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8Greens: The $1.7M Gamble on Gummy Vitamins
How a wellness startup targets the 90% of Americans who skip their greens
90% of Americans don't eat enough greens. 8Greens isn't trying to fix your diet—it's selling a $1.7M shortcut. This is the story of turning nutritional failure into a lifestyle business.
"They're not selling nutrition. They're selling guilt relief in a gummy."
The 90% Problem
8Greens targets the massive gap between dietary ideals and reality. Their H1 headline—'90% of Americans don’t eat enough greens'—isn't just a stat; it's their entire business model. Founder Dawn Russell identified that people won't change their eating habits, but they will chew a gummy. The product is an effervescent tablet that dissolves in water, making the 'struggle' of greens disappear. It's behavioral economics packaged as a vitamin.
The Grove Collaborative Umbrella
Here's the strategic pivot: 8Greens' social profiles point to Grove Collaborative (@grovecollaborative). This suggests 8Greens isn't a standalone brand—it's a portfolio play within Grove's ecosystem. With 18 employees and $1.7M revenue, the unit economics are tight. They're likely leveraging Grove's supply chain, distribution, and customer base to scale a niche supplement brand without the burn rate of a standalone company. It's acqui-hire logic.
The tech stack is modern but telling: Tailwind CSS, Vite, Swiper. This is a lean, Shopify-era build. No complex custom backend, no heavy enterprise tools. They're spending money on product and distribution, not tech. The site loads fast, converts cleanly, and looks like every other DTC wellness brand—because that's the playbook. Differentiate on positioning, not infrastructure.
- Product-market fit is proven: gummy vitamins are a $5B+ category
- Distribution is baked in: Grove's 1M+ customers are pre-qualified wellness buyers
- They own the 'convenience' narrative: 'Real greens, without the struggle'
- Low CAC potential: Cross-sell to existing Grove base vs. cold acquisition
8Greens is a feature, not a company
The real bet is that Grove can acquire customers cheaper than traditional DTC brands, then upsell 8Greens as a high-margin add-on. At $1.7M, it's a successful experiment. But scale requires turning 8Greens into a standalone brand—or killing it and absorbing the learnings.
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8Greens
8Greens is the world's first super greens gummy, tablet and powder. 8Greens nutrient-rich supplements made from real greens, designed to support energy, immunity, and overall wellness in a convenient, effervescent tablet. Packed with essential vitamins and minerals, 8Greens is an easy and delicious way to boost your daily intake of greens without the hassle.
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About 8greens.com
8Greens is the world's first super greens gummy, tablet and powder. 8Greens nutrient-rich supplements made from real greens, designed to support energy, immunity, and overall wellness in a convenient, effervescent tablet. Packed with essential vitamins and minerals, 8Greens is an easy and delicious way to boost your daily intake of greens without the hassle.
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8greens.com uses 30 technologies across their website including Font Awesome, Google Fonts, hCaptcha, reCAPTCHA, Sentry, and more.
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Font Awesome, Google Fonts
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hCaptcha, reCAPTCHA
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unpkg
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Cloudflare
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Braze
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8greens.com receives approximately 0 monthly visitors and ranks #7,134,900 globally. The website has a bounce rate of 0% with visitors viewing an average of 0.0 pages per visit. Users spend an average of 0:00 on the site.
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