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Adaptogens specialist Rritual Superfoods (CSE:RSF / FSE:0RW /OTE:RRSFF) is moving quickly to put in place the required building blocks for its North American distribution strategy. It has now embarked on a pan-USA strategy with a deal that sees it products being sold through Rite Aid’s ecommerce channels.

Rite Aid delivers healthcare products and other retail products to over 1.6m Americans on a daily basis. It sells whole being health products and services through 2,400 retail pharmacy locations in 17 states.

Penetration of US superfoods market is key for Rritual

This is a big move for Rritual, which has made no secret of its plans to tap the huge US market for organic food supplements. All Rritual’s products are USDA-certified organic and represent a caffeine-free food supplement option that can be mixed with other beverages or enjoyed by themselves.

Rritual is going live in the States with its three core products, Chaga Immune, Lion’s Mane Focus, and Reishi Relax. All three draw on organic adaptogens from mushrooms. Rritual’s proprietary Immune-Synergy Six Mushroom Blend is the only functional health product on the market that contains a daily prebiotic blend which nourishes a healthy gut microbiome and facilitates balanced digestive function.

“Rritual’s launch on the Rite Aid ecommerce platform is a significant step in the company’s growth and strategic focus to grow rapidly with national retail exposure,“ said David Kerbel, Rritual’s CEO. “Response from retail buyers to the Rritual brand, and our innovative product line continues to strengthen our mission and putting Rritual products within arm’s reach of consumers across the country.”

The market for adaptogens is expected to grow at a CAGR of 8.55% to reach over $3,993,345m in 2025, according to data from Research & Markets. Investments in brand building are considered essential in building trust with consumers and allying Rritual with sound and trusted brands in the US like Rite Aid seems like a sound strategy to us.

Innovation is critical for development of winning superfood brands

Innovation is also considered to be key in developing and maintaining a competitive edge in this market. There has been a notable surge in the use of adaptogens in the food and beverage sector as more consumers are using these sorts of products in their meals. There are a considerable number of consumers that are drifting away from pharmaceutical and medical products as these are not providing the desired results.

While consumers will already likely be familiar with the presence of supplements like ashwagandha and ginseng on the shelves of health food stores and pharmacies, there is now a demand for a more diverse range of solutions targeting specific conditions and ailments, rather than a panacea. The organic side of the market is expected to enjoy the most growth. This all supports the Rritual Superfoods thesis that many consumers are after very high quality adaptogens which can be taken regularly as part of a healthy diet.

Adaptogens are also seeing further take up in the pharmaceutical sector and are being used increasingly in targeted medical applications. Sports nutrition is another major area of growth and there are a number of high profile athletes that already espouse the benefits of adaptogens. For example, former New York Knicks performance director Bar Malik has left basketball to launch his own adaptogen drink brand for athletes.

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Please note this article does not constitute investment advice. Investors are encouraged to do their own research beforehand or consult a professional advisor.

Stuart Fieldhouse

Stuart Fieldhouse

Stuart Fieldhouse has spent 25 years in journalism and marketing, including as a wealth management editor for the Financial Times group, covering capital markets and international private banking, and as an investment banking correspondent for Euromoney in Hong Kong. He was the founder editor of The Hedge Fund Journal.

Stuart has worked at CMC Markets, supporting the re-launch of its global financial spread betting and CFD trading platforms. He is also the author of two books on trading, published by Financial Times Pearson. Based in The Armchair Trader’s London office, Stuart continues to advise fund managers, private banks, family offices and other financial institutions.

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