As gummy vitamins continue to be one of the fastest growing delivery formats of dietary supplements, companies are making major investments to keep up with demand. Case in point: Pharmavite’s $250 million gummy manufacturing facility in New Albany, Ohio.
A few years ago, the company said it ran out of capacity for its gummy manufacturing. That’s when Pharmavite sprung into action, evaluating how to expand capacity to keep up with the market. They settled on a 225,000-square-foot space that enables the facility to produce three billion gummies per year with the option to double that capacity down the road.
NutraIngredients was at the grand opening for the state-of-the-art facility last spring, so we thought we’d catch up with the makers of Nature Made Gummies to see how the facility and team is coming together.
NI: Was there a particular piece of data or a ‘lightbulb’ moment that prompted Pharmavite to build the new gummy facility?
Kara Roeder, SVP, Supply Chain (KR): Prior to the opening of Pharmavite’s newest gummies-focused facility in New Albany, our insights data indicated a need for future investment in the category, especially as the gummies format continued to expand while consumers have increasingly shifted toward a proactive approach to wellness. Based on those insights, we know that consumers are drawn to the convenience and taste experience of gummies.
Nature Made was the number one dollar-growth brand in gummies in 2024 [according to Circana Market Advantage and Panel], and the brand delivered meaningful innovations that same year with Zero Sugar Gummies and Advanced Multis offerings. Additionally, Nature Made invested $20 million in consumer education to support the gummies business in a campaign that successfully engaged 80% of VMS category consumers on Nature Made Gummies, resulting in a 10+ percentage point increase in awareness.
These trends and insights, combined with our understanding of the evolution of the VMS space, led to the opening of the new facility, setting our course for the future and supporting our growth in the years to come.
NI: The last time we spoke was the New Albany grand opening. How are things going so far at the new facility?
KR: Pharmavite celebrated the opening of the facility in New Albany last spring, and we have made strong progress in qualifying our product portfolio to ensure our quality standards as well as training our manufacturing teams in the time since. The new facility will create 225 jobs with a focus on the local talent pool and ample opportunity for employees to upskill and grow their careers within Pharmavite. More than 90% of the employees at the facility are new to both the organization and the VMS industry, so building their technical knowledge has been a priority.
NI: At the grand opening, we were told the facility was built so that you could add a second gummy line as the business evolves. Any updates on that front?
KR: We built the facility in New Albany with space for a second gummies production line and, importantly, our property has space for further expansion. Given the years-long lead times for equipment, we will likely make an evaluation to add the second line in the coming year.
NI: What formulation challenges did Pharmavite experience with the gummy format (if any)?
KR: By the time we opened the facility in New Albany last year, Pharmavite had already been operating a gummies facility in Opelika, Alabama since 2015—so the production of high-quality gummies products was not new to us. During that time, we developed our deep expertise across research and development, technical operations and manufacturing. The challenges we anticipated as we ramped up in New Albany were primarily related to seamless technical transfer and starting up new equipment in a new space, all of which have gone to plan.
Relative to the gummies format as a whole, in my opinion, the greatest challenge is providing the consumer with a product that meets our rigorous quality standards while still tasting great and being a joyful part of their daily ritual. Finding that balance is unique to this form and one of the keys to the success of our gummies offerings.
NI: Pharmavite made a $250 million bet on gummies. Was it worth it?
KR: Absolutely. Pharmavite’s investment in both the gummies format and the New Albany facility enables us to continue meeting the needs of our consumers, support the overall growth of the vitamin and supplement space and bring the gift of health to life.
The facility will fuel Pharmavite’s growth for years to come and allow us to continue supporting consumers wherever they are on their health and wellness journeys. I’m not a betting person, but if I were, our in-depth consumer insights would have made this an easy bet to make.
