With a little more than one week left in 2025, we’re finishing up our Brand Of The Year announcements this week, and here we’ve got Newcomer Of The Year, which was tougher to pick than we expected. We like to see quality in formulations, reliable efficacy, specialized supplements that cover all areas of health and performance, and consistency throughout the year. All of our nominees fell into one of those areas, although there was only one that ticked all of the boxes.
After a lot of deliberation, we are crowning the international brand, Skytrition, from Sweden, as our 2025 Newcomer Of The Year. The young company started with protein powder, carbohydrates, and intra-workout, and since then, it has blown out into many other categories. Over the last ten months, Skytrition has dropped several basic, commodity items, including a single-ingredient product that relies entirely on the indepthly studied and multi-benefit KSM-66 Ashwagandha.
It was the much more complex supplements that helped push Skytrition into the winner’s circle for Newcomer Of The Year, with its nootropic NeuroUp, a superfood formula called GuardUp, the nutritious cream of rice CorUp, and the nighttime recovery enhancer RestUp. Most importantly, the Swedish sports nutrition innovator threw its hat into the highly competitive pre-workout category with two stackable entries in Mess It Up and the pump-powering Blow It Up.
Skytrition has joined past winners of our Newcomer Of The Year Award, such as Infinis Nutrition, Naughty Boy, Ekkovision, Unbound, and Zombie Labs. It is another great example of just how competitive brands are getting on the international scene, and this is also the first time a Scandinavian has won the title. The consistency with Skytrition has been most impressive and has us anticipating even more innovation and excitement as we move into the New Year.
