Nutraceuticals World (NW): INS is a vertically integrated ingredient supplier. How did the company get into the gummy manufacturing business?
Devon Bennett, CEO and Co-Founder, INS Nutra/INS Farms: INS Farm’s vision has been to be everything elderberry, every day, for everyone. We had developed a successful elderberry gummy formulation for Norm’s Farms. But the gummy space is really underserviced at this point. As a result of supply and demand issues with the product’s manufacturer we were forced to take control of our own destiny. We decided the best way to do that was to invest in our own gummy plant and help develop a gummy company that would service not just our own needs but also the needs of small- and mid-size companies that had difficulties finding gummy manufacturers.
It’s not like in the encapsulation business where if someone wants a product they can get in the next 4-6 weeks. Given stability testing it may take up to 6 months to get a gummy product off the ground. We found that the lead times were so long and the minimum runs were so aggressive we felt there was a niche to help capture a market that wasn’t being serviced. So we responded to our own needs but also to those of other customers.
NW: Can you tell us about your gummy manufacturing operation, your capabilities, and the capacity you offer?
Bennett: INS Nutra works with INS Farms, which is the largest grower of elderberry in North America. We want to be that go-to elderberry company for those who want elderberry gummies, but also other berry powders (tart cherry, aronia, blueberry, cranberry, lingonberry, red/blackcurrant). We can do small and large-size runs with our starch and starchless machines. We can do small-batch runs with a minimum of 3,500 bottles all the way up to large runs with 50,000 bottles at a time. We can do both pectin and gelatin production at our facility. We also have a dedicated space in our building with a clean room designed for probiotics.
We’re going to have our own unique in-house formulations where companies can come to us for probiotic gummies for gut health with high bioavailability. We’re developing zero-sugar gummies for the children’s health market, and the underserved diabetic population, which currently can’t take gummies because they contain sugar.
NW: Why are gummy supplements popular today? What are the main drivers in this market?
Bennett: The gummy market is expanding at a rapid speed and taking away sales from the encapsulation market as people turn to new delivery systems. Four out of 10 people worldwide cannot swallow pills. A new delivery system was bound to take hold. Everything is about timing in our industry. The technology for gummies today is allowing for larger-size gummies with more active ingredients. It’s a younger generation looking for this delivery system, but also seniors, children, people who have trouble swallowing pills, and more.
NW: What are the challenges to developing gummy supplements today? What solutions does INS offer?
Bennett: No two days are the same in the gummy space. There are daily challenges in terms of product formulation. With a two-piece capsule you may not taste it, but with a gummy it all comes down to texture, flavor, taste, mouthfeel, and the overall customer experience. The challenge is to meet the perfect sensory evaluation for everyone.
Molds for specific and unique customer needs can also be challenging. Someone may want a berry shape while others want a gummi bear, dome, or a star shape. The other challenge is preventing gummies from sticking together. We’re always looking for ways to help the gummies perform in the bottle. Stability is another challenge. How do we ensure the ingredients are active through shelf-life; and that in 2 years from now, what’s on the label is in the bottle. We rely on 3rd party testing to confirm that stability.
Prop 65 is a challenge—specifically heavy metals like lead. We want to make sure we provide a safe and pure product. We’re not in the candy business. We are in the nutraceuticals business, delivering safety, efficacy, and quality. We must do that consistently.
NW: What other formulation tips would you offer to brands looking to launch a gummy product or expand a current line?
Bennett: The number one ingredient in most gummies is sugar. So we have to cut back on sugar using different sweeteners, such as monk fruit, allulose, or stevia. But all countries are different—allulose isn’t accepted in Europe or Canada, but it is accepted in the U.S. During COVID, supply for raw materials is challenging. Citric acid for example is a challenge to secure right now. In most cases we would prefer to deal directly with the manufacturers so we can work with them through any production or technical issues.
We are also looking for science-based ingredients that set us apart from other manufacturers. It’s important we have transparency and traceability right back to the grower or manufacturer of ingredients. We’re building a business with long-term relationships based upon our ethics and values, where we put the customer’s needs first by protecting them with high standards of quality.
NW: Are gummies a long-lasting trend? How can the market adapt to meet evolving consumer demands?
Bennett: At the end of the day, the gummy industry is evolving. More pressures are put on quality control teams to deliver a product that meets the same expectations as capsules. The bar is set high by the quality companies out there. We’re looking for companies we can grow with and establish long-term relationships with.
Devon Bennett, CEO and Co-Founder, INS Nutra/INS Farms: INS Farm’s vision has been to be everything elderberry, every day, for everyone. We had developed a successful elderberry gummy formulation for Norm’s Farms. But the gummy space is really underserviced at this point. As a result of supply and demand issues with the product’s manufacturer we were forced to take control of our own destiny. We decided the best way to do that was to invest in our own gummy plant and help develop a gummy company that would service not just our own needs but also the needs of small- and mid-size companies that had difficulties finding gummy manufacturers.
It’s not like in the encapsulation business where if someone wants a product they can get in the next 4-6 weeks. Given stability testing it may take up to 6 months to get a gummy product off the ground. We found that the lead times were so long and the minimum runs were so aggressive we felt there was a niche to help capture a market that wasn’t being serviced. So we responded to our own needs but also to those of other customers.
NW: Can you tell us about your gummy manufacturing operation, your capabilities, and the capacity you offer?
Bennett: INS Nutra works with INS Farms, which is the largest grower of elderberry in North America. We want to be that go-to elderberry company for those who want elderberry gummies, but also other berry powders (tart cherry, aronia, blueberry, cranberry, lingonberry, red/blackcurrant). We can do small and large-size runs with our starch and starchless machines. We can do small-batch runs with a minimum of 3,500 bottles all the way up to large runs with 50,000 bottles at a time. We can do both pectin and gelatin production at our facility. We also have a dedicated space in our building with a clean room designed for probiotics.
We’re going to have our own unique in-house formulations where companies can come to us for probiotic gummies for gut health with high bioavailability. We’re developing zero-sugar gummies for the children’s health market, and the underserved diabetic population, which currently can’t take gummies because they contain sugar.
NW: Why are gummy supplements popular today? What are the main drivers in this market?
Bennett: The gummy market is expanding at a rapid speed and taking away sales from the encapsulation market as people turn to new delivery systems. Four out of 10 people worldwide cannot swallow pills. A new delivery system was bound to take hold. Everything is about timing in our industry. The technology for gummies today is allowing for larger-size gummies with more active ingredients. It’s a younger generation looking for this delivery system, but also seniors, children, people who have trouble swallowing pills, and more.
NW: What are the challenges to developing gummy supplements today? What solutions does INS offer?
Bennett: No two days are the same in the gummy space. There are daily challenges in terms of product formulation. With a two-piece capsule you may not taste it, but with a gummy it all comes down to texture, flavor, taste, mouthfeel, and the overall customer experience. The challenge is to meet the perfect sensory evaluation for everyone.
Molds for specific and unique customer needs can also be challenging. Someone may want a berry shape while others want a gummi bear, dome, or a star shape. The other challenge is preventing gummies from sticking together. We’re always looking for ways to help the gummies perform in the bottle. Stability is another challenge. How do we ensure the ingredients are active through shelf-life; and that in 2 years from now, what’s on the label is in the bottle. We rely on 3rd party testing to confirm that stability.
Prop 65 is a challenge—specifically heavy metals like lead. We want to make sure we provide a safe and pure product. We’re not in the candy business. We are in the nutraceuticals business, delivering safety, efficacy, and quality. We must do that consistently.
NW: What other formulation tips would you offer to brands looking to launch a gummy product or expand a current line?
Bennett: The number one ingredient in most gummies is sugar. So we have to cut back on sugar using different sweeteners, such as monk fruit, allulose, or stevia. But all countries are different—allulose isn’t accepted in Europe or Canada, but it is accepted in the U.S. During COVID, supply for raw materials is challenging. Citric acid for example is a challenge to secure right now. In most cases we would prefer to deal directly with the manufacturers so we can work with them through any production or technical issues.
We are also looking for science-based ingredients that set us apart from other manufacturers. It’s important we have transparency and traceability right back to the grower or manufacturer of ingredients. We’re building a business with long-term relationships based upon our ethics and values, where we put the customer’s needs first by protecting them with high standards of quality.
NW: Are gummies a long-lasting trend? How can the market adapt to meet evolving consumer demands?
Bennett: At the end of the day, the gummy industry is evolving. More pressures are put on quality control teams to deliver a product that meets the same expectations as capsules. The bar is set high by the quality companies out there. We’re looking for companies we can grow with and establish long-term relationships with.
