UK vitamin gummy specialist Nutrigums has unveiled its new premium Vitality Series, launching with a Liver Support gummy designed to meet growing consumer demand for targeted, functional nutrition, and responding to one of the fastest-growing segments in the supplements market.
The Vitality Series marks a strategic evolution for Nutrigums, reacting to clear shifts in shopper behaviour. A 2025 study found that in the United Kingdom, United States and Germany, approximately half of consumers and two-thirds of Gen Z and millennials say they purchased functional-nutrition products in the previous year.
Positioned as a mid-tier, functionality-led range, the Vitality Series bridges the gap between entry-level gummies and high-cost specialist supplements – offering science-backed formulations, premium ingredients and everyday affordability.
Fabian Whittingham, co-founder of Nutrigums, said: “Consumers are no longer satisfied with generic wellness products. They want targeted solutions, transparent ingredients, and formats they’ll actually stick with. The Vitality Series has been developed with this mind, offering a more premium option at an affordable price tag.
“Liver health is a natural entry point for this range. It’s a high-interest category with broad appeal, particularly around seasonal reset moments and everyday wellbeing.”
The supplement features a carefully selected blend of science-backed ingredients, formulated to support normal liver function and nutritional balance. The formulation includes recognised ingredients such as:
- Choline: An essential component of phospholipids and cell membranes, contributing to the maintenance of normal liver function and lipid metabolism.
- Vitamin C: Supports normal immune system function, contributes to energy production and helps reduce tiredness and fatigue.
- Vitamin E: Works alongside Vitamin C as an antioxidant, helping to protect cells from oxidative stress and contributing to cell regeneration.
- Milk Thistle (Silybum marianum): A historic botanical traditionally used to support general wellbeing.
With a natural citrus fruit flavour and a soft, chewable texture, these gummies are a convenient, enjoyable alternative to tablets. Made from a pectin fruit base rather than animal-derived gelatin, they are suitable for vegans and vegetarians.
Nutrigums has spent the past five years refining its portfolio into three clearly defined ranges, with the Vitality Series designed specifically for pharmacy and health retailers seeking strong category relevance and clear functional positioning.
Fabian Whittingham added: “Liver health has emerged as a priority wellness concern, driven by increased awareness around energy, digestion, alcohol moderation and metabolic health. Our Liver Support Gummy has been developed to offer consumers a simple, accessible way to support normal liver function as part of a daily routine.”
The launch follows Nutrigums’ recent expansion into the UAE and Asia, and builds on strong online performance across DTC and Amazon. The Liver Support Gummy sets the blueprint for future Vitality Series products, with upcoming launches planned across high-demand categories rolling out from 2026.
The Liver Support supplement is now available exclusively online from Amazon or directly from the Nutrigums website.
Founded in 2020, Nutrigums has grown from a kitchen-table start-up into one of the UK’s most recognisable vitamin gummy brands – combining scientific formulation, consumer insight and scalable innovation.
For more information, visit nutrigums.co.uk
