Not every new supplement needs a permanent place in the lineup. Limited releases can help established brands test demand, explore new flavors or formats, and learn what consumers want before making a long-term commitment.

The supplement industry used to get away with a lot.

If a product had enough impressive ingredients on the label, consumers were generally willing to overlook the rest.

For years, efficacy carried the conversation, but now, consumers expect more. The brands paying attention to that shift are going to have a serious advantage over the next few years…