REPEATS, the Nordic Gummy Brand Built on Repetition
Text by Natalia Muntean
“The name REPEATS comes from a simple belief: real progress doesn’t come from what we do once in a while, but from the small things we repeat consistently over time. We wanted to build a brand around that idea and make health easier to turn into an everyday habit,” says Vanessa Lindblad, co-founder of REPEATS, a new brand of vitamin gummies at the intersection of beauty and health. The philosophy behind the brand is that, ultimately, it should make it easier for people to acquire good habits and maintain them.
With an emphasis on consumer experience, the founders of REPEATS, André Kvamme and Vanessa Lindblad, are trying to bridge the gap between traditional supplements and a new generation of wellness offerings. “Our ambition is to combine high-quality, carefully considered formulations with products that are easy to understand, enjoyable to take and designed to fit naturally into everyday life,” thinks Lindblad.
REPEATS launches on September 3 as a dedicated gummy brand, with the ambition to take a clear position at the intersection of health, beauty and lifestyle. “We are seeing a clear shift, with the gummy segment growing faster than the supplements category as a whole,” says Kvamme, CEO and co-founder. “There are already many great supplements on the market, but in Europe, the gummy format has yet to achieve the same established position or level of credibility as traditional formats. That is the position we are building REPEATS to take, with carefully developed formulations, high-quality and products that make it easier to create healthy routines that last over time.”
REPEATS launched with seven different formulas: Her Daily, Skin, Hair, Immune, Night, Pregnant and D3/K2, that are very much just the beginning, the founders assure us.
The number seven is also at the core of the brand, being rooted in manifestation. Lindblad shares that they wanted to start with a range that really represented what REPEATS is about and covered different needs and moments in everyday life. “We didn’t want to launch with everything at once,” she says. “We wanted a first collection that felt considered, relevant and easy to understand. That said, these seven are very much the beginning. People won’t have to wait too long before the REPEATS family starts growing.”
Each formula carries its own Nordic berry: arctic raspberry, cloudberry, gooseberry, and so on. “Taste is of course an important part of it,” Lindblad says. “If something tastes genuinely good, it becomes easier to look forward to taking it every day, and making well-being easier to turn into a consistent routine is a big part of our mission. But the Nordic berries also represent something bigger for us. We are very proud of our Nordic roots and the way we approach health and wellbeing here: quality first, thoughtful choices and no unnecessary compromises. There is already a strong perception of the Nordics internationally when it comes to quality, health and design, and as we build REPEATS beyond the Nordic region, that is something we want to carry with us rather than move away from.”
That same logic shapes the ingredients. Astaxanthin, which appears in both the Skin and Immune formulas, is a natural version from AstaReal®, backed by more than 38 years of research and used in over 85 human clinical studies, including in skin and immune health, it was also named Ingredient of the Year – Beauty from Within at the NutraIngredients Asia Awards in 2023. “We don’t want to include something simply because it’s trending,” Lindblad says. “We want ingredients with real science and quality behind them. For us, that combination of extensive research, documented quality and a long track record makes it a very exciting ingredient and a natural fit for REPEATS.”
The choice of gummies over pills follows the same principle. “The format is closely connected to the idea behind REPEATS: if something is easier and more enjoyable to take, it is also easier to make it part of your daily routine,” Lindblad says. “More than three in ten people struggle with swallowing pills, so gummies can remove a very practical barrier. At the same time, we never wanted to choose gummies at the expense of quality. Our principle throughout development has been that if we can’t create a gummy that is at least as good as the capsule or tablet alternative, we won’t make it. Taste and experience can help create the habit, but the formulation and active ingredients always come first.”
Asked which gap in the wellness and vitamin market REPEATS is hoping to close, Lindblad points to the space between two extremes. “We saw an opportunity between traditional supplements, which can often feel quite clinical and functional, and a new generation of wellness products that put much more emphasis on the consumer experience. We don’t think people should have to choose between the two.”
“Right now, the focus is on establishing REPEATS in Sweden and building a strong foundation around our first seven products,” Lindblad says. Ultimately, the goal is for REPEATS to extend beyond just the products, but to become a community and a movement that makes “health feel simpler, more accessible and more inspiring.”
