The Vitamin Shoppe Introduces "The Suppies" Awards for Supplements
HEALTH & BEAUTY
The Vitamin Shoppe Debuts “The Suppies” Awards.
The Vitamin Shoppe has launched its first annual supplement awards program, "The Suppies," recognizing excellence in innovation and achievement across the wellness and sports nutrition industries. Developed in partnership with Men's Health and Women's Health magazines, the awards span 13 categories and aim to help consumers navigate the expanding supplement marketplace.
The inaugural awards honored winners across wellness essentials, sports nutrition, protein bars, healthspan, and emerging trends. The evaluation process combined expertise from The Vitamin Shoppe's merchant team, editors from leading health publications, and input from over 1,000 retail Health Enthusiasts working directly with customers.
"The supplement industry is continually evolving, with science and consumer trends steadily driving innovation across ingredients, formats, functional benefits, and even flavors," said Sharon Leite, CEO of The Vitamin Shoppe. "As a trusted authority in wellness and sports nutrition, The Vitamin Shoppe is well positioned to help bring clarity to all that complexity."
Awards Structure and Selection Process
The Suppies feature three distinct judging tracks. Eight awards were determined by Men's Health and Women's Health editors from a pool of nominees provided by The Vitamin Shoppe's merchant team. Three awards were chosen by the merchant team itself to recognize standout growth, performance, and partnership. Two special honors were selected by Health Enthusiasts, The Vitamin Shoppe's store associates, with more than 1,000 retail team members voting on products making the greatest impact with customers.
This collaborative approach ensures the awards reflect both expert analysis and real-world performance across The Vitamin Shoppe's 640+ stores and e-commerce platform.
Key Winners Across Categories
Among the standout winners, BodyTech 100% Pure Creatine Monohydrate Powder earned Best in Sports Nutrition for what editors called "no-nonsense creatine from a trusted legacy brand." David Peanut Butter Chocolate Chunk Protein Bar won Best Protein Bar, praised for delivering 28 grams of protein for only 150 calories, "a true feat" according to judges.
Clean Simple Eats Pink Burst Clear Protein Powder took Best Viral Product, with editors noting the brand is "doing magical things with protein" through its translucent, fruity formulation. Barebells Key Lime Pie Protein Bar won Most Craveworthy Flavor for its balanced taste profile that avoids excessive sweetness.
In wellness categories, Vthrive The Vitamin Shoppe Bioactive Multivitamins won Best Wellness Essential for gender-specific formulations tailored to life stages. Nordic Naturals Ultimate Omega earned Best for Healthspan, recognized for 100% fish sourcing and high omega delivery. Nutri Triple Magnesium + L-Theanine won Most Chill for its stress-relief and sleep-support combination.
Fitness influencer Lean Beef Patty received Best Brand Ambassador for her partnership with Gorilla Mind, praised as "mobility-minded, motivational to her rock-solid six-pack core, and brings the funny every time."
Industry and Team Selections
The Vitamin Shoppe's merchant team selected Transparent Labs as Brand of the Year for clean ingredients, complete label transparency, and third-party testing. RAW Nutrition earned Partner of the Year for formulations paired with authentic community engagement. David Protein Bars won Launch of the Year for headline-grabbing macros and viral momentum.
Health Enthusiasts chose Mary Ruth's Liquid Morning Multivitamin as Best in Wellness for its highly absorbable liquid format and balanced nutrient profile. Transparent Labs 100% Grass-Fed Whey Protein Isolate Powder won Best in Sports Nutrition among store associates, who noted it's the formula many customers request by name.
Celebrating Innovation and Partnership
The awards were celebrated February 18 at Electric Lemon at the Equinox Hotel in New York City, bringing together brand founders, CEOs, The Vitamin Shoppe executives, industry leaders, and creators including Lean Beef Patty.
"The quality and diversity of the winning products at The Suppies reflect the strength of our partnerships and the remarkable innovation shaping this industry," said Muriel Gonzalez, President of The Vitamin Shoppe. "We're proud to honor brands that are not only delivering meaningful performance and results but also building authentic connections with customers."
The Suppies program furthers The Vitamin Shoppe's mission to support customers in reaching personal health goals while recognizing brand partners driving the industry's future. For more information about The Vitamin Shoppe Supplement Awards, visit vitaminshoppe.com/lp/the-vitamin-shoppe-supplement-awards.