Oct 31, 2026 · 40 min · 12 segments
From oral care to shower filters, many categories are bleeding over into the so-called wellness space. That begs the question: What exactly constitutes a wellness product? This episode of the Modern…
Rachel HirschGuestLexy LebsackGuest
I mean, even how some retailers like Target's perfect example of how they're starting to move shift aisles around it.
It used to be like there was a supplement section and then a food section like that is no more.
And not in totality, but it's bleeding in a way that confuses people or and or is indicative of what's going on in the world.
Well, Rachel, maybe this is a good time to talk about a brand like Belly Welly, I think is maybe what I want to talk to you mostly about.
I mean, feel free to talk about any other brand in your portfolio, but that one to me is sort of a perfect example of what I was referring to, right? It's that it's technically a snack brand, but it's also a better for you bar, right? And it's very much targeted at, for those of you not familiar, they're very upfront and center about people with IBS issues and problem solving.
And so it makes sense to me that even though it's a food product that's sold, you know, under, next to other bars, it is a wellness product because it is targeting a specific health and wellness, I guess, problem, if you will.
So I'm going to clarify a few things because it's such an interesting conversation.
And yet they started selling... fiber supplement, like in powder form and now gummy form.
So they are purely a supplement company now, but it's such an interesting evolution in terms of, yeah, they were a food company and agreed a food supplement company at that.
Like, have you ever met another woman who doesn't have IBS? Like, I think it's just like...
And so it was like a brilliant way to target people that are like constantly hungry on the road and everything makes them sick, their stomachs sick.
I mean, even how some retailers like Target's perfect example of how they're starting to move shift aisles around it.
It used to be like there was a supplement section and then a food section like that is no more.
And not in totality, but it's bleeding in a way that confuses people or and or is indicative of what's going on in the world.
Well, Rachel, maybe this is a good time to talk about a brand like Belly Welly, I think is maybe what I want to talk to you mostly about.
I mean, feel free to talk about any other brand in your portfolio, but that one to me is sort of a perfect example of what I was referring to, right? It's that it's technically a snack brand, but it's also a better for you bar, right? And it's very much targeted at, for those of you not familiar, they're very upfront and center about people with IBS issues and problem solving.
And so it makes sense to me that even though it's a food product that's sold, you know, under, next to other bars, it is a wellness product because it is targeting a specific health and wellness, I guess, problem, if you will.
So I'm going to clarify a few things because it's such an interesting conversation.
And yet they started selling... fiber supplement, like in powder form and now gummy form.
So they are purely a supplement company now, but it's such an interesting evolution in terms of, yeah, they were a food company and agreed a food supplement company at that.
Like, have you ever met another woman who doesn't have IBS? Like, I think it's just like...
And so it was like a brilliant way to target people that are like constantly hungry on the road and everything makes them sick, their stomachs sick.
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