Herbs, Etc., a practitioner-founded herbal supplement manufacturer with nearly six decades of industry experience, has announced a major format expansion for its top-selling chlorophyll product. The company is officially launching ChlorOxygen® Lemonade Powder, translating its legacy liquid botanical formulation into a modern, on-the-go stick pack.
The launch signals a strategic move by the 57-year-old brand to capture market share within the booming powdered functional hydration category. By adapting a product historically confined to the "medicine cabinet" (liquid droppers) into a portable format, Herbs, Etc. is targeting the active lifestyle demographic seeking plant-forward wellness rituals.
Chlorophyll Meets Dietary Fibre
While maintaining the core active ingredient that established the brand's reputation for natural energy and daily cleansing support, the new powder introduces a distinct nutritional upgrade optimised for modern dietary trends.
Key Product Specifications per Stick Pack:
Active Base: 50mg of chlorophyll.
Gut Health Support: 3 grams of dietary fibre (addressing a major macro-nutritional trend).
Clean Label: Zero sugar and 100% vegan ingredients.
The addition of fibre is a particularly notable formulation choice, effectively bridging the gap between the greens/cleansing category and the gut health segment.
Balancing Heritage and Convenience
Dan Coyle, President of Herbs, Etc., emphasised the importance of maintaining the brand's practitioner-grade integrity while adapting to new consumption habits.
"Consumers are increasingly looking for clean, simple ways to support everyday wellness," Coyle stated. "We developed this new format to make a trusted product even more convenient, without compromising quality or formulation integrity."
Since its founding in 1969, the company has built its equity on liquid botanical extracts and bioavailability. This new format is designed to leverage that established trust to compete against newer, trend-driven supplement startups in the hydration space.
Sara Steinbeck, Director of Sales and Marketing, highlighted the strategic alignment with consumer demand: "As the category continues to evolve, we're focused on meeting consumers where they are. ChlorOxygen® Lemonade Powder builds on a proven product while offering a format that reflects modern lifestyles. Plus, it has the added benefit of fibre, which a lot of consumers are looking to increase in their diets."
Market Context
For retailers, the introduction of a single-serve stick pack allows Herbs, Etc. to expand its merchandising footprint. The new format is highly suited for impulse purchases at the checkout or placement within the active nutrition and water-enhancer aisles, moving the brand beyond the traditional, specialized supplement sets.
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