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.
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.
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.