Grummies democratizes superfoods with a gummy format Many consumers are aware of the nutritional value so-called superfoods have, but few can commit to a daily diet packed with turmeric, ashwagandha, and elderberry (and even fewer enjoy the taste). This hangup was the impetus for Grummies, a brand of gummies containing a variety of functional ingredients.
The global gummy vitamins market is estimated to be valued at $5.9bn in 2020 and is projected to reach $10.6bn by 2025, growing at a CAGR of 12.5%.
Grummies is taking what founders Nick Michlewicz and Colin Darretta believe is a cleaner approach to making their gummies. Gummies are the fastest growing category in the wellness space, but most are not very good for you, claimed Michlewicz, pointing out the category s use of sweeteners such as corn syrup and glucose syrup, and use of artificial colors and flavors.
New consumer research carried out by Kerry, the world’s leading taste and nutrition company, reveals that 65% of functional beverage consumers are more worried about their health since the start of the COVID-19 pandemic.
Even as consumers seek ingredients that promise to boost their immunity, reduce their stress and support their well-being, sales of functional foods and beverages were held back in 2020 compared to organic due to shifting shopping preferences away from the categories in which they are concentrated, according to data presented at New Hope Network’s virtual Spark Brand Success conference this week.
Earth Island (Follow Your Heart) co-founder and CEO Bob Goldberg has always had an independent streak, telling reporters over the years he’s happy dancing to his own tune despite periodic overtures from big CPG suitors. Last month, however, he inked a deal to sell the company he co-founded in the 1970’s to Danone. So what changed?
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To be completely transparent about it,
I’ve always been in the ‘stay independent’ camp” said Goldberg, a pioneer in the plant-based foods arena who was waxing lyrical about vegan mayo and cheese decades before many investors, big CPG companies, or mainstream consumers, started paying much attention.