For decades, the supplement aisle has been filled with pills and powders that felt more like obligations than choices. But a new trend is changing that narrative.
Chewable supplements, once a novelty, are now the go-to for many, especially Americans under 35. This shift isn’t just about taste, it’s about transforming health routines into enjoyable rituals.
Leading this change is a startup that, in under two years, has achieved a $500 million valuation by turning daily nutrition into something people look forward to. Their success signals a broader movement: wellness that’s both effective and enjoyable.
Chewables Take Center Stage in Wellness
Once a niche product for health enthusiasts, chewable supplements have become a full-blown retail phenomenon. The global gummy market was valued at $23.93 billion in 2023 and is projected to grow at a compound annual growth rate of 11.8% through 2030. This rapid expansion isn’t limited to online shops or specialty wellness stores.
Major retailers like Target and Walgreens are dedicating shelf space to them. Gummies are now easy to find in neighborhood grocers, big-box stores, and even gas stations. Their widespread availability is helping normalize a once-novel way to take vitamins. But to understand how far they’ve come, it’s worth looking back at how it started.
The Grim Early Days of Gummy Supplements
Gummy supplements didn’t always taste like candy. In the 1990s, early versions were made with boiled pig skin gelatin and had rubbery textures and off-putting flavors. These awkward attempts turned consumers off.
Most people gave up on them, leaving half-empty bottles shoved in bathroom cabinets. Supplements were seen as grim reminders of health anxieties, not tools for well-being. This disconnect slowed the category’s growth for years. The industry knew it had a compliance problem, but the solution would come not from scientists alone, but from a new understanding of human behavior.
Why Most Supplements Fail—and Gummies Don’t
Even the best supplement doesn’t work if people stop taking it. That’s where gummies shine. Behavioral science shows habit-forming products must be easy, enjoyable, and convenient.
Most pills and powders fail here. Gummies, by contrast, feel like a treat. This shift in thinking is reshaping how companies approach product development. It’s no longer enough to be effective, supplements must also be something people look forward to.
Brands that prioritize taste and experience alongside nutrition are seeing stronger results. This new mindset laid the groundwork for the explosive success of one company in particular—Grüns.
The Gummy Brand That Took Over in Two Years
Grüns, founded by Chad Janis in 2023, reached a $500 million valuation in under two years. Its secret? Turning wellness into something fun. Each gummy packs over 60 nutrients in a candy-like bite people actually enjoy. With over 5,000 retail locations including Walmart, Target, and Sprouts, the company ships 4 million gummies daily.
In February, Grüns raised $35 million in a round led by Headline. Its fast rise proves there’s massive demand for supplements that blend science with pleasure. But Grüns didn’t just succeed online—it used a clever retail rollout to take things even further.
From Clicks to Aisles: How Grüns Took Over Retail
Grüns built early momentum through direct-to-consumer sales, but it didn’t stop there. In December 2024, it landed shelf space in over 400 Sprouts stores. By early 2025, it expanded to Target and Walmart, covering nearly 2,000 new locations. This kind of exposure created a flywheel effect: retail visibility boosted brand recognition, and easier access fueled more purchases.
Consumers now spot Grüns while shopping for groceries, priced at $12–20 per pack. This omnichannel strategy erased friction and made reorders simple. But how did a startup outmaneuver legacy brands to claim that space so fast?
From Stanford Frustration to Market Disruption
Grüns started in a Stanford MBA classroom, where Janis was fed up with chalky green powders.”I remember thinking, there’s just no way I’m going to keep this habit past 30 days,” he recalls. His background at Summit Partners gave him a front-row seat to successful DTC brands like Dr. Squatch and Brooklinen. He used that knowledge to build a product that combined nutritional science with consumer psychology.
Grüns launched lean, generating $20 million in revenue with just two employees before scaling up. Its operational efficiency and insight into habit-building helped it punch far above its weight. Still, to win big, it had to compete with one of the biggest names in wellness.
Taking on AG1—And Winning
Grüns is now challenging AG1, the powder-based supplement giant valued at $1.2 billion. AG1 spent years building its reputation through direct-to-consumer channels. Grüns took a different path, pushing into retail early to reach more shoppers faster. It targets the same goals, comprehensive daily nutrition, but delivers them in a more user-friendly format.
Where AG1 asks consumers to commit to a daily powder mix, Grüns offers a grab-and-go gummy. It’s convenience versus commitment, and consumers are voting with their wallets. But the battle is part of a bigger shift in how people approach wellness.
In Wellness, Convenience Now Reigns Supreme
Gummies are winning because they’re easy and fun. As one expert puts it, “Taking a gummy feels more like enjoying a small reward than sticking to a health regimen.” This emotional shift matters. People are more likely to stick with health habits that feel good. Dietitians caution that gummies offer different benefits than pills or powders, but agree they’re useful for consistency.
The trend is now global: the Asia-Pacific region is the fastest-growing gummy market, rising at 15% annually. Urbanization and rising health awareness are fueling growth. As habits evolve, the format itself is becoming a key factor in success.
Gummies May Be Just the Beginning
Grüns is more than a successful supplement, it may be the start of a new category. With international expansion underway and more products on the way, it’s clear the brand is betting big on format innovation. Competitors are scrambling to adapt. The gummy revolution could soon spill into functional foods, adaptogens, and beyond.
The question now isn’t whether the approach works, it does, but how far it can go. Grüns’ rise suggests that people no longer want to work for wellness. They want wellness that works for them. And the humble gummy might just lead the charge.
Rethinking Wellness Through Enjoyable Habits
Grüns’ success underscores a broader shift in the wellness industry: the move towards products that are both effective and enjoyable. As consumers increasingly seek health solutions that fit seamlessly into their lifestyles, companies that prioritize user experience alongside efficacy are poised to lead.
Grüns exemplifies this trend, transforming the simple act of taking supplements into a pleasurable daily ritual. Their journey suggests that the future of wellness lies in products that people not only need but also love to use.
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