Functional Brands Inc. and Market Performance Group Forge High-Impact Partnership to Supercharge Growth of Kirkman(R) Brand in the Expanding Health & Wellness Market

Rhea-AI Summary

Functional Brands (NASDAQ: MEHA) announced a commercial partnership with Market Performance Group on November 10, 2025 to accelerate growth of the Kirkman brand across eCommerce, retail, and digital channels. The collaboration aims to leverage MPG’s omnichannel commerce expertise to expand distribution and visibility for Kirkman’s 75‑year heritage of hypoallergenic, rigorously tested nutritional supplements.

The companies said the alliance aligns with Functional Brands’ growth strategy and seeks to capture rising consumer demand for science‑backed health and wellness products.

Lake Oswego, Oregon--(Newsfile Corp. - November 10, 2025) - Functional Brands Inc. (NASDAQ: MEHA), a leading innovator in wellness and performance products, is thrilled to announce a new commercial partnership with Market Performance Group (MPG), a top-tier omnichannel commerce agency known for driving exponential growth for leading consumer brands.

This strategic collaboration marks an exciting new chapter for the Kirkman® brand-one of the most trusted names in nutritional supplements for over 75 years. By partnering with MPG, Functional Brands is unlocking bold new opportunities to accelerate Kirkman's expansion across eCommerce, retail, and digital channels-reaching more consumers than ever before with the brand's highly specialized, rigorously tested, and hypoallergenic formulations.

"This partnership represents a huge leap forward for Kirkman and the entire Functional Brands portfolio," said Eric Gripentrog, CEO of Functional Brands Inc. "MPG's proven expertise in scaling health and wellness brands, combined with their best-in-class retail and digital capabilities, positions us to dramatically expand our reach and impact. Together, we're poised to unleash the full growth potential of Kirkman and bring our trusted products to millions of new customers seeking science-based wellness solutions."

"We're equally excited to join forces with Functional Brands to elevate Kirkman's presence across the marketplace," said Jason Reiser, CEO of Market Performance Group. "Kirkman is a heritage brand with incredible equity and a loyal following. With our integrated commercial approach, we see tremendous upside in expanding access to these trusted products and amplifying their visibility across key retail and digital platforms."

The partnership underscores Functional Brands Inc.'s aggressive growth strategy and deep commitment to innovation, trust, and consumer wellness. With the global health and wellness market experiencing record growth, the timing of this collaboration couldn't be better-positioning both companies to capitalize on surging consumer demand for high-quality, science-backed products that support healthier lives.

About Functional Brands Inc.
Functional Brands Inc. is a health and wellness company focused on acquiring and growing science-based consumer brands. With a portfolio that includes trusted names like Kirkman®, P2i by Kirkman®, Hemptown Naturals, Healthy Assist by Kirkman; Functional Brands is committed to providing high-quality, effective solutions that support healthier lives.

For more information, visit www.functionalbrandsinc.com and www.kirkmangroup.com.

About Market Performance Group (MPG)
Market Performance Group is a leading omnichannel commerce agency delivering integrated commercial solutions that accelerate profitable brand growth. MPG's team-industry leaders from top retailers, CPGs, and digital platforms-connects brands with consumers across the full funnel commerce landscape, delivering right-sized strategies, strategic go-to-market plans, advanced analytics, and deep retailer relationships for exceptional results.

Investor Relations Contact:
FunctionalBrands@icrinc.com

Cautionary Note Regarding Forward Looking Statements

This news release and statements of Functional Brands's management in connection with this news release or related events contain or may contain "forward-looking statements" within the meaning of Section 21E of the Securities Exchange Act of 1934, as amended, and the Private Securities Litigation Reform Act of 1995. In this context, forward-looking statements mean statements (including statements related to the closing, and the anticipated benefits to the Company, of the private placement described herein) related to future events, which may impact our expected future business and financial performance, and often contain words such as "expects," "anticipates," "intends," "plans," "believes," "potential," "will," "should," "could," "would," "optimistic" or "may" and other words of similar meaning. These forward-looking statements are based on information available to us as of the date of this news release and represent management's current views and assumptions. Forward-looking statements are not guarantees of future performance, events or results and involve significant known and unknown risks, uncertainties and other factors which may be beyond our control.

Readers are cautioned not to place undue reliance on these forward-looking statements, which apply only as of the date of this news release. Potential investors should review Functional Brands's Registration Statement for more complete information, including the risk factors that may affect future results, which are available for review at www.sec.gov. Accordingly, forward-looking statements should not be relied upon as a predictor of actual results. We do not undertake to update our forward-looking statements to reflect events or circumstances that may arise after the date of this news release, except as required by law.

To view the source version of this press release, please visit https://www.newsfilecorp.com/release/273768

FAQ

What did Functional Brands announce about the Kirkman brand on November 10, 2025?

Functional Brands announced a commercial partnership with Market Performance Group to expand Kirkman across eCommerce, retail, and digital channels.

How will the Market Performance Group partnership affect MEHA's distribution channels?

The partnership is intended to expand Kirkman's reach by leveraging MPG's omnichannel retail and digital capabilities across eCommerce and brick‑and‑mortar.

What makes the Kirkman brand notable according to the November 10, 2025 announcement?

Kirkman is described as a 75‑year heritage brand known for specialized, rigorously tested, hypoallergenic nutritional supplements.

Does the announcement provide financial targets or revenue guidance for MEHA from the partnership?

No. The announcement does not disclose financial targets, revenue guidance, or deal values.

When did Functional Brands and Market Performance Group make the partnership public?

The companies announced the partnership on November 10, 2025.

Where will investors find updates on Kirkman channel expansion and partnership progress for MEHA?

Investors should monitor Functional Brands investor communications and future company updates for details on channel expansion and partnership milestones.