Naturade Partners with Growvana and Rebelution to Expand U.S. Distribution

Historic 100-year-old brand leverages omnichannel platform and operational expertise to drive growth across e-commerce, retail, and wholesale channels.

Published on Feb. 10, 2026

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Naturade, a pioneer in science-driven hydration and performance beverages founded in 1926, has announced a strategic partnership with Growvana and Rebelution. This alliance will leverage Growvana's omnichannel distribution platform and Rebelution's operational infrastructure to scale Naturade's 100-year legacy and expand its presence across e-commerce, traditional retail, and wholesale channels in the U.S. market.

Why it matters

As Naturade celebrates its centennial, this partnership represents a pivotal moment in the brand's history, modernizing its U.S. footprint and positioning it for growth in the next century. By unifying logistics, platform strategy, and operational execution across all sales channels, the collaboration aims to meet surging consumer demand with efficiency and precision.

The details

The partnership will manage Naturade's complete channel ecosystem, deploying robust capital resources and global reach to drive expansion across e-commerce, traditional retail distribution, and key national retailers. Growvana's advanced platform and Rebelution's operational expertise will be integrated to orchestrate Naturade's entire channel strategy, from digital marketplaces to brick-and-mortar retail and wholesale distribution.

  • Naturade was founded in 1926.
  • The partnership was announced on February 10, 2026.

The players

Naturade

A pioneer in science-driven hydration and performance beverages, founded in 1926 and committed to plant-based nutrition and wellness.

Growvana

An advanced omnichannel distribution platform that powers brand acceleration through sophisticated technology and multi-channel integration.

Rebelution

A company that operates the infrastructure that brings Growvana's platform to life, providing capital efficiency, advanced logistics, and operational excellence.

Melonie Carnegie

The CEO of Rebelution.

Claude Tellis

The CEO of Naturade.

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What they’re saying

“Naturade is a brand with an incredible 100-year history, and our mission is to build the scalable infrastructure that ensures it remains a leader for the next 100 years.”

— Melonie Carnegie, CEO at Rebelution

“Reaching our 100th anniversary is a testament to the quality and trust Naturade has built with generations of consumers. To honor that legacy, we must innovate how we reach our customers.”

— Claude Tellis, CEO of Naturade

The takeaway

This partnership represents a comprehensive overhaul of Naturade's commercialization strategy, leveraging cutting-edge technology and operational expertise to scale the 100-year-old brand's reach and ensure its continued success in the years to come.