EXCLUSIVE: Lemme’s Latest Candy-like Supplement Format Has Arrived

Kourtney Kardashian Barker’s Lemme is betting on a new supplement format.

On Thursday, the brand is launching its bestselling Lemme Curb in a mixed berry-flavored soft chew for $30 on its website.

Since its inception the Lemme team has been focused on format innovation, launching gummies, capsules, tinctures and, now, chews.

“The Lemme community is obsessed with innovation,” said Kardashian Barker’s business partner Simon Huck. “They’re always looking for the next format.”

Huck added that many are introduced to the brand and supplements in general through gummies and then want to explore other formats. In addition, Lemme Curb, which is also available in a capsule, has been a major hit for the brand, selling out three times, according to Huck.

The chew, which took about a year to develop, features the same active ingredients as the Lemme Curb capsule, including clinically studied Chromax chromium picolinate to curb cravings and boost insulin function; gymnema sylvestre leaf extract to support healthy blood sugar levels; methylated B12 to boost metabolism, and a phytonutrient fruit complex to address oxidative stress.

According to the team, the use cases for Lemme Curb lend themselves to this new format.

“People like to take their products on the go and what’s so interesting and innovative about chews is they’re individually wrapped,” Huck said. “You’re heading out for the day and you want to put it in your pocket, in your purse. It’s perfect [for] cravings on the go.”

Other brands have also been experimenting with this candy-like option, as well. For example, Olly recently launched nootropic-infused chews and, at the time of launch, the team also emphasized the portable nature of the individually wrapped format.

“Someone may want to take this later in the day,” Huck said. “It was important that we give them that option, so the portability of the chew was such a determining factor.”

When asked whether consumers should expect other Lemme formulas to launch in a soft chew format, Huck said: “All I can say is there’s lots more coming.”

In terms of other formats, Huck also hinted that there is more on the way.