With their latest launch, long-time nutritional supplement brand, Shaklee, is looking to shake up the wellness space. Their prediction? Wellness in 2024 is going to be all about experiences.
What’s New for wellness in 2024?
“There are so many pills to take,” explains Dr. Erin Barrett, PhD Nutritional Biochemistry, and director of product innovation and scientific affairs at Shaklee. “We’re really seeing consumers want something more from their wellness than just a handful of supplements to take every day. They want to make their wellness intentional and experiential.”
That means swapping capsules for things that involve a little ritual, like making a cup of tea. The idea being that these more intentional and time-consuming moments connect the consumer to the experience of wellness, a much stronger connection than just taking a capsule in the morning.
“The form factor of how we’re getting these nutrients is really what we think is going to change in 2024,” Dr. Barrett says. “There’s going to be a transition from tablets to things like drink mixes and gummies, which Shaklee is leading the way with. We really wanted to lean into the creativity here and create something that could reach anyone, not just someone who typically takes a lot of nutritional supplements.”
Shaklee’s Latest Launch Predicts Top Wellness Trend
To meet the moment, Shaklee has launched a collection of experience-based supplements made to multi-task critical areas of health and wellness while creating a delicious, intentional moment of enjoyment. With offers ranging from a sweet vanilla latte packed with collagen and amino acids for the perfect wake up call, to a strawberry gummy featuring ashwaghanda and saffron for a mood-boosting pick-me-up.
“The goal was to have two benefits that really compliment each other,” Dr. Barrett explains. “So, the vanilla latte, which we call Up & Glowing, focuses on energy and beauty, with natural green tea to wake you up and collagen as well as all nine essential amino acids and biotin.”
Along the same lines, Gut & Go, a lightly flavored raspberry drink, tackles both gut health and regularity by balancing proboitics, fiber and prebiotics. Flora & Flo, the only capsule in the launch, also uses probiotics to promote vaginal and urinary tract health, while binding agents take up bad bacteria to prevent UTIs.
Cheer Up & Chill Out balances stress-minimizing ingredients, like ashwaghanda, with mood-boosting B vitamins, and employs L-theanine to make the effects work quickly.
“Rest & Rewind is our sleep and anti-aging tea,” Dr. Barrett says. “It uses magnesium and 5HTP as an alternative to melatonin, as well as a patented blend of antioxidants for anti-aging and to really restore you during that rest.”
