US-based retail health and nutrition brand RE+Vitalize Health and Nutrition has announced an initiative to advance clean and transparent supplement standards.
The initiative is designed for consumers seeking straightforward wellness products and focuses on increasing ingredient transparency, product clarity, and educational resources to enhance consumers’ understanding of nutritional labels and supplement choices.
RE+Vitalize Health and Nutrition’s product line includes its 100% isolate whey protein and a portfolio of supplements designed to support overall wellness, including omega-3, multivitamins, sleep aids, creatine, and probiotics.
The product range reflects meeting consumers at every stage of their health journey with basic nutrition and performance-based supplementation.
“Consumers are paying closer attention to what is in their supplements and how those products are formulated,” say RE+Vitalize Health and Nutrition’s owners, Rick Anderson and Calvin Bright III.
“This initiative is intended to provide clear information and straightforward options for people who want to make informed decisions about nutrition.”
Transparency and education in focus
As the dietary supplement industry shifts toward greater transparency and accountability, consumers are increasingly seeking products with simplified formulations that clearly identify ingredients.
RE+Vitalize Health and Nutrition says part of the initiative is to provide detailed product information for its supplements. This is to help consumers navigate the complex technical ingredient lists often found online.
“Our goal is to remove unnecessary ambiguity from supplement labels. Clear disclosure supports informed purchasing decisions and aligns with growing expectations for transparency in this category,” comment the owners.
RE+Vitalize Health and Nutrition’s product line includes supplements designed to support sports nutrition and overall health.Rather than introducing new product claims, the initiative focuses on educational outreach and disclosure practices, reflecting evolving regulatory changes and consumer expectations for clarity in dietary supplement labeling.
The company will expand its online educational content on social media and its website to explain common supplement ingredients, labeling terminology, and other general nutrition concepts.
“Education is a critical part of transparency,” according to the founders. “Providing accessible information can help consumers better understand product labels and the role of supplements in daily routines.”
They add: “Transparency and clarity are becoming baseline expectations in this industry. This initiative is intended to align our practices with those expectations and contribute to ongoing discussions around supplement standards.”
Push for transparent nutrition
Last month, the reintroduced US Dietary Supplement Listing Act sparked debate among supplement stakeholders.
The Act would require companies to provide critical information about their products to the US FDA. This includes product names, a list of all ingredients, an electronic copy of the label, allergen statements, and health and structure/function claims. US citizens can access this data through an electronic database.
While the Council for Responsible Nutrition endorsed this mandatory registration with the FDA, the Natural Products Association strongly opposed it, stating that the mandatory listing won’t protect consumers from bad actors or unlawful products, as that requires affirmative action from the FDA, “not more paperwork or additional laws on the books.”
There has also been a debate surrounding nutritional food labels. Scientists recently urged the US FDA to revise the Nutrition Info Box proposed last year, as it was found to be useful only to consumers with high nutritional literacy.
