Weekly Newsletter - 10.17.2024

PLUS: The benefits of dietary fiber for gut health and B vitamin production

Author

Priscilla Soedarpo
October 17, 2024 • Estimated Reading Time: 8 minutes

THE LATEST IN SUPPLEMENTS AND NUTRITION

THOUGHTS FROM ADWEEK NEW YORK 🎤
Advertising Week NYC Recap
💡 Balancing Fame and Flow in a Post-Privacy Landscape, by Sam Carter, CEO of Fospha.

AdWeek NYC 2024 was packed full of fresh ideas and powerful reminders of evergreen principles. From navigating privacy challenges to ensuring sustainable brand growth, here are my key takeaways that all brands should be implementing:

  1. Balance Fame and Flow: Brands that focus too much on short-term conversions and neglect long-term brand-building efforts fall into the ‘doom loop’, converting only existing demand without generating new demand. Eventually the convertible audience is exhausted, efficiency plummets, and the brand finds itself in trouble. To avoid this, brands need to strike the right balance between conversion and long-term brand awareness to sustain growth.

  2. Go Full-Funnel for Measurement: To balance short and long-term goals of conversion and brand awareness, marketing teams need to be able to measure the impact of both. Last Click attribution chronically undervalues awareness activities, so brands should opt instead for measurement tools that use a full-funnel methodology.

  3. Privacy-Proof Your Tech Stack: With third-party cookies deprecation and new privacy regulations cropping up regularly, brands need to accept the death of user-level data and embrace privacy-centric solutions to future-proof their measurement. 

Read the full article here.

SmartyPants

SmartyPants Vitamins has introduced a new gummy supplement, Kids Triple Action Immunity, designed to bolster children's immune systems as they return to school. This innovative product is packed with essential nutrients like vitamins C, D, and zinc, boasting 67 more nutrients than its leading competitors. The inclusion of zinc citrate and B12 ensures easy absorption, while the clinically-tested ElderCraft black elderberry extract provides antioxidant support. The elderberry flavor adds a pleasant taste, making it appealing to children.

The launch of Kids Triple Action Immunity reflects SmartyPants Vitamins' commitment to providing scientifically-backed supplements. Jeff Wong, the company's Chief Revenue Officer, emphasizes the importance of immune support for children, especially during the school year. This product is part of SmartyPants' comprehensive range of family supplements and has received the Clean Label Project Purity Award. It is free from major allergens, GMOs, gluten, synthetic colors, and is certified vegetarian by the AVA.

Available on Amazon, this supplement offers parents peace of mind with its rigorous formulation and quality assurance. The product's development highlights the brand's dedication to innovation and health, addressing the growing demand for effective immune support in children. As the industry evolves, SmartyPants Vitamins continues to set benchmarks for quality and efficacy, ensuring that their offerings meet the highest standards.

HOT IN D2C E-COMMERCE
Amazon Prime Big Deal Days 2024 Breaks Records with AI and Innovation (top links below 👇)

Amazon’s Prime Big Deal Days 2024 made history with the largest October shopping event ever, saving Prime members over $1 billion globally. This year’s event highlighted Amazon’s cutting-edge AI tools, including its AI assistant, Rufus, and drove massive sales across electronics, toys, and apparel. Top brands like Apple and Dyson offered unbeatable deals, setting the stage for a promising holiday shopping season.

Momentum Commerce reported a 41% sales increase on Day 1, with brands like Crocs and Lego leading the charge, while regions like Canada and Europe saw notable growth despite weather impacts affecting the U.S. Competitors Target and Walmart also launched early sales events, but Amazon's use of innovative shopping tools and AI set it apart in an increasingly competitive market.

For deeper insights into this record-breaking event, explore these key sources:

Nutraceutical Business Review

ENovate Biolife is showcasing its innovative, science-backed ingredients at SupplySide West in Las Vegas. Highlights include a protein-boosting ingredient and various nutraceuticals like Muvz, Oxyjun, RedNite, HeezOn, and Lanconone, each offering unique health benefits. The company aims to enhance supplement formulations with meaningful health solutions.

Microsoft is transitioning from its retail media platform, PromoteIQ, to a partnership with Criteo. This shift reflects the evolving retail media landscape, emphasizing the need for adaptable strategies. While PromoteIQ's closure isn't officially announced, the move highlights the importance of resilient, owned architectures in the dynamic ad tech industry.

Electrolit introduces a new Lemon Lime flavor in its hydration powders, available exclusively on Amazon for October Prime Day. These powders offer rapid hydration with a blend of essential electrolytes. Enjoy discounts on Electrolit's range, including Grape and Fruit Punch, during the promotional period.

Amazon's Amelia AI, currently in Beta, aims to assist sellers with insights and advice. While it simplifies tasks for new users, its potential lies in evolving features like competitive analysis and content optimization. Amelia is promising, but its future impact on Amazon sellers remains to be seen.

The Sports & Active Nutrition Summit 2025, held in San Diego, offers a platform for industry leaders to explore trends and innovations. With a 34% market growth, the event features expert speakers and sessions on topics like AI and women's health, fostering a community of learning and collaboration.

LoopMe introduces Brand Outcome Scores, an AI-driven tool enhancing ad performance by predicting ad effectiveness without cookies. This innovation aids marketers in optimizing campaigns across mobile video, CTV, and display ads. Initially launching in the US and UK, BOS aims to revolutionize advertising strategies globally.

Dietary fiber boosts gut microbiome's production of B vitamins, enhancing immune and cognitive health. A study shows that specific fibers like inulin support beneficial bacteria, while fiber deprivation reduces B vitamin levels. This insight could lead to personalized nutrition strategies to improve overall health and immune function.

Solnul resistant starch, derived from potatoes, may improve metabolic health by reducing free fatty acid levels, an early marker of insulin resistance. A study showed that 3.5g daily of Solnul increased beneficial gut bacteria, potentially enhancing insulin signaling. Further research is needed to confirm these promising effects.