Plant People

What Plant People does

Plant People, PBC is a San Marcos, Texas-based consumer packaged goods brand (founded 2018 by Gabe Kennedy and Hudson Davis-Ross) that produces science-backed, zero-sugar dietary supplements in gummy and chew formats. The core product line centers on the Wonder gummy family (WonderSleep, WonderDay, WonderFocus, WonderCalm, WonderGreens, WonderBiome, WonderBeauty, WonderBurn, WonderHydrate) built around functional mushroom extracts, adaptogens, probiotics, and essential nutrients, supplemented by WonderBee Manuka honey chews and a children's variant (WonderGreens KIDS). The brand reports over 100 million gummies sold and claims endorsement from 4,500+ clinicians.

The technical foundation of the product line is the use of 10:1 concentrated 100% fruiting body mushroom extracts (rather than mycelium-on-grain), spore-forming probiotic strains (Bacillus coagulans, Bacillus subtilis DE111) engineered to survive gummy manufacturing, zero-sugar formulations using maltitol and isomalt sugar alcohols, and clinically-studied doses with full label transparency. Manufacturing is NSF-certified and GMP-compliant; the company holds B Corp, Vegan, Non-GMO, Gluten-Free, and Climate Smart certifications.

Plant People operates a hybrid distribution model: direct-to-consumer e-commerce on plantpeople.co with a subscription program (20% off auto-delivery, tiered premium membership after third delivery, free shipping, and a points-based rewards program) plus national retail distribution across Target (820+ stores), Whole Foods Market, Sprouts, Erewhon, The Vitamin Shoppe, and REI, where it ranks as the #1 best-selling supplement brand at Whole Foods, Sprouts, and Erewhon. Pricing spans $9.95 trial sizes, $29.99-$39.99 per 60-count gummy pouches, $56-$140 curated bundles (Glow Protocol, Wonder Variety Bundle, Travel Essentials, Super Mom Stack), and bulk multi-pack options. In November 2025 the company closed a $7.93M Series A led by Manna Tree with Unilever Ventures participation, and reported 95% year-over-year net revenue growth.

Name

Plant People

Legal name

Plant People, PBC

Website

https://plantpeople.co

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Plant People is a Texas-based CPG brand producing zero-sugar functional mushroom, adaptogenic, and probiotic gummy supplements, plus Manuka honey chews, sold via DTC e-commerce and national retail including Target, Whole Foods, Sprouts, Erewhon, and The Vitamin Shoppe.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Nonchocolate Confectionery Manufacturing (31134), Sugar and Confectionery Product Manufacturing (3113)

SIC

Medicinal Chemicals & Botanical Products (2833), Sugar & Confectionery Products (2060)

akta.pro primary industry

Specialty & Functional Packaged Foods (Gluten-Free, Keto, Organic, Medical/Allergen-Friendly) (CRADAAAI)

akta.pro secondary industry

Chewing Gum & Mints (CRADABAC)

Keywords

• Functional mushroom supplements
• Adaptogenic gummy supplements
• Zero sugar wellness gummies
• Vegan dietary supplements
• Probiotic and prebiotic gummies

Headquarters

HQ city

San Marcos

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Others

Revenue model

1. Direct Product Sales: One-time purchase of individual products and bundles through e-commerce platform. Products include gummies ranging from $19.95 to $139.96, with typical 60-count pouches priced at $29.99-$39.99
2. Subscription/Membership: Subscribe and save 20% on every order with auto-delivery. Premium membership after third delivery adds 10% off entire store. Free shipping on subscription orders.
3. Wholesale/B2B: Wholesale program available for retailers including natural grocery chains, wellness stores, and specialty retailers

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels7 records

Core offering

Plant People manufactures and sells a line of science-backed, zero-sugar functional mushroom and adaptogenic gummy supplements under the Wonder Gummies brand (WonderSleep, WonderDay, WonderFocus, WonderCalm, WonderGreens, WonderBiome, WonderBeauty, WonderBurn, WonderHydrate), along with WonderBee Manuka honey superfood chews and a WonderGreens KIDS product. The company sells directly to consumers via plantpeople.co (with subscription) and through national retailers including Target, Whole Foods Market, Sprouts, Erewhon, The Vitamin Shoppe and REI, and also offers curated multi-product protocol bundles.

Product overview

Plant People is a science-backed functional wellness brand specializing in zero-sugar gummy supplements. The product portfolio centers on the Wonder Gummy line (WonderSleep, WonderDay, WonderFocus, WonderCalm, WonderGreens, WonderBiome, WonderBeauty, WonderBurn, WonderHydrate) featuring functional mushrooms, adaptogens, probiotics and essential nutrients. Additional products include WonderBee Superfood Honey Chews and WonderGreens KIDS. The offering is structured around individual products, curated bundles (The Glow Protocol, Wonder Discovery Set, Wonder Variety Bundle, Travel Essentials, The Super Mom Stack, The Active Essentials, Total Reset Ritual), and customizable Build Your Own Bundle options. The company also offers subscription/membership programs with tiered savings and a rewards platform.

Differentiator

Problem solved

Functional benefit

Brands

• Wonder Gummies: Zero sugar functional mushroom gummies including WonderDay, WonderSleep, WonderCalm, WonderFocus, WonderGreens, WonderBeauty, WonderBurn, WonderBiome, WonderHydrate
• Superfood Chews
• The Glow Protocol
• Travel Essentials
• The Super Mom Stack
• Wonder Discovery Set
• Wonder Variety Bundle

Products and services

• WonderSleep Mushroom Gummies Melatonin-free daily zero-sugar vegan gummy for relaxation, rest and deep sleep, featuring Reishi mushroom, Saffron, GABA, Corydalis, Chamomile and Passionflower; priced at $34.99 per 60-count pouch.
• WonderDay Mushroom Gummies Daily zero-sugar vegan gummy for whole-body energy, mood, immune and gut support using 8 functional mushrooms with 100% fruiting body extracts at 10:1 concentrated potency.
• WonderFocus Mushroom Gummies Daily zero-sugar vegan gummy for focus, energy and cognitive support featuring Lion's Mane, Alpha-GPC and green tea caffeine at 3,000mg clinical potency, designed to deliver focus without crash or jitters.
• WonderCalm Mushroom Gummies Daily non-drowsy zero-sugar vegan gummy for anxiety and mood support combining Ashwagandha, Rhodiola Rosea, L-Theanine and Reishi mushroom to regulate stress response.
• WonderGreens Veggie Gummies Green apple-flavored zero-sugar vegan gummy with enhanced pre and probiotics supporting immunity, gut health and overall wellbeing.
• WonderBiome 2-1 Pre & Probiotic Gummies 2-in-1 prebiotic and probiotic gummy with 5 billion CFU of shelf-stable Bacillus subtilis DE111 to improve digestion, reduce bloating and balance the microbiome.
• WonderBeauty Gummies Zero-sugar watermelon-flavored gummy for hair, skin and nails featuring 2,500mcg biotin, collagen peptides, Tremella mushroom and vitamins C and E.
• WonderBurn Gummies Metabolism-boosting mango gummy with a 4-in-1 formula targeting belly fat using Gynostemma 'Immortality Herb', apple cider vinegar and cinnamon bark at 20:1 concentrated extract.
• WonderHydrate Electrolyte Gummies Zero-sugar lychee-flavored electrolyte gummies with five essential minerals, prebiotic fiber and Vitamin C for hydration, energy, recovery and immune health.
• WonderBee Chews Superfood Manuka honey chews supporting immunity and overall wellness with antibacterial and antioxidant properties from genuine New Zealand Manuka honey.
• WonderBee + Mushroom Chews Superfood Manuka honey combined with functional mushroom chews supporting cognition, energy and immunity with dual-action wellness benefits.
• WonderBee + Greens Chews Superfood Manuka honey combined with veggie chews supporting immunity, gut health and overall vitality with prebiotic fiber and nutrient-dense supergreens.
• WonderGreens KIDS Veggie Gummies Sugar-free nutrient-dense supergreen probiotic gummies formulated for children supporting immunity, bone and vision health, gut health and overall wellbeing.
• The Glow Protocol Curated 30-day beauty-from-within protocol bundle combining WonderBeauty, WonderBurn, WonderBiome and WonderHydrate to support gut health, metabolism, beauty nutrients and cellular hydration, priced at $139.96.
• Wonder Discovery Set Complete wellness discovery set containing all 8 Plant People formulas in travel-size trial portions allowing customers to sample the full product range at an introductory price.
• Wonder Variety Bundle Bundle of best-selling adaptogenic mushroom gummies (WonderDay, WonderSleep, WonderFocus and WonderCalm) for whole-body round-the-clock wellness at a discounted price.
• The Active Essentials Bundle designed for active lifestyles combining hydration, metabolism and focus support products.
• The Super Mom Stack Wellness bundle designed for busy mothers providing beauty, sleep, stress relief and focus support with zero-sugar gummy formulations.
• Total Reset Ritual Bundle containing essentials for starting fresh including WonderSleep, WonderGreens, WonderHydrate and WonderCalm for comprehensive wellness reset.
• Travel Essentials Complete wellness support bundle for travelers containing 5-day travel supplies of WonderSleep, WonderGreens, WonderHydrate and WonderCalm in TSA-approved packaging.

Quantifiable outcome

• 95% year-over-year net revenue growth (November 2025)
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• RaakaminorStrategic or Co-development Partner · 29 October 2025Plant People and Raaka collaborated to launch a limited-edition collection of holiday chocolates infused with functional ingredients such as adaptogens. The collection included 12 mini bars with flavors like Midnight Saffron and Turmeric Gingerbread.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Vital Proteins: Vital Proteins is a leading collagen and beauty supplement brand with similar mass-retail expansion and clean-label positioning, broadly comparable in category and channel strategy.
• Olly: Olly is a leading gummy supplement brand owned by Unilever (same strategic investor as Plant People via Unilever Ventures). Directly competes in the functional gummy category with similar sleep/stress/immunity positioning, mass retail distribution, and similar price points.
• Ritual: Ritual is a DTC supplements brand built on label transparency and clinically-backed ingredients, overlapping directly with Plant People's science-first positioning in women's and family multivitamin/wellness.
• Care/of: Care/of is a personalized supplement brand with a transparency-led DTC model, overlapping with Plant People on ingredient disclosure and subscription-driven supplements.
• Moon Juice: Moon Juice sells adaptogenic and functional mushroom-based supplements with premium positioning and DTC + retail distribution, directly competitive with Plant People's adaptogen portfolio.
• HUM Nutrition: HUM Nutrition is a DTC beauty-from-within supplement brand, overlapping with Plant People's WonderBeauty/The Glow Protocol beauty positioning.
• Ancient Nutrition: Ancient Nutrition makes functional mushroom and adaptogen products (including a Dr. Axe-founded line), directly comparable to Plant People's mushroom gummy portfolio and regenerative-health positioning.

Broad incumbents

• Gaia Herbs: Gaia Herbs is an established herbal supplement manufacturer with broad category coverage, comparable to Plant People's plant-based herbal positioning but with a longer operating history and broader SKU base.

Emerging players

• Sports Research: Sports Research is a mid-sized supplement brand selling functional wellness products through DTC and Amazon, overlapping with Plant People's adaptogen and wellness positioning but with a broader performance-athlete focus.
• Sakara Life: Sakara Life is a premium plant-based wellness brand with supplements adjacent to its meal programs, sharing Plant People's clean-label, premium-DTC positioning while emphasizing beauty from within.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/plantpeoples
• Instagraminstagram.com/plantpeople
• Xx.com/plantpeople

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Plant People