By Sean Moloughney, Editor04.04.23
U.S. consumers spent more than $2.6 billion on gummy supplements in 2022, according to SPINS data. One of the biggest concerns with gummies, however, has been typically high sugar content.
Looking to meet consumer demand, SmartyPants Vitamins has debuted Sugar Free Multi & Omegas gummy multivitamins, which are available in Kids, Women’s, and Prenatal varieties.
“The main distinguishing feature is that we also have no sugar alcohols,” said Jeff Wong, vice president of marketing. “The reason for that is we know about digestive issues with sugar alcohols.”
Sweetened with plant-derived monk fruit and allulose, SmartyPants’ Sugar Free line also includes omega-3 ALA essential fatty acids sourced from flaxseed oil and vitamin D3 for immune support.
SmartyPants Kids Sleep, for children 4 years and older, is also now available as a sugar-free supplement designed to help children fall asleep and stay asleep for longer. It contains 0.5 mg of melatonin, 15 mg of chamomile extract, and 10 mg of lemon balm extract.
All SmartyPants products are non-GMO and third-party lab tested for purity, potency, and safety, the company noted.
Acquired by Unilever in 2020, SmartyPants has benefited from robust data and R&D support to help accelerate growth, Wong said.
“The macro issue we’re trying to solve is nutrient deficiency,” he said, noting that “92% of adult Americans are deficient in at least one vitamin or mineral.”
Gummies make nutrients more accessible to a broader consumer set, and can increase compliance, he added. Of course, they also need to taste good.
“At the end of the day it’s about identifying consumer needs. More than 50% of Americans are actively trying to avoid sugar,” Wong said.
The new line holds true to that ethos, he added. It’s “smart” because, “We have a scientific advisory board helping to ensure we have the latest science and are building that into our formulations.”
It’s also “simple” in that the product needs to be delicious for picky eaters.
And lastly, “We stay true to our values by doing right for the consumer and for the world around us,” said Wong, noting the company’s partnership with Vitamin Angels.
Since its founding in 2011, for every bottle sold, SmartyPants has made a 1 for 1 nutrient grant to someone in need through Vitamin Angels, which works with local partners around the world to provide vitamins and minerals to pregnant women, mothers, and children under 5. With the help of its customers, SmartyPants has fulfilled more than 18 million nutrient grants as of May 2021.
The SmartyPants Sugar Free Multi & Omegas supplement line is now available on Amazon, Target.com and in select Target locations.
Looking to meet consumer demand, SmartyPants Vitamins has debuted Sugar Free Multi & Omegas gummy multivitamins, which are available in Kids, Women’s, and Prenatal varieties.
“The main distinguishing feature is that we also have no sugar alcohols,” said Jeff Wong, vice president of marketing. “The reason for that is we know about digestive issues with sugar alcohols.”
Sweetened with plant-derived monk fruit and allulose, SmartyPants’ Sugar Free line also includes omega-3 ALA essential fatty acids sourced from flaxseed oil and vitamin D3 for immune support.
Formulations: Addressing Nutrient Deficiency
The new product line includes: Kids Multi & Omegas, formulated with 16 nutrients in strawberry banana flavor; Women’s Multi & Omegas for daily nutrition support, formulated with 19 nutrients in orange flavor; and Prenatal Multi & Omegas to support the health of mom and baby, formulated with 19 nutrients in lemon flavor.SmartyPants Kids Sleep, for children 4 years and older, is also now available as a sugar-free supplement designed to help children fall asleep and stay asleep for longer. It contains 0.5 mg of melatonin, 15 mg of chamomile extract, and 10 mg of lemon balm extract.
All SmartyPants products are non-GMO and third-party lab tested for purity, potency, and safety, the company noted.
Acquired by Unilever in 2020, SmartyPants has benefited from robust data and R&D support to help accelerate growth, Wong said.
“The macro issue we’re trying to solve is nutrient deficiency,” he said, noting that “92% of adult Americans are deficient in at least one vitamin or mineral.”
Gummies make nutrients more accessible to a broader consumer set, and can increase compliance, he added. Of course, they also need to taste good.
“At the end of the day it’s about identifying consumer needs. More than 50% of Americans are actively trying to avoid sugar,” Wong said.
'Smart, Simple, and True'
The new sugar-free line has “all the components we’ve been known for,” including high-quality ingredients, said Wong. “The three key pillars of our business are smart, simple, and true.”The new line holds true to that ethos, he added. It’s “smart” because, “We have a scientific advisory board helping to ensure we have the latest science and are building that into our formulations.”
It’s also “simple” in that the product needs to be delicious for picky eaters.
And lastly, “We stay true to our values by doing right for the consumer and for the world around us,” said Wong, noting the company’s partnership with Vitamin Angels.
Since its founding in 2011, for every bottle sold, SmartyPants has made a 1 for 1 nutrient grant to someone in need through Vitamin Angels, which works with local partners around the world to provide vitamins and minerals to pregnant women, mothers, and children under 5. With the help of its customers, SmartyPants has fulfilled more than 18 million nutrient grants as of May 2021.
The SmartyPants Sugar Free Multi & Omegas supplement line is now available on Amazon, Target.com and in select Target locations.
