Seed Makes Its Big Box Debut at Target
What’s new: Probiotic brand Seed Health made its mass retail debut at Target in September.
What we saw: A dedicated endcap in Target stores stocked daily supplements for adults and kids along with a $29.99 14-day gut reset protocol, for which the mass merchant received an exclusive launch window. The display boasted that Seed can improve digestive, skin, heart and respiratory health. Those benefits are also touted on a brand page within Target.com.
Why it matters: The Target expansion followed Seed’s launch on Amazon earlier in 2024. "Launching nationwide in Target is a pivotal milestone in our mission to bring leading microbiome science to everyday health," Ara Katz, Seed Health co-chief executive officer, said in a statement. "We've impacted the health of over 1 million people and hear stories every day about the life-changing effects our products have. This partnership enables broader access to our current and future innovations, empowering even more people to transform their well-being."
Supporting activity: Seed touted the launch on Instagram with a Jan. 3 post positioning the gut reset as a way to kick off health goals for the new year. Target also spotlighted Seed in its “routine refresh” showcase.
Other category news: Bloom Nutrition gave Target an exclusive strawberries and cream-flavored colostrum & collagen peptides powder in January as part of its ongoing partnership with the mass merchant. That SKU was stocked on an endcap encouraging shoppers to “double down on gut health.” Bloom plugged the launch on Instagram.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
