Branded ingredients have dramatically increased in popularity in the supplements and functional foods industry in recent years. These proprietary blends are often targeted at specific conditions and have branded names, such as Relora (for relaxation and stress-related appetite control) Fabuless (for weight loss) and Seditol (to improve sleep quality). Anti-oxidants are one category with a growing number of branded ingredients, each containing a specific, controlled blend of various carotenoids, bioflavonoids, polyphenols and other phytonutrients.

Branded ingredients also offer clinical research to back their claims, and thus can command a higher price for manufacturers. One notable example is Pycnogenol, a patented extract of maritime pine bark. This antioxidant is backed by studies showing benefits for cardiovascular heath, osteoarthritis pain reduction and ADHD symptoms.

Though branded ingredients are most common in supplements, they can also be found in functional foods and cosmeceuticals. One example is Ester C, a branded, more stable form of vitamin C that is used both in supplements and in skin care products for its antioxidant activity.