Celebrities are cashing in on the wellness wave as demand for holistic health products continues to surge

Travis Barker is beating a new drum as his vegan wellness company, Barker Wellness, announces Sprouts as its first nationwide retailer. The better-for-you supermarket chain has locations in over 20 states, helping Barker Wellness expand its reach to the growing number of wellness product-seeking consumers. 

The celeb-founded brand has evolved since its early 2021 launch, initially centered on a line of THC-free cannabinoid-infused products such as tinctures and pain relief creams. Since then, Barker Wellness has added wellness-focused bath flakes, body oil and creams (dubbed the Kourtney x Barker Wellness collection, a nod to his marriage with Kardashian) tattoo balms, muscle recovery creams and roll-ons. 

The Mushroom Boom

“I’m proud to announce our partnership with Sprouts, making Barker Wellness products available in their stores nationwide,” Barker said. The Blink 182 drummer also appeared in a humorous video clip on social media announcing the wellness brand’s roll out in Sprouts. 

“I’m also excited to announce the introduction of our new Mushroom Adaptogen Gummies, a great addition to our wellness lineup,” he added. 

The mushroom products are offered in two sugar-free versions: a daytime blend for energy and focus and an evening blend for rest, recovery and relaxation.

Functional mushrooms have become a hot product this year in the supplement space. Earlier this summer, actress Maria Camila Giraldo launched Fungiments, a line of mushroom-based gummies and capsules incorporating cordyceps and turkey tail, vitamins and herbs, but mushrooms are also making their way into functional beverages. Odyssey, a mushroom-infused functional beverage brand, received a $6 million investment in February to expand the marketing and inventory of its fungi energy drinks.

credit: Barker Wellness Co.

Ash Patel, Barker Wellness co-founder and CEO, noted that Sprouts is a retailer that aligns with the brand’s wellness-focused mission. 

“This strategic partnership not only broadens our reach but also amplifies our commitment to promoting health and well-being on a national scale,” Patel said. “Together, we aim to make our innovative wellness products accessible to a wider audience, bringing our shared vision of comprehensive health and wellness to communities across the country.” 

Shaping the Consumer Wellness Landscape

The booming wellness space—particularly in the supplement arena—has seen a slew of famous names join the mix and cash in on the holistic health wave, including Elle Macpherson’s WelleCo, Gwyneth Paltrow’s Good Clean Goop, LeBron James and Arnold Schwarzenegger’s supplement and hydration company Ladder and superfood brand Happy Viking, co-founded by Venus Williams.

In January, Target announced it would add over a thousand wellness products to its shelves this year, reflecting the consumer demand towards health-centered purchases. The retailer has also forged partnerships with Bloom Nutrition, a greens and supplement brand and Gainful, a line of personalized nutrition and supplements.

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