Toby Howell

All right, we're going to take a quick break and come back with a story about gummies right after this.

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Neil, everyone's high on gummies.

Not those kind of gummies.

Get your head out of the gutter.

The wellness crowd is all in on healthy supplements in gummy form.

Groons is probably the poster child for this gummy craze.

Started three years ago, they just sold to Unilever for over a billion dollars as the big CPG giant tries to capitalize on the nutrition trend du jour.

What benefit do Groons actually provide?

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.