EXCLUSIVE: Kourtney Kardashian Barker's Lemme Is the Latest Brand Aiming to Make Fiber Cool
If anyone can make fiber cool, it might just be Kourtney Kardashian Barker.
Today, Kardashian Barker's supplement brand Lemme is launching its Lemme No. 2 for $30, a daily fiber and probiotic strawberry-flavored gummy to boost regularity, support overall gut health and fill nutrient gaps. Lemme No. 2 is the brand's latest addition to its gut health offering, which includes bestsellers like Lemme Debloat, $30. To start, it will be available exclusively on lemmelive.com.
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According to the National Institute of Health, only 5 percent of people reach the daily suggested amount of fiber — about 25 grams for women and 38 grams for men, ages 19 to 50. Insufficient fiber can cause constipation, bloating and gas, as well as have longer-term effects such as high cholesterol.
'Research tells us most of the general population is fiber deficient with wide-reaching implications. That's why Lemme No. 2 is formulated with 4 grams of non-GMO prebiotic fiber per serving, plus 2 clinically studied probiotics — scientifically shown to support regularity, digestive health and good gut bacteria,' said Leona West-Fox, functional nutritionist and Lemme medical advisory board member.
Lemme cofounder Simon Huck added: 'When we think about fiber, we immediately go to regularity, but there are so many other things in your body, like metabolic function, overall digestion, bloating [and] hormone balance. Everything in your body is rooted from fiber.'
The formula includes vitamin D, another nutrient that many are deficient in, which can boost immunity, support bone health and promote a healthy gut microbiome.
Over the past couple of years, more brands have been jumping into the fiber game to meet this growing consumer need and refresh the category. According to Nielsen IQ, fiber supplements overall exceeded $188 million in omnichannel sales in a year, having grown 25 percent from the previous period — the most popular format within the category sales- and units-wise is gummies. Lemme is the latest brand to bet on the growing market.
'Fiber is the moment,' said Lemme cofounder Simon Huck. 'It's a category that we have been so interested in for the last two years. It's, again, one of those products that is constantly requested from us.'
The product has been in development for a year-and-a-half, according to Huck, who noted the process was quite long given they formulated without sugar.
This launch follows Lemme's latest retail expansion into iHerb, which has allowed the brand to expand its reach.
'Part of the challenge was, we want to launch in all sorts of different places, but it takes a lot of resources,' Huck said. '[iHerb] ships to almost every single country in the world.'
Within two days of launching on the platform, 60 percent of Lemme's products were already sold out, according to Huck. As far as what's next, Lemme has a full pipeline of products in 2025, including a launch into a brand new category.
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