👋 Welcome to the very first edition of “Trends with Benefits” 👋
Hi everyone, I’m Julia Varela Tarancón — a nutritionist and innovation strategist with over 10 years of experience in the food & health industry.
I’ve spent the last decade helping brands in food, health, and wellness discover new opportunities, create concepts with impact, and build positioning that stand out in a constantly evolving market. Along the way, I’ve learned that the most powerful innovations don’t come from chasing every new buzzword — they come from connecting trends and science with consumer needs, and cultural shifts.
That’s why I created Trends with Benefits: my weekly newsletter where I break down the Food, Health wellness trends that truly matter.
My goal? To give you clarity, inspiration, and practical takeaways — whether you’re building a brand, leading innovation, or just curious about where the next wave of Food & Health is heading.
Thanks for joining me on this journey. I’m excited to share these trends with you — and the benefits they can bring.
— Julia
Edition 1# - Gut Health barrier
Repairing the damage of modern life
For years, the gut health conversation revolved almost exclusively around probiotics, prebiotics: more strains, more diversity. But as microbiome science evolves, this paradigm is no longer enough.
The future of gut health isn’t just about adding more microbes, but about creating the right environment for them to thrive and helping the entire ecosystem stay resilient against the stressors of modern life.
That means:
Yes, your gut microbiota matters. But it’s your gut barrier that decides what gets through to the rest of your body, and what doesn’t.
The Consumer Struggle
Up to 30% of people worldwide face gut issues, 80% have gut health concerns, and 15% live with IBS. Many try probiotics or prebiotics, but feel let down as these offer only short-term relief without repairing the gut barrier itself. Consumers want lasting resilience, not just symptom management. (Consumer survey | GI Journal)
That’s why more and more supplements are moving beyond probiotics, focusing on ingredients such as:
Glutamine → regenerates enterocytes.
Vitamin A, vitamin D, and zinc → essential micronutrients for tissue repair and immune function.
Hydrolyzed collagen → supports mucosal integrity.
Aloe vera → soothes, regenerates, and supports digestive health.
Postbiotics (e.g. butyrate) → provide direct metabolites for the gut barrier.
Omega 7 & Antioxidants (e.g. Polyphenols)→ helps reduce inflammation and supports mucosal health.
1. ARMRA (USA)- Colostrum that strengthens your body’s barriers
What is it? Their flagship product is ARMRA Colostrum™, developed with a proprietary process (Cold-Chain BioPotent Pasteurization) to preserve over 400 bioactive nutrients.
Why does it matter?: Instead of focusing only on adding new bacteria (probiotics), this product supports what’s already present + repairs the gut lining. For many consumers that’s more a more complete ritual
What can we learn from them?
Premium Packaging & Format: Elevate packaging design to feel aspirational. Offer formats that adapt to different moments: at home, on-the-go, special editions.
Positioning: premium, science-backed, restorative. Promise: repair, restore, protect against stressors of modern life. This is emotionally powerful, beyond just “nutrition.”
2. ANCIENT & BRAVE (UK) - Triple action restore
What is it? True Biome is a daily gut-care powder that combines three actions: prebiotics (PHGG fiber), postbiotics (heat-treated Lactobacillus plantarum/L. paracasei strain HK L-137), and L-glutamine. It’s designed to feed, repair, and protect the gut lining.
Why does it matter?: Instead of focusing only on adding new bacteria (probiotics), this product supports what’s already present + repairs the gut lining. For many consumers that’s more a more complete ritual
What can we learn from them?
Holistic formulation: They combine prebiotic + postbiotic + gut-barrier fuel (glutamine) so the product is “three-in-one”
Consumer-friendly narrative: Emphasis on support, repair, gentleness (“neutral taste,” “heat-stable”) that lowers barrier for use.
Positioning: They choose “Restore your inner ecosystem” language which resonates with people looking for more than just digestive support.
3. HAPPY MAMMOTH (AU) - A complete Gut Repair System
What is it? A vanilla-flavoured daily powder that claims to support gut lining repair. Key ingredients include hydrolyzed collagen peptides, organic chicory root (prebiotic), organic sprouted/fermented golden pea fibre, L-glycine, and a liposomal form of vitamin C.
Why does it matter?: The Complete Gut Repair positions itself as a fast-acting, structured program rather than just another daily supplement. Their promise of “results in 9 days” is built around a day-by-day benefits timeline:
Days 1–3: They suggest first signs of reduced bloating, less digestive discomfort, and improved regularity.
Days 3–5: Collagen and glycine begin supporting repair of the gut lining, while fibres start feeding good bacteria.
Days 5–7: Liposomal vitamin C boosts collagen synthesis and antioxidant protection, accelerating mucosal healing.
Days 7–9: A “cumulative effect”: the gut barrier is stronger, inflammation lower, digestion more efficient.
What can we learn from them?
Ingredient synergy: Combines building blocks ingredients with high absorbability
Promise + timeline: They set expectations (“9 days or less”) and describe what can happen in day ranges
✨ Special Guest ✨ - Marit Veenstra
For this edition I’ve got Marit, Nutritionist who works with both B2B ingredient suppliers and B2C brands to create differentiated, nutrition-led brands and products that meet the needs of today’s conscious, demanding consumer.
This is her product pick up for Gut Barrier health 👇🏻
NORDIC REBALANCE (Sweden) - A Clinically proven postbiotic for strengthening the gut barrier
What is it? Nordic Rebalance’s product Referm is a ready to drink and clinically proven postbiotic for strengthening the gut barrier in humans with IBS. Made from fermented Swedish oats, it delivers both inactivated microbial cells and active metabolites—the combination needed to strengthen the gut barrier.
Why does it matter?: Science is clear: the gut barrier is the missing link for long-term health. When the gut barrier is weakened, it leads to inflammation, immune dysfunction, and higher risks of chronic diseases. The Lancet highlights the intestinal barrier as a pivotal factor in health, inflammation, and cancer.
What can we learn from them?
Patented Process: produces a concentrate of short-chain fatty acids (SCFAs) and other fermentation compounds that makes them unique
Ease & Practicality: The product comes in forms that are easy to take (powder or ready-to-drink). A positive difference is claimed often within two weeks, though full benefit over 1-2 months depending on symptom severity.
Social Buzz
What’s Happening on Social Media
A summary of what I found about what’s happening on social media around gut barrier / gut repair — what people are talking about.
Gut Barrier-Healing Hacks
Lots of short videos on Instagram promising “heal your gut” with 30 days strategy including foods like like bone broth, polyphenols, food breaks, and removing additives. Viewers often expect quick wins which isn’t always realistic.
#GutTok community
#GutTok is a popular subcommunity on TikTok where influencers and creators share gut health tips, tricks, and “hacks.” It’s gained millions of views thanks to quick-fix trends, but most advice is oversimplified and doesn’t address the root causes of digestive or skin issues, like the gut barrier.
Gut Barrier & Skin Barrier
#GutHealth is huge, often paired with #SkinCare, #SkinBarrier, and #GlowUp.
Viral hacks: aloe vera drinks, “gut reset” challenges, fiber-loading, fermented foods, or collagen shots, often promising clearer skin in days.
Inside Kraut Food Studio
Case Study: Aloe Vera Brand x Gut Health
Here’s what it looks like when the trends we track turn into real projects at Kraut Food Studio, my Food & Health innovation studio
We recently partnered with the leading aloe vera brand in Spain, who wanted to launch a new line focused on gut health — but didn’t know where to start.
Our approach combined:
Market mapping: a deep dive into the gut supplement landscape to understand where the opportunities and white spaces were.
Expert interviews: conversations with gut health nutritionists, Pharmacist and doctors to learn the gaps they see in current offerings, as well as their patients’ rituals, needs, and concerns.
From these insights, we developed a three-concept line designed to fit seamlessly into daily routines (Morning Ritual, Night Repair and on the go format) and also tapping into different Gut axis: from Skin to Brain or digestion.
All anchored in Aloe vera as the hero ingredient, this line reframes a familiar product into modern, science-backed gut health rituals.
👉🏻 Looking for help in the Functional Food or supplements category?
Set up a 15 min call to tell me more about your challenges - From innovation to communication or positioning- and we can evaluate how we help you
Each week, I’ll keep sharing the trends shaping food and wellness. My wish is that they give you not only inspiration, but also clarity — so that we can all build a healthier, brighter future.
Remember, trends only matter when they spark action!
Until next week :)
