Rituals Commits €20M to Youth Mental Health, GLiTCH Hides Its Protein

Rituals just made one of Europe's largest brand-led mental health commitments — and GLiTCH is quietly smuggling protein into candy. Here's what both moves mean for wellness marketers. In this episode: Rituals will invest €20 million in youth mental wellbeing programmes between 2026 and 2028 through its '10% Profit for Impact' initiative, marking one of the largest brand-led mental health commitments from a European wellness company to date. Publicis Health argues health marketing is structurally shifting from awareness broadcasting to consumer navigation, urging brands to rebuild content, CRM, and retail touchpoints as decision-support tools rather than claim-making channels. Functional candy brand GLiTCH, founded by Cameron Gawley, deliberately buries its protein credentials behind bold candy aesthetics, betting that taste-first positioning will outperform functional-first messaging in the crowded protein snack market. Italian food safety publication Il Fatto Alimentare warns that kratom's growing anti-ageing and mood-enhancing wellness claims lack clinical evidence and carry documented health risks including dependency and liver toxicity, calling for stricter EU regulatory action. The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day. Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us. Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily