Marketing

Crucial communication: 'Doing science for science's sake won't benefit anybody'

12-Mar-2024 By Nikki Hancocks

Science is becoming sexy as consumers and media realise the importance of getting their nutrition and health facts straight from the scientists, and the science nutrition firm Zoe is spearheading consumer communication on all things gut health.

Sports & Active Nutrition Summit Start-up Star

Q&A: Apex Compliance founder talks streamlining supplement regulatory marketing compliance

03-Jan-2024 By Asia Sherman

Apex Compliance entered the dietary supplement space to simplify regulatory compliance by helping companies identify the words and phrases across marketing materials that trigger oversight agencies.

Chr. Hansen and Novozymes unveil future merged company name: ‘Novonesis’

13-Dec-2023 By Olivia Haslam

Danish bioscience companies Novozymes and Chr. Hansen have disclosed the name of their upcoming merged entity.

Consumers demand genuine sustainability: Euromonitor reveals greenwashing fatigue at FiE

12-Dec-2023 By Olivia Haslam

“Greenwashed out” consumers are lethargic from a lack of transparency and distrust in some brand sustainability claims, market research company Euromonitor told the audience at Food Ingredients Europe (FiE).

NutraCast: The dos & don'ts of using AI in marketing

29-Sep-2023 By Danielle Masterson

Generative AI, conversational AI, machine learning, AI-driven search engines and AI chatbots…it seems like we can’t go anywhere or do anything without hearing about AI.

Gisele Bündchen joins Gaia Herbs as wellness ambassador

20-Sep-2023 By Asia Sherman

Herbal supplement manufacturer Gaia Herbs has partnered with supermodel Gisele Bündchen to inspire and teach consumers about how to kickstart a healthier lifestyle.

Haleon sales highlight importance of clinical trials for supplement success

30-Aug-2023 By Olivia Haslam

Newly published half-year results from consumer health giant Haleon reveal strong growth across its supplements category, which the firm says is largely thanks to investment in and communication of clinical studies.

FTC seeks to crack down on fake reviews in the digital age

10-Jul-2023 By Danielle Masterson

The Commission noted the proliferation of generative AI will likely make it easier for bad actors to write fake reviews. However, the FTC's plan to impose hefty fines may be enough to deter deceptive practices.

The long tail of TikTok: What recent history teaches us about berberine & taurine

30-Jun-2023 By Stephen Daniells

TikTok trends are hard to predict: They burst out of nowhere, take on a life of their own, and leave brands scrambling to meet a surging demand for products. But what can we learn from the social media channels recent history?

Making metabolic health fun and futuristic

04-May-2023 By Olivia Haslam

When tapping into the metabolic health supplements space, brands should take inspiration from 'aspirational' and personalised products, industry experts have advised during a Vitafoods online panel discussion.

FTC issues "friendly reminder" to hundreds of brands to back up product claims

14-Apr-2023 By Danielle Masterson

The raft of letters puts advertisers on notice that they should avoid deceiving consumers by making product claims that cannot be substantiated–or face hefty fines.

FTC charges The Bountiful Company for ‘review highjacking’ on Amazon

20-Feb-2023 By Stephen Daniells

In the first-of-its-kind case, the US Federal Trade Commission took action against The Bountiful Company for allegedly abusing a feature of Amazon.com to steal or repurpose reviews of another product.

‘We’ve got to punch back on this’: Energy drink stakeholders respond to TINA, UConn Rudd Center complaints

16-Dec-2022 By Stephen Daniells

The energy drinks industry is reckoning with recent complaints by consumer group Truth in Advertising (TINA) and the UConn Rudd Center for Food Policy & Health over allegations of deceptive and unfair marketing tactics used by numerous brands.

General Mills’ partnership with No Kid Hungry underscores ‘doing good delivers really good business results’

13-Oct-2022 By Elizabeth Crawford

Childhood hunger is a serious problem in the US, so at first blush it may appear flippant that General Mills created a full-sized slide that extends from a giant cereal box into a bowl of heart-shaped Cheerio pillows to raise awareness and funds for the...

UK advertising watchdog issues diet marketing guidelines; nutritionist calls for diet health claims

14-Jun-2022 By Shane Starling

Weight-loss testimonials "are not adequate substantiation" to prove diets work and specific food references require authorised health claims, the UK Advertising Standards Authority (ASA) has said in a guidance statement.

FTC proposes new guidelines to hem in use of fake reviews

23-May-2022 By Hank Schultz

The US Federal Trade Commission is proposing an updated set of rules that would attempt to rein in the burgeoning use of phony reviews to hawk products online. They would also work to prevent the suppression of negative reviews

NutraWomen Wednesday: Elyse Lovett, Founder, Lovett Marketing and Advertising

18-May-2022 By Danielle Masterson

Elyse Lovett has a number of years of dietary supplement and food ingredient marketing experience with her last tenure as VP of Marketing at Nutrition21. Previously, she managed the marketing departments at Kyowa Hakko USA and AarhusKarlshamn (AAK.) But...

‘Luxury’ brain health brand signs up content marketing partner

11-Apr-2022 By Hank Schultz

A new brain health supplement brand has teamed with a content marketing organization to raise the awareness of its ‘luxury’ products.

Part and parcel: How to create enticing health claims and packaging

22-Oct-2021 By Nikki Hancocks

Consumers are intrigued by new ingredients entering the functional foods space and are open to trying them but their trust in health claims can be greatly impacted by familiarity and packaging, according to new consumer insights from MMR.

Facebook’s antitrust woes serve as wakeup call for social media market strategy

10-Dec-2020 By Hank Schultz

With the US government putting Facebook in the middle of its antitrust crosshairs, it’s a good time for supplement brands that rely heavily on social media platforms to review their marketing strategy, an expert says.

NutraCast Podcast: Eric Dahan from Open Influence on social influencing best practices

24-Apr-2020 By Danielle Masterson

While many companies have shut down in order to adhere to social-distancing measures, others have turned to social media influencers to create content.

News in Brief

Lycored builds transparency during lockdown with virtual farm tour

22-Apr-2020 By Nikki Hancocks

A global health and wellness firm is making the most of a suddenly captive online audience by building trust and transparency through a live stream of the fields where it grows the tomatoes for its skin care supplement.

Sports Nutrition Summit 2020

Joshua Schall on marketing trends, challenges and predictions in sports nutrition

25-Feb-2020 By Danielle Masterson

NutraIngredient-USA’s Danielle Masterson caught up with Joshua Schall of J. Schall Consulting at the Sports Nutrition Summit in San Diego.

Sports Nutrition Summit 2020

Dr. Susan Kleiner on the female athlete: 'They should be shown grunting, sweating'

25-Feb-2020 By Mary Ellen Shoup

Sports nutrition marketing of the female athlete has come a long way as the industry embraces representing her as strong and powerful image rather than skinny and sexy, says Dr. Susan Kleiner, founder of High Performance Nutrition, and director of science...

From the editor's desk

When ‘edgy’ marketing goes over the edge

01-Nov-2019 By Hank Schultz

The case this week of a beverage brand making a supposedly tongue in cheek reference to suicide points to the risks inherent in swinging for the fences in product marketing.

Bias inherent in company funded research calls value of evidence into question, critic maintains

01-Oct-2019 By Hank Schultz

The results of company funded research are so predictable that the value of the studies is greatly reduced, a prominent critic of the practice says.

Influencer power: A legal and ethical guide to social media marketing

26-Sep-2019 By Nikki Hancocks

Influencer marketing is still quite novel and yet it's predicted to grow to more than double 2017 figures to become a $6.5bn industry this year (Influencer Marketing Hub) so its important to ensure these promo's are legal and ethical.

Sports Nutrition Summit 2019

How to spin the right web in a social media economy

11-Sep-2019 By Nikki Hancocks

As online reviews become 'intrinsic' to sales it's essential that sports nutrition brands learn how their products stack up online and communicate correctly with their web audience.

Special Edition: The Female Consumer

VOX POP: What should product developers, marketers keep in mind when addressing the female consumer? Women in the industry weigh in

25-Jul-2019 By Adi Menayang & Mary Ellen Shoup

From publicists to brand founders, R&D scientists to regulatory affairs managers, we spoke with some women in the nutrition industry about the current landscape of marketing and developing products for women—in what aspects is the industry excelling,...

IPA World Congress + Probiota Americas 2019

Keys to communicating scientific messages: A conversational tone and soundbites

05-Jul-2019 By Adi Menayang

In an age of information overload, how can scientists and researchers in the nutrition space make sure they’re communicating scientific findings and messages effectively to the public?

How much ROI can a company get through influencer marketing?

03-May-2019 By Adi Menayang

Targeting the right influencers for a marketing campaign brought in a return six times higher than the average social media food campaign, according to a recent analysis from consumer research company IRI for one of its clients, energy shot brand 5-hour...

Spreading awareness of ingestible skincare, ingredient supplier Lycored targets consumers directly

12-Apr-2019 By Adi Menayang

From developing a video game to launching an app, Lycored wants its name recognized among consumers.

People on the move: NutriScience Innovations, Vitamin Shoppe, and more

18-Jan-2019 By Adi Menayang

A new chief technology officer for Vitamin Shoppe to a new marketing executive for personalized nutrition company Persona, here’s a round-up of people on the move in the industry:

Misfiring marketing? Are ineffective strategies contributing to region's nutritional woes?

31-Jul-2018 By Tingmin Koe

The root cause of under-nutrition and malnutrition is not the lack of nutritional products, but ineffective marketing methods, according to business consulting firm Hystra.

Are your influencers complying with FTC rules?

03-Jul-2018 By Adi Menayang

Dietary supplement and functional food endorsements were among the many products that got influencers on the FTC’s naughty list last year.

Mind Lab Pro exec: ‘Nootropic is not yet a household word, but mystery only adds to its sex appeal and marketing sizzle’

17-May-2018 By Adi Menayang

Not many cognitive support supplements actually use the word ‘nootropic’ in their product name. British brand Mind Lab Pro is one of the few that do.

Pin Up Girl Protein co-founder: ‘We want to help build strong women’

02-Apr-2018 By Adi Menayang

The co-founders of Pin Up Girl protein were tired of the dichotomous narrative they observed in the protein powder category. On one end, you have the hyper-masculine branding focusing on bulking and powering up, and on the other end, powders targeting...

OmniActive adds powder format to its Gingever range

01-Mar-2018 By Adi Menayang

At the upcoming Expo West and Engredea exhibition, ingredient manufacturer OmniActive will debut Gingever 2.0 – expanding the ginger ingredient’s application to tablets, capsules and beverages.

Beta glucan immune ingredient manufacturer pivots toward direct marketing

01-Feb-2018 By Hank Schultz

Immudyne, a company founded on the development of a beta glucan immune health ingredient, has sold that business amid a restructuring that positions it solely as a direct response marketing company.

Your Super brings line of functional ‘superfood’ powders to US market

24-Jan-2018 By Adi Menayang

Offering a line of functional powders made of freeze-dried, plant-based ingredients, Your Food is entering the US—a market with a consumer base that is relatively more familiar with smoothies, milkshakes, and functional powders.

Finding right partners key to entering US market, Canadian distributor says

18-Jan-2018 By Hank Schultz

Branded ingredient distributor CK Nutraceuticals, up to now a Canadian market specialist, is leveraging a deal with a direct response marketing company to expand into the US market.

Nutrasource to launch IPRO testing certification program for probiotics

30-Oct-2017 By Stephen Daniells

Nutrasource Diagnostics Inc. is set to launch a certification program to test probiotic brands, helping consumers to make informed choices for their probiotic purchases.

Clinical and market research should go hand-in-hand for delivery format innovation, say industry R&D specialists

11-Oct-2017 By Adi Menayang

Delivering nutrients to different age groups isn’t just about market research on format preferences—clinical studies should also be involved, according to R&D and brand specialists at ingredient giant Kerry.

SupplySide West 2017

Lipofoods is bringing its ‘slow release’ caffeine ingredient to the US market

13-Sep-2017 By Adi Menayang

Spain-based manufacturer Lipofoods is launching its slow-release caffeine ingredient Newcaff to the US market at the upcoming SupplySide West expo in Las Vegas.

Registration opens for GOED Exchange 2018

11-Sep-2017

The Global Organization for EPA and DHA Omega-3s (GOED) has opened registration for its biennial omega-3 industry event, GOED Exchange 2018, which takes place February 6-8 in Seattle, WA.

Lallemand probiotics plants pass USP GMP audits

01-Sep-2017 By Hank Schultz

Canadian firm Lallemand Health Solutions, a major probiotics supplier, has announced successful GMP audits on two production facilities.

SupplySide West 2017 in Las Vegas, Sept. 25-29

Probiotic maker Lallemand highlights strains, formulations for children and teenagers

28-Aug-2017 By Adi Menayang

Quebec-based probiotic maker Lallemand will announce a new range of probiotics designed for children and teenagers at the upcoming SupplySide West show in Las Vegas, September 26 to 29.

GNC CEO: ‘Amazon is not a death knell for brick-and-mortars, but a great advertising platform’

28-Jul-2017 By Stephen Daniells

Amazon is not a threat to brick-and-mortar retailers but an opportunity to be put in front of countless new consumers, says Bob Moran, CEO of GNC in a recent earnings call.

Blackmores' profits slump again with hopes now pinned on new Vietnam and China strategies

02-May-2017 By Gary Scattergood

Blackmores is continuing to suffer from a slump in Australian sales to ‘daigou’ buyers, with overall net profits dropping by 42.8% year-on-year, according to figures for the first nine months of its financial year.

Educating consumers on omega-3 benefits, and reminding them of those, remains challenge, event attendees told

19-Apr-2017 By Hank Schultz

Educating consumers on the benefits of omega-3s and keeping those benefits forefront in their minds as they make buying decisions remains one of the principal challenges of the market, experts told attendees on a NutraIngredients-USA webinar that ran...