Sensory delivery becomes trendy

Pharmavite’s VitaMelts brand has been a popular introduction to the category, with $9.4 million in sales, up 184.3%, for the 52 weeks ended June 15 across total U.S. multi-outlets, according to IRI. Products providing a sensory delivery — like VitaMelts and gummies — are trending up, said Tim Toll, EVP of sales at Pharmavite. “Gummy delivery sales are up 23% [compared with the previous year, and] fast-dissolving tablets are up 30% [compared with the previous year],” he said. “It all goes to taste and having fun while you eat it.”

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