Nouri’s Inner Immune product offers a “well-rounded” formulation, combining LactoSpore (Bacillus Coagulans), XOS prebiotic, inactived Lactobacillus plantarum LP20 (an “immunobiotic”), vitamins C and D, zinc, magnesium, L-glutamine, colostrum IgG, and beta-glucan.
“My goal is to help this generation get ahead of problems that are bound to come. It’s not a matter of if our bodies will be challenged, it’s a matter of if we are equipping our body to respond properly” said Caroline Beckman, founder and CEO. “Inner Immune is really exciting to us. We are already seeing the great potential that we will have to reach more people and help them in a proactive way. There has never been a more urgent time for this solution”.
Beckman told NutraIngredients-USA that the company has been working on a lot of things in 2020, including looking at other formats beyond the capsule-within-a-capsule (Duocap) delivery system used in the company’s existing three products: Digestive Health, Women’s Health, and Weight Health.
“We were looking for a product that would increase trial and entry for consumers into the category. The retail environment at the moment makes it harder to try a product,” she said.
The product is delivered in a powder format to be dissolved into water, a smoothie or beverage.
“In analyzing why consumers purchase food and beverages, we know that 63% of consumers purchase based on taste followed by 58% who purchase based on price,” said Beckman. “In addition to a strength of science, both of these factors are extremely important to us.”
“A healthier digestive system means a healthier immune system”
David Keller, Nouri’s Leader of Science, explained that, unlike most products in this space, which are more episodic and not really positioned for daily use, the Inner Immune product was put together from the perspective that a healthier digestive system means a healthier immune system.
“While consumers generally relate gut health to digestive issues, science continues to show that it effects much more. Seventy percent of the immune system resides in your gut and thus, a healthy gut equates to a healthier immune system,” he said.
The product is priced at around $1.99 per sachet online, with different pricing based on subscription levels, or $24 per 14 pack, said Beckman. At retail, the product is priced between $1.49 and $1.99 per sachet depending on packages. The product (plus Nouri’s existing Duocap products) are available online and at Whole Foods nationwide.
“Consumers are not getting the equivalent of one product,” said David Keller. “This could replace a number of other products.”
According to Linkage Research & Consulting (July 2020), specific to 2020, younger consumers are increasing their vitamin and supplement consumption, with 74% of millennials reporting that they are taking more supplements as a result of COVID-19.