Nature's Truth & Natural Vitality Go Back to School with Gen Z
Gen Z college students are getting a free lesson in health and wellness this fall with the #TakeYourVitaminsTour from Nature's Truth and Natural Vitality. The collaboration campaign is educating the next-generation of consumers with free pop-up sampling events, immersive brand experiences, and a full-scale influencer strategy taking place at college campuses across the country.
The College Tour Campaign will have scheduled stops at:
- University of Cincinnati – Go Bearcats!
- University of Central Florida – Go Knights!
- University of Texas – San Antonio – Go Roadrunners!
- University of Massachusetts – Go Minutemen!
- University of Minnesota – Go Gophers!
At the events, students will be able to sample key products from Nature's Truth and Natural Vitality lines, including Nature's Truth Ashwagandha Gummies, and Melatonin 12mg Gummies; and Natural Vitality CALM Raspberry-Lemon Gummy Packs, and Powder Stick Packs.
JIAHERB Opens New CA Facility
JIAHERB is getting ready to inaugurate its new state-of-the-art facility in Brea, CA. Relocation of the company's inventory to the new site from its former warehouse in Anaheim, CA, is expected to be completed by the end of August. The new building spans 131,000 SF and features:
- 5,000 SF 2-story office space
- 12 docs
- 7 million kilogram capacity
- Fenced & secured truck court
- Easy access to two major highways, 57 & 91
The NSF-registered, GMPG-compliant manufacturer made the decision to move its inventory of almost 6 million kilograms of natural ingredients and herbal extracts to a bigger location to better serve its growing customer base while maintaining high operational and quality standards. “We’re proud to celebrate another milestone in JIAHERB’s growth in the U.S. market. In the face of tariff pressures and supply chain uncertainties, our priority remains clear – protecting our customers’ interests and ensuring they feel minimal impact.” said Scott Chen, President of JIAHERB.
Special Preview: Newtopia NOW
The Wholefoods Magazine team is packing their bags and heading to Denver, Colorado for 2025 Newtopia Now. From August 20-22, we'll be taking in all the sights and sounds of the Colorado Convention Center as members of the natural products industry gather for the annual event. Here's a look at what brands will be previewing in the Mile High City:
Arthur Andrew Medical: For those in the market for authentic, American made enzymes, probiotics & vitamins, stop by booth 1723 in the Emerging pavilion to learn about all the different offerings from the brand. Presentation: Stoop Talk, Thursday, August 21st - 11am to 11:15am; Front Stoop- 893.
Dr. Bronner's: Guests can stop by booth 358 in the Regenerate Neighborhood to learn about the company's new Magic Soap and Refill Carton labels featuring a Made with Regenerative Organic Certified Oils claim. Presentation: Unlocking Regenerative Organic Certified Market Growth with Dr. Bronner’s; Thursday, August 21st - 11:00am to 11:30am; Regenerate Stage #262, Colorado Convention Center.
Host Defense Mushrooms: The company will be meeting visitors at booth 1335 in the THRIVE Market pavilion. Presentation: Mushroom Mycelium & Fruiting Body: Growing Pains in the Mushroom Supplement Category; Friday, August 22nd - 11:15am to 11:30am; Regenerate Stage - #262, Colorado Convention Center.
Keynote Session: What GNC's CEO Wants Emerging Brands to Know; Friday, August 22 11:30am - 12:15pm; Thrive Stage - 1262. Join GENC CEO Michael Costello and Dr. Asli Samanci CEO Founder SBS Americas, Inc./Bee&You for a discussion on what it takes for up and coming brands to move from pitch to shelf in today's fast-changing market.
Live Discussions: From Rancid to Revolutionary: Solving the Omega-3 Crisis with Virun's o3OmegaSmoothies; Friday, August 22 1:30pm - 2pm; Regenerate Stage - 262. Newtopia visitors can hear from Philip Bromley CEO & Co-Founder Virun on how oxidized fish oils, toxic preservatives, and poor absorption rates are hurting the industry and why most omega-3 supplements fail.
Join Kristine Root, Chief Marketing Officer Regenified, and a panel of colleagues as they discuss the many ways brands and retailers can support regenerative agriculture, Making Regen Real: Bridging the Gap from Intention to Retail Implementation; Friday, August 22 2:15pm - 3pm; Regenerate Stage - 262.
Ridgecrest Herbals: Developer and manufacturer of safe and effective natural botanical formulas, guests can talk to the team at booth 930 in the Emerging pavilion and learn about the various specific health needs targeted by their products and pick up a free copy of the brand's RCHerbals Almanac. Presentation: Stoop Talk; Thursday, August 21st - 1pm to 1:15pm; Front Stoop - 893.
Upstate Elevator: Vermont's own clean-crafted CBD and THC products brand will be at booth 1447 in the THRIVE pavilion showcasing their product line created through partnerships with farmers who have achieved USDA Organic Certification and use sustainable, regenerative methods. Presentation: Stoop Talk; Thursday, August 21st - 10:40am to 10:55am; Front Stoop - 893.
WholeFoods Magazine: Come by and say hi! We'll be at booth 830 and would love to meet our loyal readers to discuss what they're seeing at the show and what topics/trends they think we should cover in the new year.
ACG Responds to European Commission Decision on Titanium Dioxide
Integrated supplier of pharmaceutical capsules and allied solutions, ACG, fully supports the European Commission's recent decision to allow for the continued use of titanium dioxide (TiO₂) in medicinal products. The ruling was based on findings provided by the IQ Consortium, a 21 multinational pharmaceutical company group, that created a robust database on the potential impact of a ban on TiO₂ in medicines. ACG has actively been involved in educating the pharmaceutical industry on the scientific possibilities and limitations of titanium di oxide and also been an investor in the development of TiO₂-free alternatives to support customer needs.
“This is a wise and pragmatic decision for the pharmaceutical sector,” said Subhashis Chakraborty, General Manager, Head - Global Product Management at ACG Capsules. “We remain fully committed to supporting the nutraceutical industry in navigating the ongoing ban through innovative TiO₂-free capsule solutions.”
IFT Selects Winners of IFT Section Impact Award
The Institute of Food Technologists (IFT) has announced the recipients of its IFT Section Impact Award. The recognition spotlights specific IFT Sections creating a significant impact through a variety of local and regional events throughout the year for food science professionals to network with their local peers through a variety of events and opportunities, including Suppliers’ Nights social events. Of the 46 Sections throughout the U.S., Mexico, Japan, England, and Canada, this year's award recipients were:
- The Southern California IFT Section (SCIFT), Outstanding Scholarship Program
- Both the Cactus IFT Section and the Dogwood IFT Section, Establishment or Re-establishment of an Event with Noticeable Growth
- The Iowa IFT Section, Technology Reaching Members
- The Kansas City IFT Section (KCIFT), Membership Growth and Retention
“IFT Sections are a valuable resource for anyone looking to deepen their connections within the food science community and strengthen their personal and professional development by staying updated on the latest developments and advancements in food,” said Alan Chewning, Director of Section Engagement at IFT. “While every Section has played a prominent role in advancing the science of food, these five Sections stood out for their excellence in these specific areas.”
Jupiter Neurosciences Debuts Cognitive Health Supplement
Jupiter Neurosciences, Inc. is introducing customers to Nugevia MND, a scientifically formulated supplement designed to protect and enhance cognitive function and support overall brain health. In response to growing consumer demand for clinically validated cognitive wellness solutions, Nugevia MND combines JOTROL resveratrol technology with NovaSOL Curcumin, a highly bioavailable curcumin formulation proven effective in supporting cognitive resilience and neuroprotection to target several neuroprotective pathways, including reducing oxidative stress, inflammation, and supporting synaptic plasticity, resulting in the promotion of enhanced cognitive health. Nugevia MND will be commercially available through direct-to-consumer e-commerce platforms starting Fall 2025 as a convenient two-capsule daily regimen.
Key scientifically supported benefits of Nugevia MND include:
- Enhanced memory, clarity, and executive function
- Reduction in neuroinflammation and oxidative stress
- Support for mitochondrial function in brain cells
- Potential protective effects against age-related cognitive decline
“The introduction of Nugevia MND represents a strategic step in leveraging our CNS therapeutic expertise within the consumer health market,” shared Christer Rosén, Chairman and CEO of Jupiter Neurosciences. “Importantly, learnings from consumer use of MND, combined with biomarker data anticipated from our upcoming Phase II Parkinson’s disease trial, will provide valuable insights to inform our future cognitive health programs. What is the purpose of all the new ways with early detection of these progressive diseases if there is no good way to prevent them, stop them, or significantly slow them down? We are optimistic that our clinical studies will back up my belief that we have again cracked the code and MND is the solution.”
Imbibe Address Formulation Challenges with Taste Modulation Platform Expansion
Flavor supplier, Imbibe, is taking on complex flavor challenges in the food and beverage innovation space with the introduction of the expanded SweetSense Line. The development includes SweetSense and NonSense solutions available in liquid and powder formats, making them perfect for several applications including sports nutrition, functional beverages, alcohol alternatives, and children’s nutrition. Both options offer support to address issues including:
- Bitterness and astringency from plant proteins, caffeine, and botanical extracts
- Metallic or lingering aftertastes from high-intensity sweeteners like stevia and monk fruit
- Flavor washout or muted notes in high-nutrient density applications
- Back-end flavor perception issues in dairy alternatives and protein-enriched bases
- Unbalanced sweetness or lack of mouthfeel in reduced-sugar and sugar-free systems
“We’re seeing a surge in demand for clean, high-performance flavor solutions that can keep pace with the growing complexity of formulations,” said Lauren Senne, Manager of Applications and Taste Modulation at Imbibe. “Our expanded taste modulation platform, including the latest SweetSense innovation, empowers product developers to create more enjoyable, craveable products—even with the toughest functional ingredients.”
Wolf & Associates Celebrates Three Decades of Service
Wolf & Associates is honoring 30 years of service to the organic industry by launching two new consulting initiatives:
- Marketing & Branding division, already available to its international clients, US companies can now benefit from the departments services which include strategic marketing and branding support to help organic entities build brand clarity, create meaningful connections with target audiences and drive measurable growth.
- "Watchdog" services, aimed at helping organic brands and businesses remain compliant, resilient, and ahead of change.
“These are exciting and pivotal times for companies navigating change outside of their control,” said Foster.” With our Watchdog program, W&A provides a trusted co-pilot in every company’s corner so the leadership and quality assurance teams may sleep better each night. W&A’s Marketing and Branding Division adds another level of support with creative storytelling and strategy that understands B2B and B2C essentials in the organic sector. We are thrilled to celebrate our 30th anniversary with the formal launch of these timely capabilities to the greater organic industry.”
Laird Superfood Expands Costco Availability
Fans of Laird Superfood products will now have more opportunities to purchase their favorite items from national retailer Costco. Customers in select states will have new extended access to two of the companies top-selling products:
- Sweet and Creamy Superfood Creamer: Available every day in Costco warehouses throughout Los Angeles, San Diego, Hawaii, Arizona & Colorado and across the Southeast North Carolina, South Carolina, Tennessee, Alabama, Mississippi, Georgia, Florida & Puerto Rico.
- Perform Superfood Coffee: Available at Costco for a limited time in Los Angeles and Hawaii.
“Our retail expansion at Costco represents a key growth milestone for Laird Superfood,” said Jason Vieth, CEO of Laird Superfood. “We’re thrilled to bring our clean, functional products to even more Costco members, especially in regions where demand for functional, better-for-you beverages is booming.”
