No pills, please Novel formats for cardiovascular supplements gaining favour

Demand for convenient and enjoyable ways to take supplements are driving the shift towards non-pill formats. Innovative options like jellies, soft gels, and ready-to-drink powders are becoming popular ways to consume tocotrienols, a vitamin E compound with proven cardiovascular benefits. These new formats reflect a growing trend towards non-pill supplements, especially in regions like Malaysia and across Asia.

Major brands are also tapping into this shift, with functional foods and beverages being fortified to support heart health. From powders in sachets to oral dissolving films and fortified cereals, the market is rapidly embracing more convenient ways to promote wellness.

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