Vitamins, Diet and Sports Nutrition

Optimum Nutrition’s portable protein beverage is available in chocolate and vanilla flavors.

Vthrive, The Vitamin Shoppe brand includes vitamins, supplements, minerals and essential oils.

The New York-based company, previously a direct-to-consumer brand is making its physical retail debut exclusively in Target through a partnership with the retailer. 

Industry experts say the category is showing continued changes in how people shop for their vitamins, supplements and sports nutrition products.

SlimFast Keto is expanding its lineup to include 21 products that span meal replacement shakes, meal replacement bars, snacks and shake mixes.

From functional products to targeted options, vitamin shoppers are looking beyond letter vitamins and searching for products they know are safe and able to help them achieve their wellness goals.

Atkins extended its relationship with Rob Lowe for an additional three years, and launched the “Any Questions?” campaign.

GoodTo Go’s keto bars are available in cocoa coconut, vanilla almond, raspberry lemon and cinnamon pecan flavors