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THG upgrades earnings on Myprotein strength, Perelel crosses $100M in women's health, and Neutonic lands in 1,000 Walmart stores.
Myprotein is carrying THG's entire earnings upgrade. Perelel just hit $100M by refusing to stay in prenatal. And Walmart is building a dedicated Mood and Mind shelf — with Neutonic inside it. Here's what each move means for your brand.
In this episode:
The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day.
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Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily
The daily briefing for professionals in health, nutrition, and wellness marketing. Every episode covers an ingredient of the day, the latest science and regulatory updates from EFSA and beyond, and the brand and market moves shaping the nutraceutical industry. Hosted by Klara and Marco — evidence-based, no hype, no bro-science. Built for formulators, brand managers, regulatory affairs teams, and anyone building in the health and nutrition space.
Marco: Four stories on the table today, and they cover a lot of ground.
Klara: We've got THG raising its earnings forecast on the back of sports nutrition, and a women's health brand that just crossed $100 million by refusing to stay in its lane.
Marco: Plus functional beverages making a serious move — probiotics in the juice aisle, and cognitive energy drinks landing in Walmart.
Klara: Let's get into it.
Marco: THG just upgraded its full-year earnings forecast, and sports nutrition is the reason why.
Marco: THG is the parent company of Myprotein, one of the biggest sports nutrition brands in Europe. When THG talks about its sports nutrition division outperforming, that is directly relevant to anyone operating in this category across the UK and the continent.
Marco: The company revised its guidance upward for the full year, citing stronger-than-expected results from sports nutrition. This is not a marginal beat — it is the primary driver of the entire group's improved outlook. That tells you something real about where consumer spending is holding firm even when budgets are tight elsewhere.
Marco: From a commercial perspective, this is a significant confidence signal. Many brands have been cautious this year — pulling back on ad spend, hedging on new product launches, waiting to see how consumer sentiment moves. This result suggests that caution may be misplaced. If Myprotein is beating forecasts at this scale, the category has structural momentum. Retailers should be leaning into sports nutrition ranging, not trimming it.
Klara: I'd add some nuance here. Myprotein competes heavily on price and volume. Their success doesn't automatically translate to premium or functional sports nutrition brands. The question is whether rising category confidence lifts all boats, or just the value end of the market.
Marco: That is a fair challenge. Premium brands will need to work harder to capture the spending that is clearly circulating in this category. But the headline is clear — investors are rewarding sports nutrition performance. That shifts the narrative for the whole sector.
Marco: Now let's move on to our next story.
Klara: Perelel, a US women's health supplement brand, has hit $100 million in revenue by expanding well beyond the prenatal vitamins it launched with six years ago.
Klara: Prenatal vitamins are a high-trust category. Women are making decisions for themselves and a developing baby, so they research carefully and expect rigorous formulation. Brands that earn loyalty at that moment have a powerful foundation to build from.
Klara: Perelel started with a single prenatal product and has since extended into powders, protein, and supplements designed for every stage of a woman's health journey — not just pregnancy. That expansion is what drove the company to nine figures.
Klara: From a science standpoint, this kind of lifecycle expansion only works if the formulation quality holds up. Prenatal credibility is hard-won. If Perelel had launched mediocre protein powders under the same name, that trust would have eroded fast. The fact that the brand scaled without visible backlash suggests the product standards travelled with the positioning.
Marco: Commercially, this is a sharp playbook. They identified the highest-stakes moment in a woman's supplement journey, built real credibility there, and then followed the customer forward and backward across her life. That is far smarter than acquiring new customers constantly. You retain the relationship and monetise the full lifecycle.
Klara: My concern is whether European brands can replicate this. EFSA-authorised health claims — the ones regulators in Europe actually permit — are narrower and more specific than what US brands can communicate. Expanding your range is one thing. Expanding what you can legally say about that range in European markets is considerably harder.
Marco: That is a real constraint. But brand trust does not depend entirely on label claims. Community, content, and clinical transparency can carry a European lifecycle brand a long way.
Klara: Agreed on that. Now let's move to story three.
Marco: Evolution Fresh, the juice brand owned by Generous Brands, is launching a probiotic functional beverage line called Thrive.
Marco: Evolution Fresh has built its reputation in mainstream retail on cold-pressed juices. That is a mature, crowded category with thin margins and heavy competition. Functional beverages — drinks that claim a specific health benefit, like supporting gut health — are where the growth is right now. For a legacy juice brand, this is a meaningful strategic bet.
Marco: The new Thrive line puts probiotics at the centre of the proposition. Simultaneously, Generous Brands has hired a new Chief Marketing Officer. That combination — new product platform, new marketing leadership — points to a deliberate reset, not a quiet line extension.
Klara: From a science perspective, probiotics in beverages are notoriously tricky. Live bacterial cultures need to survive manufacturing, distribution, and shelf storage. Many products in this format carry probiotic marketing but deliver minimal viable bacteria by the time someone opens the bottle. European brands doing this properly — with documented strain stability and dose — should shout about that difference loudly, because most consumers cannot tell from the label alone.
Marco: Commercially, this is the story that should concern specialist gut health brands most. Evolution Fresh has mainstream retail distribution already. They do not need to fight for shelf space — they already have it. When a brand that size repositions around probiotics, it normalises the category and raises consumer expectations overnight. The differentiation window for smaller brands gets narrower.
Klara: I'd push back slightly on the threat framing. A big brand entering probiotics with questionable delivery standards could actually backfire, eroding consumer trust in the whole category rather than building it.
Marco: That is a genuine risk worth watching. Let's move to our final story.
Klara: Walmart has created a dedicated Mood and Mind shelf category, and two better-for-you energy brands just became its first major residents.
Klara: Cognitive health beverages — drinks positioned around focus, mental clarity, or mood — have been growing fast in specialty retail and online. The question has always been whether mass-market retailers would take the category seriously enough to give it its own space. That question now has an answer.
Klara: Neutonic, a beverage supplement brand built around cognitive performance, has secured distribution in nearly 1,000 Walmart stores across the US. It sits inside Walmart's newly structured Mood and Mind category set. WellWithAll is entering Walmart as part of the same push, reinforcing that this is a deliberate ranging strategy, not a one-off listing.
Klara: From a science angle, my immediate concern is what these products can legitimately claim. In the US, the regulatory bar for cognitive or mood claims on beverages is lower than in Europe. EFSA — the EU's food safety regulator — has rejected most cognitive health claims that US brands routinely use. Ingredients like lion's mane mushroom, for instance, have no authorised health claims in Europe at all. So brands watching this and thinking about replication here need to separate the retail architecture lesson from the claims strategy.
Marco: The retail architecture lesson is the part worth stealing. Walmart building a named, dedicated fixture for cognitive wellness tells every major European retailer — dm, Boots, Rossmann — that this category now warrants its own shelf logic. That is the inflection point. It validates the segment at mass scale and gives buyers a ready-made template to adapt.
Klara: My hesitation is that mass distribution without robust formulation standards could repeat exactly what we discussed with probiotics — consumer disappointment at scale, followed by category scepticism. The shelf space means nothing if the products underdeliver on the core cognitive promise.
Marco: Which is precisely why European brands with genuinely substantiated formulations should be accelerating conversations with retail buyers right now. The framework is being built. The brands that arrive with credible science will own the better end of it.
Marco: Today's throughline is simple — functional credibility is now the entry ticket to mainstream retail, investment, and category leadership.
Klara: And credibility only holds if the science behind your claims does too.
Marco: Every brand we covered today is proof that the market rewards specificity, substance, and the courage to grow without losing either.