From consumer brands to care delivery and sports media, incumbents are rethinking how health reaches consumers.
P&G Makes a Massive Wellness Bet
Procter & Gamble is acquiring supplement maker Thorne for $3.8B.
- The deal brings one of the industry’s most trusted premium supplement brands into P&G’s health portfolio, alongside Metamucil, Align, and recent acquisition Wonderbelly.
- By the numbers: Thorne generated roughly $500M in 2025 revenue, fueled by its science-backed positioning, practitioner relationships, and growing direct-to-consumer subscription business.
Gone mainstream, daily supplements have evolved from niche wellness products into everyday health infrastructure. As consumers spend more on performance, longevity, and preventative care, Big CPG is racing to own the daily health routine.
Cleveland Clinic Puts Prescription Delivery in the Air
Cleveland Clinic has launched the first long-term drone prescription delivery program operated by a US health system.
- Partnering with Zipline, the system will deliver medications within a five-mile radius of its Beachwood campus, with plans to expand to additional meds, lab samples, medically tailored meals, and supplies.
- Patients receive the service at no additional cost, tracking deliveries through MyChart as autonomous drones lower prescriptions by tether without landing.
As at-home care expands, providers are increasingly competing on convenience as much as clinical care. Delivering medication faster, removing transportation barriers, and extending services beyond the hospital are becoming competitive advantages.
World1 is Building Sports for the TikTok Era
Startup World1 is launching a new category called ‘microsports,’ 30-second-long competitions designed to be consumed vertically on mobile devices.
- Rather than adapting existing sports, it’s creating entirely new events centered on simple tests of speed and strength.
- The company has attracted backing from investors including Mark Cuban and support from several Olympic medalists, betting that younger audiences prefer content engineered for social feeds over traditional broadcasts.
Short-form video has already reshaped entertainment, taking over sports. Now, World One is betting that the highlight will replace the game.
