![\"Joanna](\"https:\/\/wwd.com\/wp-content\/themes\/vip\/pmc-wwd-2021\/assets\/public\/lazyload-fallback.gif\")
<\/p>\n\n\tMidi Health is entering the supplement market.\u00a0<\/p>\n
\n\tThe women\u2019s health platform focused on midlife on Wednesday launched its supplement line, which includes Daily Cortisol Support, $50, Daily Brain Boost, $35, and Daily Fiber+, $55. According to industry sources, Midi Health\u2019s supplement line could exceed $30 million in sales its first year on the market.\u00a0<\/p>\n
\n\tThis marks Midi Health\u2019s first foray beyond its medical practice, which includes telehealth visits and personalized prescriptions for skin, hair, weight and sexual health, such as GLP-1s, estrogen-based face cream and testosterone cream. According to the team, Midi Health sees 20,000 patients a week.<\/p>\n
\n\t\u201cWe found that women are\u2026 very supplement curious, and what they were asking us for is guidance on what to take, and that included medications, and it included supplements,\u201d said Midi Health cofounder and chief executive officer Joanna Strober, specifying that 75 percent of Midi Health patients each week are asking for supplement recommendations. \u201cI was surprised by how many people were, in their visits, bringing up what supplements should [they] be taking. Increasingly, we were starting to do the research to figure out what supplements we should be taking and where to get them from.\u201d\u00a0<\/p>\n
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\t\t\t\t\tJoanna Strober<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy<\/p>\n
\n\tAccording to Strober, the team landed on three core supplements that support the needs of women entering midlife that were not easily accessible on the market.\u00a0<\/p>\n
\n\t\u201cWe\u2019re trying to do the ones that are very specific to what our ladies needed,\u201d she said. \u201cThere\u2019s no other company out there that\u2019s specifically making things for women in their midlife, and these are specifically formulated for that audience.\u201d<\/p>\n
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\t\t\t\t\tMidi Health Daily Fiber+<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy<\/p>\n
\n\tTherefore the lineup includes a fiber supplement, which has become an increasingly hot category as the majority of Americans don\u2019t consume enough fiber, which supports metabolic function, digestion and satiety. Midi Health\u2019s Daily Fiber+ combines five grams of fiber with green banana powder and chromium picolinate in a zero-sugar gummy. The lineup also includes Daily Cortisol Support, formulated with magnesium, L-theanine, ashwagandha, magnolia bark extract and phosphatidylserine, to reduce stress and support mood and sleep; and Daily Brain Boost, formulated with vitamin B12, choline and CoQ10 to boost mental functional and energy. Per Strober, Midi Health practitioners were recommending each of these ingredients separately, which ultimately led to these unique blends.<\/p>\n
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\t\t\t\t\tMidi Health Daily Cortisol Support<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy<\/p>\n
\n\t\u201cThere are millions of women in this country who don\u2019t get appropriate care,\u201d she said. \u201cThey can\u2019t get care for sleep, for anxiety, for weight loss, for mental health issues, for their bone issues, for their brain issues. There\u2019s just a huge lack of expert women\u2019s care in the country, and so our opportunity is to fill that gap.\u201d<\/p>\n
\n\tAccording to Strober, these supplements are a response to the two main challenges in women\u2019s health: increased confusion due to the mass amount of brands entering the market and the lack of expert care and education.\u00a0<\/p>\n
\n\t\u201cHistorically, there\u2019s been medical care and then there\u2019s been supplements, and it\u2019s been very segregated, and I actually think it needs to be closer together,\u201d said Strober. \u201cI don\u2019t think you should have to go to one person to talk about your supplements and a different person to talk about your medical care. It should be in one place.\u201d<\/p>\n
\n\tStrober said that the brand has several other supplements in the works, some of which are also a gummy format, which is often touted as the fastest-growing ingestible format and most popular after capsules.\u00a0<\/p>\n
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\t\t\t\t\tMidi Health Daily Brain Boost<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy<\/p>\n
\n\t\u201dWe\u2019re working on specific products to help with the issues that we are hearing from women that we can\u2019t otherwise get them an easy replacement,\u201d Strober said. <\/p>\n