The Sunday Edition · Every Sunday at 9:00 AM Eastern

See what wellness brands get right.
And what they miss.

A weekly analysis of real brands, market changes and the marketing decisions that matter. Written for founders and leaders who need a clear point of view, not more headlines.

One useful question Real evidence A clear conclusion
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Sunday morning. Written by Ofer Shoshani.

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Latest issue 8 November 2026

Six wellness homepages, up close

Charlotte’s Web, Lazarus Naturals, MUD\WTR, RYZE, PetLabCo and Native Pet. All six have strong proof. None of them leads with it.

Read the latest issue
The Sunday Edition, 8 November 2026: six well-known wellness homepages, up close
What arrives every Sunday

Real examples.
Clear conclusions.

Each issue looks at real brands, competitors or market changes, and ends with a clear point of view.

01
What we saw

Evidence from real brands, competitors and market changes.

02
Why it matters

The business problem behind what we found.

03
What should change

The first decision or action worth considering.

04
Ofer’s view

A direct conclusion, without hiding behind the evidence.

An example from The Sunday Edition

Are leading wellness brands leading with their strongest reason to buy?

One issue reviewed six respected brands. In several cases, the strongest proof, story or reason to choose the brand appeared well below a promotion or product launch.

Homepage IQ certificate for Charlotte's Web: 70 (B)
Example from The Sunday Edition
Charlotte’s Web · Homepage IQ 70 (B)
Read the full issue
Charlotte’s Web
Category history and authority sit below a product launch and discount.
PetLabCo
Clinical studies and expert proof are hidden in FAQ drop-downs near the bottom.
MUD\WTR
The clearest description of its customer sits in the About section, not the opening.
The bottom line

The problem was not missing proof. It was choosing what should lead.

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What we examine

The decisions behind
how wellness brands compete.

Positioning and message
What gives a brand a reason to be chosen, and whether customers can see it quickly.
Brands and competition
How brands in the same category make different choices, and which choices matter.
Markets and regulation
What market, platform and regulatory changes mean for marketing decisions.
Growth priorities
What deserves attention now and what can wait.
Who it is for

For founders and marketing leaders
in wellness.

Founders and operators

For people deciding where the brand should focus, how it should compete and what should change next.

Marketing and brand leaders

For people responsible for positioning, priorities, teams, agencies and the work customers eventually see.

Written by Ofer Shoshani

Inside wellness markets
since 2017.

Ofer is the founder of Cannadelics and works with wellness brands on marketing strategy, positioning, competitive intelligence and growth. The Sunday Edition brings that work into one useful weekly analysis.

Founder of Cannadelics, working inside wellness markets since 2017
Experience across CBD, cannabis, supplements, functional mushrooms, pet health and related categories
Practical marketing ideas, explained in business terms
The next issue

A clearer view of what matters.
Every Sunday morning.

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