Irritable Bowel Syndrome (IBS), a gastrointestinal disease marked by bloating, diarrhea and/or constipation, affects 10-15% of U.S. adults; many of them, however, keep their experiences behind closed doors. In fact, only 5-7% of sufferers see their primary care physician for diagnosis and treatment.

For the makers of gut health brand BelliWelli (founded on the principle that all bellies deserve to be well), nothing is off the table. In true indie fashion, the brand works to push the envelope when it comes to engaging the public with taboo topics such as bathroom issues.

Billboard Bonanza

Launched in 2021, BelliWelli specializes in bloat-free, digestion-friendly probiotic snack bars, fiber, and powder supplements. The year it debuted, the company introduced a Hot Girls Have IBS campaign that landed on a billboard in Los Angeles.

The campaign aimed to destigmatize discussions around IBS and gut health. With marketing language dubbing fiber “sexy,” its message quickly resonated with curious consumers across the U.S. from the eccentric Portland, to the hustle and bustle of New York City. It also achieved viral status on TikTok with millions of views and celebrity-backed endorsements, including from actress and model Camila Morrone.


The campaign was what Founder Katie Wilson called a “pivotal shift” towards mainstream’s acknowledgement of gut health struggles and the beginning of a burgeoning business devoted to well bellies.

Product Line

The star of BelliWelli’s lineup of gut-friendly offerings is probiotics, which support gut health by replenishing and balancing the gut microbiota and promoting digestion, immune function, and wellbeing. The brand’s flagship product, snack bars, are marketed as “zero bloat” and contain fiber, oats, chia, and quinoa that don’t cause stomach upset.

This year, WelliBelli launched Daily Fiber and Probiotics Powder in Tropical Breeze, Yuzu Mandarian, and Cucumber Lime varieties. The supplement combines fiber for digestive regularity, probiotics for gut flora, electrolytes for hydration, and collagen for hair, skin, and nails health.

By incorporating these ingredients, the brand says it is not only prioritizing better digestion but promoting balanced blood sugar levels, improved sleep quality, and overall vitality.

Recently, WelliBelli landed on the shelves of over 1,000 Walmart stores across the U.S. Wilson called the achievement a significant leap in leading the movement to revolutionize gut health.

“BelliWelli is reinventing fiber as an everyday wellness routine,” said Wilson. “This is not the fiber you remember seeing your grandma drink. Our proprietary fiber blend dissolves quickly and easily, comes in delicious, fruity flavors, and even looks beautiful in the glass. No artificial flavors, no artificial dyes. This is fiber that you’ll be proud to store on your kitchen counter (versus hidden away in the edicine cabinet).”