Level Select intros plant-based OTC brand

Level Select is debuting a plant-based pain relief brand dubbed Level Select OTC. The new line marks the latest step toward diversifying the Level Select brand portfolio and answering increased consumer demand for holistic alternatives to synthetic products.

Level Select OTC features natural menthol and camphor for fast pain relief. These plant-based ingredients effectively address common forms of discomfort, such as muscle soreness, joint pain, backaches and other minor aches and pains, the company noted.

Along with menthol and camphor, plant-based ingredients include MSM, Comfrey, horse chestnut and more. The product line includes Muscle Rub Lotion, Sports Therapy Cream, Sport Recovery Soaking Salts, Massaging Roll-On Gel and Extended Relief Patches.

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Professional athletes, including three-time NFL Pro Bowl Quarterback Carson Palmer, five-time PGA Pro Tour Champion Rickie Fowler and 10-time MLB All-Star Steve Garvey, endorse the new line of products. The company said that with transparency and daily health becoming a top priority for millennial consumers, the plant-based line is well-positioned to capture the market's fastest-growing segment.

"We're thrilled to launch our new plant-based pain relief brand, which reflects our commitment to diversifying our brand portfolio and meeting the increased demand for natural wellness solutions," said Mike Bell, CMO of Healist Naturals. "We saw an untapped category in pain relief and wanted to offer consumers a better alternative. Pain and soreness are natural responses to exercise and high-intensity activity, and we believe the answer to minimizing those reactions should be natural as well. The success of our flagship Level Select lineup and the growing demand for plant-based options has driven our expansion into this new category. We're confident that Level Select OTC will set a new standard in the market for safe, effective, and holistic wellness solutions that support the body's natural healing processes and believe consumers everywhere should have access to holistic wellness."

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Level Select OTC is now available nationwide at CVS Pharmacy, Amazon, and on the company's website.