Singapore’s Gumazing diversifies portfolio to evolve into family-centred brand

Since its launch in 2021, Gumazing has adopted a “vibrant, kid-friendly” approach to essential nutrition via its children’s gummy vitamins and supplements manufactured in Canada and Europe. The brand is also a subsidiary of Eternal Mark Singapore Pte Ltd., a contract manufacturer for pharmaceuticals and medical devices founded in 2003. Building on its success in children’s health, Gumazing has expanded its product range to include supplements specifically designed for women. These include prenatal and postnatal multivitamin gummies that support women before, during and after pregnancy, and menopause gummies for more holistic benefits for older women. “While Gumazing began by serving children — naturally extending our brand essence around health, growth, and fun — the transition into women’s supplements was a logical and heartfelt evolution. “After delivering trusted formulations for kids, expanding into prenatal and women-focused supplements allows us to continue our mission of nurturing the family at every stage. “This diversification enables us to address maternal wellness from pregnancy to postpartum, leveraging our signature clean ingredients, tasty and enjoyable formats, and scientific rigor. “Just as parents trust us for their children, women can now rely on us for quality supplements customized to their unique health journey,” Krishika Bahirwani, co-founder and director of Gumazing, told NutraIngredients . Recognising the crucial role mothers play in fostering healthy habits within the family, this new line seeks to transform wellness into a shared experience, whereby parents are not just managing their kids’ routines but also participating in them. As such, Gumazing’s roadmap includes setting foot into adult nutrition across both genders. “We see substantial untapped potential in women’s health, especially in life-stage formulations like prenatal, menstruation support, and menopausal care. Women often seek reliable, enjoyable, and effective supplements that go beyond general multivitamins —something Gumazing is well positioned to deliver. “In addition, we plan to launch tailored men’s health formulations and develop versatile formats, such as sprays, sachets, and drops, that cater to convenience, lifestyle, and individual wellness needs. This puts us on track to become a full-spectrum, family-focused supplement brand across age and gender.” Currently, Gumazing has presence in markets across Asia and the Middle East, including Singapore, Vietnam, Malaysia, Hong Kong, Kuwait, UAE, Jordan, Bahrain, and Saudi Arabia. The brand is amplifying its regional footprint through a multi-pronged expansion strategy, which comprises increasing sales channels via e-commerce platforms, partnering key retailers like Watsons, and innovative marketing. “In Singapore, we’re present in about 100 retail stores, such as Watsons and ThomsonBaby Retail, and online at ThomsonBaby.com. For our products to be as accessible as possible, we have also made them available across multiple digital platforms, including Shopee and Lazada. “In Vietnam, we’re working with a major distributor, enabling entry into over 1,000 retail outlets. Additionally, we actively participate in trade exhibitions and wellness fairs across Thailand, Malaysia, and Hong Kong to build visibility and partnerships. To date, we’ve secured distribution agreements in nine markets, helping to scale up our presence region-wide,” Bahirwani said. At the same time, Gumazing is also engaging directly with consumer communities through school wellness events, back-to-school activations, and health-focused fairs, in a bid to connect with parents and families in “meaningful and experiential” ways.