Powering Brand Growth: The Good Food Group x Spacegoods

At The Good Food Group, we’re proud to champion visionary brands and help them achieve game-changing retail success. One of our most exciting partnerships over the past two years has been with Spacegoods — the innovative wellness brand reimagining functional supplements with a cosmic twist.

Who Are Spacegoods?

Founded by entrepreneur Matt Kelly, Spacegoods was born to make wellness exciting, effective, and accessible. Their flagship product, Rainbow Dust, is a delicious, chocolate-based functional blend designed to boost energy, focus, and mood, a smarter alternative to traditional caffeine or energy drinks.

Joining The Good Food Group Family

In August 2023, Spacegoods officially joined The Good Food Group’s House of Brands, marking the start of a long-term partnership built on shared values of innovation, creativity, and growth.

Just one month later, in September 2023, we proudly launched Spacegoods into Holland & Barrett stores nationwide. The results spoke for themselves — Rainbow Dust outperformed the category by 7x, an incredible achievement that set the tone for what was to come.

Scaling Up Across Major Retailers

By August 2024, the Spacegoods range had grown to five SKUs, stocked in over 700 Holland & Barrett stores across the UK — a testament to consumer demand and the strength of the brand.

That same year, April 2024 saw two major milestones:

• Boots UK welcomed Spacegoods into its wellness aisles, expanding the brand’s footprint into one of the UK’s most trusted health retailers.

• Whole Foods Market, in London’s flagship High Street Kensington store, became home to Spacegoods’ first placement in premium natural retail. Together, we supported the launch with dual-location promotions and engaging in-store sampling sessions, helping customers experience the brand first-hand.

Fast forward to November 2024, and Spacegoods’ presence in Boots UK grew again with the launch of their Star & Moon Chews, a functional treat that continued to strengthen the brand’s reputation for blending innovation with great taste.

Expanding Online and Internationally

In June 2025, we took Spacegoods online with a successful launch on Ocado, bringing the brand’s products to even more consumers nationwide.

Most recently, in October 2025, we helped Spacegoods go global — launching into over 200 Holland & Barrett Benelux stores across the Netherlands and Belgium, furthering our shared mission to support meaningful wellness innovation on an international scale.

A Word From Our Founder

“It’s been incredible to have Spacegoods as part of our House of Brands and to see how far the partnership has come in such a short time. From their first product launch to now being listed in some of the UK and Europe’s biggest retailers, the journey has been outstanding. I’m incredibly proud of what our team at The Good Food Group continues to achieve for the brand — driving impact across major UK retailers and now supporting their international growth story.”
— Ross Carlin, Founder & Managing Director, The Good Food Group

Looking Ahead

From a single SKU launch in 2023 to multi-channel, multi-market success by 2025, Spacegoods’ journey is a shining example of what can be achieved through strategic retail partnerships, creative marketing, and shared ambition.

We’re proud to be part of the Spacegoods story, and excited for what’s next as we continue to help them reach for the stars.