TL;DR
Get oils, diffusers and self-care delivered free with Prime
- Fast, free delivery on millions of items
- Prime Video, Amazon Music and more included
- Member-only deals all year
IM8 has agreed to a 10-year global partnership with Authentic Brands Group to develop Care Bears by IM8, a family wellness brand. Its first products are planned as gummy multivitamins for children and adults in the first half of 2027, but ingredients, prices and age guidance have not been released.
IM8, the supplement brand co-founded by David Beckham, is entering children’s nutrition through a 10-year global partnership with Care Bears owner Authentic Brands Group. The partners plan to launch Care Bears by IM8 with gummy multivitamins for children and adults in the first half of 2027, expanding IM8 beyond its adult-focused nutrition business.
The new venture is intended to become a family wellness brand, not just a single licensed vitamin product, according to the announcement reported by Athletech News. IM8 says it may eventually expand into better-for-you candy, children’s snacks and other food products. The initial product range will include vitamins for both children and adults, with the Care Bears characters forming the brand identity.
IM8 says the planned gummies will be vegan and sugar-free, with no gelatin, artificial colors or artificial flavors. It also plans to have the products tested by a third party. These are company descriptions of products still in development; detailed formulations, prices and age recommendations have not been announced.
The agreement also gives Authentic a strategic shareholder role in Prenetics, IM8’s parent company. IM8 will operate the new brand and pay royalties to Authentic. Sales are planned through both direct-to-consumer channels and traditional retail, which could extend IM8 beyond the subscription-led model it has used for its premium supplements.
IM8 Moves Beyond Adult Supplements
The partnership brings IM8 into a new customer market and ties its expansion to a familiar children’s entertainment brand. A family-oriented product range could let the company sell to existing adult customers who want products for their children, while retail distribution would give it a route to shoppers who may not use its current subscription service.
The move also places IM8 in a crowded market where supplement companies are competing over convenient formats and household spending. Gummies can be easier for some consumers to take than powders or tablets, but their candy-like appearance raises a distinct safety issue for products aimed at children. The commercial opportunity and the need for clear product guidance will develop together.
For parents, the planned launch is not yet a basis for judging whether a particular product is suitable. The company has not provided ingredient amounts or age-specific directions, and children’s nutrition needs vary. The American Academy of Pediatrics says most healthy children who eat a balanced diet do not need multivitamin supplements; children with deficiencies, restrictive diets or certain medical conditions may benefit. Families should seek advice from a pediatric health professional where appropriate.
Products Worth Considering
Oral-B iO Series 3 Rechargeable Electric Toothbrush for Adults, Black, 3 Modes, 2 Brush Heads and Travel Case
Therabody ThermBack LED 4-in-1 Heated Lower Back Relief Wrap
Fitbit Sense 2 Health and Fitness Smartwatch, Shadow Grey/Graphite
As an affiliate, we earn on qualifying purchases.
A Broader Push Into Gummies
IM8 launched in December 2024 and has built its business around premium adult nutrition and longevity products, including a flagship daily powder drink. Prenetics reported $45 million in IM8 revenue in the second quarter of 2026, an approximately 359% increase from the same quarter a year earlier, according to the source report. The Care Bears venture would extend that business into children’s products and a wider range of sales channels.
The partnership reflects a broader industry push into gummy supplements and family wellness. MarketsandMarkets estimates 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. Those figures are market estimates, not sales forecasts for IM8 or the new Care Bears brand.
Other companies have also moved into the category. Unilever acquired Gruns, which has expanded into children’s nutrition, while First Day received a strategic investment from Paine Schwartz Partners. Lemme has grown its retail presence, and brands associated with powders have tested gummy products. These examples offer market context, but they do not establish how Care Bears by IM8 will perform.
““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 Await Release
The announcement does not provide final formulas, ingredient quantities, prices or age ranges. It is also not clear what testing standards the company will use, whether it will publish test results, or when specific products will be available for purchase within the first half of 2027.
The planned absence of sugar, gelatin and artificial colors and flavors does not by itself show how much of each nutrient a serving will provide or whether a product is appropriate for a particular child. The partnership’s long-term plans to enter snacks and other foods are prospective; no products, launch dates or distribution details for those categories have been disclosed.
IM8 and Authentic have not provided specific retailer commitments or a breakdown of how sales will be divided between direct-to-consumer and retail channels. The reported market growth figures likewise do not predict the new brand’s performance.
Formulas and Retail Plans Ahead
The announced target is a first-half 2027 launch of gummy multivitamins for children and adults. Ahead of that date, readers will need further company details on formulas, serving directions, age recommendations, pricing, third-party testing and where the products will be sold.
Those disclosures will help parents assess the products and show how the partnership translates into a retail and direct-to-consumer business. Any expansion into snacks, candy or other family wellness products remains a later possibility rather than a confirmed launch schedule.
Key Questions
What is Care Bears by IM8?
It is a planned family wellness brand created through a 10-year global partnership between IM8 and Authentic Brands Group, which owns the Care Bears brand. IM8 will operate the venture, while Authentic will receive royalties and become a strategic shareholder in Prenetics.
When will the Care Bears vitamins launch?
The companies plan to introduce the first products in the first half of 2027. A specific release date has not been announced.
What products are planned first?
The initial range is expected to include gummy multivitamins for children and adults. IM8 has also described possible future expansion into snacks, better-for-you candy and other food products, but has not announced products or dates for those categories.
What is known about the gummies’ ingredients?
IM8 says they are planned to be vegan and sugar-free, without gelatin, artificial colors or artificial flavors, and that the company intends to use third-party testing. Full ingredient lists, nutrient amounts, testing details and age guidance have not been released.
Do children generally need multivitamins?
The American Academy of Pediatrics says most healthy children eating a balanced diet do not need multivitamins. Children with nutritional deficiencies, restrictive diets or certain medical conditions may benefit; parents should ask a pediatric health professional about a child’s needs. Gummies should also be stored safely because their candy-like appearance may encourage children to eat too many.
Source: athletechnews.com
