Brands joining the microbiome revolution

Back in the day, gut health issues were seldom discussed - everyone experienced them, but they kept quiet about it. Now hashtags such as #hotgirlstomachissues and even Drake, are increasingly moving functional food ingredients to the center stage. Bioactive compounds that can enhance well-being and prevent chronic illnesses and inflammation are reshaping the conversation. As the demand for health-focused food products continues to rise, it's no surprise that the global functional food ingredients market is poised for substantial growth by 2028. Let’s explore how brands are helping health-conscious Gen Zs prioritize optimal health.


Digestive problems and IBS have never been the most glamorous subjects for discussion. However, for the snack and wellness brand BelliWelli, these topics are at the center of their marketing campaigns, merchandise, and social media content.Like many startups, BelliWelli is finding success in destigmatizing topics that are considered taboo. Since its founding in 2021, one of BelliWelli’s marketing goals has been to ensure that the brand feels relatable. When it deployed its “Hot girls have IBS” out-of-home billboard campaign last year, the company said it saw a 40% bump in sales and over a million impressions to BelliWelli’s site in just two weeks.

- Kaylee, 20, ID (Cassandra Collective)


Think bloating doesn’t happen to Gen Zs? Think again. The hashtag #bloating has amassed over 3.0B views on TikTok. Pressed Juicery, the cold-pressed juice and functional wellness brand, introduced its inaugural Summer Debloat Program in collaboration with Hilma, renowned for its effective digestive remedies. The Summer Debloat Program unveiled a three-step comprehensive regimen comprising tonic, shot, and capsules. This program, inspired by Hilma's herbal debloating solution, combined Pressed Juicery's cold-pressed technology with fresh ingredients to support gut health, alleviate bloating, and prevent its recurrence, aiming to enhance individuals' overall well-being.


Amid the pandemic surge in popularity of "two-ingredient dough" recipes, a collective of childhood and college friends from New Jersey embarked on a culinary journey, experimenting with the incorporation of Greek yogurt into their dough. Driven by health challenges necessitating dietary adjustments, their mission was to create a more nourishing pizza without compromising on flavor. Fast-forward to the present day, Yough is a fresh contender in the frozen pizza market, highlighting postbiotics as a pivotal ingredient that sets its products apart in terms of health benefits. It boasts lower calorie and carbohydrate content compared to cauliflower and chickpea-based alternatives, packing an impressive 32 grams of protein.