The Health Marketing Daily
The daily briefing for professionals in health, nutrition, and wellness marketing. Every episode covers an ingredient of the day, the latest science and regulatory updates from EFSA and beyond, and the brand and market moves shaping the nutraceutical industry. Hosted by Klara and Marco — evidence-based, no hype, no bro-science. Built for formulators, brand managers, regulatory affairs teams, and anyone building in the health and nutrition space.
McKinsey Maps Wellness Archetypes, GLP-1 Lifts Supplement Sales
McKinsey's new $2.7 trillion wellness segmentation and Italian pharmacy data on GLP-1 supplement uplift are the two frameworks health marketers need this week. Plus: a serial founder's longevity gummy play.
In this episode:
McKinsey partner Anna Pione co-authored a report identifying five distinct consumer archetypes reshaping the $2.7 trillion global wellness industry, with the core argument that brands must tailor positioning to specific segments or risk reaching no one. Italian pharmacy data reported by Pharmaretail shows GLP-1 drug users are measurably increasing spending on supplements and wellness products alongside their prescriptions, creating a commercial opportunity for nutraceutical brands...Celsius Sued for Healthwashing, GLP-1 Labels Under Fire
Celsius is being sued for claims that outran its science — and the GLP-1 label rush could be next. If you market functional health products, today's episode is required listening.
In this episode:
Food and supplement brands are racing to label products 'GLP-1 friendly' to target Ozempic and Wegovy users, but experts warn the claim is undefined, unregulated, and treats a highly varied consumer group as a single monolith. Celsius Holdings is facing a class action lawsuit alleging its metabolism, fitness, and calorie-burning claims on energy drink packaging are misleading because the active ingredients are present at do...McKinsey Maps 5 Wellness Archetypes
McKinsey just handed supplement and functional food brands a data-backed targeting framework for a $2.7 trillion market — and new neuroscience on menopause is opening a cognitive health opportunity that's barely been touched.
In this episode:
McKinsey partner Anna Pione co-authored a new report identifying five distinct wellness consumer archetypes — from proactive health optimisers to cost-conscious well-being seekers — across the $2.7 trillion global wellness industry, giving European marketers a rare, validated segmentation tool. New neuroscience research shows hormonal changes during menopause trigger structural brain reorganisation more significant than previously understood, strengthening the scientific case for cognitive health supplement positioning target...GLP-1 Users Boost Supplement Spend, Glanbia Raises Whey Prices
Italian pharmacy data shows GLP-1 users are spending more on supplements right now — not after they quit the drugs. Plus, Glanbia is signalling more whey price hikes that will squeeze sports nutrition brands heading into Q1.
In this episode:
Italian pharmacy data shows GLP-1 drug users are actively increasing their supplement and wellness spending while still on medication, with pharmacy and health retail channels identified as the key commercial touchpoint for European brands to act on now. Italy has become Europe's largest supplement market at €5.4 billion, but Il Fatto Alimentare is publicly questioning whether Italian consumers are...Arla Enters Protein Water, WHO Targets Kids' Junk Food Ads
Arla's move into protein water reshapes the functional beverage category for every challenger brand in Europe. Plus, regulators are tightening their grip on supplements marketed to teens and junk food ads aimed at children — and your brand could be in the crosshairs.
In this episode:
Arla Foods, one of Europe's largest dairy cooperatives with around €13 billion in annual turnover, has launched a branded protein-infused water, signalling mainstream validation of the category and raising competitive pressure on specialist sports nutrition brands. Italian food safety publication Il Fatto Alimentare has criticised the teen protein supplement trend as scientifically unfo...iHerb Flags Counterfeit Crisis, Mondelez Buys Better-For-You
Over half of supplement shoppers distrust what they're buying online — and Mondelez is snapping up better-for-you brands while they're still independent. Today's briefing has direct implications for your brand strategy.
In this episode:
An iHerb survey found that more than 50% of online supplement shoppers are concerned about purchasing counterfeit products, pushing brands and retailers to invest in consumer-facing authentication and verification programmes. German nutrition publication Ernährungs Umschau is spotlighting California Walnut Commission-funded research linking walnut consumption to gut microbiome diversity, giving functional food brands fresh but industry-commissioned science to work with. Mondelez has acquired a maj...HHS Greenlights Six Peptides, Oatly Bets on Fiber
The Trump administration just handed peptide brands a major regulatory opening — over FDA scientists' objections. Plus, Oatly is coming for gut health shelves with a new Fiber line. Two moves that redraw competitive maps today.
In this episode:
HHS granted 'enforcement discretion' for six peptides, allowing brands to market them without full FDA drug approval, after Trump-era political leadership overruled career FDA scientists who raised safety objections. Johns Hopkins researchers identified a previously unknown biological mechanism by which vitamin A shapes sharp vision development in utero, potentially opening new science-communication angles for prenatal and eye-health supplement br...Celsius Faces Fat-Burn Lawsuit, ZOE Enters Snack Aisle
Celsius is in court over fat-burning language and ZOE is moving from app to snack shelf — two stories that redefine how far health brands can push their claims in 2025.
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A new clinical trial found that a daily fiber supplement significantly reduced knee osteoarthritis pain and improved muscle strength, opening a credible gut-joint health positioning angle for supplement brands. Celsius Holdings is facing a proposed class action lawsuit alleging its 'burns body fat' marketing misleads consumers, while the company says it stands firmly behind its claims and supporting clinical studies. ZOE, the UK-founded personalised nu...Nutricia Backs Diabetes Remission, Oatly Bets on Fiber
Nutricia just put institutional weight behind Type 2 diabetes remission research — and Oatly is ditching sustainability messaging for functional fiber. Both moves signal where health marketing credibility is heading.
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Nutricia awarded its 2026 Förderpreis research prize to a study demonstrating Type 2 diabetes remission through dietary intervention alone, raising the clinical substantiation bar for all medical nutrition and wellness brands. Interaceituna, the Spanish table olive sector body, published findings from its Health Olive project — a structured research initiative designed to build an EFSA-ready evidence base for health benefit claims on table olives across European markets. Oatly...HHS Greenlights Peptides, Celsius Sued Over Fat Claims
The US just handed peptide brands a regulatory window — over FDA scientists' objections. And Celsius is in court over fat-burning claims every functional brand should be watching.
In this episode:
HHS granted enforcement discretion for six peptides despite objections from FDA career scientists, giving the peptide wellness market a short-term commercial boost while signalling real long-term regulatory risk. Celsius Holdings faces a proposed class action alleging its 'burns body fat' marketing claims are unsubstantiated, putting every functional beverage and supplement brand making efficacy claims on notice. Atkins is formally repositioning its brand to target lapsed GLP-1 us...Ferrero Goes DTC, Fiber Cuts Arthritis Pain & Holland
Ferrero is betting on owned e-commerce for Fulfil in Germany, and a clinical trial just gave gut-health brands a credible joint-health story. Two big commercial signals for supplement and functional food marketers today.
In this episode:
A clinical trial found that a simple daily fiber supplement significantly reduced knee osteoarthritis pain and improved muscle strength, positioning fiber as a credible joint and musculoskeletal health ingredient beyond its traditional gut-health role. Ferrero Germany has launched a standalone DTC online shop exclusively for its Fulfil high-protein bar brand, signaling a major shift from retail-only distribution toward owned e-commerce...ZOE Launches Fiber Bars, Zevia Raises $20M to Turn Around
ZOE is taking gut health science off your phone and onto the snack shelf — and a $14B UPF labelling threat could redefine how functional food brands talk about their products. Today's four stories are essential for any health brand operating in Europe or the better-for-you space.
In this episode:
ZOE, the gut microbiome nutrition app, has launched a range of fiber bars now available in retail snack aisles, marking a significant pivot from a subscription digital health model into the competitive functional food category. New research estimates that mandatory ultraprocessed food labelling could cost the global fo...Nestlé Enters Longevity Supplements, Keto Gaps Exposed
Nestlé just entered your category — longevity supplements. Plus, new science exposes what keto brands are getting wrong on micronutrients, and Ipsy's CMO makes the case for subscription as the fix for wellness decision fatigue.
In this episode:
Nestlé is launching a premium supplement range targeting muscle strength, vitality, and wellbeing under a 'healthy longevity' platform, signalling that Big Food is now a direct competitor to specialist wellness brands across Europe. A German nutrition science analysis published in Ernaehrungs Umschau found that therapeutic ketogenic diets create measurable deficiencies in B vitamins, magnesium, calcium, and selenium — and that most c...Abbott Spins Out Nutrition, Cannabis Sleep Gummies Face Habit Risk
Abbott is breaking up its nutrition empire — and that reshapes the competitive landscape for every brand in clinical and consumer nutrition. Plus, the cannabis sleep gummy category just got a serious science problem that regulators will notice.
In this episode:
New research found that a cannabis-derived ingredient common in sleep gummies produces dependency-related patterns with repeated use, threatening one of Europe's fastest-growing supplement formats at a moment of already heightened regulatory scrutiny. A clinical trial found daily vitamin C supplementation improved survival rates in patients with precancerous blood disorders, giving one of the world's most commoditised su...Fish Oil Brain Claims Fail, L'Oréal Flags GLP-1 Shift
A landmark clinical trial just gutted fish oil's brain health story — and L'Oréal's CEO confirmed GLP-1 drugs are formally reshaping consumer spending. Two credibility moments supplement and health brands can't ignore.
In this episode:
A two-year clinical trial confirmed omega-3s from fish oil reached the brain but produced zero measurable improvement in memory or cognitive protection, directly threatening brain health claims across one of the supplement market's biggest categories. Italy's IAP censured Magic Magnesium Malate for implying its product could relieve restless legs and improve sleep, ruling that soft 'lifestyle language' carries the same evi...L'Oréal Flags GLP-1 Shift, Jocko Fuel Hits Target
L'Oréal's CEO just flagged GLP-1 drugs as a structural demand shift hitting beauty and skincare. If you sell supplements or functional food, this wave is already reaching your shelf.
In this episode:
Italy's IAP censured Magic Magnesium Malate for implying sleep and restless legs benefits through framing and imagery alone, ruling that implied health claims without EFSA-authorised backing violate EU advertising standards. L'Oréal's CEO publicly described GLP-1 drug adoption as 'a very important phenomenon' visibly reshaping beauty and skincare purchasing patterns at mass-market scale. UK kefir brand Biotiful Gut Health has launched a full br...Abbott Spins Off $8.5B Nutrition, Fish Oil Brain Claims Challenged
Abbott is freeing its $8.5B nutrition division — including Ensure and Pedialyte — as a standalone public company. And a landmark clinical trial just dealt a serious blow to fish oil's brain health positioning.
In this episode:
Abbott is spinning out its nutrition division — home to Ensure and Pedialyte — into an independent publicly traded company generating approximately $8.5 billion in annual sales, giving it freedom to pursue its own marketing and commercial strategy. A rigorous two-year clinical trial confirmed fish oil successfully raised omega-3 levels in the brain but produced zero measurable improvement in memory or cognitive protection compared to contr...AG1 Hits Holland & Barrett, Ipsy Enters Wellness
AG1 is testing whether DTC credibility survives the high street. Meanwhile, Ipsy is betting subscription curation can fix supplement overload — two channel shifts every wellness marketer needs to understand.
In this episode:
AG1 is entering Holland & Barrett in its first major UK high street retail partnership, with CEO Tim Harrington leaning on creator credibility to justify a £3-per-serving price point in a shelf environment where no algorithm or influencer can close the sale. Ipsy CMO Stacey Politi is formally extending the beauty subscription box into supplements and wellness products, arguing that curated boxes solve consumer overwhelm by...Vitamin C Beats Cancer, Galy Launches Cultured Cocoa
Vitamin C just earned clinical trial credibility in cancer survival — and Galy is bringing lab-grown cocoa to B2B ingredient buyers. Two stories reshaping formulation and marketing strategy today.
In this episode:
A new clinical trial found daily vitamin C supplementation may improve survival rates in people with precancerous blood disorders, giving supplement brands a stronger science-backed narrative for educational content — though EU health claims rules still prohibit disease treatment claims on pack. German milling company Traditionsmüller is investing €7 million to pivot its generational business toward plant-based protein ingredient production, signalling growing upstream supply capacity for Eur...Nestlé, Unilever Accused of Misleading Health Claims & Bala
India's regulator is formally accusing Nestlé and Unilever of misleading health claims — a warning shot every supplement and functional food marketer should hear. Plus: a brain health finding that could reshape cognitive supplement positioning.
In this episode:
India's FSSAI has issued official notices to Nestlé and Hindustan Unilever for allegedly making misleading health claims, signalling a global tightening of enforcement that mirrors EFSA's strict approach in Europe. Japanese researchers identified a natural compound that protected against memory and social behaviour deficits caused by high salt intake in experimental models, adding a neurological dimension to sodium risk and...Ritual Expands, Hospitals Enter Longevity & Sweetener Study Shocks
Ritual just made its boldest move since founding, and hospitals are now competing on longevity turf. If you formulate, market, or build in consumer health, today's four stories demand your attention.
In this episode:
Ritual CEO Kat Schneider is personally leading the brand's first category expansion in six years, signalling that even transparency-led DTC supplement brands must broaden their portfolio to sustain growth with female consumers. A new study testing 39 sweeteners found many disrupt gut microbiome composition, with certain sweetener-medication combinations producing potentially harmful interactions — a direct formulation and labelling challenge for functional food and supplement br...THG Raises Forecast, Barebells Goes Candy, BelliWelli Hits Walmart
Myprotein is lifting THG's entire earnings outlook, BelliWelli is taking gut health to Walmart at scale, and new research is putting recovery supplement claims under the microscope — three category-defining moves marketers need to understand today.
In this episode:
THG upgraded its full-year earnings guidance after its sports nutrition division — home to Myprotein — delivered a stronger-than-expected performance, outpacing headwinds hitting the broader wellness retail market. BelliWelli secured dedicated endcap placements across Walmart, marking a major shift for the gut health category from specialty and DTC channels into mainstream mass retail. New research published by Science Daily found that w...Hospitals Enter Longevity, Clio Snacks Acquired for 165M Bars
Hospitals are muscling into longevity — and that raises the bar for every supplement brand making anti-ageing claims. Plus, Clio Snacks just proved how functional snacks scale to acquisition.
In this episode:
Northwestern Medicine and other major US hospital systems are launching dedicated longevity clinics, signalling that the category is shifting from consumer wellness into institutional medicine and raising the credibility bar for supplement brands making anti-ageing claims. German functional soft drink brand Early is reporting early commercial success with its isotonic, vitamin-fortified positioning, demonstrating growing German retail appetite for functional beverages that sit between mainstream cola an...THG Raises Forecast & Perelel Hits $100M
Myprotein is carrying THG's entire earnings upgrade. Perelel just hit $100M by refusing to stay in prenatal. And Walmart is building a dedicated Mood and Mind shelf — with Neutonic inside it. Here's what each move means for your brand.
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THG upgraded its full-year earnings guidance, citing stronger-than-expected performance from its Myprotein sports nutrition division as the primary driver of the revision. Women's health brand Perelel crossed $100 million in revenue six years after launch by expanding from a single prenatal vitamin into protein, powders, and full-lifecycle supplements. Evolution Fresh is launching Thrive, a probiotic fu...Barebells Enters Candy, Recovery Science Backfires
Barebells is taking its better-for-you credentials into mainstream candy aisles — and new science is handing honest recovery brands a rare credibility edge. Both moves reshape where health brands must compete next.
In this episode:
Barebells, under parent Vitamin Well Group, is launching a low-sugar confectionery range inspired by the Swedish candy trend, announced at NACS to signal a convenience and impulse retail push rather than a health store play. New research highlighted by Science Daily finds that popular recovery interventions — including supplements, ice baths, and compression garments — are frequently oversold and may actually blunt the body's natura...Ocado Backs Clean-Label, Vanillin Gets Functional
Ocado is turning clean-label into a retail destination — a direct commercial incentive to reformulate. Plus, vanillin emerges as a functional ingredient and longevity research names a new aging driver.
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Ocado has launched a dedicated 'Simple Ingredients' online aisle, giving brands with minimal, recognisable formulations premium placement on one of Europe's most influential health grocery platforms. Scientists have found that vanillin — vanilla's primary flavour compound — possesses antimicrobial and potentially anti-inflammatory properties, opening an early-stage functional positioning opportunity for natural wellness brands. Researchers identified declining levels of a protein called Menin as a key aging driver...Opella Raids FMCG Playbook, BelliWelli Wins Walmart
Opella is rewriting how consumer healthcare brands market themselves — and BelliWelli's Walmart debut proves culture beats clinical claims at mass retail. Here's what both moves mean for your strategy.
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Opella, the consumer healthcare company behind Allegra and Dulcolax, is explicitly shifting to FMCG-style brand-building — high-reach, entertainment-led campaigns — raising real questions about how OTC brands maintain regulatory credibility while chasing consumer reach. Kratom is being sold across European wellness channels on anti-ageing and energy claims with zero EFSA-approved health claims and no EU novel food authorisation, with Italian outlet Il Fatto Alimentare flagging documented risks...Dr. Max Tests Vitamin D Free, Rituals Bets €20M on Youth Mental Health
Dr. Max is turning pharmacy visits into supplement consultations, Rituals is rewriting what a wellness brand owes its consumers, and new vitamin D research could force a reformulation conversation across Europe.
In this episode:
New research warns that different forms of vitamin D supplementation produce meaningfully different outcomes in the body, directly challenging the 'vitamin D is vitamin D' narrative that underpins much of Europe's mass-market supplement marketing. Dr. Max pharmacies in Italy are offering free in-store vitamin D testing framed around menopause health awareness, using clinical diagnostics as a footfall and supplement conversion tool. Dutch...Rituals Commits €20M to Youth Mental Health, GLiTCH Hides Its Protein
Rituals just made one of Europe's largest brand-led mental health commitments — and GLiTCH is quietly smuggling protein into candy. Here's what both moves mean for wellness marketers.
In this episode:
Rituals will invest €20 million in youth mental wellbeing programmes between 2026 and 2028 through its '10% Profit for Impact' initiative, marking one of the largest brand-led mental health commitments from a European wellness company to date. Publicis Health argues health marketing is structurally shifting from awareness broadcasting to consumer navigation, urging brands to rebuild content, CRM, and retail touchpoints as decision-support tools rather than claim-making channels. Functional candy bran...Poppi Goes Multi-Functional, Vitamin D Safety Signal Hits
PepsiCo is turning Poppi into a full functional platform with Lift and Chill lines — and a new vitamin D safety signal is putting formulation teams on alert. Two stories supplement and functional food brands cannot afford to miss.
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New research warns that a widely used molecular form of vitamin D may carry an unexpected negative effect, creating a formulation credibility moment for supplement brands whose EFSA-authorised claims have never required form transparency. PepsiCo is launching two new Poppi lines — Lift targeting energy and Chill targeting relaxation — transforming the prebiotic gut health brand into a mult...Boots Sold for £6.7bn, BelliWelli Wins Walmart
The UK's biggest pharmacy just changed hands for £6.7bn — and shelf decisions will follow. Plus, BelliWelli's Walmart launch is a mass-retail playbook every wellness brand should steal.
In this episode:
Canada's Weston family has agreed to acquire Boots and its associated businesses for £6.7bn, one of the largest health and beauty retail transactions in European history, with ranging reviews and renegotiated terms likely to follow for brands across its 2,200+ UK stores. BelliWelli CEO Katie Wilson is using celebrity cameos, fashion brand partnerships, and consumer giveaways to position the gut health fiber brand as a cultural object rath...Opella Raids FMCG Playbook, Giant Co. Redesigns for GLP-1 Users
Opella is tearing up pharma-style media strategy and replacing it with FMCG brand-building — and The Giant Company is redesigning its stores around GLP-1 drug users. If you sell supplements or functional food, both moves are a direct signal for where your category is heading.
In this episode:
Opella, the consumer health company behind Dulcolax and Allegra, is rebuilding its media strategy around FMCG brand-building principles — investing in social, creator partnerships, and culturally driven campaigns rather than traditional pharma-style clinical advertising. A new study found that sleeping near Hinoki root essential oil — derived from a Japanese cypress tree —...Once Upon a Farm Enters Electrolytes, GLP-1 Rewires Retail
Once Upon a Farm is coming for the electrolyte aisle with an organic kids' range — and GLP-1 drugs are forcing retailers from grocers to apparel brands to rethink everything. Two shifts supplement and functional food founders need to understand today.
In this episode:
New oncology research shows a vitamin D analog can break down the protective stromal barrier surrounding pancreatic tumours, adding clinical depth to vitamin D's biological story without making any cancer claim. Once Upon a Farm, the celebrity-backed organic kids' food brand, is launching organic electrolyte powder blends as part of a deliberate cradle-to-childhood li...Vitamin B3 Fights Brain Cancer, Saputo Bets on Whey
A striking vitamin B3 trial and Saputo's new whey ingredients division are reshaping how health brands think about niacin, protein supply, and differentiation. Here's what marketers need to know today.
In this episode:
A small clinical trial found high-dose vitamin B3 (niacin) kept 82% of glioblastoma patients alive when used alongside standard treatment, giving supplement brands a credible — if carefully navigable — new science story for thought leadership content. A meta-analysis of 16 clinical trials found omega-3 supplementation produced modest but real cognitive performance gains in children with ADHD, giving children's nutrition brands a more targeted, evidence-backed angle than broa...Walmart Bets on Mood Drinks, Perelel Hits $100M
Walmart just gave functional mood drinks permanent shelf space — a retail signal every supplement and beverage brand needs to act on. Plus: Perelel Health hits $100M and a glucosamine finding that will have joint supplement brands on crisis comms watch.
In this episode:
A phase 2 clinical trial found daily Vitamin C supplementation was associated with lower mortality in patients with precancerous or low-risk blood cancers, giving science-led brands credible new evidence beyond immune health positioning. A large health-records analysis found glucosamine users had a 25% higher likelihood of progressing from mild cognitive impairment to full Alzheimer's dementia — an o...Walmart Launches Mood & Mind Shelf, Boots Nears Weston Deal
Walmart just gave mood and mind beverages their own shelf — and the Weston family may be about to take control of Boots. Two structural retail shifts that demand attention from every supplement and functional food brand this week.
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Walmart has created a permanent named shelf set called 'Mood & Mind' for functional beverages targeting emotional and cognitive wellbeing, giving the category its biggest mass-market retail visibility moment to date. The UK's Food and Drink Federation has publicly warned that frequent health policy shifts and rising regulatory costs are deterring manufacturers from investing in healthier pr...Superdrug Goes 24/7, Grindr Buys Health Platform for $250M
Superdrug just became an always-on supplement retailer via Just Eat — and Grindr spent $250M to own a healthcare channel. Both moves redefine where health brands must show up.
In this episode:
Superdrug is launching 24/7 delivery across 8,000 products in London via Just Eat, starting in Brixton and Kingston — giving supplement brands with a Superdrug listing a permanent impulse-purchase window for the first time. Arla is expanding manufacturing capacity for skyr and cottage cheese at its German facilities to meet surging European protein demand, putting affordable, grocery-shelf dairy in direct competition with dedicated supplement and protein snack brands. Drin...Huel Banned by ASA, Mulberry Targets Gut Health
Huel just got a public ruling from the UK ad watchdog — and it's a warning for every functional brand making video content. Plus mulberry science, brain health studios, and hemp beverage data that reframes the relaxation category.
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Huel was formally reprimanded by the UK Advertising Standards Authority after an online video was ruled irresponsible for containing unauthorised health claims, setting a public precedent for functional nutrition brands across the UK. New research found that mulberry-derived compounds reshape the gut microbiome to support intestinal health and metabolism, with synergistic compound combinations pointing toward dual-action fo...The Health Marketing Daily | Perelel Health hits $100 million run | California enacts non-ultraprocessed label despite food | Research highlights health trends that are
The Health Marketing Daily — September 30, 2026 In this episode: • A women's supplement brand hitting nine-figure revenue and poaching a prestige beauty CMO signals that the wellness supplement category is now competing directly with luxury beauty for top marketing talent. • California's new non-ultraprocessed food label creates a precedent that European functional food and wellness brands should watch closely — because label-based health positioning is about to get more competitive and more contested. • New UK research showing that only 1 in 4 Brits have tried a health or food trend in the past year — and half have already quit — is a critical reality check for wellness brands over-in...
Unilever Bets on Beauty-Wellness Merger, GLP-1s Go Lifestyle
Unilever just told the market that beauty and wellness are one category — and GLP-1 manufacturers are now chasing the same consumer positioning your supplement brand owns. Both moves demand a strategic response.
In this episode:
Unilever Wellbeing has publicly named GLP-1 drug adoption and AI-driven health data as the two structural forces behind its strategy to treat beauty and wellness as a single integrated category, not adjacent ones. GLP-1 manufacturers including the makers of Ozempic and Wegovy are deliberately replacing the word 'patient' with 'customer' and repositioning their drugs as lifestyle products, directly competing with the em...