The supplements are also certified vegetarian by the America Vegetarian Association, according to a press release.
All the supplements use plant-based pectin as a setting agent to get the gummy form. Coloring ingredients include organic black carrot juice concentrate for the dark purple vitamin B 12, to organic turmeric and annatto for the orange, red, and yellow vitamin D3.
“As global awareness of the benefits of organic living and eating grows, vitafusion is committed to providing options for consumers looking to take a more mindful approach to their nutrition and overall wellness plans,” said Bruce Weiss, vitafusion VP of marketing, in the press release.
The Church & Dwight Co.-owned supplements brand is riding on organic’s continuing appeal. Consumers of all ages are spending more on organic items compared to previous years, according to data from Nielsen, a market research firm. In the 52 weeks ended Nov. 28 2018, annual household spend on organic products increased 9.5% compared to the year before.
“Gone are the days when organic products catered to a singular or specific audience. Today, organics have hit the mainstream,” Nielsen reported. “At a time when the [fast-moving consumer goods] industry overall has experienced flat volume consumption, this growth is huge.”
Give ‘em more gummies
Gummies continue to grow as a favorite delivery format for nutrients among consumers. In its official statement about the new organic line, Vitafusion noted that the gummy market is expected to reach $4.17 billion by 2025, citing data from Transparency Market Research.