September 29, 2026

Functional Shots Surge, Graza Explores Sale, Surgery Gets Scrutinized

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Convenience is still driving wellness — but evidence and economics are shaping what comes next.

Functional shots take off

Functional shots are emerging alongside gummies, with the category projected to grow from $6.6B in 2026 to $19B by 2033.

Investors are taking notice. Organic shot maker Sol-ti raised $30M+, Suja Life went public, and So Good So You was acquired.
Formulas are getting more targeted. Magic Mind uses nootropics for focus, Ketone-IQ markets clean energy, Nomio brings broccoli into sports nutrition, Rally uses pickle juice for hydration, and Mel Robbins’ Pure Genius packs about 7g of protein into a one-ounce shot.

As consumers look for products that are convenient, portable, and tied to a specific need, the supplement aisle is moving toward single-shot rituals.

Graza tests the market

VC-backed olive oil brand Graza is exploring a potential sale valuing the company between $450M and $600M, according to Axios.

The company has hired Lazard to evaluate a deal, with sources telling Axios that Graza generates about $30M in EBITDA and is seeking a 15x to 20x multiple.
Founded in 2020, Graza built its brand around squeeze bottles and a more approachable take on olive oil. It has since expanded into condiments and snacks.

The potential sale comes as larger food companies look to acquire brands that reinvent familiar categories, from Barilla’s acquisition of Goodles to Ferrero’s $85M deal with Purely Elizabeth.

Surgery gets a reality check

A new report from The Economist is questioning how much benefit patients actually get from some common surgeries — contributing to more than 300M operations performed globally each year.

A growing number of randomized trials are finding that some procedures are no better than non-surgical care or even placebo surgery. Others found physical therapy outperformed some spinal fusions and rotator-cuff repairs.
In an analysis of 100 surgical trials covering 32 interventions, researchers found that roughly two-thirds of patient improvement came from natural healing or placebo effects, rather than the procedure itself.

The Economist notes that many common surgical procedures still haven’t been adequately tested against non-surgical care, while incentives, patient expectations, and physician confidence make it difficult for healthcare to put evidence into practice.

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