Personalized Supplements Move From Hype To Launch

NUTRIPOWER

Here's what's happening this week in the world of nutrition and supplements marketing:
- Genomics-driven supplements go live for athletes
- Collagen-led US entry targets 75% margins
- Greens RTD leans into clear, functional claims
- Ingredient brands go B2B2C via women’s football
- PCOS and PMS formulas signal women’s health boom

⏱️Why Finance and Marketing Measure Growth Differently and How to Bridge the Gap?

At eTail™ Connect West, Fospha’s VP of Growth Jamie Bolton hosted a panel with leading retail brands on the future of measurement. Three themes stood out:

• No single model is enough: Teams combine MTA, MMM, and incrementality for a fuller picture.

• Finance vs. marketing tension: Finance demands proof; marketers need daily direction.

• Speed vs. rigor: Annual MMM updates can’t keep pace with weekly budget shifts.

👉 Fospha closes that gap - the only full-funnel MMM delivering daily, ad-level insights built for teams to grow DTC, Amazon & Beyond.

📌WEEKLY MUST-KNOWS

MARKET ENTRY
Cosmos Health Launches Sky Premium Life In The U.S.
Cosmos Health began U.S. operations for its Sky Premium Life line, manufacturing locally in GMP, FDA-registered, UL-audited facilities and projecting 75% gross margins with NOOR Collagen targeting $12M in annualized revenue. Onshoring reduces tariff and logistics risk while signaling a pricing and quality play in beauty-through-wellness. Expect increased competition in collagen with more clinical claims scrutiny and premiumization.

PRODUCT LAUNCH
Huel Debuts Daily Greens RTD With Functional Claims

Huel rolled out a ready-to-drink Daily Greens line touting 42 vitamins, minerals, superfoods and adaptogens with low sugar and light carbonation. The move accelerates a shift from powders to convenient RTD formats where consumers demand clear, specific outcomes. With lawsuits reshaping label copy, expect tighter claim substantiation and dose transparency across functional beverages.

PERSONALIZATION
Myoform Launches Genetically Personalized Supplements For Performance

Myoform opened its genomics-driven, AI-personalized supplement platform using whole-genome sequencing, biometrics and N-of-1 formulations, reporting beta gains across performance markers. Precision dosing and in-app insights push supplements toward measurable outcomes and longitudinal data capture. Watch data privacy, certification, and sports compliance as differentiators in performance nutrition.

STRATEGIC PARTNERSHIP
Ronnie Coleman Ties Up With HealthKart For South Asia
Ronnie Coleman Signature Series tapped India’s HealthKart to manufacture, distribute and retail across South Asia, with Coleman becoming an equity partner. The deal marries celebrity equity with 230-store retail reach to combat counterfeits and scale locally. Expect more athlete-led equity plays and regionalized manufacturing to unlock access and trust.

📅Smartly Advances NYD: Why AI Means More Creativity, Not Less

At Smartly Advanced NYC, Fospha's CEO Sam Carter and CPO Dom Devlin joined industry leaders to debate the role of AI in growth.

The takeaway? From platforms to creators, the consensus is clear: AI isn’t about replacing jobs. It’s about extending human creativity and unlocking new opportunities for marketers to grow.

Watch Sam's perspective from the event 

⚡QUICK READS

Fairhaven Targets PCOS And PMS With Clinical Formulas: Women's hormone health gets focused SKUs during PCOS Awareness Month, highlighting demand for targeted formulations and the need for rigorous claims and education.(More)

2025 Protein Powders List Signals Consumer Priorities: Expert-tested rankings shape purchase paths as taste, third-party testing and transparent labeling drive conversion in a saturated category.(More)

US Plant-Based Probiotics Projected To Hit $1.38B: Dairy-free probiotic foods, beverages and supplements scale, signaling runway for vegan SKUs and retail partnerships as majors invest and acquire.(More)

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