Manna Tree Invests in Plant People, the Functional Gummy Leader
HEALTH & BEAUTY
Manna Tree, a global private equity firm investing in companies that empower consumers to live better, longer, today announced a strategic investment in Plant People, a rapidly growing functional wellness brand specializing in better-for-you gummy supplements.
The market for vitamins, minerals, and supplements is booming, but consumer trust increasingly hinges on clean ingredients and proven efficacy. Recognizing a true leader in this space, Manna Tree, a global private equity firm specializing in health and wellness investments, has announced a strategic partnership with Plant People, securing a significant minority position in the rapidly growing brand.
Plant People, known for its premium, functional “Wonder” gummies, has established itself as a trusted name among health-conscious consumers seeking better-for-you, science-backed solutions. The investment, which also saw participation from early investor Unilever Ventures, is designed to accelerate Plant People's growth trajectory and dramatically expand its national footprint.
Built on Purpose, Proven by Performance
Founded in 2018 by Hudson Davis-Ross and Gabe Kennedy who were inspired by their respective spinal surgery recoveries, Plant People was built on the belief that natural healing should be effective and accessible. The brand offers a comprehensive range of practitioner-grade gummies that harness clean, plant-forward ingredients to support everyday goals like Sleep, Stress, Focus, Weight Management, and Beauty.
The brand's success is quantifiable and remarkable:
It has been consistently ranked the #1 best-selling supplement brand nationally at major health retailers like Whole Foods Market, Sprouts, and Erewhon in several supplement categories.
The company boasts an impressive year-over-year net revenue growth rate of 95%, demonstrating robust consumer demand and strong brand momentum.
Hudson Davis-Ross, Co-Founder and CEO of Plant People, framed the investment as a "transformative moment." “Over the past seven years, we've built a profitable, national brand with minimal outside capital, staying lean, customer-focused, and purpose-led. Manna Tree shares our vision and values, their deep experience scaling health and wellness brands will help us grow faster, smarter, and with even deeper impact.”
Manna Tree: Investing Where Consumers Are Going
For Manna Tree, the investment in Plant People affirms its continued expansion in the consumer health and wellness sector, which is valued at approximately $69 billion and expected to grow substantially.
Gabrielle "Ellie" Rubenstein, Co-Founder and Managing Partner at Manna Tree, expressed personal enthusiasm for the brand. “As a longtime customer of their gummies, I have seen firsthand how Plant People is redefining what functional wellness can be. We're excited to support their next chapter and help bring Plant People's clean, effective supplements to even more households nationwide.”
Plant People has built a robust omnichannel platform, available through its direct-to-consumer website, Amazon, and major retailers. Most recently, the company significantly expanded its retail footprint by launching in more than 820 Target stores nationwide, ensuring their effective, plant-forward solutions reach consumers at nearly every touchpoint.
With Manna Tree’s strategic support and deep scaling experience, Plant People is well-positioned to become the dominant player in the functional wellness category, bringing its science-backed, trusted products to a market hungry for better-for-you solutions.