Although 76% of Americans take dietary supplements, the efficacy of vitamins in health and beauty regimens is questionable due to poor regulation. With pills and sachets that are tailored to individual needs, Care/of is hoping that transparency will get people taking vitamins more seriously.

An estimated two billion people regularly eat bug-based dishes such as deep-fried caterpillars or chocolate-covered ants, yet entomophagy remains an alien concept to many in the West. How is protein bar brand Exo trying to change people's attitudes and take the ick out of eating insects?

What comes to mind when you think of a health food? A strange-looking product promising impossible results with words you don’t really understand? Bio-tiful is looking to change that. With its minimalistic packaging and approachable branding, it’s bringing kefir into the mainstream.

Health fanatics have long espoused the benefits of ancient grains, and they’re steadily entering mainstream consciousness as foodies seek out new flavors. Major brands including Papa John’s and General Mills are embracing quinoa, spelt, and einkorn to reinvent their products.