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Nutripower | The first female-founded sports nutrition brand

Plus, MNLY's AI-driven platform enhances men's health with at-home testing

Author

Sophie Bruxner-Randall
July 09, 2025

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

Editor’s Pick ✨

At MadFest last week, Rory Sutherland reminded the room what too many boardrooms forget: not everything valuable can be measured up front.

“Marketing should be treated like R&D, not procurement,” he said — urging brands to value discovery, not just efficiency.

His metaphor? Bees. Some follow a known path (performance), others go exploring (brand). Without the explorers, the hive starves.

While it’s a compelling argument in theory, the practical realities of brand-building can be tough for marketers. The biggest challenge? Proving it’s working. Without clear evidence of impact, securing budget for top-of-funnel campaigns can be next to impossible.

This tension echoed across sessions — but especially in our conversations with Fospha, who are helping brands tackle this head-on. Their new Glow research reveals how early indicators like branded search and engaged site visits serve as predictive signals of future revenue — giving marketers the proof they need to protect and scale brand investment.

At a time when finance demands certainty and marketing needs freedom, this might just be the measurement rethink the industry’s been waiting for.

Sector Spotlight 🎥

BEAUTY SUPPLEMENTS LAUNCH

Jupiter Neurosciences has launched Nugevia GLO, a supplement designed to enhance skin hydration, cellular defense, and collagen integrity, using cutting-edge technology for bioavailability. Targeted at the $8 trillion longevity market, this product exemplifies the company's shift to consumer wellness via eCommerce. It offers marketers opportunities to engage in health-focused narratives.

MEN'S HEALTH INNOVATION

MNLY's AI-driven platform offers personalized men's health solutions by integrating at-home diagnostics with a custom health plan, significantly reducing wait times compared to traditional telehealth.

This innovation allows marketers to explore strategic partnerships and community engagement, as seen in their Hyrox collaboration, achieving direct audience access and cost-effective customer acquisition.

INNOVATIVE PRODUCT LAUNCH

Selfish Supps is the first female-founded sports nutrition brand available at Boots, designed specifically to address the overlooked needs of women in a male-focused market.

This launch is significant as it highlights a growing market segment, showcasing products tailored for women's unique health, performance, and dietary requirements. With a range of vegan, gluten-free, and attractive flavored supplements, it offers actionable insights for marketers in targeting female consumers through inclusive product innovation.

Optimization Hub ⚙️

SOCIAL MEDIA STRATEGY

Currys has effectively leveraged its social media presence, particularly on TikTok, to engage with a younger demographic, increasing brand preference to 26% compared to 21% three years ago. This strategic engagement is pivotal for marketers looking to penetrate Gen Z markets, providing actionable insights into effective social media adoption. Currys' success demonstrates the potential for targeted digital strategies to enhance brand equity in competitive industries.

AFFILIATE MARKETING

Amazon has doubled influencer commissions for its Prime Day period, running from July 1 to July 20, offering specific increases in 13 product categories, such as beauty and jewelry. This move aims to motivate influencers to enhance sales during the expanded four-day Prime Day event, presenting significant earning potential for marketers involved in content creation.