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On the Rise: Ashwagandha

Industry by Rosemary Tambini on April 3, 2019

On the Rise: Ashwagandha

We’ve talked about Ashwagandha before, but lately there’s been some buzz about it thanks to good old star power from Gwyneth Paltrow. You may recall the recent SNL episode with Paltrow’s Weekend Update cameo as she spoofed her own lifestyle brand, Goop.

Goop sells a ginger and ashwagandha body wash, which a Goop sales rep, Heidi Gardner, attempted to explain. As USA Today recaps the clip:

"For the viewers who don't know what ashwagandha is...?" Michael Che prompted the fake Goop rep. "Ashwagandha is a number one thing, rated number one. You know what, I would love to tell you what ginger is instead," said Gardner. "Ashwagandha is from Wakanda.”

The Buzz?

While it was a good laugh, ashwagandha is NOT from Wakanda, but it is definitely worth a chat because its buzz is getting louder! Ashwagandha is an ancient Indian herb, native to the Middle East and certain areas in India and Africa. Traditionally used in Ayurvedic medicine to lower cortisol levels and reduce anxiety, it has been identified as an adaptogen for its potential in managing stress in the body (usatoday).

Dietitian Kelli McGrane tells USA Today, “[ashwagandha] has also been observed to significantly lower blood sugar levels in individuals with type 2 diabetes and help with infertility in men.” According to a National Center for Biotechnology Information study, ashwagandha was perceived to raise energy levels and improve cognition in people experiencing memory loss.

Knock Knock

Available in capsule and powder form, ashwagandha is knocking at your door to become the next big thing in the wide world of dietary supplements. This supplement can also be mixed into a smoothie! Smoothies are a growing format for supplements, one that is ready for you to add to your product line! Whichever you prefer, provide us your formula and we will get right to work!


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