Ritual, a prominent supplement brand, expands traceable products to physical shelves across the US

April 5, 2023 : Ritual, a direct-to-consumer supplement brand, is expanding its offering and has landed a place on Target’s shelves. For Ritual’s founder, Kat Schneider, the move is a significant moment for the brand, which represents “the American Dream as a reality.” She believes that the launch at Target will bring industry-leading traceability to mass retail and that the expansion furthers the opportunity to empower customers in confident choice-making regarding their health. The brand’s commitment to sustainability is another key aspect of its expansion plans. Ritual’s vegan multivitamins will be packaged in bottles made from 100% post-consumer recycled plastic and cartons made from 100% post-consumer recycled paper. In addition, the brand’s flagship daily multivitamin, Essential for Women 18+, is part of Target Clean.

Ritual’s key ingredient to its expanded wholesale success has been the incredible support from launching first as a strong and sizable direct-to-consumer business. Schneider and her team have focused on building the most trusted everyday health brand. By approaching wholesale expansion with that vision in mind, they’ve grown slowly and strategically with a select number of distribution partners. Ritual’s Certificate of Traceability is an online tool that gives customers a detailed look into each product, from nutrient sourcing to third-party testing, certifications, and packaging sustainability.

Schneider has also leveraged a few additional practices to create a sustainable model that places consumers at its core. When asked how she’d inspire others to thrive in the supplement industry, she shares the following: “When it comes to products that people are putting in their bodies every single day, it’s really important to do the right thing, even if it’s really hard (or expensive).” Schneider also believes that investing in product expertise is essential, and this has culminated in Ritual producing supplements that have been informed by a world-class scientific advisory board and an in-house team of medical doctors, nutritionists, and scientists.

Overall, Ritual’s growth and expansion highlight the importance of prioritizing quality, traceability, and sustainability in the supplement industry, and that such practices can translate to success in both the direct-to-consumer and retail spaces.