DTC Vitamin Brand Persona Nutrition To Sell Vitamin Packs Via Target


Retail Dive | March 29,2022


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.


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