USA – Trace, formerly known as Trace Minerals and a leading provider of trace mineral-based supplements for over 50 years, has announced a comprehensive rebrand that includes a new brand identity and packaging.
This move reflects the company’s commitment to consumer education, scientific research, and sustainable sourcing practices while addressing mineral insufficiencies through diverse product formats.
As nutrient inadequacies remain a widespread concern, Trace’s rebranding is designed to highlight the importance of trace minerals for overall health and well-being.
Its flagship product, ConcenTrace Mineral Drops, plays a key role in this mission. These drops provide a full spectrum of naturally occurring ionic trace minerals from Great Salt Lake using an innovative solar evaporation process.
This proprietary concentration method enhances the body’s ability to absorb essential nutrients and vitamins.
ConcenTrace is included in 99% of Trace’s products and will now feature prominently across the company’s entire product line.
The updated packaging offers a modern, streamlined look that emphasizes the key benefits of each product, while making it easier for customers to identify the unique delivery methods available.
The rebranding extends across Trace’s seven product categories: ConcenTrace, Minerals and Multivitamins, Active, Wellness, Ancestral, Kids, and Pets.
Matt Kilts, CEO of Trace, explained the motivation behind the rebrand, “We are seizing this moment to better educate our customers and retail partners on the power of ionic minerals.
“Trace’s legacy is built on 50 years of quality, and we’re eager to showcase our continued innovation in product formulation.”
He also noted the growing concern over mineral-depleted soils, which contributes to widespread mineral insufficiency, underscoring Trace’s mission to “remineralize the world.”
As part of its commitment to scientific research, Trace collaborates with an advisory board of medical and nutrition experts who oversee clinical trials and product development.
This approach ensures that each product is backed by sound research and offers superior health benefits. Recent innovations include the introduction of Himalayan Shilajit, a mineral-rich resin that improves cognitive function, energy metabolism, and immune support.
Additionally, ZeroLyte, a hydration product that replenishes electrolytes and prevents muscle cramps, is now available in a variety of flavors.
Trace also emphasizes sustainability. The company has adopted environmentally conscious practices, including reducing water usage in its mineral harvesting process and utilizing Post-Consumer Resin (PCR) packaging.
With exclusive rights to harvest minerals from the Great Salt Lake, Trace remains committed to protecting this vital natural resource.
Linnette Reindel, Chief Marketing Officer, expressed excitement about the rebrand, “Our award-winning brand has already launched globally, but this revitalization allows us to make an even greater impact through a modernized lens.”
Trace’s products have earned several accolades, including the Natural Choice Awards from Whole Foods Magazine and recognition from the Mindful Awards, which celebrate conscious companies.
Trace’s new packaging will be on store shelves and online this fall at major retailers such as The Vitamin Shoppe, GNC, Whole Foods, and Walmart.
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