Nestlé has launched Nestlé Vital, a new adult nutrition brand designed to support healthy ageing, starting with its first market rollout in Brazil. The launch forms part of the company’s broader strategy to expand its nutrition portfolio and respond to growing consumer demand for products that support health and wellbeing later in life.
The company said it invested CHF 30 million (around R$200 million) in research and science to develop the new brand, which targets consumers aged 40 and above.
What is Nestlé Vital?
Nestlé Vital is a powdered nutritional drink developed to support daily nutrition and healthy longevity.
The product is designed to provide protein, vitamins and minerals that help maintain muscle strength, focus and overall wellbeing as people age.
When prepared with milk, each serving provides 23 grams of protein and contains 26 essential nutrients, including vitamins, minerals and dietary fibre. The formula is low in fat and contains no added sugars or artificial flavourings.
The range launches with two products designed for different times of the day.
Nestlé Vital Morning Ritual contains taurine and B vitamins aimed at supporting energy and focus during the day. It also includes minerals such as iron and calcium that contribute to muscle function and immunity.
Nestlé Vital Night Ritual contains magnesium, inositol and naturally occurring tryptophan from milk, ingredients intended to support relaxation, muscle recovery and sleep.
Brazil chosen as first launch market
Brazil has been selected as the first country to introduce the new brand globally.
According to IQVIA data cited by the company, the adult supplement market in Brazil already generates around R$1 billion in annual sales, making the country an important market for nutrition products.
Nestlé said Brazil’s strong consumer interest in health and wellness, combined with its large retail distribution network, made it an appropriate market to introduce the brand before expanding to other regions.
The company plans to expand Nestlé Vital to Europe and Asia in the future.
Growing demand for adult nutrition
Nestlé said the new brand responds to increasing interest in nutrition products that support long-term health as populations age.
Research commissioned by the company and conducted by Kantar surveyed 9,000 consumers across six markets — the United States, Brazil, China, Thailand, the United Kingdom and Spain.
The research indicated that 71% of middle-aged consumers were dissatisfied with their physical health, while 65% reported dissatisfaction with their mental wellbeing.
The company said this trend reflects growing consumer interest in nutrition products designed to support vitality, energy and recovery throughout adulthood.
The launch highlights how major food companies are investing in functional nutrition categories that combine scientific research with consumer health trends, expanding product offerings across global retail markets.
Nestlé Vital will initially launch in Brazil with plans for wider international expansion as the company continues to grow its nutrition and health product portfolio.
