The company has unveiled versions of its base SuperGreens formula that include multivitamins and collagen. Other new offerings include an ‘energizer’ product, an ‘alkalize & detox’ product, as well as a new line of gummies.
Standing out from crowd
This is reminiscent of how multivitamin products first started to differentiate, first with additional ingredients, such as blends of polyphenols, then with condition-specific and life-stage specific products. Just as with the first multivitamins, the ‘greens’ category is becoming crowded, prompting companies to find new ways to stand out from the pack.
"In addition to the incredible organic superfoods found in our original Organic SuperGreens, the new Organic SuperGreens formulations provide powerful superfoods that target specific wellness goals," said Ancient Nutrition CEO Jordan Rubin.
Another example of ‘greens’ differentiation came in mid July when a Texas-based supplement developer aimed at an immune health positioning for its superfoods offering that adds a mixture of greens, berries and mushroom extracts to a base of Kyowa Hakko’s IMMUSE postbiotic ingredient.
Supplement manufacturer BIOHM is also competing hard in the sector with a Super Greens product that includes 15 CFUs of a probiotic blend. The company also manufactures a ‘Super Reds’ product, which is a similar idea based on — you guessed it — red rather than green ingredients.
Regenerative agriculture
Ancient Nutrition also made news in the fall when it announced it had achieved Regernative Organic Certified status on its farms in Tennessee and Missouri, which was a first in both states.
The certification is offered by a group known as the Regenerative Organic Alliance, a non profit association that includes the Rodale Institute, Dr. Bronner’s and Patagonia, whose mission is to foster the agricultural approach around the world. The group has certifications in place for farming operations in a number of US states and Canada, as well as for farms in Central and South America, Africa and India.