Wonderbelly is seeking to disrupt the antacid aisle with its clean, talc-free formulas, because it launches at 650-plus Goal doors.
This announcement marks the primary major retail expansion for the brand, which was founded by brothers Lucas and Noah Kraft. Currently the antacid market, expected to succeed in greater than $8 billion globally by 2027, in keeping with The International Market Evaluation Research and Consulting Group, is dominated by several heritage brands.
Wonderbelly founders and brothers Noah (left) and Lucas Kraft (right).
Alina Tsvor
The genesis for the brand was borne out of necessity. Lucas Kraft had handled an eating disorder growing up — while he recovered in his mid-20s, the Wonderbelly chief belly officer was left with lingering digestive issues for which he...
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