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  • Nutripower | Magnesium’s Safe Limit Just Jumped to 500mg—And Why It Matters

Nutripower | Magnesium’s Safe Limit Just Jumped to 500mg—And Why It Matters

Plus, Tom Holland’s beverage brand BERO made headlines with an award-winning PR blitz—here’s the playbook.

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Welcome to Nutripower, your essential newsletter for marketers and eCommerce professionals in the nutrients and supplements industry.

Editor’s Pick ✨

ClickZ was on the ground at POSSIBLE Miami, and here were our top takeaways:

  1. More than ever, consumer discovery is shifting to "interest media" platforms (like TikTok, Snap & Pinterest). Gary Vaynerchuk highlighted this evolution from a "social media era" to interest media, emphasizing that brands must now prioritize creating relevant content aligned with user interests to capture attention at the crucial initial stages of the customer journey.

  2. Measuring the ROI of top-of-funnel engagement on "interest media" channels is becoming a crucial differentiator. Despite recognizing the importance of reaching consumers earlier, many brands struggle to effectively track how content on interest media channels translated to bottom-line results. Those adopting full-funnel measurement solutions increasingly hold a competitive advantage.

  3. Commerce is increasingly integrated into content (e.g., TikTok Shop) demanding strategies that blend engagement and direct purchase. The growing impact of viral content driving sales, particularly through platforms like TikTok Shop, highlights the need for brands to embrace shoppable content experiences to capitalize on this evolution.

Turning these insights into actionable strategies is essential. For a free resource on strategically investing in and measuring the performance of upper-funnel 'interest media' channels, check out Fospha's Growth Accelerator Guide here.

Sector Spotlight 🎥

BRAND LAUNCH EXCELLENCE

5WPR secured the Gold Stevie Award for PR Campaign of the Year for launching Tom Holland’s BERO, a non-alcoholic beverage brand, through a campaign that generated 2.5 billion media impressions within its first month. The campaign leveraged exclusive media coverage and cross-channel influencer partnerships to position BERO as an industry leader. This result underscores the tangible impact of integrated communications strategies on premium product launches in fast-evolving consumer categories.

BIOTECH INNOVATION

BioMara’s successful scale-up of its Thalivra fucoidan extraction offers marketers a new, reliably sourced prebiotic ingredient for functional foods and nutraceuticals, addressing persistent supply gaps in the UK and EU. The company’s cleaner, chemical-free process ensures product integrity, while ongoing studies with Abertay University will strengthen efficacy claims.

INNOVATIVE WELLNESS LAUNCH

COHN Nutrition’s H2 Blast leverages a proprietary no-water powder delivery system for molecular hydrogen supplements, meeting demand for on-the-go, clean-label wellness solutions. Marketers gain insight into targeting health-conscious consumers with transparent, elemental ingredient stories. Affiliate and wholesale programs expand reach within practitioner, retailer, and content creator networks.

HEALTHY AGING SOLUTIONS

With the global population aging, demand for bone and joint health solutions is growing among both older and younger consumers. Clinically supported ingredients like short-chain fructooligosaccharides (sc-FOS) and collagen offer marketers compelling product differentiation by appealing to consumers seeking natural and preventative health benefits. This trend signals an opportunity for targeted eCommerce and supplement innovation.

NUTRITIONAL SUPPLEMENT STANDARDS

The Council for Responsible Nutrition has raised the daily safe magnesium intake for adults to 500mg, citing extensive clinical research supporting both safety and consumer demand. For marketers, this revised threshold enables confident product positioning toward health-conscious segments, especially as magnesium remains a top-choice supplement on leading eCommerce platforms.

HEALTH & WELLNESS

Driven by rising consumer demand for natural health products and traditional medicine, the global Reishi Mushroom Supplements market is forecast to double from $1.2 billion in 2024 to $2.5 billion by 2033, presenting marketers with high-growth opportunities particularly in Asia-Pacific and North America.

Influencer Corner 📣

Video ads aren’t just about audience. They’re about context and timing | ClickZ.com

At POSSIBLE 2025, Gary Mittman, CEO of KERV.ai, joined Anna Peggram to explain why shoppable video is finally getting real traction and what needs to change in how we measure engagement. Key takeaways:

1. Stop guessing attention. Track action: Clicks, scans, and interactions matter more than inferred “attention.” Measure what people do, not what you think they saw.

2. Context is the new creative: If someone just watched a cooking show, don’t serve them a generic ad. Use real-time content recognition to deliver something relevant and shoppable.

3. AI doesn’t need taxonomies: Most ad systems still use categories built for humans. KERV leverages AI to match creative to content without rigid labels and that’s what makes the experience seamless.

Optimization Hub ⚙️

DATA-DRIVEN MARKETING

Integrating marketing and data engineering through unified data platforms and real-time analytics enables marketers to access high-quality, actionable data, reduce silos, and personalize customer experiences at scale. Prioritizing data quality, identity resolution, and AI-driven insights enhances campaign effectiveness and operational efficiency for forward-thinking organizations.

SOCIAL MEDIA MARKETING

Meta groups its ad measurement tools for Facebook and Instagram into four core categories—Attribution solutions, Experiments, Modeling, and Custom Analytics—each tailored to different business needs and levels of complexity. Marketers are urged to match tool selection with clear, top-down objectives to maximize campaign efficiency and ROI. As Meta’s automated ad delivery advances, robust measurement becomes essential for understanding campaign impact and driving results.

INNOVATIVE VIDEO ADVERTISING

Google expands its CTV ad reach through new partnerships with Netflix, NBCUniversal, Disney, Tubi, and Spotify, plus dynamic retail media integrations. Enhanced AI tools now deliver personalized inventory suggestions and campaign support, improving ROI. With YouTube dominating streaming watch time, these updates offer marketers direct, measurable access to massive, engaged audiences.

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