Upcoming Issue Highlights

2014 Best New Products

Phase 2

From an impressive list of contenders, VR editors and retailers selected this year’s most outstanding product introductions

Wondering what products were must-haves for retailers in 2014? Vitamin Retailer can help. For the seventh year in a row, VR editors have chosen the year’s Top 10 products. The staff reviewed thousands of press releases from products launched in late 2013 to current day to determine 2014’s best new offerings, paying close attention to ingredients, delivery systems, consumer needs and popularity.

After the VR editors sifted through contenders, we asked a pool of retailers to weigh in on our picks based on what has been selling in their stores, along with what they perceive as innovative and high quality. The retailers were also asked to contribute recommended nominees for us to consider as well. Based on that feedback, we were able to narrow the list down to 10 winners, which readers will find below.

We thank our retailers for their insight and participation and offer congratulations to our winning manufacturers.

Here are, in no particular order, VR’s Best New Products of 2014.

Chia Omega

Essential Formulas | Irving, TX | (972) 255-3918 

Essential Formulas Incorporated (EFI) offers the family product line Chia Omega. Packed with high-protein chia seeds, the leading vegan supplement offers more ALA Omega-3 than fish oil or flax seed oil, which is considered one of the richest and most sustainable sources of the essential fatty acid (EFA). Willion Schoor, a founder of Essential Formulas, said the new line supports a healthy Omega-3-6 ratio, a key dietary and antioxidant support for overall health and wellness. The Chia Omega line includes CoQ10, Vitamin D3, Enzymes and EPA and DHA.

“With the popularity of Chia seeds, their healthful benefits and their omega content, this product is perfect for vegans, vegetarians and for those that experience the fishy aftertaste associated with fish oils,” said retailer Greg Lee, general manager of Georgia-based Good Nutrition. “It is a fairly new product for us, but it is a great alternative product.”


Wakunaga | Mission Viejo, CA | (949) 855-2776 

Probiata by Wakunaga promotes healthy digestion and offers 15 billion live colony-forming units in every vegetarian capsule. The easy-to-swallow supplement helps replenish and balance intestinal flora while building intestinal strength. The clinically studied Lactobacillus plantarum 229v (LP299V) improves Probiata by enhancing the status of intestinal mucosa, reducing irregular digestion and decreasing abdominal bloating, as well as acting as anti-inflammatory in the gut. The pure probiotic should be taken once a day and comes in 20-ct for $21.95 or 40-ct for $39.95.

“In our store, where most of our probiotics section is firmly established, this is a niche product for those who are trying everything (digestive enzymes, probiotics, etc.) and are still experiencing a lot of bloating and gas,” said Ramona Billingslea, marketing manager at Houston-based Betsy’s Health Foods.

Kind Organics

Garden of Life | West Palm Beach, FL | (866) 465-0051 

Kind Organics’ multivitamin provides more than 30 fruits, vegetables and herbs for rich phytochemicals and cofactors. These include antioxidants, carotendoids, flavanols, isoflavones, catechins, anthocyanins and polyphenols, as well as vitamins and trace minerals. Garden of Life’s products ensure patent-pending Clean Tablet Technology, which uses soy and/or corn. Kind Organics’ multivitamin is certified organic by the USDA, contains zero GMO’s, has recycled packaging materials, vegetable inks and eco-friendly paper.

“Food-based vitamins are a new staple in the health food industry and Garden of Life is the master,” Lee explained. “The new Kind Organics line is the next generation of food-based vitamins. Customers love the fact that they can see exactly what food each vitamin comes from right on the label. No company supports the retailer better than Garden of Life with tremendous marketing, coupons and rep support.”

Digest Basic + Probiotics

Enzymedica | Venice, FL | (941) 505-5565 

Digest Basic + Probiotics by Enzymedica offers a variety of probiotics to help support intestinal health and the immune system. Probiotics produce vitamin B and K and produce enzymes that include lactase, protease and amylase. Packed with enzymes and probiotics, the dietary supplement helps reduce stress to the entire digestive tract. Enzymedica’s Digest Basic + Probiotics should be taken with each meal, contains no fillers and is certified vegetarian. The product includes Lactobacillus acidophilus DDS-1 to help produce enzyme lactase, as well as using the brand’s thera-blend process for protease, lipase, amylase and celluase enzymes.

“Enzymedica’s Digest Basic + Probiotics is a wonderful combination for digestive issues and I’ve had good feedback from customers who have used it,” said Carmela Wolf, wellness manager at Hawaii-based Down to Earth Organic & Natural. “Enzymedica makes some of our best digestive enzymes.”

Biotin Bursts

NeoCell | Irvine, CA | (949) 699-1626 

NeoCell has released another soft chew to their previously launched Beauty Bursts with its Biotin Bursts product. Lee said it is “the tastiest way to get biotin!” Each chew contains 10,000 mcg of biotin, which is packed with vitamin B, to support healthy hair, skin and nails. The 20-calorie burst is available in Brazilian acai berry flavor and is free of gluten, soy and artificial ingredients. Biotin Bursts come in a 30-ct package with a suggested retail price of $14.99.

The Whole Earth & Sea

Natural Factors | Monroe, WA | (800) 322-8704 

The Whole Earth & Sea line by Natural Factors includes five multivitamin and mineral supplements: Women’s, Women’s 50+, Men’s, Men’s 50+ and Bone Structure, a calcium-rich formulated with Polycan to help support bone-health. The line includes Farm Fresh Factors, a concentrated source of vegetables, cruciferous vegetables, whole-fruit ultra polyphenols, herbs, plants and whole-plant sea vegetables, as well as sunflower for vitamin E, sprouted garlic for selenium, algae for calcium and lichen for vegan vitamin D3. Certified organic and GMO-free, Whole Earth & Sea uses their patented EnviroSimplex system to extract bioenergetics vitamins, minerals, enzymes, phytonutrients and antioxidants. The line also includes Herring Gold and Organic Vegan Greens Protein Bars, which provide the body with omega-3 phospholipids, DHA and EPA, choline and astaxanthin. The on-the-go snack comes in a variety of flavors, contains 15 grams of protein and is gluten free.

Tumeric Supreme

Gaia Herbs | Brevard, NC | (800) 831-7780 

Gaia Herbs’ Tumeric Supreme family supports healthy inflammatory function crucial to help maintain overall health and vitality. The natural dietary supplement features the leading ingredient turmeric root from ayurveda. Turmeric helps cleanse the body with curcumin compounds and black pepper extract for better absorption and bioavailability. The vegetarian, liquid phyto caps are available in six formulas that are specific to different needs: Allergy, Heart, Joint, Pain, Pain P.M. and Extra Strength, previously labeled as their original Turmeric Supreme. “Gaia’s line of Tumeric Supreme items are a great addition from a great company,” Lee said. The suggested retail price is $29.99 for 60-ct.

Spry Gems

Xlear | American Fork, UT | (877) 599-5327 

Spry Gems from Xlear is the number one brand of xylitol-based products benefiting oral health, such as your gums and teeth, as well as the remineralization of tooth enamel. Xylitol, their leading ingredient, is a natural sweetener found in the fibrous part of plants, and increases salivation while moisturizing the mouth. It is safe for all ages and supported by hundreds of clinical studies. It has a 7 Glycemic Index rank, as apposed to an 85 Glycemic Index number for table sugar. Spry Gems is available in peppermint, berry, spearmint and cinnamon. “Spry products sell very well and the Gems are a wonderful addition,” said Lee.

Electrolyte Stamina Power Pak

Trace Minerals | Roy, UT | (800) 624-7145 

From their Non-GMO product line, Trace Minerals’ Electrolyte Stamina Power Pak supports the body’s energy, vitality and overall health and wellness. The “feel good” energy drink contains no caffeine, artificial flavors or artificial stimulants. Electrolyte Stamina Power Pak offers 1,200 mg of vitamin C in every serving for a healthy immune system throughout the year. The gluten-free and certified vegan supplement is packed with a variety of electrolytes to make up for lost potassium, magnesium, chloride and sodium in order to maintain the body’s acid levels during exercise. Their key ingredient, ConcenTrace, is packed with 72 ionic minerals and trace minerals found in the Great Lake in Utah. The suggested retail price is $16.79 for a 30-pack box. “The flavors are great, the formula is effective and we can’t keep the product on the shelves!” Billingslea said.

Super Earth OrganicGreens Powder

Bluebonnet Nutrition | Sugar Land, TX | (281) 240-3332 

Bluebonnet Nutrition’s Super Earth OrganicGreens Powder offers the perfect blend of hearty greens and whole food nutrients that are 100 percent organic-certified wheatgrass, barley grass, alfalfa grass and green kamut. The organic supplement also includes spirulina and chlorella with broken cell walls for improved bioavailability. The pure formula does not include added colors, fillers, sweeteners or other flavors. Super Earth OrganicGreens Powder is organic and GMO-free, as well as kosher, hypoallergenic, purely vegan, sustainable and environmentally friendly.

“The formula tastes good and works well in smoothies,” Billingslea explained. “This product has become our most popular greens powder.”