Nutrafol Wins MLB Nod And Sport Certification

NUTRIPOWER

Here's what's happening this week in the world of nutrition, wellness and performance marketing:
- Nutrafol earns NSF Sport and partners with MLB.
- Seed launches dual-phase Co-Biotics across daily use cases.
- Egg Board resets messaging with influencer and retail tactics.
- Swanson pushes melatonin-free sleep at a value price.
- PLT leans into fast-acting, experiential ingredients at SSG.

⏱️THE MINUTE READ

Juvenon suspected upper-funnel spend were fueling growth, but pixel reporting undervalued them, pushing spend to the bottom funnel.

With Fospha’s Halo, they unified DTC and Amazon sales and uncovered the truth: TikTok was 9X stronger than reported, DTC performance was under-credited by 2.9X, and upper funnel became their growth engine.

• 📈 +18% revenue growth QoQ

• 📉 20% CAC improvement YoY

• 🚀 10X upper-funnel SoW growth

👉 Read the full case study

📌WEEKLY MUST-KNOWS

PRODUCT INNOVATION
Seed Launches Microbiome-Driven “Co-Biotics” Line

Seed introduced Co-Biotics with a capsule-in-capsule ViaCap system that targets both human and microbial pathways across a daily multivitamin, energy and sleep. It signals a shift from human-only formulations to microbiome-inclusive design, differentiating in crowded multi and energy categories. Expect new positioning and claims opportunities for DTC brands, retailers and formulators.

SPORTS MARKETING & SAFETY
Nutrafol Secures MLB Partnership And NSF Sport Certification

Nutrafol became the first hair growth supplement brand to earn NSF Certified for Sport and inked a multi-year deal as MLB’s Official Hair Growth Partner. Certification removes a key barrier to athlete use and unlocks postseason media, in-stadium activations and talent integrations. This elevates category credibility and intensifies competition for athlete endorsements and compliant claims.

BRAND STRATEGY
American Egg Board Rolls Out “Stronger By The Dozen”

The American Egg Board is unifying nutrition communications under a new ‘Stronger by the Dozen’ platform, leaning into digital, influencers and retail dietitians to counter misinformation. The pivot reframes eggs around strength, brain health and value, moving past legacy cholesterol narratives. Legacy categories are adopting modern growth tactics, creating new influencer and retail content plays.

INGREDIENT SUPPLY & SCIENCE
PLT Pushes Fast-Acting, Experiential Ingredients At SupplySide
PLT Health Solutions will showcase 30+ branded ingredients, new clinicals for Zynamite S and Dynagenix, and an ‘Experience Zone’ to demonstrate rapid benefits. The emphasis on fast onset, clean sourcing and delivery-system friendly formats aligns with consumer demand for feelable results. Formulators and marketers can translate this into stronger claims, trial-driving formats and RTD/gummy innovation.

⚡QUICK READS

Women’s Health, Hydration And Longevity Dominate September Launches: NutraIngredients-USA’s roundup shows launch momentum in women’s hormonal support, probiotic hydration and longevity, signaling Q4 merchandising and creative angles for DTC and retail.(More)

Trident Seafoods Launches wellFURst Pet Supplements: The seafood giant expands with Alaska pollock and salmon-based dog supplements, leveraging traceability and ‘ocean to bowl’ storytelling as pet wellness outpaces broader CPG growth.(More)

RDN Pushes Back On Seed Oil And Sugar Myths: NorthJersey.com features an RDN using TikTok to counter viral nutrition misinformation, reinforcing the need for brands to invest in credible, evidence-led content and creators.(More)

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