Over the years, the Kardashian family has leveraged its reality show fame into business opportunities ranging from shapewear to cosmetics. Now they’ve lined up their next play: Gummies.

Kourtney Kardashian Barker outlined the upcoming launch of her Lemme line of nutritional supplements on Instagram Monday morning. The brand will make its formal debut on September 27.

As more consumers seek to improve their health and wellness through commercial brands, the Kardashians join the likes of numerous celebrities bringing products to market. 

Kardashian Barker said in the post that she has spent five years developing the line of vitamins and supplements to create a “divine, feel-good part” of everyday life. Lemme was also inspired by her launch of Poosh, a multimedia platform, in 2019. 

Dr. Thais Aliabadi, a board-certified OB-GYN who serves on the company’s Medical Advisory Board, wrote that Lemme has “partnered with the best scientists and doctors to create the cleanest gummy vitamins and supplements – using clinically backed ingredients and formulations that help you to live your best life. And of course, we made them so delicious you won’t believe they’re this good for you!” 

Lemme will launch with three gummy supplements, Lemme Matcha, Lemme Chill and Lemme Focus, priced at $30 each. The products are vegan, gluten-free and non-GMO, and formulated and manufactured in the U.S. 

Lemme’s arrival is yet another cap in the feather of the nutritional supplements market, which is estimated to be around $164 billion and growing at a compound annual growth rate of 8.9%, according to Grandview Research.

The Kardashians are no stranger to health and wellness ventures. Over the summer, Khloe Kardashian starred in a TV spot for Biohaven’s Nurtec ODT, a prescription migraine drug. She originally signed on as a spokesperson for the Nurtec ODT campaign in the spring of 2020 and featured posts on her social media accounts. One sponsored post on Instagram received more than 700,000 likes and 5 million views, per MM+M reporting at the time.