Recent survey data from Sunlight found that about 1 in 7 Americans plan to use or are using GLP-1 medications like Ozempic and Wegovy, leading to a growing number of brands staking their claim on adjacent territory. The latest example is Bragg, which just launched its Metabolism Support Supplement, a new offering marketed as a natural alternative for metabolic support.
Leveraging legacy to capture metabolic health demand
Bragg, a 100-year-old apple cider vinegar (ACV) brand, told NutraIngredients that it’s leveraging its heritage in functional pantry staples while layering in clinically studied ingredients designed to support appetite regulation and metabolic health.
“Our strategy for the new Metabolism Support Supplement is rooted in the brand’s legacy as a trusted wellness company with over 100 years of history,” said Rona Williams, senior director, strategic innovation, Bragg Live Food Products. “We identified a growing consumer demand for natural weight management solutions, especially as concerns about pharmaceutical options like GLP-1 drugs (e.g., Ozempic) rise. Many consumers are seeking effective, research-backed alternatives that align with their values of natural health and wellness.”
Williams added that the overall goal is to offer a science-backed product that stands out in a crowded market and appeals to both loyal Bragg consumers and newcomers who seek effective, natural solutions.
Ingredients
The company told NI that this is the first supplement to pair Bragg Apple Cider Vinegar with clinically proven ingredients for increased GLP-1 support. The formulation features Metabolaid, a proprietary blend of hibiscus and lemon verbena to support satiety, metabolism and healthy weight, along with 750 mg of ACV acetic acid that aims to support healthy cholesterol and blood sugar levels.
“As a certified B Corporation and a leader in the wellness space, Bragg prioritizes products that are not only natural but also grounded in robust scientific research,” Williams said. “Using clinically proven ingredients ensures that consumers receive real, measurable benefits, which is especially important in the supplement category where efficacy can vary widely. Bragg’s commitment to research-backed formulations helps reinforce its position as a credible, high-quality brand and supports its mission to inspire and nourish healthy living for all.”
ACV evolved
Established in 1912, Bragg has transitioned from a small health food retailer into a diversified wellness brand built around apple cider vinegar. The company has expanded its portfolio from traditional raw unfiltered ACV to include functional beverages, fruit and spice blended vinegars and supplements.
“The evolution reflects changing consumer preferences and advances in nutritional science, with Bragg consistently leading the way in making ACV accessible, convenient and relevant for modern wellness routines,” said Williams.
Market
The global apple cider vinegar supplement market is already valued in the billion-dollar range and is projected to grow steadily over the next decade, driven largely by demand for natural weight management solutions, particularly amid the GLP-1 boom. Once limited to liquid, the ACV market now includes more convenient formats such as capsules, gummies and tablets.
ACV aside, supplements that claim to boost GLP-1 is also a growing market. A simple search on Amazon for “glp-1 supplement weight loss” revealed nearly 600 SKUs to choose from. Some of those products include Kourtney Kardashian Barker’s Lemme GLP-1 Daily (Morosil Red Orange Fruit Extract, Eriomin Lemon Fruit Extract, Supresa Saffron Extract), HUM’s Flatter Me Fiber GLP-1 Booster (maize, digestive enzymes, ginger root, fennel seed, peppermint leaf) and Pendulum GLP-1 Probiotic (Akkermansia muciniphila, Clostridium butyricum, Bifidobacterium infantis, prebiotic chicory inulin).
The proliferation of ACV and GLP-1–positioned supplements highlight the opportunity–and the competition–as new brands enter the market and established brands like Bragg lean into a category increasingly shaped by GLP-1-driven demand.
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