Nutrigums' Vitality Series launched with a Liver Support Gummy with a science-backed blend of choline, Vitamin C and E, and milk thistle. For the kickoff of this new supplement series, Nutrigums opted for a liver support product because of its appeal across everything from energy and digestion to metabolic health.
This targeted wellness product, and Nutrigums' evolving strategy, comes in response to a 2025 cross-market study that showed about half of consumers—and two-thirds of Gen Z and Millennials—purchased functional nutrition products in the last year. "Consumers are no longer satisfied with generic wellness products," said Fabian Whittingham, co-founder of Nutrigums. "They want targeted solutions, transparent ingredients, and formats they’ll actually stick with. The Vitality Series offers a more premium option at an affordable price tag."
Targeted Liver Support Gummies
Nutrigums' Vitality Series Launched with a Science-Backed Blend
Trend Themes
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Targeted Functional Gummies — The popularity of organ-specific chewables points to product formats that combine clinically dosed compounds with palatable delivery methods for sustained daily use.
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Ingredient Transparency Premiumization — A shift toward clear labeling and premium positioning signals opportunity for provenance verification, standardized dosing claims, and third-party-backed quality tiers in mass-market supplements.
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Youth-driven Personalized Wellness — High adoption among Gen Z and Millennials reveals demand for personalized regimens that integrate lifestyle preferences, targeted benefits, and social-native brand experiences.
Industry Implications
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Nutraceuticals — Growing interest in science-backed blends like choline and milk thistle suggests room for R&D-driven product lines that blur the line between pharmaceuticals and supplements.
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Food-tech Confectionery — The crossover of confectionery formats and functional ingredients indicates potential for novel manufacturing techniques that ensure stability and bioavailability in appealing formats.
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Digital Health Platforms — Consumer desire for targeted solutions implies integration opportunities for apps and services that recommend, monitor, and optimize supplement use based on personal data.