Toby Howell

It's basically a normal multivitamin that your parents always stored in the kitchen cupboard.

21 vitamins and minerals, six grams of fiber, but the form factor is cute green gummy bears.

It feels like you're having candy for breakfast.

It's fun, it's novel, it's cute, and it doesn't feel as clinical, Nate Rosen, a CPG writer, told Bloomberg.

Groons also promises all sorts of vague benefits, like their website boasting that 67% of users say their overall health and well-being has improved.

It's all a little hand-wavy because it can be.

Supplements are a far less regulated industry than pharma, which means they are far easier for influencers to sell, which they do in droves.

The U.S.

supplement market reached $69 billion in 2024 and is expected to balloon to $87 billion by 2028, according to a Nutrition Business Journal industry report.

Neil, it is gummy mania out there.

Don't expose me for mixing all my powders and stuff in the morning.

That stays between us and the MBD team.

But you are right.

The industry as a whole is embracing this category with open arms.

I look at Unilever, who just sold their big food business to Spicemaker McCormick.

in a $44 billion deal.

The main star of that show was Hellman's, which is mayonnaise.

Now here they are splashing out a billion dollars on Groons, which is a supplement.

You can see the thought process in that alone.

Would you rather have a household staple that grew at a meager 0.4% in the last year, or would you want to move into the supplement category, specifically gummies, which grew 4.7% over the same period?