July new product launches: Performance gummies, CBD sports drink, eye vitamins, and more

By Adi Menayang

- Last updated on GMT

Travis Kelce, Tight End for the Kansas City Chiefs and owner of all-gummy performance nutrition brand Hilo.
Travis Kelce, Tight End for the Kansas City Chiefs and owner of all-gummy performance nutrition brand Hilo.
Energy drink for e-sports, prebiotic powder by an iconic coffee company, and an entirely new brand specializing in performance gummies, here’s a quick round-up of recent product launches:

Performance nutrition gummies by Hilo

Start-up Hilo​ debuted to the market with a line of gummy-only supplements, designed to benefit athletic performance.

"We want to fundamentally change how people think of performance nutrition,"​ said Andy Sauer, Hilo's founder and CEO, in a press release. "By delivering the most effective supplements with easy-to-understand benefits in a convenient and customizable form, we have streamlined the path to optimal performance."

The company has tapped Travis Kelce, tight end for the Kansas City Chiefs, to be the company’s ‘chief of performance,’ providing insight into product development. The press release also described Kelce as the brand's owner.

InnerFuel prebiotic powder by Bulletproof 360

Bulletproof 360, a nutrition company which made a name for itself with MCT-infused coffee, has forayed into the microbiome space with the launch of its prebiotic powder InnerFuel​.

It contains organic acacia fiber, guar fiber (in the form of Taiyo International’s Sunfiber), and larch arabinogalactan (in the form of Lonza’ ResistAid).

“Given the vital role they play in gut health and helping probiotics do their job, we wanted to create a product in a field that was lacking options for consumers,”​ the company’s VP of brand and product strategy Karen Huh told us. (Read the full story HERE​).

Plexus Active by Plexus

Multi-level marketing brand Plexus launched a new supplement called Plexus Active​ designed to provide “clean, long-lasting energy without jitters or a ‘crash’,” ​according to the company website.

One order of 14 single serve packets of powder sells for $35.95. Each packet is formulated with green tea and yerba mate to provide energy, as well as l-theanine to support focus.

It also contains caffeine and citrulline malate, as well as an antioxidant-rich blend of plant extracts like turmeric, blueberry, tart cherry, and kale.

16oz G Fuel drink by G Fuel

G Fuel 16 oz cans
The new G Fuel in 16 oz cans.

New York-based G Fuel calls its flagship product G Fuel Energy Formula ‘the official energy drink of Esports,’ referring to competitive video gaming.

Its most recent launch is a line of 16-ounce cans of G Fuel​ in four of the company’s most popular flavors: Fazeberry, Blue Ice, Sour Cherry, and Rainbow Sherbet.

The drinks contain a proprietary combination of branded ingredients such as PurCaf organic caffeine by AFS, plant-based blend S7 by Futureceuticals, Suntheanine by Taiyo International, and goBHB by Compound Solutions. It also contains an assortment of vitamins such as B6 and B12, and the amino acid L-Tyrosine.

Yolo Shots by Sunday Scaries

Yolo by Sunday Scaries
Yolo Shots by Sunday Scaries.

Sunday Scaries is a San Diego-based company that specializes in CBD-containing products. Its latest launch is a line of shots called ‘YOLO Shots​.’

Each 2 oz bottle contains 50 mg of CBD, along with 200 mg of caffeine from organic green coffee beans, ginseng, taurine, and some B vitamins.

"Our goal is to build a lifestyle brand and make anxiety approachable with extremely fun, yet effective products,”​ said company founders Mike Sill and Beau Schmitt. “We are so excited to introduce YOLO Shots to our brand lineup; we think they fit in perfectly and attribute to our overall brand mission.”

Pro CranXym and SunCran by Tomorrow’s Nutrition

Tomorrow’s Nutrition introduced two new products to support urinary tract health designed for women—Pro CranXym and SunCran​. Both feature an ingredient called SunCran Naturelle, which is a blend of Taiyo International’s Sunfiber and Fruit d’Or’s organic cranberry juice powder. 

Tomorrow's Nutrition SunCran_with veggie caps1
SunCran by Tomorrow's Nutrition.

Pro CranXym contains SunCran Naturelle with fibrinolytic enzyme NSK-SD Nattokinase, designed for distribution in the healthcare practitioner channel, while the SunCran product is 100% SunCran Naturelle (1000 mg per two-capsule dose), which equals two 8 oz glasses of cranberry juice without the sugar.

Ocuvite Eye Performance by Bausch + Lomb

Canadian eye health company Bausch + Lomb is launching its Ocuvite Eye Performance​ supplement in the US. The 166-year-old company, which started as specialists in monocles, spectacle lenses, binoculars, and more, has a portfolio of supplements targeting eye health.

The latest addition, Eye Performance, is delivered in soft gels. It contains seven vital eye nutrients including lutein, zeaxanthin, omega-3, and vitamin D. It was specifically formulated for increased blue light exposure of computer screens and cell phones, said Joe Gordon, U.S. president, Bausch + Lomb in a press release.

"We developed Ocuvite Eye Performance eye vitamins to provide consumers the essential nutrients they need to strengthen the eye's natural protective filter, so that they can help support and protect their eye health,”​ he added.

Kill Cliff's new drink infused with full-spectrum Hemp.
Kill Cliff CBD by Kill Cliff

Kill Cliff, maker of sports drinks, launched a full-spectrum hemp-infused sports drink with 25mg of CBD​. Pre-orders will start in July, with a slated launch for online sales in August.

The new product with added CBD was designed to “reduce anxiety, pain and inflammation, as well as to ease muscle soreness,”​ according to a press release.

The sports drink also contains B vitamins and minerals, electrolytes, green tea caffeine and other botanical extracts.

RTD Chocolate Meal Replacement Shake by Huel

Huel_RTD_Chocolate_14 (1)
Ready-to-drink chocolate meal shake by Huel.

British brand Huel​, a specialist in meal shake  formulations, launched a ready-to-drink (RTD) chocolate variety. It contains a blend of 27 essential vitamins and minerals, 20 g of plant based protein, 'slow-release' carbs, omega-3 and omega-6, soluble and insoluble fiber, and phytonutrients in a 400-calorie bottle.

The drink contains oats, tapioca starch, pea protein, brown rice flour, and medium-chain triglycerides (MCT) from coconut and flaxseed.

"As Huel continues to rapidly grow around the world, we are constantly listening to our customers to deliver the flavors and products that meet their needs and palates,”​ said Julian Hearn, founder of Huel.  “The launch of Huel’s chocolate RTD in the U.S. is one of our biggest product launches ever and we know that the American market will love the flavor and appreciate getting complete nutrition right out of an easy to drink bottle.” ​(Read our recent interview with Huel founder Julian Hearn HERE​)

Do you have a finished product you’d like to share?​​

Our monthly new product gallery gives our industry readers a sense of what’s trending in the finished product space. How are brands marketing certain botanical products? What’s the latest consumer demand in sports nutrition? What are some non-pill formats gaining traction? If you have a product launch you’d like to share, please send a press release and product images to nqv.zranlnat@jeoz.pbz​​​.

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