How Bloom turned creatine gummies into a TikTok sensation
Anyone who’s been on the supplement side of TikTok has probably already heard of creatine.
Fitness enthusiasts swear by it for impressive “gym gains”, while scientists have begun studying its potential cognitive benefits. The amino acid compound is found in both human and animal proteins, serving as a natural fuel to help the skeletal muscles flex, or contract. But, in recent years, creatine has been synthetically produced to create more potent creatine monohydrate supplements.
Creatine’s positive effects on the body are not just anecdotal. A cluster of studies conducted between 2012 and 2021 demonstrated that creatine supplementation boosts muscle strength, athletic performance, and muscle growth. Thousands of brands are entering the booming creatine market, and Bloom Nutrition is among the frontrunners.
The Austin-based wellness brand, founded by Mari Llewellyn, offers a diverse lineup of daily wellness essentials, from greens and colostrum to energy drinks and prebiotic sodas. While Bloom already offers creatine in powder form, Creatine Gummies are their latest addition. These berry-flavored chewable bites were designed to provide a flavorful, easy-to-use alternative for those who prefer a different format.
The company has been very strategic with how they’re promoting them – instead of turning to Amazon or Walmart, the company chose to debut exclusively on TikTok Shop, tapping the platform’s New Arrivals Surge feature.
How Bloom launched Creatine Gummies by leveraging TikTok Shop’s New Arrivals Surge
Joel Contartese, who leads TikTok shop at Bloom, explained that the New Arrivals Surge feature is TikTok’s way of spotlighting new product launches and driving traffic during a week-long period.
While launching exclusively on TikTok could limit exposure outside the app, the goal with Creatine Gummies was to spark strong, authentic content early to gain quick algorithmic momentum. Using the New Arrival Surge was the perfect opportunity to place Creatine Gummies in the right space.
“We saw a gap for a fun, approachable creatine format, and TikTok Shop is uniquely positioned to generate top of funnel attention through creator-led content at scale,” he explained. “It’s also the perfect environment for trial; consumers are more willing to test something new when discovery, education, and purchase are all built into the same platform.”
A robust influencer strategy was also at play. Ahead of the launch, Bloom seeded hundreds of creators with their new creatine gummies — a combination of fresh voices on TikTok Shop and long-term brand partners, who can speak to the brand’s story. The goal was to generate authentic interest in the new product, with honest first-person reviews.
“Supplements are trust-based,” Contarse shared. “Seeing real people talk about their routines and results in their own words adds a layer of credibility and relatability that really resonates with people who are deciding what to bring into their everyday life.”
Bloom is spotlighting the cognitive benefits of creatine for women — beyond bulking.
Contartese explained that Bloom is redefining creatine beyond “bulking”.
Research indicates that women naturally have up to 80% less creatine than men, and Bloom wanted to create a product that could close that gap. Bloom’s Creatine gummies are sugar-free, berry-flavored, and made with 5g of clinically proven creatine to increase lean muscle, improve strength and support cognitive health.
The Bloom team has been tracking comments and creators’ feedback closely and was quickly impressed with TikTok’s response. Contartese noted that many viewers were surprised by the gummy format, with standout comments like, “I didn’t know creatine could taste this good,” and “Finally, a creatine I’ll actually take daily.”
“Listening, adapting, and evolving alongside our community is a huge part of why we’ve been able to develop meaningful connections as a brand,” Contartese said, reflecting back on the company’s choice to use social media to promote their products.
One of TikTok Shop’s greatest advantages is the stream of organic feedback that comes from real people. According to Contartese, the team constantly uses this input — whether it’s flavor requests, convenience tweaks, or educational gaps — to inform product innovation and shape content strategy.
The symbiotic relationship is especially valuable in the supplement space, where information regarding health and wellness quickly circulates across the internet.
TikTok Shop has emerged as the ideal platform for Bloom to gather valuable insights into their audience, while educating those same users about their products and mission.
This article was written by Miska Salemann, New York Post Commerce Writer/Reporter. As a health-forward member of Gen Z, Miska seeks out experts to weigh in on the benefits, safety and designs of both trending and tried-and-true fitness equipment, workout clothing, dietary supplements and more. Taking matters into her own hands, Miska intrepidly tests wellness products, ranging from Bryan Johnson’s Blueprint Longevity Mix to home gym elliptical machines to Jennifer Aniston’s favorite workout platform – often with her adorable one-year old daughter by her side. Before joining The Post, Miska covered lifestyle and consumer topics for the U.S. Sun and The Cannon Beach Gazette.
Credit to Nypost AND Peoples
