Dive Brief:
- In a move marking its first wholesale partnership, Persona Nutrition — a personalized vitamin provider — is introducing its daily gummy vitamin packs to select Target locations in the U.S. and Target.com.
- The company's Focus Teen, Everyday Kids, Immune Support Adult and Glo Getter vitamin packs will be added to the mass merchant's assortment. Priced between $12.99 and $19.99, its vitamins are sugar free, gluten free and vegan, according to a company announcement emailed to Retail Dive.
- The brand, which was founded in 2016, has customers in more than 140 countries. Its collaboration with Target is part of its "evolution into a global lifestyle brand," the company said.
Dive Insight:
Target has been courting direct-to-consumer wellness brands over the past year. Last March, the retailer collaborated with Care/of, a personal wellness brand, to introduce its vitamin line online and in stores. That same month, Sugarbreak, a non-prescription blood sugar management system, distributed its children's products across Target's more than 1,800 stores. Sugarbreak also created multiple Roblox games in which players avoid candy monsters and instead receive in-game perks for selecting healthy foods, according to the press release.
"The formulations and demographics we chose for these four gummy vitamin packs are perfect for Target shoppers," Persona CEO Shawn Bushouse said in a statement. "Based on the same scientific knowledge that makes Persona personalized vitamins so successful, these gummies make it even easier for consumers to enter the vitamin/supplement marketplace."
Target's collaboration with DTC brands follows a broader trend of digital brands using brick-and-mortar retailers as a pathway toward new customers. Target has steadily grown its assortment of DTC brands, recently adding products from Thinx, Proof, Function of Beauty and others.
