Naturade's Centennial Leap: Inside its Plan to Secure a Second Century

CHICAGO, IL – February 10, 2026 – As it celebrates its 100th anniversary, nutrition and wellness brand Naturade is not just looking back at its century-long history. Instead, the company is executing a bold, future-facing pivot by partnering with omnichannel specialists Growvana and Rebelution to completely overhaul its U.S. distribution and commercial strategy.

The transformative alliance, announced today, aims to fuse Naturade’s legacy with a modern, data-driven operational backbone. The goal is to scale the brand, known for its plant-based hydration and performance beverages, for its next 100 years. This partnership will leverage Growvana’s technology platform and Rebelution’s operational infrastructure to unify Naturade's presence across every sales channel, from digital marketplaces like Amazon to national retailers including Whole Foods, Sprouts, and Costco.

A Legacy Confronts a New Reality

Founded in 1926, Naturade established itself as a pioneer in the natural health space, popularizing soy protein in the 1950s and building a loyal following. However, a centennial anniversary in the modern consumer-packaged goods (CPG) landscape is both a milestone and a challenge. While the brand boasts deep heritage, recent market dynamics have necessitated a fundamental change in strategy.

Research indicates that after a period of significant growth in the early 2000s, Naturade's revenue has stabilized at a lower level, estimated around $7 million annually. This comes as the broader plant-based market, once a high-growth darling, is facing headwinds. Consumers are increasingly price-sensitive, and the sector is contending with "taste fatigue" and scrutiny over processed ingredients. With a crowded field of competitors like KOS and Isagenix, standing out requires more than just a good product; it demands flawless execution and ubiquitous availability.

This strategic partnership is a direct response to these pressures. It represents a move by Naturade's leadership, CEO Claude Tellis and CMO Kareem Cook, who acquired the brand in 2012, to aggressively reclaim market share and modernize its path to the consumer. "Reaching our 100th anniversary is a testament to the quality and trust Naturade has built with generations of consumers," said Tellis. "To honor that legacy, we must innovate how we reach our customers."

The Omnichannel Engine: Growvana and Rebelution

The solution Naturade has chosen goes far beyond a simple logistics contract. The partnership with Growvana and Rebelution represents a comprehensive outsourcing of its entire channel strategy. Growvana provides the advanced technology platform, while Rebelution operates the physical infrastructure, providing capital, logistics, and multi-channel retail expertise.

"Naturade is a brand with an incredible 100-year history, and our mission is to build the scalable infrastructure that ensures it remains a leader for the next 100 years," explained Melonie Carnegie, CEO at Rebelution. "We're managing all of Naturade's channels, not just e-commerce."

This integrated approach is designed to solve the complex puzzle of modern retail. For Naturade, it means having a single partner orchestrate its presence on Amazon, manage wholesale distribution to smaller retailers, and ensure shelves are stocked at major national chains. Rebelution’s track record with other brands demonstrates its capability. The firm has previously helped clients secure essential price increases through data-driven strategies, revive stagnant product lines to achieve 97% month-over-month growth, and boost a leading brand's sales by 18% by cleaning up its online catalog. This history of tangible results provides a strong foundation for Naturade's ambitious growth targets.

The partnership aims to create a seamless ecosystem where online discovery can drive in-store purchase, and retail presence can boost online credibility. By leveraging a single data-driven platform, Naturade can better forecast demand, manage inventory, and ensure a consistent brand experience wherever customers choose to shop.

The Playbook of Star Investors

Lending significant weight and confidence to this strategic overhaul is the continued backing of Naturade's prominent long-term investors: NBA legends and successful entrepreneurs Magic Johnson and Grant Hill. Their involvement, which began around 2020, is more than just a celebrity endorsement; it's a strategic alignment of mission and business acumen.

Magic Johnson, in particular, has built a business empire through Magic Johnson Enterprises by investing in ventures that serve urban and underserved communities. His investment philosophy focuses on companies with strong leadership and clear growth potential, making his support for Naturade's new direction a powerful vote of confidence. This partnership aligns perfectly with his established playbook of backing businesses that can deliver both financial returns and social impact.

The continued support from Johnson and Hill reinforces the belief that this aggressive growth strategy is the right move. It signals to the market and retail partners that Naturade has the capital, governance, and strategic vision to execute its ambitious plans. For Naturade, the investors' mission to bring healthy, plant-based options to a wider audience, especially in urban communities, is a core part of the brand's identity.

"This partnership, powered by Growvana's platform and operated by Rebelution's infrastructure, gives us the technological edge and distribution muscle we need to scale effectively," Tellis stated, highlighting the synergy between the brand's mission and its new operational capabilities. "This is not just about celebrating our past; it is about securing our future and delivering wellness to millions more Americans." The collaboration is designed to translate the brand's powerful story and celebrity backing into measurable results, from increased sales velocity to expanded market share, ensuring Naturade is positioned not just to survive, but to thrive for another century.