For the 17th consecutive year, Vitamin Retailer, with the guidance of a retailer panel, assembled the year’s best new natural products.
Seventeen years ago, Vitamin Retailer (VR) magazine decided to honor the year’s top products by asking for opinions from independent natural product, vitamin and supplement retailers. The objective was for stores to offer feedback and suggestions on some of the items that made an impact from late 2023 through 2024.
The VR editorial staff would like to extend out sincerest thanks to not only the retailers who assisted, but also to the manufacturers of the featured products. In no particular order, VR presents the best new products of 2024!
Great Naturally — Real Electrolyte Powders
Real Electrolytes Hydration+ from Great Naturally (Green Bay, WI) is an electrolyte powder centered around whole foods with coconut, celery and cucumber juice as key ingredients.
With a focus on high potency, each serving is packed with more than 1,500 mg of total electrolytes including 800+ mg of potassium and 125+ mg of magnesium, the company said. With a four to one ratio between potassium and sodium, the formulas help consumers restore overall mineral balance to support hydration as well as cardiovascular, bone and kidney health.
According to the company, the formula uses premium ingredients such as Himalayan pink salt, chelated magnesium and potassium citrate, delivering exceptional performance and great taste without any added sugar or artificial ingredients.
“The new Relax+ formula is whole food-based, with low sugar, high potency, and functional ingredients like glycine, L-theanine, and lemon balm extract, making it a unique product. I love how they are expanding on the popularity of electrolytes in a beneficial way, and they taste great as well!” said Alina Hornfeldt, co-owner of Mastel’s Health Foods in Saint Paul, MN. Real Electrolyte Powders are available in 30-serving tubs for an MSRP of $31.50.
For more information, email [email protected] or visit www.greatnaturally.com.
Vibrant Health — Trilogy
Trilogy from Vibrant Health (Shelton, CT) combines “the power of three with the convenience of one.” Trilogy is a carefully crafted essential multi-supplement including 20 billion probiotics, a free fatty acid form omega-3 oil and a universal multivitamin—all in a single capsule, the company said.
Trilogy is available in both vegan and non-vegan variations and takes the hassle out of maintaining a healthy lifestyle while supporting increased energy, focus, memory and metabolism, according to the company.
“VH’s Trilogy is a great improvement over the last incarnation of the same approach. It is a much easier format and a simpler sell,” said David Termine, co-owner of Your Health Matters in Sturbridge, MA. “One of my longest running customers has added it to his regimen and as fit as he is, I think Vibrant Health would want to think their product had something to do with it if they saw him.”
Trilogy is available in a 60-ct. bottle (30-day supply) for an MSRP of $55.
For more information, call (800) 242-1835 or visit www.vibranthealth.com.
EuroPharma — Terry Naturally Red Sage Plus
EuroPharma (Green Bay, WI) released its new Red Sage Plus for its flagship Terry Naturally brand, which features hydroponically grown HRS65 red sage and HRG80 red ginseng without pesticides.
According to the company, HRS65 delivers powerful, cell protecting‡ antioxidants that support healthy blood vessels and blood pressure levels, healthy cholesterol and lipid balance,† and nitric oxide production for optimal blood flow.*
HRG80 is a clinically studied adaptogen to help stay resilient in the face of stress, a major factor in heart health.^ It supports healthy muscle function and nitric oxide production for healthy energy and circulation.*
Bill Ayzin, owner of Wealth of Health in Idaho Falls, ID said he recently brought Red Sage Plus into his store and hopes it will do well with customers.
Hornfeldt stated, “Terry Naturally’s Red Sage Plus combines two powerful ingredients—HRS65 Red Sage and HRG80 Red Ginseng—to help keep your heart strong and healthy. HRS65 Red Sage is packed with antioxidants that protect your cells, support healthy blood pressure, and promote good cholesterol levels. HRG80 Red Ginseng is a natural adaptogen that helps your body handle stress, which is important for heart health. It also supports heart function and can help boost energy and circulation. Together, these clinically studied ingredients make Red Sage Plus a great choice for supporting your heart and overall wellness, and we are excited to have this new product on our shelves!”
Terry Naturally Red Sage Plus is available in a 30-ct. bottle for an MSRP of $37.95. For more information, call (866) 598-5487 or visit www.europharmausa.com.
†Supports healthy levels already within normal range.
^Occasional stress and fatigue.
‡Protection from oxidative stress and damage.
*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.
NOW Foods — Calm & Focus
Clinically validated for cognitive support, Calm & Focus with Zembrin^ & GABA from NOW Foods (Bloomingdale, IL) is made to NOW’s well-known high standards.
According to the company, Zembrin is an extract of Sceletium tortuosum, an herb traditionally used in South Africa for centuries to support emotional and mental well-being.* Modern clinical studies have shown Zembrin can promote a feeling of calm while enhancing mental alertness.*
Effectively, it can help maintain emotional stability while enhancing certain cognitive functions such as memory and mental flexibility,* the company said. It may also help people get to sleep faster by promoting mental relaxation without drowsiness.*
Calm & Focus is available in a 60-ct. bottle for an MSRP of $37.99.
For more information, call (630) 545-9098 or visit www.nowfoods.com.
^Trademark of HG&H Pharmaceuticals (Pty) Limited.
*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.
Radius Corporation — Kids Super Duper Immuni-Power Toothpaste
Kids Super Duper Immuni-Power Toothpaste from Radius Corporation (Kutztown, PA) is specially formulated to support children’s oral health with a powerful blend of immune-boosting ingredients, such as elderberry, vitamin C and vitamin E.
The fluoride-free toothpaste helps protect young smile while strengthening tooth enamel with non-nano hydroxyapatite, a natural mineral that safely remineralizes teeth, the company said. Unlike nano hydroxyapatite, Radius only uses non-nano forms to ensure safety and effectiveness.
It has a kid-approved flavor and no artificial sweeteners, colors or preservatives. It is the perfect choice for parents seeking safe, immune-supporting oral care in eco-friendly packaging, the company said.
Kids Super Duper Immunity Power Toothpaste is available in a 2.5-oz. tube for an MSRP of $12.98.
For more information, call (800) 626-6223 x 1010 or visit www.madebyradius.com.
Peak Protein Inc. — Peak Protein Bars
Peak Protein (Manasquan, NJ) is revolutionizing the protein bar market with its commitment to delivering clean, wholesome nutrition without compromise.
The bars are crafted with only the finest ingredients, are free from sugar alcohols, soy and artificial additives, ensuring every bite is as nourishing as it delicious, the company said. Unlike its competitors, Peak Protein prioritizes real, natural ingredients that support health and fitness goals without sacrificing taste, the company said.
According to the company, its innovative approach has led to protein bars that aren’t just nutritious, but also “indulgently satisfying,” setting a new standard in the industry. It’s not just another protein barn, but a trailblazer for better, healthier snacking.
Ayzin said he was happy to get the products onto the store shelves, adding, “The company sent us free cases, which we sold quickly, and which taste awesome. The ingredients are clean.”
Peak Protein Bars are available in 60 g bars for an MSRP of $3.29. They are also available in boxes of 12.
For more information, call (848) 278-PEAK or visit www.peakprotein.com.
Enzymedica — Fasting Today
Enzymedica’s (Venice, FL) Fasting Today is a three-in-one essential formula designed to support intermittent fasting routines without breaking the fast.* It helps maintain hydration with key electrolytes, ensuring consumers stay energized throughout the day,* the company said.
According to the company, the addition of baobab fiber works to reduce hunger, making it easier to stay on track between meals.* With a blend of nine essential amino acids, Fasting Today also promotes muscle health, keeping the body strong even while fasting.*
Whether new to fasting or a seasoned pro, Fasting Today helps consumers feel best while optimizing their fast.*
“I think Fasting Today provided a much needed tool for customers looking for support to begin intermittent fasting or even those who are experienced with fasting but just needed to find a supplement to help them with the issues connected to intermitted fasting such as hunger control and hydration, I also personally liked the added amino acids as well,” said Brian Mosser, general manager at Get Healthy in Brooksville and Spring Hill, FL.
Termine added, “As a proponent of intermittent fasting, I decided to try it right away. At this point using it weekly, I’d have to say these guys have a winner and this is coming from someone who doesn’t even care much for pineapple flavoring.”
Renee Southard, owner of Organic Marketplace in Gastonia, NC, added, “Enzymedica’s Fasting Today is a great innovative product that addresses intermittent fasting diets and is just a really good hydration product that helps with hunger, as well as an amino acid complex that supports muscular health. Tastes good too!”
Fasting Today is available in a 24-serving container for an MSRP of $35.75.
For more information, call (888) 918-1118 or visit www.enzymedica.com.
*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.
Bened Life — Neuralli Mood
Neuralli Mood from Bened Life (Fremont, CA) combines the clinically studied probiotic strain L. plantarum PS128 and clinically studied heat-treated L. paracasei PS23 postbiotic to support a healthy stress response, the company said.*
PS128 and PS23 complement each other by providing life microbes and heat-treated microbes. Neuralli Mood can be used daily and may support sleep and the physical stress response, the company said.* Two capsules can be taken in the morning for stress and two taken at night for stress.
Neuralli Mood is available in a 60-ct. bottle for a suggested price of $99.
For more information, visit www.benedlife.com.
*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.
NutraBio Labs — Beet Root Powder
Elevate your wellness with NutraBio Labs’ (Middlesex, NJ) Beet Root Powder, a premium natural supplement packed with powerful nitrates and antioxidants to support overall health.
According to the company, NutraBio Beet Root Powder enhances blood flow, boosts nitric oxide levels and optimizes oxygen and nutrient transport throughout the body, promoting cardiovascular health and increased energy.
Experience the delicious side of beet root with NutraBio’s naturally sweetened mixed berry flavor, making it a delicious way to get the full dose of daily beets, the company said. Feel more energetic, improve stamina and enjoy quicker recovery times with this superfood supplement.
NutraBio Beet Root Powder is available in a 30-serving tub for an MSRP of $19.99.
For more information, call (888) 688-7224 or visit www.nutrabio.com.
Trace — Shilajit
According to Trace (Ogden, UT), shilajit is a mineral-rich resin found on or oozing from rocks in the Himalayan mountains. It has been formed for centuries by the gradual decomposition of certain plants or the action of microorganisms.
Trace’s nutrient-rich Shilajit contains 75 percent naturally occurring fulvic acid, humic acid and a full spectrum of ionic trace minerals from the company’s ConcenTrace. Shilajit has long been used in ayurvedic healing to support energy, brain health, body-mineral balance, immune function and overall wellness, the company said.
“Customers have been asking for a shilajit in the resin form. Trace Minerals came through again with another great product. The labeling is clear and concise,” said Holly Prugar, supplement manager at The Mustard Seed in Watertown, NY.
Trace Shilajit is available in a 1.06-oz. (30 g) tub for an MSRP of $38.
For more information, call (801) 731-6051 or visit www.traceminerals.com.
LifeSeasons — Fruit Boost and Veggie Boost
Fortify your daily diet with fruit and veggie phytonutrients. LifeSeasons’ (Dallas, TX) Fruit Boost and Veggie Boost hosts a potent blend of 19 fruits and berries, and 21 veggies, sprouts and superfoods to add variety and nutrients to your diet, the company said.
Just three capsules are the equivalent of three full servings of fruits or veggies. With unique superfoods and power fruits such as spirulina, pomegranate and bilberry, being healthy just got easier, according to the company. Try Fruit and Veggie Boost to live life to the fullest.
Ayzin said he is a fan of the products, and it is one of his top sellers.
Fruit and Veggie Boost is available in a 90-ct. (30-day supply) bottle for an MSRP of $34.99.
For more information, call (469) 833-2924 or visit www.lifeseasons.com.
Ancient Nutrition — Grass-Fed Liver Once Daily and Organs Blend Once Daily
Grass-Fed Liver and Organs Blend from Ancient Nutrition (Franklin, TN) are packed with history’s most powerful superfoods, designed to restore what modern diets lack.
According to the company, liver is considered the top nutrient-filled superfood on the planet. It is packed with higher amounts of vitamins and minerals than any muscular tissue and is an incredible source of fat-soluble vitamins. It also has a high protein content, a premium amino acid profile and brings organ-specific nutrients and enzymes. Eating liver can promote a healthy liver.
Organs Blend is a packed with six organs and glands, bovine liver, ovine liver and bovine heart, kidneys, adrenal and pancreas. These organs and glands were chosen based on the ingredients most believed to be lacking in everyday diet, the company said. The average diet does not include ingredients like bovine and ovine liver.
According to the company, organs and glands from animals are reasonably close in composition to those of humans. Animal organs can provide nutrients and enzymes highly specific to the corresponding organ in the human body, which promotes organ health and healthy glandular function.
“The once daily liver caps off a clean, grass-fed beef liver and lamb combination. The once daily organs blend contains six organ ingredients that are full of nutrients,” said Prugar. Both Grass-Fed Liver and Organs Blend Once Daily are available in a 30-ct. bottle for an MSRP of $24.95.
For more information, call (855) 803-1275 or visit www.ancientnutrition.com.
Lily of the Desert — EcoSport and EcoDrink
Lily of the Desert (Denton, TX) unveiled two new hydration products, EcoSport and EcoDrink.
According to the company, EcoSport is the ultimate hydration product for athletes and fitness enthusiasts. It is packed with aloe vera, B vitamins and 470 mg of potassium to keep people hydrated and energized during even the toughest workouts. It comes in three delicious, sugar-free flavors and has no added caffeine. With Lily’s patented Aloesorb technology and eco-friendly packaging, consumers can feel good about EcoSport.
EcoDrink Nutrient Support also contains Lily’s Aloesorb for optimum nutrient absorption and is the perfect addition to one’s daily supplement routine, the company said. EcoDrink contains no sugar, no caffeine and no gluten, and is a delicious and healthy choice for on-the-go nutrition. It is available in four refreshing, all-natural flavors and comes in convenient and eco-friendly recyclable packaging.
Both EcoSport and EcoDrink are available in a 24-ct. box for an MSRP of $24.99.
For more information, call (940) 566-9914 or visit www.lilyofthedesert.com.
Vital Planet — Intense Care Probiotic+ Line
Vital Planet’s (Palm Harbor, FL) new Intense Care Probiotic+ line is for intense conditions. The new line is formulated with clinically studied strains for specific conditions.
Much like our own digestive systems, Intense Care contains all four biotics—prebiotics, probiotics, postbiotics and parabiotics. Intense Care offers complete support for digestive care in a daily probiotic, the company said.
Intense Care is offered in both shelf stable and cooler formulations supporting the following conditions: Brain + Mood, Colon + Constipation, Gas + Bloating and Vaginal pH + Urinary.
“I will say the Vital Planet Vaginal pH + Urinary Probiotic has been an amazing new product launch this year for our stores. Customers have been giving us amazing testimonials on its effectiveness for their issues of UTI and other urinary issues,” Mosser said.
Southard added, “I love the new Intense Care Probiotic+ products from Vital Planet. There are four SKUs, but my favorite is the Brain and Mood! It contains prebiotics, postbiotics and parabiotics which is something unique to Vital Planet.”
Intense Care Probiotic+ Line is available in 30-ct. boxes for an MSRP of $52.99.
For more information, call (800) 938-8482 or visit www.vitalplanet.com.
Reliance Vitamins — Private Label Hydrate! and Magnesium Stick Packs
As a market leader in private label supplements, Reliance Vitamins (Edison, NJ) is focused on delivering on-trend products to their private brand customers. According to the company, there is a growing consumer demand for smaller or individual packs to reduce product waste and provide on-the-go convenience. Stick packs are lightweight, convenient and highly portable.
The hydration market continues to experience monumental growth fueled by formulation, taste and delivery innovations. Reliance’s Hydrate! stick packs are designed to provide consumers with easy, on-the-go access to fast-acting electrolyte replenishment, energy boosting, improved endurance and supporting recovery, the company said. Each stick pack contains five key electrolytes for optimal hydration. Hydrate! is available in delicious Tropical Splash and Berry Blast flavors.
Reliance also launched its new MagnaCalm stick packs for fast-acting stress relief and relaxation support. It is a highly absorbable drink mix that is expertly formulated to support calmness with a blend of 350 mg of magnesium citrate and 50 mg of AlphaWave L-theanine, the company said. Is dissolves quickly in water and is available in Natural Berry and Lemon Squeeze flavors.
“These easy-to-use stick packs are great for customers. The new stick packs offer convenience, quality, and portability,” Prugar said.
Hydrate! is available in a 20-ct. tub for an MSRP of $24.90. MagnaCalm is available in a 20-ct. tub for an MSRP of $19.90.
For more information, call (800) 848-0089 or visit www.reliancevitamin.com.
