A Wellness Private Label Solution For Independents Launches
Independent retailers looking to build a private label assortment in the wellness space have a new solution that could meet their needs.
Step Change Innovations, which touts itself as a science-backed ingredient accelerator, has launched two functional food and nutraceutical brands designed to feature high-quality, science-backed ingredients.
Wellwerks Functional Foods is launching now with a line of on-the-go “better for you” snacks that include sprouted nut & fruit bars and mixes, with some featuring ingredients with science-backed benefits.
Additionally, the Nüwerks Supplements & Nutraceuticals will be launching in the coming months with targeted formulations said to address essential and functional health needs with premium ingredients.
According to the company, the new brands are crafted to simplify consumers’ choices and offer independent retailers a chance to stand out with premium, differentiated offerings that align with health-focused trends.
“Independent grocers are the backbone of their communities, but they’ve been underserved when it comes to wellness solutions,” said Chris Foltz, senior retail strategist at Step Change Innovations. “Wellwerks and Nüwerks give them premium access to functional wellness products that attract health-conscious shoppers and drive loyalty and revenue.”
Step Change officials said the company’s new program takes private label concepts to the next level by focusing on quality, innovation, and trust. This approach addresses the challenges independent grocers face in staying competitive with large enterprise chains while meeting wellness-focused consumers’ evolving needs.
The program’s features include:
- Science-Backed & Functional Ingredients: Select Wellwerks and Nüwerks products feature clinically studied or functional ingredients to deliver wellness benefits.
- Consumer Relevance: Designed to align with key wellness trends such as energy, immunity, rest & relaxation, exercise performance, and cognitive health.
- Premier Private Label: Empowering progressive retailers and wholesalers to elevate their private label strategies with innovative, premium offerings that deliver a unique edge in the marketplace.
“Wellwerks and Nüwerks aren’t just brands—they’re solutions,” said Joe Bradley, CEO at Step Change Innovations. “We’ve created a premium program for progressive retailers that simplifies the overwhelming wellness aisle with targeted, trusted options with which shoppers can easily connect.”
The private label program also includes a full suite of resources to support independent retailers in maximizing their wellness strategy:
- Personalized Branding: Grocers can align branding with their store’s identity to strengthen the connection with local shoppers.
- Turnkey Merchandising Tools: Shelf tags, demo guides, end-cap displays, and in-store marketing materials to boost sales and consumer awareness.
- Rapid Market Access: Streamlined processes allow retailers to quickly bring innovative products to their shelves, eliminating the delays of traditional product development.
“Independent retailers don’t need more of the same—they need solutions that help them compete and connect with their communities,” said Foltz. “This premier private label program gives them the tools to succeed while offering shoppers a curated, trusted wellness experience.”
The initial launch in February introduces Wellwerks functional foods with three Sprouted Nut & Fruit Mixes and five Sprouted Nut & Fruit Bars. Two of these bars feature science-backed, branded ingredients: IMMUSE by Kyowa Hakko, designed to support immune health, and PeptiStrong by Nuritas, formulated to enhance muscle recovery and performance. These partnerships exemplify how Wellwerks prioritizes clinically studied ingredients, ensuring that science-backed innovation is at the forefront of its product lineup.
Wellwerks will debut through an established network of six independent retailers and 120 storefronts across the United States. Nüwerks nutraceuticals will be launched separately in the coming months.
