In this episode:

• Opella, the consumer healthcare company behind Allegra and Dulcolax, is explicitly shifting to FMCG-style brand-building — high-reach, entertainment-led campaigns — raising real questions about how OTC brands maintain regulatory credibility while chasing consumer reach.
• Kratom is being sold across European wellness channels on anti-ageing and energy claims with zero EFSA-approved health claims and no EU novel food authorisation, with Italian outlet Il Fatto Alimentare flagging documented risks including dependency and toxicity.
• A new study found that higher sugar intake during antibiotic courses amplifies gut microbiome disruption and increases growth of potentially harmful bacteria, giving probiotic and gut health brands a timely, evidence-based hook for microbiome recovery positioning.
• Fibre and gut health brand BelliWelli launched into Walmart with a culture-first playbook — celebrity cameos, fashion brand collaborations, and giveaways — deliberately leading with lifestyle relevance over health claims to drive trial at mass retail scale.

The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day.

Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us.

Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily

In this episode:

• New research warns that different forms of vitamin D supplementation produce meaningfully different outcomes in the body, directly challenging the 'vitamin D is vitamin D' narrative that underpins much of Europe's mass-market supplement marketing.
• Dr. Max pharmacies in Italy are offering free in-store vitamin D testing framed around menopause health awareness, using clinical diagnostics as a footfall and supplement conversion tool.
• Dutch wellness brand Rituals will invest €20 million in youth mental wellbeing programmes between 2026 and 2028 through its '10% Profit for Impact' initiative, repositioning itself as a social impact platform rather than a product brand.
• New functional candy brand GLiTCH is deliberately hiding its protein credentials behind a candy-first identity, betting that taste-forward positioning drives broader adoption than overt functional or sports nutrition messaging.

The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day.

Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us.

Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily

In this episode:

• Rituals will invest €20 million in youth mental wellbeing programmes between 2026 and 2028 through its '10% Profit for Impact' initiative, marking one of the largest brand-led mental health commitments from a European wellness company to date.
• Publicis Health argues health marketing is structurally shifting from awareness broadcasting to consumer navigation, urging brands to rebuild content, CRM, and retail touchpoints as decision-support tools rather than claim-making channels.
• Functional candy brand GLiTCH, founded by Cameron Gawley, deliberately buries its protein credentials behind bold candy aesthetics, betting that taste-first positioning will outperform functional-first messaging in the crowded protein snack market.
• Italian food safety publication Il Fatto Alimentare warns that kratom's growing anti-ageing and mood-enhancing wellness claims lack clinical evidence and carry documented health risks including dependency and liver toxicity, calling for stricter EU regulatory action.

The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day.

Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us.

Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily

In this episode:

• New research warns that a widely used molecular form of vitamin D may carry an unexpected negative effect, creating a formulation credibility moment for supplement brands whose EFSA-authorised claims have never required form transparency.
• PepsiCo is launching two new Poppi lines — Lift targeting energy and Chill targeting relaxation — transforming the prebiotic gut health brand into a multi-functional beverage platform and bringing it into direct competition with specialist cognitive and mood drink brands.
• French startup Edonia, backed by EIT Food, has raised €15 million to scale a whole-food microalgae protein ingredient, positioning it as a minimally processed alternative to the ultra-processed plant-based meat formats that have lost consumer trust.
• The first human trial of cellular reprogramming as a longevity intervention has produced encouraging early results, moving the approach — previously associated with Silicon Valley billionaires like Bryan Johnson — closer to clinical legitimacy.

The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day.

Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us.

Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily

In this episode:

• Canada's Weston family has agreed to acquire Boots and its associated businesses for £6.7bn, one of the largest health and beauty retail transactions in European history, with ranging reviews and renegotiated terms likely to follow for brands across its 2,200+ UK stores.
• BelliWelli CEO Katie Wilson is using celebrity cameos, fashion brand partnerships, and consumer giveaways to position the gut health fiber brand as a cultural object rather than a functional supplement, aiming to cut through brutal competition on Walmart shelves.
• A new study found that higher sugar intake during antibiotic courses was linked to significantly greater gut microbiome disruption and increased growth of harmful bacteria, creating a science-backed consumer education moment for probiotic and prebiotic brands.
• Dr. Max pharmacies in Italy are offering free vitamin D tests tied to menopause awareness, directly linking a supplement category to a high-priority life stage and signaling a scalable model for brands targeting the perimenopause and menopause segment across Central and Eastern Europe.

The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day.

Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us.

Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily

In this episode:

• Opella, the consumer health company behind Dulcolax and Allegra, is rebuilding its media strategy around FMCG brand-building principles — investing in social, creator partnerships, and culturally driven campaigns rather than traditional pharma-style clinical advertising.
• A new study found that sleeping near Hinoki root essential oil — derived from a Japanese cypress tree — was associated with fewer nighttime awakenings and better morning alertness, with brain-wave data used to support the findings.
• The Giant Company has launched structured in-store tours specifically for customers using GLP-1 medications such as Wegovy and Ozempic, guiding them toward food and supplement choices suited to their changed appetite and nutritional needs.
• Leading US nonprofit hospital systems are opening dedicated longevity clinics offering personalised health assessments, advanced biomarker testing, and supplement recommendations at price points ranging from $5,500 to $45,000 per programme.

The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day.

Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us.

Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily

In this episode:

• New oncology research shows a vitamin D analog can break down the protective stromal barrier surrounding pancreatic tumours, adding clinical depth to vitamin D's biological story without making any cancer claim.
• Once Upon a Farm, the celebrity-backed organic kids' food brand, is launching organic electrolyte powder blends as part of a deliberate cradle-to-childhood lifecycle nutrition strategy, targeting a white space adult brands like LMNT and Liquid I.V. have left open.
• Retail Dive reports that GLP-1 drug users are forcing systemic changes across retail categories including apparel and grocery, with supplement brands well-placed to address the protein, micronutrient, and muscle-preservation gaps created by reduced food intake.
• A two-year randomised clinical trial of 493 adults found diet soft drinks were as effective as water for weight loss, directly challenging consumer scepticism about artificial sweeteners and giving functional beverage brands significant new credibility.

The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day.

Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us.

Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily

In this episode:

• A small clinical trial found high-dose vitamin B3 (niacin) kept 82% of glioblastoma patients alive when used alongside standard treatment, giving supplement brands a credible — if carefully navigable — new science story for thought leadership content.
• A meta-analysis of 16 clinical trials found omega-3 supplementation produced modest but real cognitive performance gains in children with ADHD, giving children's nutrition brands a more targeted, evidence-backed angle than broad 'brain health' claims.
• New research found that specific mulberry compounds can remodel the gut microbiome and support metabolic function, with synergistic effects from compound combinations signalling a differentiation opportunity for early-mover gut health brands in Europe.
• Canadian dairy giant Saputo has created a standalone ingredients division focused on whey protein, a structural supply-side shift that could affect pricing and ingredient availability for sports nutrition and functional food brands over the medium term.

The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day.

Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us.

Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily

In this episode:

• A phase 2 clinical trial found daily Vitamin C supplementation was associated with lower mortality in patients with precancerous or low-risk blood cancers, giving science-led brands credible new evidence beyond immune health positioning.
• A large health-records analysis found glucosamine users had a 25% higher likelihood of progressing from mild cognitive impairment to full Alzheimer's dementia — an observational finding that will pressure joint supplement brands across European pharmacy and health retail to prepare communications responses.
• Walmart is creating a permanent dedicated 'Mood & Mind' in-store section for cognitive and emotional wellness beverages, one of the largest retail commitments to the category to date and a signal that will influence European buyer decisions.
• Women's supplement brand Perelel Health has reached a $100 million annual run rate and hired the former Rare Beauty CMO, signalling that prestige beauty brand-building talent and techniques are migrating into the supplement sector.

The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day.

Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us.

Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily

In this episode:

• Walmart has created a permanent named shelf set called 'Mood & Mind' for functional beverages targeting emotional and cognitive wellbeing, giving the category its biggest mass-market retail visibility moment to date.
• The UK's Food and Drink Federation has publicly warned that frequent health policy shifts and rising regulatory costs are deterring manufacturers from investing in healthier product reformulation and innovation.
• The Canadian Weston family is reportedly close to acquiring Boots, which operates over 2,200 stores across the UK and Ireland and is a primary retail channel for supplement, skincare, and wellness brands.
• Germany's Max Rubner-Institut has launched a new database enabling significantly more precise calculation of protein content in foods, with direct implications for nutritional labelling and health claim substantiation in sports nutrition and functional food markets.

The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day.

Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us.

Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily

In this episode:

• Superdrug is launching 24/7 delivery across 8,000 products in London via Just Eat, starting in Brixton and Kingston — giving supplement brands with a Superdrug listing a permanent impulse-purchase window for the first time.
• Arla is expanding manufacturing capacity for skyr and cottage cheese at its German facilities to meet surging European protein demand, putting affordable, grocery-shelf dairy in direct competition with dedicated supplement and protein snack brands.
• Drink sales across Europe's six largest grocery markets grew 2.9% last year driven entirely by value, not volume, as shoppers cut alcohol and traded up into functional and wellness-positioned beverages — a structural spending shift, not a fad.
• Grindr is acquiring LGBTQ+-focused digital healthcare platform Freddie Health for $250 million, embedding PrEP access and sexual health services directly into its existing user base and creating a community-specific direct-to-consumer health channel.

The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day.

Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us.

Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily

In this episode:

• Huel was formally reprimanded by the UK Advertising Standards Authority after an online video was ruled irresponsible for containing unauthorised health claims, setting a public precedent for functional nutrition brands across the UK.
• New research found that mulberry-derived compounds reshape the gut microbiome to support intestinal health and metabolism, with synergistic compound combinations pointing toward dual-action formulation potential for supplement and functional food brands.
• The founders of sauna franchise SweatHouz and the P90X fitness programme are jointly launching a brain health 'daydream studio' concept, backed by Atlanta-based Founders Row, signalling a major operator shift from body to cognitive wellness experiences.
• The intoxicating hemp beverage category has hit an estimated $300 million in sales, with category data showing relaxation and stress relief — not recreation — as the dominant consumer motivations driving purchases.

The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day.

Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us.

Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily

In this episode:

• Unilever Wellbeing has publicly named GLP-1 drug adoption and AI-driven health data as the two structural forces behind its strategy to treat beauty and wellness as a single integrated category, not adjacent ones.
• GLP-1 manufacturers including the makers of Ozempic and Wegovy are deliberately replacing the word 'patient' with 'customer' and repositioning their drugs as lifestyle products, directly competing with the emotional territory premium wellness supplements have owned for a decade.
• Bayerische Milchindustrie, one of Germany's largest dairy cooperatives, is launching a high-protein cheese range onto mainstream German supermarket shelves, bringing established dairy infrastructure into direct competition with specialist protein food brands.
• Morrisons has begun selling off its in-store pharmacy estate as part of a grocery-focused turnaround, removing a significant UK retail channel for supplements, vitamins, and OTC wellness products from one of Britain's largest supermarket chains.

The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day.

Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us.

Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily

In this episode:

• A large health-record analysis found glucosamine users face a 25% higher likelihood of progressing from mild cognitive impairment to full dementia, putting serious reputational pressure on one of Europe's best-selling joint supplements.
• McDonald's has announced an $8B-plus strategic investment that explicitly redesigns its menu for GLP-1 drug users seeking smaller portions and higher protein density — the first global fast food chain to publicly name Ozempic-era consumers as a core audience.
• A topical senolytic compound cleared aged skin cells in older mice, dramatically accelerating wound healing and reversing biological ageing markers — adding scientific momentum to the quercetin and fisetin ingredient category already in European longevity supplement pipelines.
• Impossible Foods has entered UK retail grocery for the first time with a new plant-based protein range, making a high-stakes bet on health-positioned products in one of Europe's most competitive grocery markets amid wider category decline.

The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day.

Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us.

Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily

In this episode:

• A meta-analysis of over 153,000 adults finds calcium and vitamin D supplements, alone or combined, offer little protection against fractures or falls, directly threatening one of the supplement industry's largest revenue categories.
• New research shows nearly one in six children taking GLP-1 drugs including Ozempic and Saxenda develop nutritional deficiencies due to appetite suppression, opening an unclaimed white space for paediatric micronutrient brands.
• Little Spoon, the US DTC baby and kids food brand, is launching its first daily multivitamin, using parental trust and existing DTC infrastructure to cross from food into the higher-margin supplement category.
• Arizona Attorney General Kris Mayes is suing Botanic Tonics, maker of the Feel Free kratom shot brand, for illegal marketing, escalating regulatory pressure on the functional botanical beverage category with likely implications for EU novel food scrutiny.

The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day.

Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us.

Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily

In this episode:

• McDonald's announced an $8B+ menu and strategy overhaul explicitly framed around GLP-1 drug adoption, signalling that nutrient-dense, smaller-format products are now a structural market requirement for all food and supplement brands.
• New research published in Science Daily found that a topical senolytic compound cleared senescent 'zombie' cells in older mice, significantly accelerating skin wound healing and raising the scientific bar for ingredient claims in longevity skincare.
• Kroger is drawing a hard line on pricing with Red Bull — one of the world's most dominant beverage brands — exposing a structural shift in retailer-brand power dynamics that European functional drink and supplement brands entering retail must plan for from day one.
• SunOpta is expanding plant-based manufacturing capacity while Maple Leaf simultaneously retreats from the category, creating both supply chain opportunities and risks for wellness and functional food brands relying on plant-based ingredient suppliers through 2026 and beyond.

The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day.

Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us.

Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily

In this episode:

• New research found nutritional deficiencies in nearly 1 in 6 children taking GLP-1 drugs including Ozempic, Saxenda and Trulicity — a paediatric supplement gap no European brand has yet moved to fill.
• At the 173rd MLF trade meeting hosted by REWE Engelhardt in Herten, longevity was named a defining category megatrend, signalling that German grocery buyers are actively ready to range longevity-positioned products.
• European industry players are significantly increasing investment in fungi-based meat alternatives, with mushroom protein positioned as a premium, whole-food reset for a plant-based category hit by consumer fatigue and retailer delistings.
• Apothékary founder Shizu Okusa is expanding the US supplement brand beyond product retail into experiential wellness — including a Kyoto retreat concept — as a direct strategy to escape supplement market commoditisation.

The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day.

Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us.

Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily

In this episode:

• A large new study finds cardiovascular risk — including heart attack and stroke — rebounds surprisingly quickly after patients stop GLP-1 drugs like Ozempic and Wegovy, strengthening the commercial case for supplement brands positioned around metabolic continuity and heart health.
• Impossible Foods has entered UK retail grocery for the first time with product formats developed specifically for British consumers, making a high-stakes bet that it can revive a plant-based category that saw sharp volume declines across European supermarkets.
• AB InBev, the world's largest brewer behind Stella Artois and Corona, has publicly signalled it is actively seeking growth in new categories including functional and better-for-you beverages, as traditional beer volumes fall across key European markets.
• Biophysical Therapeutics has launched IF1, a new skincare brand built on longevity science from its own laboratory, positioning at the intersection of clinical research and luxury consumer wellness as biotech companies increasingly move into direct-to-consumer health products.

The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day.

Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us.

Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily