Gummies, Greens & Growth: Grove Acquires 8Greens
Eco-friendly marketplace Grove Collaborative is set to expand its wellness lineup with the greens gummy brand
Grove Collaborative, a leader in sustainable consumer goods such as eco-friendly soaps, household cleaners and personal care items, has acquired the full assets of 8Greens, a natural wellness brand known for its daily greens gummies and tablets packed with spinach, kale, wheatgrass, blue green algae, spirulina and more.
Gummies remain one of the top trends in the booming supplement market, and 8Greens offers a variety across several popular categories, including metabolism, gut health, immunity, brain function and skin health. The brand also sells a bag of Super Greens Lollipops, with vitamins B12, B6 and B5.
As part of the deal, 8Greens products will be available online through Grove Collaborative’s marketplace starting next month.
“8Greens and its industry leadership in wellness—vitamins, minerals and supplements—has helped to drive consumer adoption of greens products that are now present in daily routines, leading with science, education and quality to improve health outcomes for its customers,” Grove Collaborative CEO Jeff Yurcisin said. “As a retailer, we at Grove are dedicated to being THE destination for conscientious consumers who want the best for themselves, their families and the planet.”
He added that the acquisition expands Grove’s owned brand product offering.
“I’m thrilled for 8Greens to join forces with Grove Collaborative, a company that shares our goal of helping busy, hard-working people and families get health and wellness education and products from one trusted destination,” 8Greens founder Dawn Russell said.
Russell founded the supplement company in 2015 alongside her husband, Jamie Russell, after a cancer diagnosis prompted her to overhaul her diet. She later teamed up with Dr. Paula Trumbo, a nutrition scientist and former lead of the FDA’s Nutrition Science Review Team, to develop supplement prototypes.
As part of the transaction, Russell will join Grove as a consultant, focusing on wellness and human health education as well as ongoing product development.
“With millions of 8Greens supplements as part of people’s daily routines since 2015, this acquisition by Grove allows us to expand our platform to even more families,” Russell continued. “We’re excited for Grove to provide the same products, same formulas, and same taste through better, faster delivery and customer service to help Americans be healthier.”