Dive Brief:
- Seed Health has launched its probiotic products at all Target stores nationwide and on the mass merchant’s website, according to a company press release.
- The brand’s offering will include a Target exclusive — a new probiotic called DS-01 14 Day Gut Reset that the company says will restore healthy gut functions in two weeks. Target also now carries the brand’s DS-01 Daily Synbiotic and PDS-08 Pediatric Daily Synbiotic, both of which contain a mixture of probiotic and prebiotic strains. Both products retail for about $60, per Target’s website.
- The launch marks the brand’s first foray into mass retail, following a wholesale partnership with Amazon, which began selling the brand’s Daily Synbiotic in February of this year. The company also sells through Los Angeles-based specialty grocer, Erewhon.
Dive Insight:
Seed’s partnership with Target represents a significant channel distribution expansion for the probiotics company.
"Launching nationwide in Target is a pivotal milestone in our mission to bring leading microbiome science to everyday health," Ara Katz, co-CEO and co-founder of Seed Health, said in a statement. "We've impacted the health of over one million people and hear stories every day about the life-changing effects our products have. This partnership enables broader access to our current and future innovations."
The move is also reflective of the overall growth of health-oriented consumables at a mass level. The probiotic market worldwide is projected to reach $67.6 billion in 2024 and grow to $85.4 billion by 2027, according to data firm Statista.
Target has been adding health-related products to its stores and website in an effort to capitalize on the growing health and wellness space. At the beginning of the year, Target announced plans to add 1,000 wellness-related products.
Target also added supplement brand Ritual in April of last year and Kourtney Kardashian Barker’s vitamin and supplement brand Lemme this past January. Supplement brand Care/of launched a new line at Target in 2021, but the brand encountered major financial headwinds and announced it was shutting down in June.
Co-founded as Seed Health in 2016 by Raja Dhir and Katz, the science-based company launched its Seed brand in 2018 and had such early backers as Cameron Diaz, Jessica Biel, Karlie Kloss and Peter Thiel's Founders Fund, per the company.
In 2021, Seed Health secured $40 million in Series A financing in order to broaden its product offerings and expand its global reach and clinical research.
