The 3 Moves That Decide Who Wins Peak 2025

NUTRIPOWER

Here's what's happening this week in the world of nutrition, supplements, and wellness commerce:
- NSF-Certified Collagen Goes Live on Amazon
- Ninja Taps Baby Registries To Fuel Customer Acquisition
- Starbucks Unveils Holiday Menu And Hello Kitty Collaboration
- New protein supplier brand targets formulation gaps
- Lipton And Nate’s Honey Launch Omnichannel ‘Sweetest Duo’ Campaign

⏱️The 3 Moves That Decide Who Wins Peak 2025

Every brand talks about “winning Peak.” Few actually do. In this short video, Fospha’s Aidan Gadd breaks down the 3 moves that decide who comes out on top in Peak 2025.

👉Watch the video to see the 3 moves

📌WEEKLY MUST-KNOWS

CERTIFICATION AND MARKETPLACE LAUNCH
Blacklabel Supplements Debuts NSF-Certified Collagen Protein On Amazon
BlackLabel launched an NSF Certified for Sport collagen protein on Amazon, positioning joint and bone support for pre and post-workout use. Certification is a trust accelerant as teams and leagues increasingly steer athletes to vetted SKUs, raising the bar for claims and safety on marketplaces. Amazon-native sports nutrition brands, athletic programs, and compliance-focused retailers are in scope.

CUSTOMER ACQUISITION
Ninja Taps Baby Registries To Fuel Customer Acquisition

Ninja partnered with Babylist and other registries to land appliances on “less traditional” wishlists via custom editorial, influencers, CRM and on-site placements. The play reaches high-intent life-event shoppers before RMNs bid them up, offering a lower-CAC path into young-family households. Driven by Ninja under SharkNinja’s rising ad spend, affecting brands vying for gift guide and registry real estate.

SEASONAL LAUNCHES
Starbucks Unveils Holiday Menu And Hello Kitty Collaboration

Starbucks will launch its 2025 holiday menu on Nov. 6 and roll out a Hello Kitty collaboration spanning plush, drinkware and gift cards, with Red Cup Day expected mid-November. The licensed drop turns seasonal beverages into gifting moments and limited-merch demand spikes that lift AOV and footfall. Led by Starbucks and Sanrio, with implications for Q4 collaborations and giftable merch planning.

BRAND PARTNERSHIPS
Lipton And Nate’s Honey Launch Omnichannel ‘Sweetest Duo’ Campaign

Lipton and Nate’s Honey kicked off a fall co-marketing program with in-store and digital displays, influencer partnerships, ambassador kits and tasting events. The tie-up amplifies category cross-sell, targets lower- and zero-sugar occasions, and blends shopper and creator spend for conversion. Driven by both brands’ shopper marketing teams, with retailers, affiliates and creators in the mix.

⚡QUICK READS

United States Precision Nutrition Market Signals Fast Growth: Forecast 16.38% CAGR through 2032 underscores demand for personalized diet solutions and GLP-1 companion programs, nudging brands to build data-led, configurable stacks.(More)

Prime Day Furniture Deals To Watch: Amazon’s Prime Big Deal Days concentrated deeper furniture markdowns through Oct 8, resetting Q4 promotional baselines and MAP pressure for DTC players.(More)

Danone’s Oikos Enters Protein Shakes Amid GLP-1 Wave: A $3.69 Oikos shake with added fiber targets GLP-1 users and mainstream consumers, raising the bar on functional positioning in the ready-to-drink set.(More)

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