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Martha Stewart launches whole-food supplementsMartha Stewart launches whole-food supplements

Martha Stewart Essentials, a line of six specially crafted supplements to support good health for women, is slated to hit shelves this fall. We've got the scoop on what's in 'em and where they'll surface.

Heather B. Fried

June 26, 2013

8 Min Read
Martha Stewart launches whole-food supplements

The queen of all homemakers, Martha Stewart will venture out of her fortress and into retailers and drug stores this fall with Martha Stewart Essentials: six specially crafted supplements to support good health for women.

“I envisioned nutritious whole food-based supplements for women who live their lives the way I do, healthily and with passion,” said Stewart in a release. “I have confidence that consumers will recognize the high quality and nutritional value these formulas deliver, and that they will become as excited about them as I am.”

Priced at $16.99, the line was created in partnership with Inergetics, developer of nutraceuticals and nutritional supplements for the clinical health, sports supplement and mass markets. The company's product portfolio features Surgex Sports Nutrition, Bikini Ready and SlimTrim.

We caught up with Inergetics' Chief Marketing Officer, Jim Kras and Executive Vice President, Marshall Post for the inside scoop on where these supplements will surface—and what's in 'em—before they hit shelves come autumn.

What retailers/drug stores are you planning distribution through?

We plan to distribute the Martha Stewart Essentials to FDM (Food/Drug/Mass) and the natural health food channel. We’re finalizing distribution across key retailers and slated to be on-shelf this fall. Martha’s audience has long demonstrated they care about quality and clean, simple, practical products that help them live a full, active, vibrant life. Her new supplement line is whole food based and almost entirely vegetarian, keeping in lockstep with Martha’s dedication to the most natural, healthy lifestyle possible. Plus, it was developed by formulators who have spent years in the natural products category.

How do you plan to manage selling into FDM and the natural channel simultaneously? Will you launch different products in each channel? Launch in one channel first and then the other?

We are ready to launch all six products—the entire Martha Stewart Essentials line in both channels, simultaneously. While we know that our whole-foods-based, almost completely vegetarian line will appeal to the natural foods shopper for sure, we also are relying on Martha Stewart’s very broad and deep appeal here, and so we will make sure the line is widely available to mass market as well. We recognize that the natural channel loyalist has a keen eye for quality and that is why we worked with Martha Stewart to offer a high quality, moderately priced line to appeal to natural consumers as well as a mass market shopper.

Why whole food supplements?

Our line of vitamins and supplements are whole food based, which means we use whole food components—fruits, vegetables and herbs—as much as possible. We do so because these components contain an array of nutrients that go above and beyond single vitamins and minerals, and thus represent a far greater intake from a nutritional standpoint. The products are primarily vegetarian, with one exception—the use of collagen in the Hair, Skin & Nails formula, because collagen is a primary structural component of this tissue. Our goal is to provide as many ingredients in plant form as we can.

click_to_tweet_sans.gif New line of whole food supplements from Martha Stewart to target women boomers.

How'd you land on those six health areas to address?

We know there is a real opportunity to address the needs of aging female baby boomers. So we worked with Martha Stewart to target these consumers’ biggest concerns: staying healthy and strong, maintaining an active, healthy lifestyle, supporting both a healthy diet and ease digestion, and to look and feel their best, at any age. From there we developed the six condition-specific formulas: a Multi-Vitamin to Hair/Skin/Nails, Digestive Support, Bone Support, Menopause Support and a Graceful Aging product. 

From where are you sourcing your ingredients for these products?

We source from the top ingredient suppliers and look for the highest quality at the best possible price. Value is of utmost importance to Inergetics. It’s easy to spend a lot of money—but where and how you spend it is key.

Tell us about this manufacturing partnership.

Partnering with Martha was a great move for all of us. We bring the category expertise, distribution insight and the digital chops, while Martha Stewart brings not just her critical eye on quality but incredible retail power. Martha is incredibly successful in everything she does—and 37 million engaged consumers a month can vouch for that. That’s over 10 percent of the total US population! Plus, her new, Living the Good Long Life, a practical guide on how to exercise, eat right and improve health with supplements, just reached The New York Times Bestseller list.

We’re thrilled to be in business with her and think Martha Stewart fans are going to be excited about her new line, too. The Inergetics management team (among them, Marshall Post and Jim Kras) have spent years in the industry at major firms like Twinlab and Nature’s Bounty where they honed their craft. They also recognized the need for a major brand like Martha Stewart to address the health concerns of women who want to age gracefully, stay active and live a long and healthy life.

The lineup

Women’s Multi

According to the company, this unique blend for overall health support:

  • Features essential vitamins and minerals plus important nutraceuticals such as:  A, C, D, C, B1, B2, B3, B6, folic acid, B12, biotin, pantothenic acid, iron, iodine, magnesium, calcium, zinc, selenium, manganese, chromium, boron, PABA and CoQ10.

  • Plus herbal extracts, such as pomegranate extract, tomato extract, ginkgo biloba extract, bilberry extract, elderberry extract, green tea extract, marigold flower extract, red clover extract and flax.

  • Helps nourish and protect the entire body with a combination of the essential vitamins and minerals, along with important  healthy fruit and vegetable extracts including wild blueberry extract, raspberry extract, cranberry, prune, tart cherry, wild bilberry extract, strawberry, broccoli, broccoli sprouts, tomatoes, spinach, kale, carrots, brussels sprouts and onions.

  • Promotes gentle heart, brain and hormonal supportwith whole food based ingredients. 


Graceful Aging

According to the company, this whole-food-based vegetarian formula:

  • Nourishes and protects cells to help support their overall health with green tea extract, SOD (superoxide dismutase), resveratrol. 

  • Defends cells from daily exposure to damaging free radicals associated with aging with specialty nutraceuticals including carnosine, resveratrol, CoQ10, lipoic acid, superoxide dismutase and astaxanthin.

  • Features important nutrients including vitamin D, magnesium and CoQ10; healthy fruit and vegetable extracts like raspberry and wild bilberry extracts, cranberry, wild blueberry, prune, tart cherry, strawberry, broccoli, broccoli sprouts, tomatoes, spinach, kale, carrots, brussels sprouts and onions.

  • Plus standardized herbs such as green tea extract, white tea extract, grape seed extract, red wine grape extract, and turmeric.


Hair, Skin & Nails

According to the company, this comprehensive blend:  

  • Nourishes and strengthens the delicate tissue that keeps hair, skin and nails looking radiant.

  • Protects hair, skin and nails from harsh environmental exposure with antioxidants, fruits and vegetables, while providing building blocks to support the production of healthy new collagen tissue with targeted nutrients.

  • Builds and strengthens collagen tissue with the help of protective specialty nutraceuticals such as collagen, hyaluronic acid, chondroitin, MSM, lysine, proline.

  • Addresses oxidative stress that can damage this delicate tissue with the help of antioxidantsand phytonutrients from plants, herbs, fruits and vegetables, including extracts such as grape seed extract, pomegranate extract, wild blueberry extract, raspberry extract, cranberry, prune, tart cherry, wild bilberry extract, strawberry, broccoli, broccoli sprouts, tomatoes, spinach, kale, carrots, brussels sprouts and onions.


Digestive Health

According to the company, this gentle, balancing formula:

  • Addresses and supports digestive health.

  • Aids the breakdown of food for adequate absorption of carbohydrates, fibers, proteins and fats with the help of an array of important digestive enzymes, including amylase, protease I, protease II, peptidase, lipase, invertase, cellulase, lactase, maltase and hemicellulase.

  • Complements important digestive enzymes with the help of healthy probiotic bacteria, including L. acidophilus, L. plantarum, B. longum and S. thermophilus.

  • Gently stimulates natural digestion with herbs such as ginger root, blackstrap molasses and deglycyrrhizinated licorice root.

  • Supports healthy absorption of nutrients and may reduce the occasional discomfort associated with poor digestion.


Bone Support

According to the company, this unique, targeted bone formula:

  • Builds and maintains strong bones with calcium, magnesium, zinc, copper, manganese and silica.

  • Assists in reducing bone breakdown with ipriflavone, boron, vitamin K and vitamin D.

  • Nourishes and protects with healthy fruits and vegetable extracts: wild blueberry extract, raspberry extract, cranberry, prune, tart cherry, wild bilberry extract, strawberry, broccoli, broccoli sprouts, tomatoes, spinach, kale, carrots, brussels sprouts and onions.

  • May reduce the risk of osteoporosis when taken as part of a well-balanced diet, along with adequate calcium and vitamin D. 


Menopause Support

According to the company, this 100 percent vegetarian formula:

  • Helps rebalance hormones naturally with nourishing herbs traditionally known to support the body’s response to hormonal changes.

  • May provide gentle relief from occasional discomfort associated with hormonal imbalance with the help of whole-food-based phytoestrogens and herbs, including black cohosh, red clover, chasteberry, red raspberry and soy isoflavones.

  • Nourishes and protects with healthy fruits and vegetable extracts: wild blueberry extract, raspberry extract, cranberry, prune, tart cherry, wild bilberry extract, strawberry, broccoli, broccoli sprouts, tomatoes, spinach, kale, carrots, brussels sprouts and onions.

About the Author(s)

Heather B. Fried

Senior Editor, Digital & Social Media, New Hope Natural Media


Heather B. Fried has been writing and editing professionally since receiving her journalism degree in 2005. She lives to eat, ski and profile passionate entrepreneurs. Residing in Boulder, Colorado, Fried can be found on the slopes or amid the trees (preferably simultaneously) when she’s not at her desk, flexing her grammarian authority.

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