Ryde:—maker of pocket-sized wellbeing supplement shots, with U.S. headquarters in Dallas—officially launched nationwide this week with help from reality TV star Heidi Montag. The company’s sales pitch: Ryde:’s diminutive, drinkable, “science-backed” shots deliver “wellbeing made easier.”
Founded in 2016, Ryde: is a global company that launched in Australia and Canada in 2023 before setting its sights on the U.S. It’s positioning its lineup as a fast-shooting, quick-working alternative to the “extreme routines and unrealistic standards from rigid diets to grueling 10-step routines” offered by today’s wellbeing industry.
The company’s 2-ounce shots promise 3 functions: ENERGIZE, FOCUS, and RELAX—powered by ingredients including green tea caffeine, ginseng extract, lemon balm, L-Theamine, and chamomile.
Wildly over-the-top YouTube campaign
To grab attention from un-energized, un-focused, and un-relaxed consumers, Ryde:’s “social-first” campaign features Montag singing and soaring alongside quirky casts in over-the-top comedic skits. Each spot calls out wellbeing absurdities in wild, out-there ways. The spots are rolling out on Ryde:’s YouTube channel, and you can see them here.
“I’ve tried just about every wellbeing trend out there, and most of them are just exhausting,” Montag said in a statement. “I’ve never been desperate enough to zap my t*ts like I do in this campaign, but I’ve definitely come close. Wellbeing shouldn’t feel like a chore or something only achievable through impossible routines. You don’t have to meditate for hours or plunge into freezing water to feel good. Whether I need a morning boost, a mental reset to stay focused, or a way to unwind after my kids go to bed, Ryde: makes it effortless.”
Ryde: CEO Richard Schmidt says the wellbeing industry “has overcomplicated something that should be simple.”
“At Ryde:, we’re cutting through the noise and stripping wellbeing down to what truly matters, effective solutions that fit into real life,” he added in a statement. “Because it’s the small things we do each and every day that really make the difference. That’s how we developed our functional shots—convenient, enjoyable, and designed to work for everyday people, not just those chasing unrealistic ideals.”
Ryde: shots are now available on the company’s website, via Amazon, and at select retailers, promising “great taste, zero calories, and no gimmicks.”
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R E A D N E X T
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Launched in Australia and Canada in 2023 and in the U.S. earlier this year, Ryde's pocket-sized 2-ounce supplements feature a proprietary Ryplenish formula "developed by experts in molecular biology, neuroscience, and behavioral psychology, and backed by rigorous scientific research."
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