Dr. Max Tests Vitamin D Free, Rituals Bets €20M on Youth Mental Health

Dr. Max is turning pharmacy visits into supplement consultations, Rituals is rewriting what a wellness brand owes its consumers, and new vitamin D research could force a reformulation conversation across Europe. In this episode: New research warns that different forms of vitamin D supplementation produce meaningfully different outcomes in the body, directly challenging the 'vitamin D is vitamin D' narrative that underpins much of Europe's mass-market supplement marketing. Dr. Max pharmacies in Italy are offering free in-store vitamin D testing framed around menopause health awareness, using clinical diagnostics as a footfall and supplement conversion tool. Dutch wellness brand Rituals will invest €20 million in youth mental wellbeing programmes between 2026 and 2028 through its '10% Profit for Impact' initiative, repositioning itself as a social impact platform rather than a product brand. New functional candy brand GLiTCH is deliberately hiding its protein credentials behind a candy-first identity, betting that taste-forward positioning drives broader adoption than overt functional or sports nutrition messaging. The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day. Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us. Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily