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IM8 is partnering with Care Bears owner Authentic Brands Group on a family wellness brand, with children’s and adult gummy multivitamins planned for the first half of 2027. The companies describe the products as vegan and free of sugar, gelatin, artificial colors and flavors, but have not released formulas, prices or age guidance.
IM8, the supplement brand co-founded by David Beckham, is entering children’s nutrition through a 10-year global partnership with Authentic Brands Group, the owner of Care Bears. The new Care Bears by IM8 brand is expected to launch gummy multivitamins for children and adults in the first half of 2027, marking an expansion beyond IM8’s existing adult-focused products.
The companies plan to build a family wellness brand, rather than limit the deal to putting Care Bears characters on one vitamin product. IM8 has said it may later expand into better-for-you candy, children’s snacks and other food products. The initial range is expected to include both children’s and adult multivitamins.
IM8 says the planned gummies will be vegan and contain no sugar, gelatin, artificial colors or artificial flavors. The company also plans third-party testing. Those are company-reported product intentions: detailed ingredient lists, dosages, testing standards and results have not been released.
Under the arrangement, IM8 will operate the new brand and pay royalties to Authentic Brands Group. Authentic will also become a strategic shareholder in Prenetics, IM8’s parent company. The products are being developed for direct-to-consumer sales and traditional retail, a potential move beyond IM8’s subscription-led sales model.
A Move Into Kids’ Nutrition
The partnership gives IM8 a route into a customer group beyond the adults who have driven its existing supplement business. A familiar children’s property could help the brand appeal to parents and children, while a planned retail presence would put it in front of shoppers outside IM8’s current direct-sales channels. Those are potential advantages, not evidence yet of consumer demand or retail distribution agreements.
The move also places IM8 in a crowded market where companies are competing over convenient supplement formats and family products. Gummy vitamins may be easier for some children to take than pills, but a kid-friendly appearance also makes clear labeling, age guidance and safe storage relevant. The planned 2027 launch leaves time for more product details, but the announcement itself does not establish what children need nutritionally or whether a particular child should take a supplement.
The American Academy of Pediatrics says most healthy children who eat a balanced diet do not need multivitamins. It says supplementation may be appropriate for children with nutritional deficiencies, restrictive diets or certain medical conditions. That guidance makes the eventual product information and its presentation to families significant beyond branding.
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From Adult Supplements to Families
IM8 has built its business around premium adult nutrition and longevity products, including a flagship daily powder drink. The source report says the brand launched in December 2024 and that Prenetics reported $45 million in IM8 revenue in the second quarter of 2026, an approximately 359% increase from the previous year. Those figures describe the company’s reported business performance; they do not establish how much the new children’s line may earn.
The partnership comes amid broader interest in gummies and family wellness. MarketsandMarkets estimates, as cited by Prenetics, put the global gummy supplements market at $24.4 billion in 2025 and project it will reach $47.8 billion by 2030. This is a market forecast, not a measured outcome. Other brands are also expanding: Unilever acquired gummy startup Gruns earlier in 2026, and First Day received a strategic investment from Paine Schwartz Partners in October, according to the report.
IM8 says existing customers have increasingly requested products for their children. That explanation comes from the company; the report does not provide independent survey data on customer demand. The Care Bears partnership also aligns the planned launch with the characters’ 45th anniversary in 2027.
““Parents want products they can trust, kids want something that feels like a friend, and Care Bears gives us both.””
— Danny Yeung, Prenetics CEO and IM8 co-founder
Product Details Still Pending
The companies have not announced formulations, ingredient amounts, prices or age recommendations. The source material also does not specify where products will be sold, which retailers may carry them, or how extensive the initial distribution will be. Plans for third-party testing have been stated, but the testing provider, scope and results are not yet known.
It is also unclear how quickly the brand might expand beyond multivitamins, or whether the proposed snacks and other foods will reach the market. The partnership announcement does not provide sales targets or a forecast for the new line. Gummy supplements can resemble candy, and the report notes the risk of overconsumption; specific packaging, storage instructions and safeguards have not been described.
Details Ahead of 2027 Launch
The next major milestone is the planned first-half 2027 launch. Before then, IM8 and Authentic Brands Group are expected to develop the product range and sales channels, though the source report does not give dates for further announcements. Consumers and retailers will need to wait for product labels and distribution information to judge the offering beyond the brand and the companies’ stated ingredient goals.
When those details are released, the most useful points to check will include the full formulation, serving size, age guidance, testing information, price and warnings on storage and accidental consumption. Any later expansion into snacks or other family foods remains a stated ambition rather than a confirmed launch schedule.
Key Questions
What is Care Bears by IM8?
It is a planned family wellness brand being developed by IM8 and Care Bears owner Authentic Brands Group under a 10-year global partnership. IM8 will operate the brand, and Authentic will receive royalties.
When are the vitamins expected to launch?
The companies plan to launch gummy multivitamins for children and adults in the first half of 2027, coinciding with the Care Bears’ 45th anniversary.
What has IM8 said will be in the gummies?
IM8 says the planned products will be vegan and free of sugar, gelatin, artificial colors and artificial flavors. Full ingredient lists and amounts have not been announced.
Are the vitamins suitable for every child?
That cannot be determined from the announcement. The American Academy of Pediatrics says most healthy children eating a balanced diet do not need multivitamins, though some children may benefit for specific nutritional or medical reasons. Product age guidance and formulas are still pending; families can consult a qualified health professional about individual needs.
Where will the products be sold?
IM8 is developing the line for both direct-to-consumer sales and traditional retail, but it has not named retailers or confirmed specific stores.
Source: athletechnews.com
