Danielle Masterson

What started as a military solution for fatigue has evolved into one of the more unexpected formats in performance nutrition. Military Energy Gum (MEG)—a chewable delivery system—was originally developed for warfighters and has become the first gum product to become NSF Certified for Sport certification.

This NutraCast episode explores why many supplement brands are failing to appear in AI-generated search results despite investing heavily in content creation. Jordan Brannon, president and co-founder of Coalition Technologies, breaks down how visibility in platforms like ChatGPT differs from traditional SEO and why brands need to rethink how they structure, distribute and reinforce their messaging online.

This month’s launches highlight a wide array of need states. From energy to cognitive support to beauty benefits tied to longevity, brands are increasingly developing targeted wellness solutions focused on performance, healthy aging and everyday well-being. Brands are also tapping into convenience through portable formats like powders, sticks, drops and chewables designed to fit into consumers’ increasingly personalized health routines.

The Better Being Co. executive Lindsay Ostenson says authenticity, research and adaptability have been central to her leadership journey in the wellness industry. The SVP and GM of core targeted brands and creative services reflected on her career path, mentorship experiences and how consumer insights continue to shape brand strategy.

Beta-alanine has long been one of sports nutrition’s most established performance ingredients, but it has also carried a challenge: paresthesia–that tingling, itchy sensation many consumers experience after use. While some users embrace the feeling, others find it uncomfortable. Natural Alternatives International recently introduced CarnoSyn 4X, a next-gen beta-alanine ingredient without the tingling effect.

Function, a health platform that provides lab testing, imaging and personalized health insights, has acquired SuppCo, a supplement intelligence platform focused on helping consumers evaluate supplement quality and trustworthiness.

A recent randomized placebo-controlled crossover trial from the University of Illinois Urbana-Champaign sought to evaluate the effects of soluble corn fiber on cognitive performance, gut microbiota composition and the substances those bacteria produce, with the aim of identifying changes in the gut environment affecting cognitive function.

“Be a light” – a simple but powerful message, is one that Britta Sather, Director of Regulatory Affairs at Swanson Vitamins, chooses to lead with.

The women’s longevity market is moving beyond surface-level appearance and toward a broader focus on healthspan, resilience and function, according to new research from Mintel. The report highlights muscle health, ovarian function and gut adaptability as three key systems that could shape the next wave of innovation in supplements, functional foods and women’s wellness.

June launches spotlight gut health, GLP-1 support and women's health, with brands introducing multifunctional products targeting metabolism, menopause, skin health and digestive wellness.