Welly Health expands into over-the-counter medications and supplements – WWD
Welly Health broadens its horizons.
The first aid brand, co-founded in 2019 by the entrepreneur behind the Olly and Method brands, Eric Ryan, is launching its first over-the-counter wellness medications and supplements.
“I always joke that our job is to take the things you need to use and turn them into the things you want to use,” said Ryan, whose proven approach is what informed the company’s next step. Unilever. the evolution of the brand.
Available exclusively at Target and Welly’s direct-to-consumer website from August 28, the line includes a stomach soother, gas reducer, allergy symptom reliever, sleep champion, control cough reliever, a sinus congestion remover, and two types of pain relievers and fever relievers (one with ibuprofen, the other with acetaminophen).
Priced from $10.99 to $19.99, the 13 offerings in the lineup all come in a gel-tab format and will roll out to eartips at all. Target gates nationwide at the end of the month. Ryan did not specify sales expectations for the launch, but industry sources estimate the line will achieve $3 million in retail sales in its first year on the market.
“I love finding these big categories that I think are a little unnecessarily confusing for the consumer, and even to some extent, take themselves a little too seriously and find ways to really reframe the experience,” said said Ryan. “The [pain] The aisle is arguably the hardest aisle to shop today, and it’s the one you often have to do when you’re not feeling your best, making it an even bigger mental drain on you. .
Seeking to simplify the process of finding appropriate relief from pain and illness, many ingestible products are formulated to meet multiple needs at once, providing consumers with hybrid solutions in one product and thus speeding up the process. of purchase.
The line also includes supplements that target a specific need, such as Chill Champ, which aims to relieve anxiety through the use of actives such as ashwagandha, L-theanine and gamma-aminobutyric acidan inhibitory neurotransmitter.
“If you go into a big retailer, that’s one of the last categories that hasn’t been touched by someone trying to build a brand for a younger audience,” Ryan said. “The heart of [the brand’s consumer] is millennials, and we think a lot about new moms and growing families looking for alternative choices.
This is the first of many category expansions to come for Welly, which aims to stay true to its playful approach to wellness while continuing to expand its territory.
“With Method we went through the house, with Olly we went through the vitamins, the goal [with Welly] just try to build a brand that people love, with products that they love and grow that relationship into other areas of healthcare,” Ryan said.