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5 new Ashwagandha product launches

20 Mar 2018

Ashwagandha is an adaptogenic herb which is popular in ayurvedic medicine. It is known to help reduce stress, to support cognitive function particularly mental clarity and alertness and to enhance sports performance among other things.

Ashwagandha has been used in India for centuries, however consumers in the US and now Europe are beginning to realise the health benefits it offers.

According to Mintel data, 2017 saw an increase in the number of new products containing ashwagandha being launched globally. The majority of these were in Asia Pacific and North America. The most common categories which saw new product launches with ashwagandha were in healthcare (supplements), hot beverages and snacks.

Here are 5 of the latest product launches containing ashwagandha*:

1.Patanjali Herbal Glucoshakti Lime Flavoured Instant Energy Drink (India)

Company: Patanjali Ayurved

Launched in February 2018

In addition to ashwagandha, this energy drink contains glucose; vitamins and minerals, such as vitamin C; Indian ginseng; shatavari; and aloe vera. This ayurvedic product is claimed to be useful in weakness, thirst, loss of energy, to prevent from sun stroke and to replenish and recharge energy. It is positioned as an ‘all natural’ product and claims to support bone health, brain and nervous system and the immune system.

2. Ginseng Energy Now Herbal Supplement (USA)

Company: Energy Now

Launched in February 2018

Ginseng Energy Now Herbal Supplement is a combination of the ginseng, energizing herbs and vital nutrients that have been used for centuries to increase vitality and endurance. The product is said to be ideal for athletes, dieters, workers and travelers and retails in a pack, containing three tablets. It is positioned as a botanical/ herbal product and claims to increase vitality and endurance.

3. Happy Original Lime-Lemon Flavoured Everyday Water (India)

Company: Meher Beverages India

Launched in February 2018

Happy Original Lime-Lemon Flavoured Everyday Water is said to provide energy for well-being and contains antioxidants. The clinically proven product is patented, is suitable for vegetarians, contains no gluten.

4. Together WholeVits Stress Aid Vit & Min Complex with Herbal Extracts (UK)

Company: Together Health

Launched in January 2018

Together WholeVits Stress Aid Vit & Min Complex with Herbal Extracts is a supplement that contains a combination of herbs to provide support for the body during busy times, claiming to help rest and sleep. It is suitable for vegetarians and vegans, is easily and highly absorbed, contains no additives, wheat, live yeast, starch, gluten, milk products, lactose, fillers, binders, colourings, flavourings, preservatives, hexane, pesticides or GM ingredients.

5. Orb Women’s Multi + Fish Oil Capsules (USA)

Company: ORB

Launched in January 2018

This product is said to provide energy and a sense of vitality. It combines 21 essential vitamins and minerals with omega 3 fatty acids and provides antioxidant support for a healthy immune system. It is targeted specifically towards women and is positioned as an antioxidant. It also claims to contain ingredients for the specific benefit of healthy immune functioning, growth and repair

*All product information and images are taken from the Mintel Global New Products Database.