On Feb. 20, Nature’s Way (Green Bay, WI) launched its Innovation Challenge, a collaborative platform designed to provide funding and expert support to emerging scientific innovators while helping to bring groundbreaking ideas to market.

According to the company, the program will elevate emerging leaders in the field and drive product innovation across key areas, shaping the future of health and wellness by supporting start-ups, academics and researchers across the United States and Canada.

“At Nature’s Way, we’re passionate about empowering ideas that move our industry forward. We’re excited to introduce our Innovation Challenge, bringing diverse perspectives together to unlock new solutions in wellness. We invite all category visionaries to collaborate with us to reshape the future of wellness,” said Mark Warrington, vice president, product development at Nature’s Way.

For the inaugural challenge, Nature’s Way is seeking natural, science-backed solutions from scientists and academics focused on gastrointestinal health and supporting users of GLP-1 medications, the company said.

“The current GLP-1 moment marks a turning point for the wellness industry. As a brand rooted in holistic health, we’re focused on delivering innovative solutions that support weight management, digestive health and complete nutrition—empowering consumers to achieve a balanced body and mind,” said Travis Borchardt, vice president of product integrity and compliance at Nature’s Way.

To apply, applicants must submit a proposal outlining their project, the support needed and how it aligns with the Innovation Challenge requirements. Submissions are open to American and Canadian researchers and start-ups with rolling reviews. Selected applicants will receive support and funding from Nature’s Way.

For more information, visit www.naturesway.com.