Seeking to ride the momentum of its biggest distribution win thus far, Blume announced today the launch of its new line of SuperBelly gut-building hydration multipliers, marking the brand’s first foray into the hydration space.
Founded in 2017, the Vancouver-based company is known for its flagship collection of functional superfood lattes that mimic cafe favorites while supporting energy, digestion and sleep, all without refined sugars. Traction in ecommerce, particularly with women, has translated into brick-and-mortar distribution gains, buoyed by this month’s launch of its four most popular flavors in single-serve packs in 90 Target stores along the West Coast.
With SuperBelly, the company believes it has found a natural product extension for both its brand and its consumers.
“A lot of what you see in the hydration category specifically is focused on men in sport with a focus on recovery but 75% of North Americans are chronically dehydrated – it’s not just because you did a big weightlifting session that you need water,” said co-founder and CEO Karen Danudjaja. “SuperBelly really addresses women’s, and a broader population’s, need state versus a product that’s just for a specific activity like exercise.”
Available in Strawberry Hibiscus, Lemon Ginger and Acai Pomegranate varieties, SuperBelly contains zero sugar and is crafted with fermented apple cider vinegar, superfoods and pre- and probiotics as well as magnesium and Vitamin C – two of the most commonly taken supplements on the market. The powders are now available via the brand’s website for $29.99 per pouch of 15 single-serve packets.
According to Danudjaja, the powders were inspired by the brand’s existing community, with 81% of customers reporting issues with gut health. As women account for 98% of Blume’s customers, the team chose to formulate the product specifically for that audience.
In fact, Blume’s community was heavily involved in the “very iterative” creation process, said Danudjaja, as the brand took consumer feedback and vetted it against what the team of nutritional scientists knew to be functional ingredients. In the end, the product went through more than three dozen iterations and a significant amount of consumer sampling before it was brought to market.
“Our approach to Blume has been to make wellness kinder, more accessible and a place where you want to share rituals and keep rituals instead of chucking down a handful of pills,” said Danudjaja.
A recent report by market researcher Mordor Intelligence forecasts that the electrolyte mixes market will reach $665 million by 2029. In the narrower gut-friendly hydration space, Blume will go head-to-head with brands such as Tiiga, which produces a four-SKU line of superfruit electrolyte mixes that provide 3 grams of fiber per serving.
Blume’s family of powder-based superfood lattes – available in Matcha Coconut, Blue Lavender, Mint Cocoa, Rose London Fog, Reishi Hot Cocoa, Gingerbread, Salted Caramel, Oat Milk Chai, Nut Nog, Beetroot and Turmeric varieties – are each infused with superfood ingredients such as blue spirulina, moringa and reishi. They retail on the brand’s website for $21.50 per 30-serving pouch.
In 2022, Blume closed an oversubscribed round of $1.8 million in a five-week period with participation from Judy Brooks, Ethan Song, Jerin Mece, Mike Fata and Th51.
The ‘superfood category’ has experienced accelerated adoption since the onset of the pandemic, as consumers continue to prioritize their well-being and seek out foods that offer optimal nutrition and support their overall health and wellness goals. And brands are taking notice.
Last month, Nutrabolt took a 20% ownership stake in health supplement maker Bloom Nutrition, part of a larger $90 million financing that sees consumer investment firm Amberstone and Deep Eddy Vodka founder Clayton Christopher onboard. The strategic move helps Nutrabolt secure a stronger foothold with female consumers in the broader wellness space.
Another major player in the superfood space is Athletic Greens, which raised $115 million in 2022 in a round led by venture capital firm Alpha Wave Global. The deal, which brought the company’s valuation to over $1 billion, was aimed at supporting global expansion as Athletic Greens seeks to increase production.
Meanwhile, landing Target marks a significant expansion in the U.S. and in Blume’s overall North American retail footprint. The move comes as part of the retail chain’s greater commitment to supporting consumers’ wellness journeys, with the Minneapolis-based retailer introducing more than 1,000 health and wellness-related products in 2024.
During the pandemic, around 80% of Blume’s sales came from ecommerce, but now the split between online and brick-and-mortar retail is closer to 50:50, according to Danudjaja. With the addition of Target, the Vanouver-based brand can now be found in over 4,000 stores throughout North America, including Whole Foods Market, Erewhon, Loblaws, Grove and Well.ca.
Looking ahead, Blume plans to spend 2024 focusing and iterating on its new SuperBelly hydration multipliers while also continuing to build up its brick-and-mortar retail presence across North America. According to executives, the brand is currently on track for its first eight-figure year, with 30% y/y growth in 2024.
“The idea is to make [the products] accessible and introduce a larger audience to superfoods. Proving success at Target for me is a proof point that we’re successful in our mission – the flavors are there, the branding is there, the story is there to meet a more mass audience,” said Danudjaja.