Smart Strips brings the only complete functional range of oral dissolvable supplement strips to the United States.

SOFIA, Bulgaria, October 2026. The supplement aisle has long been dominated by the pill. Elina Ivanova-Atanassov is positioning that to change - and her track record in shifting consumer formats gives that position weight.

Ivanova-Atanassov founded El Shisha, widely recognized as the most luxurious vape brand in the world, with a stated mission of moving one million people who smoke toward a nicotine-free alternative and reducing their use of harmful substances. Together with its sister brand Vapy, the company reached multimillion-dollar sales and more than 3,000 points of sale, exhibiting at international expos from Las Vegas to Dubai and the UK. "We have shown at dozens of international expos, and no one comes close," she says. She also leads Princeps Group, Bulgaria's oldest advertising agency, with 35 years in operation and more than 11,000 projects completed.

Her new company, Smart Strips, delivers supplements in thin strips that dissolve on the tongue in 7 to 30 seconds. No water is required. Nothing needs to be swallowed. A full formula is contained in a sachet the size of a business card.

"The supplement industry has spent decades fighting over ingredients and ignored the format," says Ivanova-Atanassov. "Real innovation is not a stronger ingredient. It is better delivery."

A founder who builds innovation

Ivanova-Atanassov was named one of Forbes Bulgaria's Women at the Top, holds a Specialization in Entrepreneurship and Innovation from Harvard Business School Online, and serves as president of the European Association of the Vape Industry. Her portfolio spans advertising, consumer brands, e-commerce and a licensed business academy.

Ten formulas, one complete day

Most strip brands on the market address a single need - energy, sleep or vitamins. Smart Strips developed a range designed to cover an entire day: FCKN Fit before training, Refuel after it, Focus for the afternoon, Anxiety for stressful hours, Z-z-Zen for sleep, plus Immune, NMN for longevity, Beaute, Aftr Party for the morning after and PleasureX for intimacy. No other oral strip brand covers the full spectrum.

According to the company, its QuickRelease film delivers up to 95% bioavailability and works up to 4x faster and up to 30% more effectively than a swallowed tablet, capsule or powder. Every strip is sweetened with stevia, with no sugar.

Born in Europe, built in America

Smart Strips is the result of two years of development with a team of experienced formulation specialists. The strips are manufactured in the USA in an FDA registered, cGMP certified facility certified to NSF/ANSI 455-2, and every formula is tested by independent ISO 17025 accredited laboratories. US orders ship from Florida.

The brand debuted at Biohackers World in Los Angeles and at FIBO in Cologne in April 2026, then launched in Bulgaria on stage at the Forbes Health & Longevity Forum in June 2026. Athletech News has already raised the question of whether supplement strips are the new gummies.

Ivanova-Atanassov has a direct response. "Every big shift in consumer habits was a format shift," she says. "Tablets to gummies, powders to stick packs, detergent to pods. Supplements are next, and we intend to own that moment."

Smart Strips is available now at smartstrips.us.

About Smart Strips

Smart Strips is a brand of oral dissolvable supplement strips created by ETRIA Ltd., Sofia, Bulgaria. Its ten formulas cover energy, recovery, focus, stress, sleep, immunity, longevity, beauty, the morning after and intimacy. Smart Strips are made in the USA and sold at smartstrips.us and smartstrips.eu.

Media contact

Bonita Talvi, Princeps Group, press@smartstrips.bg

Press line (CET office hours): +359 878 787 847

Press line (24/7, US time zones): +359 888 502 525

Interview requests with Elina Ivanova-Atanassov: eivanova@smartstrips.bg

Contact Information:

Smart Strips

98 Bulgaria Blvd, Astra Business Building, Entrance D, Office 11
Sofia, Sofia City 1680
Bulgaria

Bonita Talvi
+359 88 850 2525
https://smartstrips.us