THE WHAT? Functional supplement brand Moon Juice has launched in 755 Target stores nationwide and on Target.com, marking its largest move into mass retail to date.

THE DETAILS The rollout features a focused assortment of three magnesium products: US$43.99 Berry Magnesi-Om (30-serving jar), US$21.99 Berry Magnesi-Om (seven-count stick pack) and US$25.49 Cherry Sleepy Magnesi-Om (seven-count stick pack). Founder Amanda Chantal Bacon said Target had first approached the brand as early as 2013, but the timing is only now aligned as consumer demand for magnesium supplements—fuelled by trends like the “sleepy girl mocktail”—has entered the mainstream.

The appointment of CEO Federico Troiani in 2025 has supported the brand’s readiness to scale, bringing supplements expertise and strengthening the leadership team. Moon Juice expects wholesale retail sales to grow more than 40% this year, driven by the

Target launch, with total business growth projected at 20–30%. Target did not require changes to packaging or formulas, allowing the brand to maintain its positioning. Previously, Moon Juice was distributed through Sephora, Ulta Beauty, Amazon and natural retailers such as Erewhon and Sprouts, following a strategic shift away from brick-and-mortar juice shops to focus solely on supplements.

THE WHY? The move reflects Moon Juice’s maturation from indie wellness brand to nationally scaled player, capitalising on surging consumer awareness of magnesium and expanding distribution to drive brand awareness, sell-through and long-term growth in the mass channel.

Source:  WWD

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