Lucas Kraft, recovering from bulimia, relied on antacids but found them incompatible with his health-conscious lifestyle. His brother Noah, a forward thinker in consumer trends, co-founded Wonderbelly, a clean-ingredient digestive health brand. As the clean beauty trend surged in the late 2010s, Wonderbelly's products became well-positioned, attracting major retailers like Target, CVS, and Walmart. With a focus on FDA-regulated OTC medicines, Wonderbelly aims to provide credible health solutions unlike the unregulated supplement market, now appearing prominently in 2,500 Walmart stores with innovative product packaging and formulations.
"Supplements are the Wild West. They are unregulated, so when you take a supplement, it's hard to determine whether it works or is a placebo. As an FDA-regulated OTC medicine, credibility is key."
"Wonderbelly's focus on clean ingredients and its opposition to existing giants of OTC medicines has positioned it well in a market increasingly driven by health-conscious consumers."
"The brothers incorporated Wonderbelly in 2021, before spending two years deep in product development, aiming to create a trustworthy alternative in fat medicine."
"Wonderbelly products now feature prominently in 2,500 Walmart stores nationwide, with offerings including reworked packaging and a debut multisymptom product designed to compete with Pepto-Bismol."
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