2020 NutraIngredients-USA Product of the Year Winners

By Danielle Masterson contact

- Last updated on GMT

© Getty Images lankogal
© Getty Images lankogal

Related tags: NutraIngredients-USA Awards, Sports nutrition, omega-3, Probiotic

Last year the NutraIngredients-USA awards were celebrated in-person in historic New Orleans, Louisiana. This year, the pandemic threw the world a curveball, resulting in an awards ceremony held virtually. However, the enthusiasm and success of the natural products industry still managed to shine through.

The awards cover 14 categories, including products of the year​. These awards showcase the best in finished product innovations and market successes in specific categories, including omega-3, probiotic and sports nutrition. 

Product of the year: Omega-3

The product of the year for Omega-3 recognizes the best branded or own-label supplements, foods and beverages containing omega-3 as a core ingredient.

Winner: Omega-3 with Xtra Absorb by Nature Made


Nature Made Omega-3 with Xtra Absorb technology is made with a specially designed emulsion system to enable nearly 4x better absorption than standard fish oil concentrate.

The judges viewed the smaller pills that can achieve therapeutic blood levels as somewhat of a game changer. This technology, coupled with impressive sales data, made for a winning product. 

“We are thrilled to have Nature Made’s Omega-3 with Xtra Absorb named NutraIngredients Omega-3 Product of the year,” ​commented Tobe Cohen, EVP, Chief Growth Officer at Pharmavite LLC, makers of Nature Made brand vitamins. “This honor is a reflection of our deep commitment to delivering high-quality products rooted in science, a mission that is more important now than ever as Americans look for trusted and proven vitamins and supplements to bolster their health and wellness.”​ 

Product of the year: Probiotic

The Probiotic Product of the Year award celebrates the best branded or own-label supplements, functional foods and beverages containing probiotics. Interest in probiotics and the potential benefits of a healthy microbiome have led to multiple years of stellar growth for probiotic products.

Winner: Baby's Nordic Flora Probiotic Powder by Nordic Naturals


Baby’s Nordic Flora Probiotic Powder delivers digestive support for little ones 6-months to 3 years old and combines two extensively studied probiotic strains—Lactobacillus rhamnosus GG​ and Bifidobacterium animalis ssp. Lactis.

The judges called this a well-thought out product for a clearly-defined and under-served category with two strains that are supported by solid science. 

“What great news!” ​enthused Nick Noloboff, Senior Writer, Nordic Naturals. “Winning Product of the Year for our Baby’s Probiotic Powder is especially meaningful to us given the work that Nordic Naturals has done to expand our supplement line and maintain the product quality that customers rely on. Ever since we introduced a higher standard of fish oil 25 years ago, innovation has been our thing. We’ve always believed that with the right approach to ingredients and manufacturing—and by always prioritizing quality—the opportunity to innovate and excel is endless. Thanks for recognizing our commitment to making better supplements.”

Product of the year: Sports Nutrition 

The Sports Nutrition Product of the Year is a new award for 2020, and it was as competitive as you might expect from such a category. Sports and active nutrition products are positioned for both niche athletic populations and the more mainstream ‘active’ consumer. 

This award celebrates the best branded or own-label supplements, functional foods and beverages positioned to enhance athletic performance and recovery.

Winner: 2before blackcurrant powder by 2before Performance Nutrition


2before is a berry juice powder providing a proven, efficacious dose of polyphenols from Adaptive New Zealand blackcurrants to deliver a significant sports performance improvement.

The judges appreciated the evidence behind this product, its clean sourcing story as well as its third-party lab certification.

Brendan Vercoe, Commercial Development Manager, Plant, New Zealand Institute for Plant and Food Research, told NutraIngredients-USA​ that the award is an honor: “Adaptive™ blackcurrants are a known elite sports nutrition ingredient in New Zealand, but we wanted to create a finished product that would resonate in the US market. So we set out to create a food first performance brand in a format that would allow athletes to create a new pre-ritual. We are extremely honored for NutraIngredients-USA to validate all the hard work we have put into both world-class research, but also ultimately a product that we hope can make a significant difference to athletic performance, recovery and immunity, as we count down a year to the Tokyo Olympics. We will continue to educate dietitians and athletes on the benefits of Adaptive™ New Zealand blackcurrants and seek to create a category for food first performance nutrition.”

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