Consumers will seek transparency, healthy aging and convenience.

Powders feature minerals, vitamins, probiotics, and milk and whey protein.

The new products aim to promote gut, skin, joint and brain health.

Higher prices, sustainability draw consumers’ attention.

Consumers increasingly purchase yogurt containing probiotics.

Zurge is formulated with lion’s mane, stabilized rice bran, coffeeberry cascara and other ingredients.

Cerebelly is also set to launch in almost 700 Walmart locations nationwide.

The minority stake acquisition came as part of a Series B funding round for IQBAR.

Awareness of gut-brain connection leads the way.