Ingredient Idol @ SSW22—brain category finals!

The thinking person's guide to the best-in-class cognition supplement ingredients.

Todd Runestad, Content Director,

January 12, 2023

Fun with a purpose: The Ingredient Idol contest at SupplySide West 2022 featured three companies whose ingredients rose to the top of the podium of compounds finished-product brand formulators, marketers and ingredient buyers want to know about. Watch this insightful, fast-paced show featuring Idol judges Ola Lessard, CMO-for-hire, Diana Morgan from Nutrabolt and What's Up With Supps, and Petra Erlandson from Alkemist Labs. The three finalists for your edification and overall viewing pleasure:

  • Memophenol Gamers from Activ'Inside

  • KSM-66 Ashwagandha from Ixoreal Biomed

  • ETAS from Maypro

About the Author(s)

Todd Runestad

Content Director,, Natural Products Insider

Todd Runestad has been writing on nutrition science news since 1997. He is content director for and Natural Products Insider digital magazines. Other incarnations: supplements editor for, Delicious Living!, and Natural Foods Merchandiser. Former editor-in-chief of Functional Ingredients magazine and still covers raw material innovations and ingredient science.

Connect with me here on LinkedIn.


Todd writes about nutrition science news such as this story on mitochondrial nutrients, innovative ingredients such as this story about 12 trendy new ingredient launches from SupplySide West 2023, and is a judge for the NEXTY awards honoring innovation, integrity and inspiration in natural products including his specialty — dietary supplements. He extensively covered the rise and rise and rise and fall of cannabis hemp CBD. He helps produce in-person events at SupplySide West and SupplySide East trade shows and conferences, including the wildly popular Ingredient Idol game show, as well as Natural Products Expo West and Natural Products Expo East and the NBJ Summit. He was a board member for the Hemp Industries Association.

Education / Past Lives

In previous lives Todd was on the other side of nature from natural products — natural history — as managing editor at the Denver Museum of Nature & Science. He's sojourned to Burning Man and Mount Everest. He graduated many moons ago from the State University of New York College at Oneonta.


"There is not a colds-and-flu season. There is a vitamin D-deficiency season."

"There is no such thing as inclement weather. Only improper attire."

Link answers question, "When taking magnesium, should you also take vitamin D3 2,000 IU?"

"Cannabis is nature's most nearly perfect plant."

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