NUTRIPOWER | Nature Made Turns Meal Kits Into Supplement Aisles

NUTRIPOWER

This week, here’s what’s happening in the world of nutrition commerce:
- Nature Made piggybacks HelloFresh to sample gut-health gummies
- AI-driven “smart supplements” shift customer data playbooks
- Clean-label male performance gummies target lifestyle fatigue market

🌟 Editor’s Pick - Incrementality Over Instincts

Stop Chasing Conversions - Start Measuring Real Growth
The path to measurement maturity isn’t about tracking every conversion - it’s about understanding what’s truly incremental.

That’s the focus of Fospha’s new Meta whitepaper, created in partnership with six leading eCommerce brands. The findings reveal what happens when marketers move beyond Last Click - and start building systems that reflect how growth actually happens.

Highlights include:

• Why Last Click dramatically undervalues upper-funnel marketing

• Predictive modeling uncovering up to 80% more revenue potential in Meta

• How brands found the confidence to reallocate budget and scale new channels

• How combining incrementality testing with always-on measurement completes the measurement puzzle - delivering a holistic, reliable view of marketing impact

As Andy King, Head of Performance Marketing at NBrown, put it:

“It was really insightful to see how much Meta’s impact was being underestimated by Last Click. Fospha’s data gave us a clearer picture of its true value, in the context of our other channels, highlighting opportunities we hadn’t fully recognized before.”

👉 Download Fospha’s Meta Whitepaper to see how leading brands are redefining measurement for 2025.

📌WEEKLY MUST-KNOWS

PARTNERSHIPS
Nature Made Expands Reach with HelloFresh and Food Influencer Partnership

Nature Made is inserting probiotic samples and gut-health education into one million “gut-friendly” HelloFresh boxes while leveraging cookbook influencer Justine Doiron for social and broadcast amplification. The tactic turns meal-kit segmentation into a live sampling channel, giving the brand first-party data on high-intent consumers and driving a halo effect across its omnichannel retail footprint.

PERSONALIZATION TECH
Biohacking in a Bottle: The Rise of Smart Supplements in 2025

AI-built, wearable-fed “smart supplements” are shifting from biohacker niche to mainstream wellness, syncing doses to biometrics and genomics in real time. For nutrition marketers, this raises the personalization bar, tightens privacy scrutiny, and opens subscription upsell pathways tied to continuous data loops.

SUPPLY CHAIN & REGULATION
Best Private Label Supplements Europe Companies for Scalable Manufacturing
A New Jersey Digest deep-dive warns that many manufacturers crumble when U.S. brands scale from 10k to 100k units for European expansion, citing fragmented regulations and capacity gaps.

The takeaway: vet partners for automation, multi-country compliance expertise, and flexible supply chains before betting on EU growth.

⚡QUICK READS

Black Girl Vitamins Launches “Calm Girl”: New Ashwagandha-plus-Vitamin D3 gummy targets chronic stress in Black women, signaling deeper micro-segmentation in functional SKUs. (More)

Primal Intense Gummies Highlight Clean Male Vitality Play: Stimulant-free, stack-friendly formula pushes the clean-label trend into the male performance aisle. (More)

Cup’a Nutrition’s Deep Sleep Bliss Gains Momentum: Adaptogen-based sleep aid rejects melatonin knockouts, mirroring consumer demand for non-sedative rest solutions. (More)

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