Superguts' Target expansion underscores new retail playbook for addressing Ozempic era demands

Supergut is releasing its portfolio of gut-friendly products, including snacks, shake mixes and GLP-1 Booster supplement powder in new product packaging, designed with Target consumers in mind. At Target, Supergut will offer its GLP-1 Booster and Prebiotic Shakes in a canister and its snack bars in a 10-pack box, each available for $29.99.

The products contain 6-15 grams of prebiotic fiber from green bananas, oat beta glucan, potatoes and vegetable fiber. 

The idea of switching to canisters for the GLP-1 Booster and shakes came after the brand met with Target and discussed the best format and packaging to promote the brand, CEO of Supergut Marc Washington explained to FoodNavigator-USA. The products will be part of a dedicated brand block within Target’s digestive health section, he added.

“We have been gathering a lot of input from our customers and from some of our early retail partners, and we actually talked through things with Target. We really did look at this as a partnership. If we are going to help champion [Target] into this next area of gut health and help create some relevancy in GLP-1, we also wanted to get some of their feedback as to what works best in their environment for the Target guests,” Washington elaborated.

He added, "One thing that Target aligned on with us as well was to display our products together as a branding block, so it is quite unique to have bars next to a supplement next to a shake, but we felt like it was an important part of an education, and frankly, in service of the Target guests as well to have [these] product show up together across different usage occasions."

‘It is not just offense:’ Retailers adjust to the Ozempic era​

Retailers are adopting an “offense and defense” strategy for GLP-1 drugs, where they are following consumer demands but also preparing for the potential impact on their business due to consumers eating less, Washington explained.

“It is not just offense. Some [retailers] have been outspoken about trying to look around the corner as to what is happening in this Ozempic era. [They are] seeing reports and seeing how people who are using these drugs to eat less and in general eat less unhealthy junk food and ultra-processed foods, etc., which for many retailers comprises a proportion of their business,” Washington explained.

For example, GNC earlier this year created a GLP-1 Support section​, which featured Supergut and other brands. Likewise, last fall, Walmart’s US CEO and President, John Furner, reported that the retailer saw consumers on WeGovy — another GLP-1 antagonist — purchase fewer units and fewer calories.

At the same time, GLP-1 drugs and food and beverages that naturally boost the production of the GLP-1 hormone are tapping into consumer demands to maintain a healthy weight in an entirely different way, Washington explained. Consumers “have access to this ‘injectable willpower’ that gives them the ability to be in control” of their cravings and hunger, Washington said.

Earlier this year, a KFF poll found​ that 12% of more than 1,400 consumers surveyed have taken a GLP-1 drug, and 62% took the drug to treat a chronic condition while the rest did it to lose weight. However, cost remains an issue, as 54% of consumers said the drug was difficult to afford with an additional 22% saying GLP-1 drugs were "very difficult" to purchase.

“[Supergut] and other nutrition companies ... are tapping into a fundamental consumer need. ... When you are talking about appetite control and somebody's weight, everybody thinks about [weight]. This is not whether you are looking to lose a lot of weight, a little bit of weight, or maintain your weight, or maybe even gain some pounds, like everybody is doing something related to weight,” Washington elaborated.

Supergut seeks capital to scale business, deliver on mission​

Supergut is "in conversations around what the right capital strategy" to support its growth agenda and overall mission, Washington said.

"As I think about Supergut as a brand, and my vision, it was always about how we can create accessible, functional foods that can make it easier for people to feel better. So, now it is a question of, how can we do ... that at scale," Washington elaborated.