A new functional wellness brand is stepping into the crowded longevity nutrition space with a format increasingly familiar to foodservice and retail buyers: the daily-dose gummy. IAN Cellular Health, founded by serial entrepreneur Richard Laver, debuts December 22 with a single SKU — a daily stack of eight gummies featuring 24 curated ingredients targeting mental clarity, antioxidant defense, gut health, and healthy aging.

The product, available in Dragon Melon Yuzu flavor, delivers 10 grams of fiber, 3 grams of sugar, and 40 calories per sachet. That nutritional profile positions IAN squarely in the better-for-you functional food segment that has been driving growth across beverage and supplement aisles for the past several years. The portable sachet format also signals ambitions beyond direct-to-consumer: single-serve packaging has become a go-to entry point for brands seeking placement in hospitality, travel retail, and fitness channels.

The Market Opportunity

The timing reflects a measurable consumer shift. McKinsey & Company's 2025 Future of Wellness survey found that up to 60% of consumers across markets consider healthy aging a top or very important priority. SNS Insider estimates the broader U.S. longevity market was valued at $9.16 billion in 2025 and projects it will reach $20.17 billion by 2035 — a trajectory that has drawn both established supplement brands and venture-backed startups into the category.

"People are rethinking what it means to age well, and there's a real opportunity to make longevity a more approachable part of everyday life," said Richard Laver, founder of IAN. "We created IAN to simplify what can feel like an overwhelming category, bringing carefully selected ingredients together in a daily ritual people can look forward to."

Founder's Background

Laver is not a first-time player in the functional food and beverage space. IAN follows his earlier ventures — plant-based medical nutrition brand Kate Farms and Lucky Energy — giving him an established track record navigating specialty retail, healthcare foodservice, and consumer packaged goods channels. That pedigree will matter as IAN courts distribution partners beyond its initial direct-to-consumer launch.

The brand carries a personal origin story: IAN is named for Laver's father, who died in a commercial airline crash at age 45. Laver, who survived the crash at age 12, has described the company as the final chapter of an entrepreneurial trilogy shaped by that experience. For operators and buyers evaluating brand equity alongside product specs, the narrative adds a layer of authenticity that mass-market longevity brands often lack.

What It Means for Operators

For restaurant and hospitality operators exploring functional wellness SKUs — whether for hotel grab-and-go, spa retail, or premium café shelving — IAN represents the kind of compact, story-forward product that has performed well in experiential retail settings. The sachet format eliminates the portioning friction that larger supplement containers present in foodservice contexts, and the low-sugar, high-fiber profile aligns with the cleaner-label expectations that have become table stakes in premium hospitality environments.

The brand is currently accepting early-access sign-ups ahead of its December 22 launch. Full ingredient disclosure is available at that signup, a transparency move that buyers evaluating vendor relationships will find useful before committing to shelf space.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.