Unboxed: 5 new supplements that redefine wellness
Forget structure/function claims. The new messaging speaks of the ineffable yet potent.
![Unboxed: 5 new supplements that redefine wellness Unboxed: 5 new supplements that redefine wellness](https://eu-images.contentstack.com/v3/assets/blt09e5e63517a16184/blt0fdb9f291c0db646/64ff1918ad89ffa5d6eb1386/joy_20cover.png?width=700&auto=webp&quality=80&disable=upscale)
60 vegetarian capsules Servings per container: 30 SRP: $29.99 Serenity now! That classic line from Seinfeld has come to life in supplements. And why not? Who doesn’t want a little serenity, now? This formulation is ready to put users to sleep with a combination of valerian, passionflower, hops and chamomile, plus L-theanine to help you relax and 5-HTP to make you feel good all over. Its also a nice clean-label supplement with no dirty excipients included in vegetarian capsules.
2 vegan capsules Servings per container: 2 SRP: $6.50 Using the language of biohacking hipsters, this new-to-the-market brand of, well, biohacking hipsters out of Santa Cruz is one of the first brands to utlize kanna, otherwise known as Sceletium tortuosum, a South African plant traditionally used in the bush to keep people energized and blissful in the environment. As the brand itself puts it, “Start your journey with microdosing by finding the sense of joy in each day and operate from a place of open-heartedness.” The single-serving pack can be helpful in “improving happiness, opening the heart, increased empathy and coping with daily stress.” Made with love (obvi), as well as organic lion’s mane, rhodiola, theobromine and the entire range of B-complex vitamins.
60 capsules Servings per container: 30 SRP: $23.99 There are lots of ways supplement marketers present adaptogens like ashwagandha, but “joy” has not yet been one of them. (There are three SKUs in the company’s “Hello” lineup, the others being Peace and Energy). In addition to the king adaptogen, the product also contains holy basil, which is sometimes called “walking meditation in a bottle.” There’s also bacopa for cognitive health, amla for healthy digestion and immune function and Convolvulus pluricaulis Choisy extract which is used in Ayurveda for anxiety and sleeplessness. Put ’em all together and what do you get? For the support of mood and emotional wellness, let’s call it joy!
90 capsules Servings per container: 45 SRP: $49.99 Ten ingredients including two amino acids and eight beneficial herbs all work to bring about relaxation. The formulation features tonic and relaxant herbal nervines, which work with the body’s nervous system to calm nerves down and relax the body. There’s also GABA-support ingredients that help the brain relax. We’re talking herbs including passion flower and kava here, as well as L-theanine—the amino acid from green tea that brings about relaxation without the feeling of drowsiness.
60 tablets Servings per container: 20 SRP: $25.25 An optimist has a certain worldview that is able to power through downturns and always looking on the bright side of life. This solid blend is led by saffron, which is used for depressive symptoms and help improve mood (and may act as an aphrodisiac!). To further the cause of treating mild to moderate depression is the inclusion of St. John’s wort. Then, to chill anxious feelings there’s L-theanine and L-tryptophan. To bring about re-balancing feelings of radiance is the adaptogen rhodiola. Then there’s the heavy hitter holy basil, GABA, passionflower and N-acetyl L-tyrosine. This is sure to turn the frown around for even the most recalcitrant pessimist.
60 tablets Servings per container: 20 SRP: $25.25 An optimist has a certain worldview that is able to power through downturns and always looking on the bright side of life. This solid blend is led by saffron, which is used for depressive symptoms and help improve mood (and may act as an aphrodisiac!). To further the cause of treating mild to moderate depression is the inclusion of St. John’s wort. Then, to chill anxious feelings there’s L-theanine and L-tryptophan. To bring about re-balancing feelings of radiance is the adaptogen rhodiola. Then there’s the heavy hitter holy basil, GABA, passionflower and N-acetyl L-tyrosine. This is sure to turn the frown around for even the most recalcitrant pessimist.
Regulations exist for communicating the health benefits of dietary supplements, per the landmark 1994 Dietary Supplements Health and Education Act (DSHEA). The legislation makes it verboten to make any drug-disease claims—so a vitamin C supplement, for example, cannot claim to “cure the common cold.” Instead, it leaves room for structure/function claims—a nutritional bioactive can influence the health of a body organ structure or the function of a part of the body thereof. So, a vitamin C product can claim to “help support a healthy immune system.”
Marketers have long danced around the spirit and letter of the law in order to give a hint to consumers about what they might be able to expect of a supplement.
But there’s a new type of supplement that is a whole ’nother animal. Check out the names of the products. Are your customers in?
Read more about:
UnboxedAbout the Author(s)
You May Also Like