummies contain noble kava root extract standardized to 97% kavalactones to promote relaxation, while the Mango Brighter Mood Gummies combine kanna extract with L-theanine and vitamins B6 and B12 to support mood, balanced energy and stress relief. The company said the launches reflect growing consumer interest in botanicals beyond cannabinoids for everyday mood and relaxation support.
Women’s Plus Zero Sugar Liquid Multivitamin by SmartyPants
SmartyPants has introduced Women’s Plus Zero Sugar Liquid Multivitamin Multimineral, a liquid supplement formulated with 24 vitamins and minerals to support healthy hair, skin and nails, immune health and energy. The zero-sugar formula features a peach pineapple flavor and is designed to promote nutrient absorption in an easy-to-take liquid format. Like the company’s other products, it is third-party tested for quality and purity and certified clean.
Vitamin D3 + K2 Supplement by Frishantic
Frishantic has unveiled Vitamin D3 + K2 5000 IU, a once-daily softgel formulated for adults with limited sun exposure and indoor-focused lifestyles. The clean-label supplement combines 5,000 IU of vitamin D3 with 100 mcg of vitamin K2 as MK-7 to support bone health, normal immune function and calcium metabolism. The formula is free from gluten, dairy, soy, sugar, caffeine, artificial colors, artificial flavors and preservatives, and is designed to provide a convenient daily option for consumers seeking high-potency vitamin D supplementation.
Cat Squeezables by Pet Honesty
Pet Honesty has introduced Cat Squeezables, a line of lickable purée supplements available in eight targeted formulas to support feline health, including calming, digestive health, hairball control, immune function, mobility, skin and coat health, urinary tract health and daily nutrition. Made with real salmon and omega-3 fatty acids, the grain-free, high-protein supplements feature functional ingredients such as glucosamine, prebiotics, postbiotics, cranberry extract, taurine, lysine, psyllium husk, chamomile, L-theanine and L-tryptophan, depending on the formula. The launch reflects growing demand for highly palatable, functional supplements in convenient lickable formats for cats.
