Kline will be publishing the 3rd edition of its Natural OTCs: Impact of Non-Drug Products on the U.S. OTC Market study later this month. One of the fastest-growing companies that emerged from the research is Irwin Naturals, based in Los Angeles, California. Founded in 1994, Irwin Naturals is a producer of soft gel-based herbal formulas sold in more than 90,000 retail outlets and online. The company markets a series of targeted herbal formulas in different lines for men, women, weight management, performance, and joint, heart, brain, and mood and energy support.
In addition to these, the company also markets the RED line brand of targeted brands that provides nitric oxide to the body. The RED line contains L-citrulline, an amino acid that readily converts to L-arginine in the body, which can then be converted into nitric oxide. Nitric oxide occurs naturally in the body and plays a key role in cardiovascular health by helping blood vessels relax and dilate, allowing more blood to flow throughout the body.
Since 2015, Irwin Naturals has pursued aggressive new product launches which have driven sales gains into the triple digits, albeit from a small base. In 2018, the company appointed a new CEO, Marc Washington, who is known for his successful track record of transforming and scaling wellness businesses. He had previously served as the president and COO of Beachbody, a
$1 billion nutrition and fitness company. Prior to that, he acted as the CFO of The Wonderful Company (formerly Roll Global), a $3.5 billion consumer products business focused on health and wellness.
Irwin Naturals’ brands are sold largely in alternate retail channels such as natural and specialty stores, independent health food stores, and vitamin and supplement stores. Some retailers that sell Irwin Naturals brands include Super Supplements, GNC, Smoothie King, Sprouts Farmers Market, Whole Foods, Lucky Vitamins, Natural Grocers, Earth Fare, Swanson Health Products, The Vitamin Shoppe, and iHerb.com. While natural and specialty stores are the foundation for the company, it plans to expand to mass merchandisers and drug stores as a part of its omni-channel strategy. For instance, Irwin Naturals was a part of CVS Pharmacy’s 2017 initiative to expand offerings throughout the health and vitamins area. The brand is a part of CVS’ “discovery zones” that facilitate easy navigation through educational displays and product assortments for emerging areas like connected health, sleep and mood, and immunity.
For more information on Irwin Naturals and 15 other natural marketers, view our brochure for Natural OTCs: Impact of Non-Drug Products on the U.S. OTC Market. This study includes extensive primary research with marketers and retailers, along with a large-scale consumer attitudes, usage, and perceptions study.
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