Nutrigums bridges market gap with Vitality Series
Nutrigums Liver Support.
UK-based vitamin gummy specialist Nutrigums has officially entered the premium functional supplement space with the launch of its Vitality Series.
The debut product, a targeted liver support gummy, arrives as new data highlights a massive surge in consumer appetite for science-led, format-friendly nutrition.
The launch represents a strategic pivot for Nutrigums, moving beyond general wellness into highly specific health outcomes. This evolution is backed by a 2025 cross-market study revealing that approximately half of consumers — and a staggering two-thirds of Gen Z and Millennials — purchased functional nutrition products in the last year.
The Vitality Series is positioned as a mid-tier, functionality-led range. It aims to occupy the “sweet spot” in the retail landscape: bridging the gap between budget entry-level gummies and prohibitively expensive specialist supplements.
Fabian Whittingham, co-founder of Nutrigums, notes that the modern shopper is evolving: “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 offers a more premium option at an affordable price tag.”
Nutrigums selected liver health as the series’ debut category due to its broad appeal across energy, digestion, and metabolic health. The formulation moves away from “dusting” ingredients, opting instead for a science-backed blend:
| Ingredient | Primary functional role |
| Choline | Maintains normal liver function and lipid metabolism. |
| Vitamin C | Supports energy production and reduces fatigue. |
| Vitamin E | Provides antioxidant protection against oxidative stress. |
| Milk Thistle | A traditional botanical used for general wellbeing. |
