GEM makes chewable, food-like daily supplement "whole food bites" — a non-pill, non-gummy approach the founder calls a reinvented multivitamin. Core SKUs include Sleep (melatonin-free, with magnesium, rosemary, pumpkin seeds and valerian root), Immunity and Daily Essentials (made with mushrooms for vitamin D, chickpeas and ashwagandha). Products are described as small, organic brownie-like squares sold online and in Erewhon. The company launched to market in 2019 after being founded in 2018, and has sold over 8 million squares since then, with a near 400% spike in sales in its second year. Pricing examples in the article include Sleep at $65 per month and Daily Essential at $39 per month. GEM positions its product as whole food nutrition versus isolated, synthetic vitamins and defends pricing by comparing the cost of sourcing ingredients individually. The company plans to use new capital to grow the team, expand into retail and develop additional products.

Total raised

$11M

Funding rounds

1

Latest round

Seed

Latest activity

May 2021