plant-based-nutrition
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KOS made plant protein a little less virtuous - and a lot more inviting
Two online marketers turned a personal reckoning into a colorful nutrition brand. KOS’s more useful lesson is how it took the conversation around a daily shake from the checkout page to the supermarket shelf.
iwi life grows its fish-free future in the desert
Fish get their omega-3s from algae. iwi life goes straight to the source, growing a marine crop in desert saltwater and turning it into a business that fits on a supplement shelf.
Praveena Kumar and the Quiet Art of Adding More
A clinical dietitian studied an old question with modern tools: what if lasting change begins by adding what nourishes us, rather than staging another war with what does not?
Kate Farms took the long way to the grocery aisle
A formula made for one girl became a business built around medical nutrition. After a retreat from retail, Kate Farms is returning to the shelf with Danone behind it and a much bigger brief.
Andrew Abraham Built Orgain by Listening to the Shelf
Before Orgain reached more than 100,000 stores, its founder answered the phones, improvised an org chart with family names and watched an early batch turn stubbornly solid. His useful talent was never pretending the first plan was sacred.
GEM
GEM is a Los Angeles-based wellness company that reimagines the daily multivitamin as a whole-food bite rather than a pill or gummy. Founded in 2018 by Sara Cullen, GEM packs 20+ vitamins, minerals, superfoods, prebiotics, probiotics and microalgae into a single real-food chew, sold mainly through a subscription model plus retail and Amazon. Its pitch is 'food is medicine' - transparent, plant-based, and traceable nutrition for people who distrust synthetic supplements.