Supplement company Nature’s Way has launched its innovation challenge, which is designed to provide funding and expert support to emerging scientific innovators and bring their ideas to market.

The program will elevate emerging leaders in the field and drive product innovation by supporting startup companies, academics, and researchers across the U.S. and Canada.

Nature’s Way, as part of the Schwabe Group, a 150-year-old pharmaceutical and health product company specializing in phytomedicine, has an extensive portfolio of plant-based products, making it well-positioned to support new innovations.

“At Nature’s Way, we’re passionate about empowering ideas that move our industry forward,” said Mark Warrington, vice president of product development. “We’re excited to introduce our innovation challenge, bringing diverse perspectives together to unlock new solutions in wellness.”

For its first challenge, the company is seeking natural, science-backed solutions from scientists and academics focused on enhancing gastrointestinal health and supporting users of GLP-1 medications for weight loss.

“The current GLP-1 moment marks a turning point for the wellness industry,” said Travis Borchardt, vice president of product integrity and compliance. “As a brand rooted in holistic health, we’re focused on delivering innovative solutions that support weight management, digestive health, and complete nutrition, empowering consumers to achieve a balanced body and mind.”

Citing a KFF poll from last year, Nature’s Way noted that an estimated 12% of U.S. adults have used GLP-1 drugs, including for weight loss, diabetes, and reducing heart disease risk. Meanwhile, an estimated 60-70 million Americans suffer from digestive issues that significantly impact daily life and quality of life, per the National Institutes of Health.

To enter, applicants must submit a proposal outlining their project, the support they need, and how it aligns with the challenge requirements. Submissions are open to U.S. and Canadian researchers or startup companies, with rolling reviews. Nature’s Way will provide a preliminary response to selected applicants of interest within four weeks. At that time, they may request additional information or schedule a meeting before confirming whether the application has been accepted.

Selected applicants will receive funding and support from Nature’s Way, which may include funding to drive the successful completion of their project and support from the company’s experts across the value chain.

To submit your project, click here.