Vitafusion launches line of USDA-certified organic gummy supplements

By Adi Menayang

- Last updated on GMT

Vitafusion launches line of USDA-certified organic gummy supplements

Related tags Gummy Gummy vitamin Organic

Supplement brand Vitafusion has launched a new line of USDA-certified organic supplements, which includes a men’s multi, women’s multi, vitamin D3 and vitamin B12.

The supplements are also certified vegetarian by the America Vegetarian Association, according to a press release.

All the supplements use plant-based pectin as a setting agent to get the gummy form. Coloring ingredients include organic black carrot juice concentrate for the dark purple vitamin B 12, to organic turmeric and annatto for the orange, red, and yellow vitamin D3.

“As global awareness of the benefits of organic living and eating grows, vitafusion is committed to providing options for consumers looking to take a more mindful approach to their nutrition and overall wellness plans,”​ said Bruce Weiss, vitafusion VP of marketing, in the press release.

The Church & Dwight Co.-owned supplements brand is riding on organic’s continuing appeal. Consumers of all ages are spending more on organic items compared to previous years, according to data from Nielsen, a market research firm. In the 52 weeks ended Nov. 28 2018, annual household spend on organic products increased 9.5% compared to the year before​.

“Gone are the days when organic products catered to a singular or specific audience. Today, organics have hit the mainstream,”​ Nielsen reported. “At a time when the [fast-moving consumer goods] industry overall has experienced flat volume consumption, this growth is huge.”

Give ‘em more gummies

Gummies continue to grow as a favorite delivery format for nutrients among consumers. In its official statement about the new organic line, Vitafusion noted that the gummy market is expected to reach $4.17 billion by 2025, citing data from Transparency Market Research.

“In 2008, we introduced a full range of nutritious gummy vitamins and supplements that have provided consumers with an enjoyable and convenient alternative to traditional vitamin pills and tablets, making taking vitamins a delicious pleasure rather than a chore,”​ Weiss said.

Gummies' appeal has made it an attractive bet for companies seeking to make a profit. For example, the multinational consumer goods company Unilever acquired gummy supplements specialist Olly​ last week for an undisclosed sum.

As the gummy space crowds, brands and manufacturers are racing to find new differentiators to set their products apart. At the SupplySide East show in New Jersey earlier this month, gummy manufacturer Viva5 announced a partnership with fruit pieces maker Taura, a subsidiary of IFF.

The new joint venture between the two will allow brands to create gummies that are made purely out of fruit puree​.

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