Hum Nutrition is heading to Target.
The supplement brand now has four of its best-selling products available at all Target doors, including Flatter Me ($26), a digestive enzyme that breaks down food and reduces bloating. Daily Cleanse, $26, detox formula that promotes clear skin. Private Party ($26) is an intravaginal probiotic, and Hormone Balance ($26) is an herb-based capsule that relieves symptoms of premenstrual syndrome. Hum Nutrition will be displayed in the Beauty Natural aisle at Target.
The brand has been available in retail stores for some time, but the team says this is a big step forward as Target focuses on expansion and national accessibility.
“When I checked the data, I noticed a hum. [Nutrition] “There was a huge overlap between our direct-to-consumer consumer and our target consumer, so we thought, 'Why not make it easy for that consumer to shop in-store?'” said Co-founder and CEO. said Walter Fallstraw.
He added, “If you look at the market, Target is one of the leading retailers in the supplement industry…It allows us to serve consumers across the country.”
The brand focuses on women's health, so 95% of its consumers are women. As a result, Faulstroh expects Target's launch to deepen relationships with existing customers and provide an opportunity to acquire new customers.
As the supplement market continues to become saturated, Hamm Nutrition is strengthening its key differentiators, including third-party clinical testing (details clearly stated on the packaging) and education. Foulstroh said the brand has found success with short-form educational content, such as a TikTok video that shows how the Flatter Me supplement breaks down food over time.
“The strategy is to make it very easy for consumers to analyze product features, and to have a high-level yet compelling educational component for each product,” Fallstrow said.
Additionally, Hum Nutrition's formulas focus on benefits rather than single-letter vitamins, a strategy that has proven successful in the supplement space for many brands. In an effort to further streamline the consumer experience, Hum Nutrition will start with only capsules in stores, but the brand has a variety of gummy supplements that will be available on Target.com.
When asked about future exclusive products with Target, Fallstraw said, “Right now, our launches are all about our best sellers, and then we'll see what happens in the future.” Ta.
Hum Nutrition will be available in a wider selection at Target.com starting Tuesday, with four best-selling products scheduled to hit stores on January 8th. The brand did not provide specific sales forecasts, but said it expects the expansion to double retail sales next year.
