Kourtney Kardashian Barker’s ingestible wellness brand is launching its first capsule format with Lemme Curb, $40, meant to promote healthy blood sugar, boost carbohydrate and glucose metabolism and reduce unhealthy cravings.
Although Lemme launched with an array of gummies and now tinctures, offering several formats is strategic for the brand, as the U.S. vitamin, mineral and supplement market overall totals $42.5 billion according to Mintel. While gummies are continuously growing in popularity — in 2022, 41 percent of consumers preferred gummies over other formats — data from Circana shows that capsules are the largest sect within the supplement market.
“Kourtney has been a longtime fan of capsules,” Kardashian Barker’s business partner Simon Huck told WWD. “Gummies for a lot of people are the beginning of their journey and capsules tend to find people kind of in the mid-stage of their wellness journey, so it just made sense.”Lemme Curb employs Chromax, a form of chromium, a mineral which is thought to boost metabolism, according to the Cleveland Clinic.
“Science is showing us that glucose spikes can lead to heightened inflammation, unwanted cravings, hormonal imbalances, disrupted sleep patterns and even faster aging. We also know that metabolic health is directly correlated with blood sugar levels and insulin responses,” said Leona West, a functional nutritionist who has worked on Lemme formulations.
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