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Natural Foods Merchandiser

5 supplements to stock for millennials

Millennials prioritize the food-is-medicine mentality—but they still have need for supplements. From powders to power their smoothies to supplements that make a culinary connection, these products boost this generation’s food focus.


Nature’s Plus Infinite Planet Daily Multi

This is what the future of sustainable and ethically sourced whole-food supplements looks like. Nature’s Plus owner Meadow Williams put her money where her heart is by introducing a USDA Organic and non-GMO multi made with whole foods that are fair-trade sourced. Also, Nature’s Plus donates 100 percent of the profits to three global charities: Vitamin Angels, The Nature Conservancy and the Animal Welfare Institute. The excipients in this product are clean, as is the packaging: BPA free, recyclable bottles and a compostable box. This is the supplement that all supplements should aspire to. SRP: $24.95, 60 vegan capsules


Ora Organic Wish You Well

There is much to love about Ora: plant based, organic, always gluten and dairy free, no artificial ingredients, conjured in California and made in the U.S. of A. This immunity helper-outer contains 200 milligrams of vitamin C from organic acerola berries and 5 billion CFUs of a three-strain probiotic blend. Because Ora is so hip, the company has a chief culinary officer. This powder comes in a mango and pineapple flavor that brings out the aloha in you. The flavor profile is predicated on mixing it with only 2 ounces of water. SRP: $18.99, 10 8-gram sachets


Redd Remedies In-Joy

This great brand is producing some really innovative formulas. Anything called “In-Joy” absolutely tickles our fancy—and it’s emblematic of the new way supplement companies are communicating with millennials: Science still holds sway, and a thoughtfully curated ingredient selection is welcomed, but how about a little personality? In-Joy includes the trendy nootropics L-tyrosine and 5-HTP, plus holy basil (walking meditation in a bottle) and the adaptogen schisandra. The company devotes an entire panel on its supplement boxes to its quality-control efforts. Hey, if you’re going to spend resources on vouchsafing the quality and integrity of your supplement, you might as well sing it from the rooftops. SRP: $39.99, 60 enteric-coated tablets


Whole Earth & Sea Protein & Greens

Protein powders are, of course, in. So are greens powders. But fermented protein and greens? The fermentation process both eases digestion and boosts bioavailability. This 100 percent fermented, plant-based superfood formula has 21 grams of protein from pea, sprouted brown rice, quinoa, amaranth and hemp. A blend of fermented organic fruits, vegetables and grasses complements a mushroom blend. Most ingredients are grown on the Natural Factors’ organic farms in British Columbia, so it’s a nice vertical business that’s clean and transparent from seed to smoothie cup. SRP: $59.95, 25 ounces (20 servings)


GNC Earth Genius SuperFoods Supreme

GNC is going all in with millennials by offering Smoothie Nation a kitchen sink’s worth of plant power in a powder. SuperFoods Supreme contains only 6 grams of a five-plant protein blend, so it’s not a protein powder per se, but it’s a pretty baller blend that’s vegan, sugar free, dairy free, soy free, gluten free and non-GMO. It would’ve been nice if they had put in an efficacious dose of the clinically validated Lutemax 2020 macular carotenoids (the formula contains only 20 percent of what the research shows to be good for eye health—of prime import to gaming, screen-loving millennials). Other than that, though, it’s a balanced bolus of superfoods, prebiotics, adaptogens and greens aplenty. This is part of GNC’s new Earth Genius lineup of 40 post-modern products spanning multiple categories like energy, digestive health, relaxation and performance. SRP: $46.99, 23.28 ounces (30 servings)

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