About Ensure
Overview
Ensure is an American brand of oral nutritional supplements and meal replacement products manufactured by Abbott Laboratories. Introduced in 1973, the brand was developed to provide complete, balanced nutrition for adults requiring additional calories, protein, vitamins, and minerals due to aging, illness, recovery, poor appetite, or increased nutritional needs.1 Today, Ensure is one of the world’s most recognized nutrition brands and is sold in more than 160 countries through Abbott’s global nutrition business.1
| Attribute | Details |
|---|---|
| Brand Name | Ensure |
| Owner | Abbott Laboratories |
| Parent Division | Abbott Nutrition |
| Product Type | Oral nutritional supplements, meal replacement shakes, nutrition powders |
| Founded | 1973 |
| Country of Origin | United States |
| Industry | Clinical nutrition and dietary supplements |
| Target Market | Adults, seniors, patients recovering from illness or surgery, and individuals with increased nutritional requirements1 |
History
Ensure was first launched in 1973 by Ross Laboratories, a nutrition company that later became part of Abbott Laboratories.1 The product was originally created for hospital patients and individuals who had difficulty meeting their nutritional requirements through regular food.
During the 1980s and 1990s, Ensure expanded from hospitals into retail markets, becoming a widely recognized nutrition drink for older adults and people seeking convenient nutritional support.2 Abbott invested heavily in research, product development, and physician education, helping establish Ensure as one of the leading oral nutrition brands.2
Today, Ensure remains a flagship product within Abbott Nutrition and continues to evolve with specialized formulas addressing different nutritional needs.2
Brand Mission
Ensure’s mission is to help adults maintain strength, energy, and overall health by providing science-based nutritional products that deliver complete and balanced nutrition. Abbott emphasizes clinical research, nutritional science, and quality standards in developing Ensure formulations.
Product Categories
Ensure offers a variety of nutritional products tailored to specific health goals:
- Ensure Original – Complete balanced nutrition for everyday use.
- Ensure Plus – Higher-calorie formula designed for weight gain or weight maintenance.
- Ensure High Protein – Increased protein to support muscle health.
- Ensure Max Protein – High-protein, lower-sugar formulation.
- Ensure Complete – Enhanced nutrition with higher protein and additional nutrients.
- Ensure Gold – Premium nutrition formula available in several international markets, including the Philippines.3
- Ensure Powder – Powdered nutritional drink mix.
- Specialized regional products tailored for local nutritional needs.3
Nutritional Profile
Although formulations vary by country and product, Ensure products generally provide:
- Protein from milk and soy sources
- Carbohydrates for energy
- Healthy fats
- Dietary fiber (selected products)
- More than 25 essential vitamins and minerals
- Calcium and Vitamin D for bone health
- B vitamins for energy metabolism
- Vitamins A, C, and E for immune support
- Zinc and other essential minerals
Many Ensure products are formulated to be suitable for people with lactose intolerance, though ingredients differ by product and market.1
Target Consumers
Ensure products are commonly recommended for:
- Older adults
- Adults with poor appetite
- Individuals recovering from surgery or illness
- Patients experiencing unintended weight loss
- People requiring supplemental nutrition
- Adults with increased protein requirements
- Busy individuals needing convenient meal supplementation
Ensure is intended as a nutritional supplement and is not generally marketed as a replacement for a balanced diet unless advised by a healthcare professional.1
Research and Development
Abbott Nutrition develops Ensure using nutritional research and clinical studies. The company collaborates with nutrition scientists and healthcare professionals to improve formulations and create products for different health needs, including muscle health, immune support, and healthy aging.
Presence in the Philippines
Ensure is distributed worldwide across North America, South America, Europe, Asia, Australia, the Middle East, and Africa. In the Philippines, Ensure products—including Ensure Gold—are widely available through pharmacies, supermarkets, hospitals, and online retailers.3
Brand Positioning
Ensure is positioned as a premium science-based nutrition brand focused on supporting adult health. Its marketing emphasizes:
- Complete and balanced nutrition
- Muscle strength
- Energy
- Healthy aging
- Recovery support
- Clinically developed formulations
Abbott also promotes Ensure as the “No. 1 doctor-recommended brand” for oral nutritional products in markets where that claim is supported by its survey methodology.
