Nutrition Integrated

❗As the EU has entered a new policy cycle the sports and active nutrition industry is facing regulatory challenges. Over the past five years, the European Commission introduced a series of policy initiatives impacting the marketing and composition of sports foods and it now remains to be seen whether and how the new decision makers will pick up these developments. 💻The European Specialist Sports Nutrition Alliance (ESSNA) has recently hosted a webinar on the regulatory future of sports foods in EU. Moderated by Nick Morgan, Managing Director at Nutrition Integrated, the online event featured ESSNA’s Vice Chair, Claudia Mucciardi, from Nutrabolt, regulatory expert on all things #sportsnutrition.  🔗Click on the link in the comment to find out more and watch the webinar.

Wahoooo! It's nearly the end of the year 🙌 So we thought we’d jump on the 'year in...' bandwagon, because sometimes it’s good to remind yourself what’s been going on before diving headfirst into 2025. So here’s our most popular stories from the last 12 months 👇 Enjoy!

We talked recently about the #GLP-1 nutrition support that has been making waves in weight loss. And we thought we went down the rabbit hole and into a parallel universe with companies like Nestle setting up companion product websites so that people taking GLP-1 medications can shop their supplements to complement the weight loss journey. We were wrong. In the US, there are entire walls in shops (in this case Vitamin Shoppe) dedicated to GLP-1 nutrition. Mostly companion products; so existing products re-positioned as important for GLP-1 users. What do you think? Is the real reason to target GLP-1 users with companion products to help them become healthier or is it because they’re a new group of consumers ripe for the picking? Or is it simply that by their very nature, GLP-1 drugs blew the active nutrition landscape wide open, and brands are simply reacting by reorienting themselves to the new wave of consumers?

#Proteincereal is definitely a thing. Although it's not as big as the sweet-but-fortified, eye-grabbing cereals that still reign supreme in the grocery aisles in the US (and the UK and Europe), it is gradually beginning to hold its own with a footprint that's steadily evolving as it taps into consumers' pre-established habit of eating cereal — just with an additional hit of protein. It is significantly more expensive with some brands retailing at $8.99 per box, but what price do we put on being 'better for you'?

Another fun fact for you: our Nick loves a trip to the nutrition aisles of a shop (he's even been known to spend five minutes straightening up our clients' products so they look their best). And his recent trip to the States was no different. So this week we're bringing you some of his favourite finds from across the pond. First up, a nod to innovation by communication and a category setting the example is in hydration, specifically the non-alcoholic social tonic by hiyo. Look at the packaging. In a picture showing an aisle dedicated to different drinks, you can't help but zero in on this product. The messaging is also on point: "Mindful social tonics crafted with organic adaptogens, natural nootropics, and functional botanicals to elevate your mood and empower you to be truly happy in your own." Hiyo has nailed innovation by communication, and it's good to see how effective it is in stores 👌

What is a flavour maturity profile? 🤔 Quite simply, it considers which of the flavours available are established and frequent, atypical and novel (such as special editions and country-specific flavours). And it differs massively between products too. Take a look at the FMP of whey protein and collagen here: https://lnkd.in/eUJ8wbVM

Christmas is here for Team NI 🥳🎄 Yesterday we spent the day in Manchester, eating lots, scavenger hunting around the Christmas markets for a variety of things including the tiniest Santa and the biggest sausage, and playing darts 🎅🌭🎯 Anyone else already in the festive spirit? Marcin Zelewski Daniel Watt Hannah McLaughlin Hannah Stirling Nick Morgan

#ICYMI 👇

And now a little something from us to you (an actual freebie!), in the spirit of Black Friday, and also continuing to geek out on our flavours work 🤓 You can now download this week's Insights on flavours for free - usually only available to platform subscribers. Click below to find out... - How many flavours per product - All about non flavour tags and what these actually are - Product examples - What a flavour maturity rating profile is - Comparisons of competitor product flavour profiles - Insights into single vs combination flavours What are you waiting for?! 👀 Download now ➡ https://lnkd.in/eUJ8wbVM

When we talk about the importance of capturing the nuances of flavours, this is why 👇 And this is only pre-workout flavours! There's so much more to it than just chocolate or vanilla 🤯 #SportsNutrition #ActiveNutrition #Preworkout #Flavours