Functional Brands Inc. and Market Performance Group Forge High-Impact Partnership to Supercharge Growth of Kirkman(R) Brand in the Expanding Health & Wellness Market
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.
Functional Brands (NASDAQ: MEHA) ha annunciato una partnership commerciale con Market Performance Group il 10 novembre 2025 per accelerare la crescita del marchio Kirkman nei canali eCommerce, retail e digitali. La collaborazione mira a sfruttare l'expertise di MPG nel commercio omnicanale per espandere la distribuzione e la visibilità della lunga eredità di 75 anni di Kirkman, integratori nutrizionali ipoallergenici e rigorosamente testati.
Le aziende hanno dichiarato che l'alleanza è in linea con la strategia di crescita di Functional Brands e cerca di cogliere la crescente domanda dei consumatori per prodotti di salute e benessere supportati dalla scienza.
Functional Brands (NASDAQ: MEHA) anunció una asociación comercial con Market Performance Group el 10 de noviembre de 2025 para acelerar el crecimiento de la marca Kirkman a través de los canales de comercio electrónico, minoristas y digitales. La colaboración tiene como objetivo aprovechar la experiencia de MPG en comercio omnicanal para ampliar la distribución y la visibilidad del legado de 75 años de Kirkman en suplementos nutricionales hipoalergénicos y rigurosamente probados.
Las empresas dijeron que la alianza se alinea con la estrategia de crecimiento de Functional Brands y busca captar la creciente demanda de los consumidores por productos de salud y bienestar respaldados por la ciencia.
Functional Brands (NASDAQ: MEHA)은 2025년 11월 10일에 Market Performance Group과 상업 파트너십을 발표해 Kirkman 브랜드의 성장을 전자상거래, 소매 및 디지털 채널 전반으로 가속화합니다. 이번 협업은 MPG의 옴니채널 커머스 전문 지식을 활용해 Kirkman의 75년 유산에 기반한 저자극성, 엄격한 테스트를 거친 영양 보충제의 유통과 가시성을 확장하는 것을 목표로 합니다.
양사는 이 동맹이 Functional Brands의 성장 전략과 일치하며 과학에 기반한 건강 및 웰빙 제품에 대한 소비자 수요 증가를 포착하려는 것이라고 밝혔습니다.
Functional Brands (NASDAQ: MEHA) a annoncé un partenariat commercial avec Market Performance Group le 10 novembre 2025 pour accélérer la croissance de la marque Kirkman sur les canaux eCommerce, retail et digitaux. Cette collaboration vise à tirer parti de l'expertise de MPG en commerce omnicanal afin d'élargir la distribution et la visibilité du patrimoine de 75 ans de Kirkman en compléments nutritionnels hypoallergéniques et rigoureusement testés.
Les entreprises ont déclaré que l'alliance s'aligne sur la stratégie de croissance de Functional Brands et cherche à capter la demande croissante des consommateurs pour des produits de santé et bien-être soutenus par la science.
Functional Brands (NASDAQ: MEHA) gab am 10. November 2025 eine kommerzielle Partnerschaft mit Market Performance Group bekannt, um das Wachstum der Kirkman-Marke über E-Commerce, Einzelhandel und digitale Kanäle zu beschleunigen. Die Kooperation zielt darauf ab, die Omnichannel‑Handelsexpertise von MPG zu nutzen, um Vertrieb und Sichtbarkeit des 75-jährigen Erbes von Kirkman im Bereich hypoallergener, streng getesteter Nahrungsergänzungsmittel zu erweitern.
Die Unternehmen sagten, die Allianz stimme mit der Wachstumsstrategie von Functional Brands überein und ziele darauf ab, die wachsende Nachfrage der Verbraucher nach wissenschaftlich gestützten Gesundheits- und Wellnessprodukten zu erfassen.
Functional Brands (NASDAQ: MEHA) أعلنت عن شراكة تجارية مع Market Performance Group في 10 نوفمبر 2025 لتسريع نمو علامة Kirkman التجارية عبر قنوات التجارة الإلكترونية والتجزئة والرقمية. تهدف الشراكة إلى الاستفادة من خبرة MPG في التجارة عبر قنوات متعددة من أجل توسيع التوزيع وتحصيل الرؤية لإرث Kirkman الذي يمتد 75 عامًا من المكملات الغذائية المضادة للحساسية والمختبرة بدقة.
وقالت الشركتان إن التحالف يتماشى مع استراتيجية نمو Functional Brands ويسعى لالتقاط الطلب المتزايد على منتجات الصحة والرفاهية المدعومة علمياً.
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Insights
Partnership aims to scale the heritage Kirkman brand across eCommerce and retail channels after
The announcement describes a commercial alliance between Functional Brands Inc. and Market Performance Group to expand the Kirkman brand through omnichannel retail, digital and eCommerce execution. The business mechanism is straightforward: MPG will apply integrated commercial and digital capabilities to increase distribution and visibility for a legacy supplement brand that the release states has over 75 years of heritage.
Key dependencies and risks include execution of channel rollout, realized improvements in distribution/visibility, and consumer conversion from increased exposure; the release provides no concrete performance targets, timelines, or financial terms. Watch for measurable milestones such as new retail placements, eCommerce traffic or conversion metrics, and any disclosed commercial terms over the next 6–12 months to assess whether the collaboration delivers measurable growth.
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?
How will the Market Performance Group partnership affect MEHA's distribution channels?
What makes the Kirkman brand notable according to the November 10, 2025 announcement?
Does the announcement provide financial targets or revenue guidance for MEHA from the partnership?
When did Functional Brands and Market Performance Group make the partnership public?
Where will investors find updates on Kirkman channel expansion and partnership progress for MEHA?
