Why Is one of Europe's fastest-growing wellness brands coming from Lithuania?

Consumers have never had more supplements to choose from. Yet one Lithuanian startup is proving that the future of gut health may not come in a capsule at all.

In just two and a half years, Cannumo has built one of the Baltics' fastest-growing wellness brands. Its flagship product, Goodie (Gėris in Lithuania), is now available in more than 2,000 retail locations, including over 700 pharmacies, while expanding across the UK, Ireland, Latvia, Estonia, France and soon USA.

So, what makes it different?

Instead of creating another probiotic supplement, Cannumo spent years developing a naturally fermented probiotic berry drink using an ancient fermentation process that preserves a naturally diverse ecosystem of live cultures. Combined with real berries and no added sugar, Goodie was designed to become a daily habit rather than a quick fix.

"Our philosophy has always been simple," says co-founder and CEO Mykolas Karpicius. "Most people wait until health problems appear before taking action. We wanted to create a product people would actually enjoy drinking every day."

That thinking evolved into the company's 90-Day Gut Routine. Rather than promising overnight results, Cannumo encourages consistent daily use, recognising that supporting the gut microbiome is a long-term process. Among customers who completed the routine, 83% reported experiencing positive changes.

The market has responded quickly. More than 56,000 customers have already chosen Goodie, while the product has earned international innovation awards at Anuga, Gulfood, Nourish Awards and Natural & Organic. It also recently launched in Holland & Barrett in the UK, selling out during its first month.

Behind the product is an equally ambitious company. Cannumo secured one of Europe's largest Shark Tank investments, while Mykolas Karpicius was recently named to the Forbes 30 Under 30 2026 Europe list.

Yet for the founders, these milestones are simply validation that consumers are looking for something different.

"We believe people don't need more products," Karpicius says. "They need products they will actually use consistently."

With international expansion accelerating and a long-term ambition to build a global longevity brand, Cannumo is betting that the next major wellness success story won't emerge from Silicon Valley, but from the Baltics.