The Muscle Mag
Highlighting the flexibility and ease of use of its gut health-focused ingredients, the company has developed concepts designed to cater to the expanding market of active consumers.
Gut health in sports nutrition
Paula Limena, VP of global marketing for health and wellness at the company, stated: “Consumers are becoming more aware of the importance of the microbiome for their health and wellness. The global market for microbiome ingredients is estimated to be $8.5 billion in 2022, projected to reach $15.6 billion by 2027 with a CAGR of 7.93%.”
Limena also highlighted the rapid growth in the sports nutrition market, particularly among consumers looking for gut health products that offer both functionality and performance benefits.
To cater to these health-conscious active consumers, the company introduced a ‘gut-muscle power’ gummy featuring its DE111 5Bi (Bacillus subtills) spore-forming probiotic. Research has shown potential improvements in body composition among female soccer and volleyball players who consume this probiotic.
Additionally, the company developed gut health gummies with Fibersol prebiotic dietary fiber and heat-treated postbiotic Bifidobacterium longum subsp. longum CECT7347 (HT-ES1), plus mint extract.
Quick hydration
Addressing the trend for ‘holistic hydration’, the company introduced a rapid rehydration Cool Fit isotonic drink containing essential vitamins and minerals for quick replenishment.
eSports
ADM’s marketing director for specialized nutrition, Andreas Petrik, discussed the demand from gamers for convenient and innovative products to support their focus. To meet this need, the company developed Focus Gummies with guarana powder, vitamin C, and vitamin B12.
Smart flavor powder
Recognizing the popularity of smart flavor pouches, ADM introduced a calamansi flavor powder enriched with Fibersol, DE111 probiotic, acerola powder, stevia, and natural flavors to enhance gut and digestive health in plain foods.
Social media influencers in the health and nutrition space have been driving the trend for flavor powders in German-speaking countries, with the concept expected to gain traction in other European markets.
