Nature’s Truth is expanding its vitamin lineup with a trendy delivery method. The Ronkonkoma, N.Y.-based brand is introducing a line of gummy vitamins, looking to capitalize on the dollar growth that the segment is driving within the category.
According to Nielsen data, for the 13 weeks ended Dec. 28, 2019, gummies contributed 55% of all category dollar growth, generating nearly 20% of vitamin sales.
Nature’s Truth lineup of gummies includes apple cider vinegar, turmeric, melatonin, elderberry and collagen supplements in both traditional gelatin-based gummies and pectin-based gummies to provide a vegan option. The products are naturally flavored, free of chemical additives and allergens, as well as gluten free and non-GMO.
“Taste was a key factor and a critical benchmark in the development of each gummy formulation. It was very important to us that our gummies were nutritious without sacrificing taste,” said Kimberly Vigliante, senior vice president of wholesale sales and marketing at Nature’s Truth. “Our goal was to delight the customer experience and focus on top segments as well as ingredients that you typically wouldn’t think would taste good as a gummy. We had to be sure that they weren’t bitter or have any unpleasant odor, which can often be associated with ingredients like apple cider vinegar and turmeric.”
The gummies will be rolled out in the spring alongside eye-catching displays, the company said.