Vitamins & supplements player Vitabiotics has added Ultra Mushroom gummies to its premium Ultra Botanicals range.
The first gummies in the Ultra Botanicals lineup, the NPD (rsp: £19.95/60) offers “a high potency blend of six mushroom extracts, combined with essential B vitamins and zinc”.
It features lion’s mane, chaga, maitake, reishi, cordyceps and tremella mushrooms. They are joined by niacin (vitamin B3), pantothenic acid (vitamin B5), vitamin B12 and zinc. Vitamins B3, B5 and B12 support energy release, while B3 and B12 also contribute to psychological function, and zinc supports cognitive and immune system function.
The blackcurrant-flavoured Ultra Mushroom complex is vegan and free from preservatives, artificial colourings and sweeteners.
The gummies had “been formulated to provide a source of six mushroom extracts alongside key vitamins and minerals”, said Melissa Cohen, head of nutrition at Vitabiotics. “Lion’s mane, chaga, maitake, reishi and tremella extracts are derived from 100% fruiting bodies, which are the most potent part of the mushroom, packed with active compounds.
“This new product in a gummy format offers an accessible way to complement a varied, balanced diet and help support everyday wellbeing.”
The launch follows the March debut of Vitabiotics Ultra Magnesium Gummies – which provide 300mg of magnesium, along with 100% of the recommended daily dose of vitamin B6.
It came in response to “rising consumer demand for magnesium supplements in different forms”, Vitabiotics said at the time. The increased demand reflected “awareness of magnesium’s role in supporting many areas of health and wellbeing including the nervous system, muscle function and to help reduce tiredness and fatigue”.
Gummies are arguably the most on-trend area of the vitamins & supplements market, garnering interest from consumers, retailers, suppliers and investors. In April, Unilever acquired US gummy supplements maker Grüns – in a deal that marked “another step in optimising Unilever’s portfolio towards premium and high growth spaces”.
In recent months Grass & Co, Tonic Health and Trip have been among the brands to have added gummy lines to their wellness-focused portfolios.
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