Consumer sales show spikes in supplements and products for immune health in light of the coronavirus outbreak. Similarly, some brands are looking to strike while the iron’s hot. Launching an immune health product that is safe, high quality and true to its label claims can still take longer than some might hope, and with the market in saturated state, is now the right time to be launching a product for immune health? Blaz Gorjup, founder and chair of private label company, PharmaLinea, discusses the current state of the immune health category together with Charlotte Bastiaanse. We investigate long-term sustainable growth versus quick wins, and what product developers need to consider for the next generation of immune health once markets return to normal.