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GREEN BAY, Wis. – Nature's Way announces the roll out of its Innovation Challenge. This collaborative platform is designed to offer funding and expert support to emerging scientific innovators, helping to bring their groundbreaking ideas to market. The program will elevate emerging leaders in the field and drive product innovation across key areas, shaping the future of health and wellness by supporting and championing start-ups, academics, and researchers across the U.S. and Canada.
As part of the Schwabe Group—a global leader with 150 years of expertise in phytomedicine—Nature's Way boasts one of the most extensive plant-based product portfolios in the dietary supplement industry today. Their lineup includes over 700 products, such as multivitamins, probiotics, and immune support items like the Sambucus Gummy (kids and adults), which was voted #1 Product of the Year by Kantar. The company's formulas are inspired by nature and backed by science, using high quality ingredients. Nature's Way's state-of-the-art facility in Green Bay, Wisconsin, and its team of experienced food scientists, chemists, and microbiologists are experts in navigating the journey from emerging science to the retail marketplace. This internal expertise uniquely positions Nature's Way to support the next generation of innovators through this Innovation Challenge.
"At Nature's Way, we're passionate about empowering ideas that move our industry forward," says Mark Warrington vice president, Product Development at Nature's Way. "We're excited to introduce our Innovation Challenge, bringing diverse perspectives together to unlock new solutions in wellness. We invite all category visionaries to collaborate with us to reshape the future of wellness."
For its inaugural challenge, Nature's Way seeks nature-derived, science-backed solutions from scientists and academics focused on enhancing gastrointestinal health and supporting users of GLP-1 medications on their weight wellness journey.
"The current GLP-1 moment marks a turning point for the wellness industry," says Travis Borchardt, VP of Product Integrity and Compliance. "As a brand rooted in holistic health, we're focused on delivering innovative solutions that support weight management, digestive health, and complete nutrition—empowering consumers to achieve a balanced body and mind."
Consumer demand for GLP-1 medications and gut health solutions is on the rise. A 2024 poll, found that approximately 12% of U.S. adults have used GLP-1 drugs, including for weight loss, diabetes treatment, and reducing heart disease risks. Meanwhile, studies show that 60-70 million Americans suffer from digestive issues that significantly impact daily life and quality of life. This increased awareness of both weight management needs and the broader role of gut health in overall wellness is driving more people to seek effective solutions.
