Kaged Kickstarts 2024 in The Vitamin Shoppe’s Fit Lifestyle

Long ago, when we started PricePlow, this corner of the industry was basically called “Bodybuilding Supplements”. As the industry grew and shifted away from just bodybuilding, the niche transformed into “Sports Nutrition”… but that’s not exactly a perfect fit either. Not everyone’s into sports, after all.

To combat that, we’ve more recently seen a move to “Active Nutrition”, which has had some level of success, but of course neglects the sporting side.

Taking a different approach altogether, The Vitamin Shoppe is calling it “Fit Lifestyle“, placing supplements and products dedicated to active yet healthy individuals into a new gondola they have near the registers.

Kaged on Fit Lifestyle!

Kaged has three supplements coming to the Fit Lifestyle gondola at The Vitamin Shoppe – Outlive 100 (shown), Multivitamin, and the Mindset nootropic!

We bring this up because we need an official name for this niche (suggested in the conclusion of this article), but also because a lot of Kaged supplements belong right in this space.

After a massive year detailed in this article, the latest distribution conquest for Kaged is their upcoming offering in The Vitamin Shoppe’s Fit Lifestyle section. Three of Kaged’s products will be a part of this promotion: Kaged Multivitamin for vitamin and mineral repletion, Kaged Mindset for brain performance, and Outlive 100, their health-boosting superfoods supplement.

With all three of these supplements providing a critical boost towards whole-body health, these are good choices to represent the “Fit Lifestyle”.

We’re going to dive into a little summary on how all three of products work, but first, let’s get you signed up for our Kaged news alerts:

Kaged Outlive 100 – How It Works

Each 16.7g scoop of Outlive100 contains the following ingredients:

• Organic Alkalizing Greens Blend: helps improve immune system, energy, and vitality due in part to high chlorophyll content.
• Organic Superfood & Antioxidant Blend: protects against free radicals and their resulting deleterious effects.
• Organic Cleanse & Detox Blend: helps clear out the body of toxins with ingredients like apple cider vinegar powder and turmeric.
• Organic Fiber & Digestion Blend: ensures your digestion is on point and your body is able to absorb nutrients efficiently.
• Organic Adaptogen: helps the body decrease stress-derived damage by lowering cortisol levels.

You can see the full details in our article titled “Kaged OUTLIVE 100: Superfood Powder to Create Centenarians“.

All Kaged Outlive 100 flavors

Check out our up-to-date list of Outlive100 flavors below:

Kaged Multi – How It Works

Each 2 capsule serving of Kaged Multi contains the following vitamins and minerals:

• Vitamin A (900 mcg RAE) – 100% DV
• Vitamin C (90mg) – 100% DV
• Vitamin D (20mcg) – 100% DV
• Vitamin E (15mg) – 100% DV
• Vitamin K (120mcg) – 100% DV
• Thiamin (1.2mg) – 100% DV
• Riboflavin (1.3mg) – 100% DV
• Niacin (16mg NE) – 100% DV
• Vitamin B6 (1.7mg) – 100% DV
• Folate (400mcg) – 100% DV
• Vitamin B12 (2.4mcg) – 100% DV
• Biotin (30mcg) – 100% DV
• Pantothenic Acid (5mg) – 100% DV
• Calcium (60mg) – 5% DV
• Iron (18mg) – 100% DV
• Iodine (150mcg) – 100% DV
• Magnesium (96mg) – 23% DV
• Zinc (11mg) – 100% DV
• Selenium (55mcg) – 100% DV
• Copper (0.9mg) – 100% DV
• Manganese (2.3mg) – 100% DV
• Chromium (35mcg) – 100% DV
• Molybdenum (45mcg) – 100% DV
• Sodium (10mg) – <1% DV
• ACTIValoe (100mg)

Read the full science in our article titled “Kaged Multivitamin: A Whole Food Vitamin and Mineral Blend“.

Kaged Mindset – How It Works

Each 2 scoop serving (7.5g) of Mindset contains the following ingredients:

If you like a monstrous dose of Alpha-GPC, then the long-awaited Kaged Mindset is here for you. There’s a caffeine and caffeine-free option, and a couple new ingredients including Cereboost inside.

• Alpha GPC (1200mg): a form of choline, which is a precursor for acetylcholine, also known as the “learning neurotransmitter”.
• Tyrosine (1000mg): helps elevate mood, focus, and cognition.
• Acetyl L-Carnitine (1000mg): provides neuroprotective, neurotrophic, and mood-boosting benefits.
• Phenylalanine (300mg): a precursor to tyrosine and phenylethylamine (PEA), which can lead to mood elevation.
• Caffeine (300mg): blocks adenosine receptors, thereby helping to combat fatigue, in addition to increasing cellular activity in the body by inhibiting phosphodiesterase.
• Cereboost (200mg): derived from american ginseng, which can help boost memory, resistance to stress, and neuroplasticity.
• Ioniplex (100mg): a fulvic acid complex filled to the brim with trace minerals critical for cognitive function like zinc, boron, and lithium.

Now that’s a lot of choline! You can read more in our article, Kaged MINDSET Nootropic: Smart Supplement with Cereboost.

All Kaged Mindset flavors

Check out our up-to-date list of Mindset flavors below:

Distribution on a tear

Last year was a huge year for Kaged – so much so that we named them our Breakout Brand of the Year in our annual PricePlow 2023 Supplement Industry Awards. With an estimated jump from $30 to $70 million per year, Kaged is on a massive tear, led in large part by their Elite Series partnership with GNC, which saw the release of 27 new SKUs for us to enjoy.

The distribution advances didn’t end there, though. Kaged also announced partnerships with Wegmans, Gold’s Gym, H-E-B, and Giant Eagle. All in all, Kaged is on the come up, and their pace does not appear to be slowing.

Adopting the Fit Lifestyle

As the name “Fit Lifestyle” would suggest, being fit is about more than achieving monster pumps at the gym. What you do before and after the gym is just as important as your reps. Protein powder, creatine, and pre-workouts offer a good foundation for supplementation, but there is a great deal involved in maintaining a fit, healthy lifestyle.

Jack Gayton, The Vitamin Shoppe’s Divisional Vice President of Merchandising, joins the PricePlow Podcast with Kaged’s Aaron Heidebreicht in Episode #105 to explain what TVS looks for in brands

With Kaged Multi, you won’t have to wonder if you’re getting the necessary daily requirements of your vitamins and minerals. Kaged Mindset provides a nice, clean boost for when you need to drill down and focus. Fighting against the harmful effects of free radicals is also highly important, and that’s where Outlive100 shines (you have to get your reds and greens in somehow!)

With Aaron Heidebreicht – our MVP of the Year, as it happens – as the CCO of Kaged, the brand is on a mission to get their products in front of as many savvy consumers as possible. It’s working.

So what do we call this niche?

Finally, to answer the question posed in the introduction of this article. “Fit Lifestyle” is great for The Vitamin Shoppe and a pretty good name for their gondola at the store, but we’re not ready to give up the word “nutrition”.

“Sports Nutrition” and “Active Nutrition” both have their benefits. Why not combine them, and simply call it the Sports and Active Nutrition sector of the industry?!