GNC launches new “nature-inspired” line of products, meeting demand for clean-label products

Image courtesy of GNC

GNC Holdings Inc. (Pittsburgh, PA) recently launched a nature-inspired line of over 40 products called Earth Genius. The entire line is gluten-free, non-GMO, and has no artificial colors, flavors, or sweeteners.

“Our goal with Earth Genius was to meet evolving consumer demands for more natural ways to supplement, while still providing them with the high-quality ingredients GNC is known for,” explains Guru Ramanathan, PhD, chief innovation officer and senior vice president of GNC, to Nutritional Outlook. The line was created over the course of 14 months, during which GNC says it sourced quality ingredients and created science-based formulas that met a variety of consumer standards and needs.

“We considered how this line fits into consumers’ lifestyle-whether it’s to support their digestive system or to feel more energized-while still putting taste into account,” he says. “From quality to taste and breadth of options to meet everyday goals, we think Earth Genius has it all.”

The Earth Genius line spans multiple categories, including energy, digestive health, immune support, metabolism, beauty, relaxation, and exercise performance, with products ranging from vitamins and minerals to superfoods, greens, plant-based proteins, and oils and vinegars.

This launch is an effort to adapt to the changing supplement marketplace while also meeting the needs of existing clientele, says Ramanathan.

“Our target consumer is one who is goal-oriented and committed to some aspect of self-improvement, whether it’s sports performance, health and wellness, and/or weight management. And they believe in the importance of supplements to meet those goals,” he explains. “That said, this line is a natural fit for consumers who already shop GNC, but of course is also an area of opportunity for our business, as the natural health supplement market is expected to hit $68 billion by 2024 (according to research by Persistence Market Research). Earth Genius also isn’t our first foray into the all-natural space-for example, Slimvance, a natural, non-stimulant weight-management botanical blend, launched earlier this year.”

This new line offers GNC customers additional options for how they want to supplement their health, but GNC does not want the “natural” label on this new line to overshadow the commitment to quality and integrity in its existing lineup of products.

“Earth Genius is our nature-inspired line aimed at consumers who are looking for more holistic alternatives, whereas we will still have our other popular vitamins and supplements on the shelves at stores and for purchase online,” explains Ramanathan. “That said, all GNC products have the highest-quality ingredients and go through intensive testing throughout the entire manufacturing process to ensure that consumers are getting the best products and results to meet their lifestyle needs.”