Supplement innovators are overcoming some of curcumin’s big challenges, notably absorption and bioavailability, and its popularity is on the rise with consumers because of its known antioxidant and anti-inflammatory properties. Now, the industry is taking on the challenge of authenticity and label claims as innovators ramp up testing and traceability, and balance the advent of synthetic versus natural forms of the trendy botanical. Creative delivery formats are represented by a surge in products offering turmeric or curcumin in liquid formats ranging from ready-to-drink (RTD) beverages and shots to ready-to-mix (RTM) products in stick packs, sachets and powders.