Gummies as a delivery form can provide almost as versatile a delivery form as tablets and capsules, but along with nutrients, gummies can contain a lot of sugar. And, most natural products consumers are not looking to add sugar to the diet. “The initial gummy was a multi-vitamin gummy which was loaded in artificial sweeteners and flavors,” said Kurt Althof, director of marketing, Coral LLC. “Now you can find gummies containing just about all nutrients and with low sugars, natural flavors, etc.”
Bradley R. West, N.D., Nordic Naturals research advisor, agreed, adding, “Many parents do not want to give their children a big dose of sugar every day along with their supplement. Keeping the sugar content low and using alternative sweeteners like stevia and tapioca is beneficial for those consumers concerned with limiting sugar intake.”
Still, many gummy manufacturers are finding it’s a delicate balance between tasty and healthy. “While taste is a compelling factor, the chewables or gummies need to be efficacious and effective, otherwise you could be taking candy,” said Frank Hodal, founder and CEO, Little Calumet Holdings LLC.
The biggest issue facing Tasty Brand is the perceived conflict between the notion of “healthy snacks” and “candy,” according to co-founder Liane Weintraub. “For those who consider gummies to be candies (and in many ways, they are), it can be challenging to reconcile the notion of better-for-you snacks within this category. While we do believe Tasty Brand Organic Fruit Snacks are a healthier alternatives, we do not position them as a ‘health food.’” She added Tasty’s gummy snacks contain 100-percent daily value of vitamin C, and are fat-free, gluten-free and vegetarian, but they are not intended as supplements, or to address any specific health concerns.
Along with sugar-free options, Marci Clow, MS, RD, senior director of product research, Rainbow Light Nutritional Systems, said vegetarian gummies, meaning they contain no gelatin, are on the rise.