Shots are no longer the No. 1 darling of the supplements trade — that spot is reserved for gummies. Nevertheless, marketers continue to come up with new offerings in this delivery format. Here are a few we downed at #ExpoWest.

Hank Schultz, Senior Editor

March 20, 2024

5 Slides

At a Glance

  • Enthusiasm for shots was still strong at Expo West.
  • Natural Products Insider editors pulled a few to tease a longer taste test coming soon.
  • #ExpoWest #EmpowerYourFuture @NatProdExpo

Shots are no longer a feature of every booth at Expo West. That enthusiasm has been transferred to the gummy format. But shots still meet a spot in the market, and have the benefit of offering plenty of payload for fucntional ingredinets, something that gummies sometimes struggle to do. Here are a few shots that caught our eye at #ExpoWest. Stay tuned for an uncoming video taste test of shots from the show.

About the Author(s)

Hank Schultz

Senior Editor, Informa

Hank Schultz has been the senior editor of Natural Products Insider since early 2023. He can be reached at [email protected]

Prior to joining the Informa team, he was an editor at NutraIngredients-USA, a William Reed Business Media publication.

His approach to industry journalism was formed via a long career in the daily newspaper field. After graduating from the University of Wisconsin with degrees in journalism and German, Hank was an editor at the Tempe Daily News in Arizona. He followed that with a long stint working at the Rocky Mountain News, a now defunct daily newspaper in Denver, where he rose to be one of the city editors. The newspaper won two Pulitzer Prizes during his time there.

The changing landscape of the newspaper industry led him to explore other career paths. He began his career in the natural products industry more than a decade ago at New Hope Natural Media, which was then part of Penton and now is an Informa brand. Hank formed friendships and partnerships within the industry that still inform his work to this day, which helps him to bring an insider’s perspective, tempered with an objective journalist’s sensibility, to his in-depth reporting.

Harkening back to his newspaper days, Hank considers the readers to be the primary stakeholders whose needs must be met. Report the news quickly, comprehensively and above all, fairly, and readership and sponsorships will follow.

In 2015, Hank was recognized by the American Herbal Products Association with a Special Award for Journalistic Excellence.

When he’s not reporting on the supplement industry, Hank enjoys many outside pursuits. Those include long distance bicycle touring, mountain climbing, sailing, kayaking and fishing. Less strenuous pastimes include travel, reading (novels and nonfiction), studying German, noodling on a harmonica, sketching and a daily dose of word puzzles in The New York Times.

Last but far from least, Hank is a lifelong fan and part owner of the Green Bay Packers.

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