Holbrook-based Vitapod World is partnering with Paris Hilton’s 11:11 Media company to launch a line of nutrient-infused beverage pods that are available only at Walmart. Terms of the deal were not disclosed.
The Paris Hilton x Vitapod Daily Wellness System is a functional-beverage line that is formulated by doctors to provide vitamins A, C, D and E, as well as minerals and polyphenols, according to a news release about the product. The line is said to be palate-pleasing, while also delivering hydration and energy, enhancing skin, improving weight management, and bolstering immunity. The line is available at 1,900 Walmart stores across the country.
“We’re thrilled to have Paris Hilton on board for the official launch of Vitapod’s latest product line,” Billy Cole, president of Vitapod, said in the news release.
“Paris is a trailblazer who understands the power of blending wellness with innovation for her on-the-go lifestyle,” added Cole, who said the collaboration with Hilton came about through networking in the Long Island business community.
“Her partnership will elevate the Vitapod brand and inspire people to prioritize their health and wellness in a more accessible and exciting way,” he added.
The functional beverage market is rapidly increasing, according to NielsenIQ, which tracks consumer patterns. The gain is happening at a time when consumers are looking for convenient ways to boost their health, including enhancing energy, mental clarity and digestion. For these consumers, sustainability and eco-friendly packaging are also key.
These are factors that seem to resonate with both Hilton and Vitapod, which first opened in 2021, as they promote their functional beverage line in the wellness space.
“As someone who is always on the go and passionate about health, beauty, and wellness, I am so excited to launch this partnership with Vitapod,” Hilton said in the news release. “They have created a truly innovative daily wellness system that aligns perfectly with my lifestyle. It’s a game-changer, and I can’t wait for everyone to experience it. Everyone needs a little extra glow and that boss babe energy every day.”
For this line, the Vitapod system includes insulated leakproof bottles in Hilton-themed colors, including a “That’s Hot” pink and two other hues, with twist lids and straw-enabled tops. After inserting the pod into the bottle, consumers twist the lid shut, and shake the bottle. The bottles are reusable and the pods recyclable, helping to cut down on plastic waste.
For the Hilton line, there are three different flavors, each with its own goal. The “Beauty+ (Radiant Rose & Pomegranate Paradise),” for example, is made with biotin, collagen, zinc and polyphenols.
Vitapod is kosher-certified and is free of common allergens, including dairy, gluten, nuts, soy, and eggs.
While many know Hilton as a pop-culture icon, she is also a lifestyle entrepreneur. Her 11:11 Media offerings include a fragrance, home collection and apparel lines.