IAN Cellular Health, a longevity-focused wellness brand founded by serial entrepreneur Richard Laver, will launch its debut product — a daily gummy stack containing 24 curated ingredients — on December 22, entering one of the fastest-growing segments in functional food and beverage.
The Product
The product, marketed as a "daily stack," is sold in eight-gummy sachets flavored Dragon Melon Yuzu. Each sachet delivers 10 grams of fiber, 3 grams of sugar, and 40 calories, positioning IAN squarely in the better-for-you supplement format that has drawn heavy investment across the functional nutrition category. The formula is designed to support mental clarity, antioxidant defense, healthy aging, and gut health — a broad-spectrum pitch that mirrors the positioning of leading players in the longevity supplement space. Pricing was not disclosed in the launch announcement.
Market Backdrop
The timing is deliberate. SNS Insider estimates the U.S. longevity market was valued at $9.16 billion in 2025 and projects it will reach $20.17 billion by 2035, a compound trajectory that has drawn a wave of entrants across supplements, functional foods, and fortified beverages. McKinsey & Company's 2025 Future of Wellness survey reinforces the demand signal: up to 60% of consumers across markets identify healthy aging as a top or very important priority. That consumer shift is reshaping retail shelf allocation and foodservice wellness menus alike, as operators and buyers look to capitalize on longevity-oriented purchasing behavior. The gummy delivery format in particular has expanded rapidly, offering brands a consumer-friendly alternative to traditional capsules and powders that can command premium price points in natural and specialty retail channels. For context on how functional ingredient formats are reshaping the broader supplement and nutrition category, the gummy segment has outpaced capsule formats in year-over-year velocity at major natural retailers.
Founder Background
Laver is not a first-time operator in health-focused CPG. He previously co-founded Kate Farms, a plant-based medical nutrition brand, and Lucky Energy, a functional energy drink company — a track record that may ease early-stage retail and distribution conversations for IAN. He describes IAN as the third and final chapter of his entrepreneurial trilogy, with ambitions to extend the brand into a broader platform for longevity-oriented consumer products. "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," Laver said. "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."
The brand's name carries personal significance: it honors Laver's father, Ian, who died in a commercial airline crash at age 45. Laver survived the crash at age 12 as its youngest survivor. The company's editorial positioning — longevity as a daily habit rather than a clinical intervention — reflects a broader industry push to mainstream preventive wellness without triggering FDA therapeutic claims. The launch announcement carries a standard FDA disclaimer that the product is not intended to diagnose, treat, cure, or prevent any disease. Early access sign-ups are open ahead of the December 22 debut. Food & Beverage Magazine has tracked similar longevity-platform launches across the functional nutrition corridor. Retail and distribution partners have not yet been announced; channel strategy will be a key indicator of how aggressively IAN intends to scale in its first full year. For related coverage on emerging wellness brands entering the supplement retail channel, distribution decisions at launch typically signal whether a brand is prioritizing direct-to-consumer margin or velocity-driven mass-retail growth.
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.