Sports nutrition category is poised for growth


Speaking of berberine, Chuck Tacl, senior advisor of customer and trade relations for Miami Lakes, Fla.-based Mason Vitamins, explained that a 2022 review of 18 studies examined the effect of berberine on body weight, while another review of 23 studies looked at its effect on body mass index.

“They did see a reduction in BMI and overall weight loss,” Talc pointed out. “Its effect on weight [was seen] primarily in people who took berberine in doses of more than 1 gram per day and for more than eight weeks.”

Mason Vitamins is entering the berberine space, Tacl noted, targeting September 2024 for the launch. The product combines berberine with Ceylon cinnamon and BioPerine to support weight management, glucose metabolism and cardiovascular health. Magnesium and B complex vitamins also are of high interest to consumers with an eye on weight management, Tacl added.

Within this realm, Nature’s Way recently released Alive! zero sugar gummy multivitamins in a version for women and a version for men. Formulated with B-vitamins, they help convert food into fuel, Chamberlain said, and help support energy metabolism, muscle function and more.

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Consumers also are turning to protein to promote satiety, explained Jonathan Clinthorne, Ph.D., senior director, nutrition for Atkins Nutritionals, part of Denver-based Simply Good Foods USA Inc.

“Along with an increased demand for protein comes a more educated consumer,” he noted. “Concepts like complete proteins and high-quality proteins are starting to enter consumer awareness. It also seems that consumers are seeking protein in many different formats, with protein chips and protein shakes seeing tremendous growth.”

Atkins recently launched Atkins Strong high-protein shakes with 1 g of sugar and 7 g of prebiotic fiber. The shakes feature 30 g of protein, come in vanilla and chocolate flavors and contain 21-plus essential vitamins and minerals.


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