Aurora Mornings is a NYC health and wellness company founded by Tom Mucklow, who partnered with leading nutritionists and herbalists to create a line of supplements and breakfast products to offer consumers healthy chemical-free options to help them prepare for the day ahead.
The company currently offers two products: Morning Light and Morning Defense. The first product contains six apoptogenic herbs, which are combined with vitamin B complex to offer a boost of long-lasting plant-based energy to get users out of the groggy headspace so many experience when first waking up.
Aurora's Morning Defense meanwhile helps to protect the immune system against stress with a combination of vitamins, including zinc, selenium, turkey tail mushroom, and vitamins C and D.
Image Credit: Aurora Mornings
What's Driving This Trend
- Plant-based Supplements
- There is an opportunity to develop more plant-based supplements as consumers shift towards healthier and chemical-free options.
- Apoptogenic Herbs
- Incorporating apoptogenic herbs into wellness products may be a disruptive innovation opportunity in the health and wellness industry.
- Long-lasting Energy Boost
- Developing supplements that offer a sustained energy boost using natural ingredients can appeal to consumers looking for safe and healthy ways to start their day.
Who This Affects Most
- Health and Wellness
- The health and wellness industry can benefit from the rise of plant-based supplements and products that incorporate apoptogenic herbs.
- Nutritional Supplements
- There is an opportunity to innovate in nutritional supplements by using natural ingredients, such as apoptogenic herbs and plant-based sources.
- Food and Beverage
- Food and beverage companies can develop breakfast products that offer sustained energy and immune system support using natural and healthy ingredients such as vitamins and mushrooms.
