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IM8, the supplement company co-founded by David Beckham, has agreed to a 10-year global partnership with Care Bears owner Authentic Brands Group. Their new Care Bears by IM8 brand is scheduled to launch gummy multivitamins for children and adults in the first half of 2027; formulas, prices and age guidance have not been disclosed.
IM8, the supplement brand co-founded by David Beckham, is moving into children’s nutrition through a 10-year global partnership with Care Bears owner Authentic Brands Group. The companies plan to launch Care Bears by IM8 with gummy multivitamins for children and adults in the first half of 2027, broadening IM8’s business beyond premium products aimed largely at adults.
The launch is timed to coincide with the Care Bears characters’ 45th anniversary. IM8 says the opening product range will include gummy multivitamins for both children and adults. The company describes the planned gummies as vegan and sugar-free, with no gelatin, artificial colors or artificial flavors. It also plans to have the products tested by a third party. These are company statements about products still in development, not details of final labels or independent test results.
The agreement is intended to extend beyond licensed vitamins. IM8 says it plans to build a broader family wellness business that could eventually include better-for-you candy, children’s snacks and other food products. The company expects to sell through both direct-to-consumer channels and retail, a shift from its established subscription-led sales model. Specific retailers and distribution arrangements have not been named.
Authentic Brands Group will become a strategic shareholder in Prenetics, IM8’s parent company, while IM8 will operate the new brand and pay royalties to Authentic, according to the report. The companies have not provided the investment amount or royalty terms. Prenetics reported $45 million in IM8 revenue in the second quarter of 2026, an approximately 359% increase from the same quarter a year earlier, according to the source report.
IM8 Adds Children to Its Customer Base
The partnership gives IM8 a route into children’s supplements and family products, categories that can reach customers beyond the adults who buy its existing nutrition and longevity products. The Care Bears name offers recognizable characters for a children’s launch, while the planned adult multivitamins give the brand a product for parents as well. Whether the combination attracts repeat buyers will depend on factors including the final formulation, price, retail availability and consumer response.
The move also tests whether IM8 can grow beyond its premium, subscription-based model. Retail could put its products in grocery stores, pharmacies and mass-market outlets, but the company has yet to identify specific partners. The family brand is also a longer-term bet: the reported schedule puts the first products in market in 2027, and proposed snacks and other foods are future possibilities, not announced launches with dates.
For parents, branding and a gummy format do not establish that a multivitamin is needed or suitable for a particular child. The American Academy of Pediatrics says most healthy children who eat a balanced diet do not need multivitamin supplements. Children with nutritional deficiencies, restrictive diets or certain medical conditions may have different needs, so product claims should not substitute for guidance from a qualified health professional.
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From Adult Supplements to Family Wellness
IM8 built its business around premium adult nutrition and longevity products, including a daily powder drink. The brand launched in December 2024 and has since expanded quickly, according to Prenetics’ reported revenue figures. The company says existing customers have increasingly asked for products for their children; that explanation is attributed to IM8, and the source material does not provide survey data or customer totals for those requests.
The Care Bears plan arrives amid wider industry activity around gummy supplements. Prenetics cited MarketsandMarkets estimates that the global gummy supplements market was valued at about $24.4 billion in 2025 and is projected to reach $47.8 billion by 2030. Those figures are market estimates, not sales forecasts for IM8 or its new brand.
Other companies have pursued family-oriented gummies or expanded into retail, while brands known for powders have also added gummy products, according to the source report. That activity provides market context, but it does not establish how Care Bears by IM8 will perform. The distinguishing elements described so far are the character partnership, planned children’s and adult products, and an ambition to extend into other family foods.
““Parents want products they can trust, kids want something that feels like a friend, and Care Bears gives us both.””
— Danny Yeung, Prenetics CEO and IM8 co-founder
Product Details Still Await Disclosure
Key purchase and safety information is not yet available. IM8 has not announced the gummies’ full ingredient lists, nutrient amounts, serving sizes, prices or age recommendations. It has also not named the third-party testing provider, explained what testing will cover, or published results. The planned descriptions of vegan, sugar-free and additive-free formulas should be checked against final product labels when they are released.
The retail partners and launch markets remain unconfirmed, as do the investment amount and financial terms of Authentic’s strategic shareholding in Prenetics. The source report says the partnership is global but does not detail country-by-country availability. It is also unclear when or whether the proposed snacks, candy and other foods will be developed.
Gummies can resemble candy, creating a risk that children may eat more than the labeled serving if products are not stored securely. The American Academy of Pediatrics’ guidance also cautions against assuming that all healthy children need a multivitamin. Parents should review labels and seek professional advice where a child has a restricted diet, known deficiency, medical condition or other specific nutritional concern.
Watch for Labels and Retail Plans
The next major milestone is the planned first-half 2027 launch, timed to the Care Bears’ 45th anniversary. Before then, IM8 and Authentic are expected to provide more information on the finished products, including labels, age guidance, pricing, testing and where the range will be sold. The companies have not specified a date for those disclosures.
Any later expansion into snacks, better-for-you candy or other foods will depend on further development and announcements. Until product details and distribution are confirmed, the partnership establishes IM8’s direction and timetable, but not the final scope or commercial reach of the family wellness line.
Key Questions
What is Care Bears by IM8?
It is a planned family wellness brand from IM8 and Authentic Brands Group, the owner of Care Bears. The partnership is for 10 years globally; IM8 will operate the brand and pay royalties to Authentic, according to the source report.
When will the Care Bears vitamins launch?
The companies plan to launch the initial gummy multivitamins in the first half of 2027, timed to the characters’ 45th anniversary. No exact launch day has been announced.
What products are planned first?
The initial range is expected to include gummy multivitamins for children and adults. IM8 has described the planned gummies as vegan and sugar-free, without gelatin or artificial colors and flavors, but final formulas and labels have not been released.
Do children generally need multivitamins?
The American Academy of Pediatrics says most healthy children eating a balanced diet do not need multivitamin supplements. A child with a nutritional deficiency, restrictive diet or certain medical condition may need individual advice from a qualified health professional.
Where will the products be sold?
IM8 says it plans to use both direct-to-consumer sales and traditional retail. Specific retailers, countries and availability dates have not been announced.
Source: athletechnews.com
