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Brands weigh in on launching immune support in crowded space They were already gaining traction pre-pandemic, and now, products in the immune support category are continuing to pop up everywhere from elderberry water to CBD gummies to dairy-based probiotics. We spoke with a few brands who launched their own immune support products and they shared how they elevated their offerings in the increasingly saturated market.
Last fall, SmartyPants introduced a new functionals line that includes Healthy Immunity Daytime, Healthy Immunity Nighttime, and Healthy Kids Immunity.
“It’s such a crowded category,” lamented Courtney Nichols Gould, co-CEO SmartyPants.
“And we always promised ourselves we would never make a ‘me too’ product. We want to add a product to the shelf and only release it if we truly believe our solution is better or unique in a way that solves a real problem for people. When it comes to our immunity products specifically,
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Probiotics are the healthy microorganisms that help to balance gut flora. Despite their popularity, the path leading to launch can be bumpy when it comes to probiotic product formulation.
The majority of the gut health line from Plexus Worldwide features probiotic capsules and prebiotic delivered in a ready-to-mix (RTM) beverage. Michael Hartman, Ph.D., vice president, research and development (R&D) at Plexus, said a significant challenge in probiotic manufacturing is maintaining ingredient stability.
“Monitoring moisture, temperature and exposure to oxygen are the main factors influencing the stability and shelf life of probiotics. We address this through packaging, storage conditions and strain selection using probiotic strains that can survive the manufacturing process and deliverability to the gut to provide the desired benefit,” he stated.
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