The new functionals line includes Healthy Immunity Daytime, Healthy Immunity Nighttime, and Healthy Kids Immunity.
Courtney Nichols-Gould, co-founder and co-CEO of SmartyPants Vitamins, told NutraIngredients-USA that the goal of the entire line is to provide comprehensive solutions to complex problems.
As consumer’s focus on health reaches its peak, new supplement lines will need to take a customized approach to their formulas, which is exactly what Nichols-Gould said she did.
“The development approach we took for Immunity was to create a multi-functional product that supports every part of the immune system, including our gut. We also focused on developing three core products: Healthy Immunity Daytime for Adults, Healthy Immunity Nighttime for Adults, and Healthy Immunity for Kids to support consumers' entire immune system no matter what the day or night throws at them. Our Healthy Immunity Daytime for Adults includes B12 for energy whereas our Healthy Immunity Nighttime for Adults includes melatonin to help you recharge while you sleep. And our Healthy Immunity for Kids includes key herbs like American Ginseng to give well-rounded support along with the core nutrients you would expect. That's how our new immunity products differ from what else is on the market.”
Nichols-Gould added that gut health must be a top priority in keeping a healthy immune system, which is why the new formulas include prebiotic beta glucan for immune support as well as probiotics. "Good health is not a one-function solution, and especially in these times, we are proud to support consumers with a multifunctional approach that touches every facet of their immune system, from gut health to good sleep."
Despite the high demand, SmartyPant’s foray into the immunity space actually began before the pandemic hit.
“SmartyPants For Healthy Immunity products are part of our expansion into the functional supplement space and were in development before the pandemic. We've been working for a long time on developing a new line to complement our daily multivitamin products as consumers continue to look for more functional-based supplements. SmartyPants For Healthy Immunity's development was driven by our continued desire to meet our consumer’s needs through science led, thoughtfully designed, and delicious multifunctional solutions.”
“Trust is precious. To earn it we know that every new product we bring to market must be developed using the latest nutritional science. That's why our product development bases our formulas on the daily recommended intakes advised by cutting edge nutritional research,” explained Nichols-Gould.
“We also focus on communicating transparently with our customers in everything that we do. That's why we third-party lab tests each batch for efficacy and make those results available, so consumers know exactly what's in their bottles, openly discuss ingredient and packaging sourcing to provide a more sustainable future and continue to support the broader world through our 1 for 1 partnership with Vitamin Angles. By being open with consumers, we want them to know that we are a different type of "better for you brand" —one that is not just doing better for people but also our planet.”
New format on the horizon
Nichols-Gould said expect more to come from SmartyPants on the functional front, “As well as some exciting new format developments for us so we can reach more and more people who love the way we develop products and who care most about efficacy, trust and purpose, but may not be interested in a gummy.”