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  • Nutripower | Sensory Cues Drive the Next Big Thing in Functional Food and Drink

Nutripower | Sensory Cues Drive the Next Big Thing in Functional Food and Drink

Plus, Young Entrepreneur Mickey Koedding Launches Fortitude Supps for Quality Supplements

Author

Zihan Lyu
July 23, 2025

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

Attribution Angle 🎯

The Biggest Mistake This Agency Sees 😬 | Jamie Bolton

Dan Sava from Neon Growth breaks down why so many brands are trapped in a cycle of over-investing in bottom-of-funnel (BOF) tactics.

The root cause? Overreliance on Last Click attribution — a model that ignores how awareness and consideration channels influence the final conversion. When only the last interaction gets credit, BOF looks like the hero. But it’s a distorted view that leads to skewed budgets and missed growth opportunities.

To truly grow, marketers need clarity across the full customer journey. That means measuring impact at every stage — from brand discovery to final conversion — and understanding how channels work together, not in isolation.

👉 Ready to measure the full funnel and grow?

Sector Spotlight 🎥

FUNCTIONAL INNOVATION INSIGHTS

Flavor and color significantly impact consumer choices in functional foods and beverages, with sensory cues subtly steering preferences for health-related benefits. As these elements quietly mold purchasing decisions, marketers must design products that cater to visual and taste appeal to succeed in the competitive wellness market.

ECOMMERCE INTEGRATION

Beastlife is enhancing its eCommerce capabilities by integrating Unicommerce's technology suite, aiming to streamline inventory and order management efficiently. This move supports their expansion strategy, meeting increased demand for sports nutrition and bodybuilding supplements across India.

EXCLUSIVE LICENSING DEAL

Shaklee Corporation has secured an exclusive license for Liquid BioCell Collagen from BioCell Technology, enhancing its product line with a clinically validated ingredient that supports skin, joint, and connective tissue health.

This collaboration reinforces Shaklee's commitment to providing scientifically backed wellness products, appealing to health-conscious consumers looking for effective supplements. This move strategically positions Shaklee in the wellness industry, promising significant marketing opportunities and product expansion.

SUPPLEMENT INNOVATION

Mickey Koedding, a 21-year-old founder, launches Fortitude Supps with a clear focus on transparency and quality in a market plagued by deceptive claims. His brand offers all-natural supplements, eliminating fillers and artificial additives, aligning with consumer demand for authentic, effective products.

For marketers, Fortitude Supps exemplifies a strategic focus on consumer trust and product integrity, highlighting opportunities for brands to differentiate through authenticity and quality.

Optimization Hub ⚙️

RETAIL ANALYTICS

Leveraging AI and first-party data revolutionizes in-store retail media measurement, enabling precise targeting and actionable insights. Marketers now have the tools to analyze shopper engagement with campaigns, directly connecting them to sales and refining strategies in real time. With the integration of advanced analytics, marketers can optimize the full customer journey, making in-store media more strategic and effective.

ECOMMERCE MARKETING

The weekly Google Ads audit checklist offers eCommerce marketers a structured, detailed approach to optimizing ad accounts, monitoring core performance metrics, and addressing disapproved products. By focusing on various performance levels and time frames, marketers can identify and address trends, ensuring efficient budget allocation and better campaign results.