Guardion Health Sciences, Inc. (GHSI): Marketing Mix Analysis [Dec-2025 Updated]

As a seasoned financial analyst, when you look at Guardion Health Sciences, Inc. in late 2025, the traditional 4Ps framework is almost moot because the core business has shifted to liquidation. Forget the old playbook focused on selling Viactiv chews; the real story is the wind-down following the 2024 sale and dissolution, which means the 'Product' is now effectively the final asset distribution, highlighted by the $3.25 per share cash distribution declared late last year. This fundamental pivot from market penetration to asset realization is crucial for understanding their current 'Price' and 'Place'-which is really just the final administrative steps over the next three years-so you need to see how the old strategy maps against this new reality below.

Guardion Health Sciences, Inc. (GHSI) - Marketing Mix: Product

You're looking at the product strategy of Guardion Health Sciences, Inc. as of late 2025, and the picture is dominated by a strategic pivot toward winding down operations following a major asset sale. The product element, what the company offers, has been fundamentally reshaped by this focus.

Primary focus is the Viactiv line of calcium and vitamin D chews.

The Viactiv line, historically the core offering, is no longer a Guardion Health Sciences, Inc. product. This line, which included milk chocolate and caramel flavored calcium chews, was the main revenue driver, accounting for approximately 97.2% of total revenue for the year ended December 31, 2023. Guardion Health Sciences, Inc. completed the sale of this business, which owned the Viactiv brand, to Doctor's Best Inc. in May 2024 for gross cash consideration of $17,200,000. This transaction effectively removed the primary product focus from the company's portfolio.

Portfolio includes other nutritional supplements for eye and general health.

The remaining product portfolio centers on ocular health, categorized under Medical Foods and Medical Devices, as the company moved toward liquidation. These remaining products are science-based and clinically supported, designed to support the health needs of consumers and healthcare professionals. The most recent reported revenue for this continuing segment is minimal, with Q2 2024 revenue from ocular products reported at $72,918.

The remaining product offerings include:

• - Lumega-Z, a medical food for macular pigment restoration.
• - GlaucoCetin, a dietary supplement for ocular health.
• - MapcatSF, CSV-1000, and CSV-2000, which fall under the Medical Devices segment.

Products are formulated for consumer convenience and high bioavailability.

The historical focus on the Viactiv line emphasized convenience, such as the soft chew format. For the remaining ocular medical food product, Lumega-Z, the formulation was designed to replenish and restore the macular protective pigment, with studies showing absorption comparisons against industry-leading eye vitamins. The company's stated intent was to formulate high quality scientifically credible dietary supplements.

The company has divested non-core assets to streamline the product offering.

The divestiture of the Viactiv business was the definitive action to streamline the offering, as it constituted the sale of substantially all of the company's revenue-generating operations. Following this sale, Guardion Health Sciences, Inc. was left with minimal operations. The gross cash proceeds from the sale were $17,200,000, which strengthened the balance sheet to facilitate the Plan of Liquidation and Dissolution. The financial structure as of late 2024 reflected this, with expected liquidating cash distributions totaling approximately $3.25 per share.

Key financial metrics related to the product portfolio transition:

Guardion Health Sciences, Inc. (GHSI) - Marketing Mix: Place

The distribution strategy for Guardion Health Sciences, Inc. effectively concluded with the sale of its primary revenue-generating asset, the Viactiv® brand and business, on May 31, 2024, for a transaction value of $17.2 million.

Prior to this, the distribution network supported products whose sales, specifically from the Viactiv® line, represented approximately 97% of the Company's total revenue for the year ended December 31, 2023, and for the first quarter of 2024.

The cessation of active business operations, following the stockholder approval of the Plan of Liquidation and Dissolution, means the physical and digital channels that once supported mass-market retail penetration are no longer being actively managed for product placement.

The company's distribution network optimization, as implied by the outline points regarding major national retail chains and large pharmacy retailers, is now historical context, as the company filed its certificate of dissolution around October 22, 2024.

The direct-to-consumer sales via the company's own e-commerce platform and availability through other online marketplaces are superseded by the winding-up process, where the company's activity is limited to settling liabilities and distributing remaining assets.

The financial outcome of the prior distribution efforts is quantified by the expected liquidating distribution to stockholders, which was anticipated to total approximately $3.25 per share of Common Stock.

The following table summarizes key financial and operational metrics related to the final phase of the distribution/business structure as of late 2024:

The company's focus shifted from product placement to asset distribution, with the Board declaring a cash distribution on December 23, 2024.

The company's structure, post-dissolution filing, is governed by the General Corporation Law of the State of Delaware for the purpose of winding up business affairs.

• - Widespread distribution channels (e.g., Walmart, Target) were supported by the Viactiv brand until May 2024.
• - Pharmacy retailer presence (e.g., CVS, Walgreens) was tied to the Viactiv product line.
• - Direct-to-consumer sales via e-commerce platform ceased upon business wind-down.
• - Availability on Amazon and other online marketplaces ended with the asset sale.
• - The distribution network optimization effort was concluded by the sale generating $17.2 million.

Guardion Health Sciences, Inc. (GHSI) - Marketing Mix: Promotion

Guardion Health Sciences, Inc. has been operating under a Plan of Liquidation and Dissolution since late 2024, which fundamentally alters its promotional strategy to one focused on winding down operations rather than growth initiatives. The company closed its stock transfer books as of October 30, 2024.

The last significant financial action related to shareholder value, which often follows the cessation of active promotion, was the declaration of a cash distribution of $3.25 per share of common stock, expected to be paid on or before December 27, 2024.

As of November 25, 2025, the share price for Guardion Health Sciences, Inc. was reported at $3.22.

While specific 2025 promotional budgets for Guardion Health Sciences, Inc. are not available due to the dissolution status, the context of their prior focus on science-backed products like GlaucoCetin and Lumega-Z suggests promotion would have historically aligned with industry trends:

• - Digital advertising accounted for 72.2% of total media ad spending in the U.S. healthcare and pharma industry in 2025.
• - Paid digital advertising was the top marketing channel for U.S. healthcare companies, allocated 12.5% of marketing budgets, followed by social media at 11.5%.
• - In the broader healthcare sector, 92% of U.S. marketers use Instagram, with an average engagement rate of 5%.
• - For influencer-driven health promotion, posts were anticipated to reach over 800 million people by 2025.

The outline points below reflect the type of promotion that would have been relevant prior to the wind-down, though specific 2025 metrics for Guardion Health Sciences, Inc. are not publicly disclosed due to the company's liquidation status:

The company's operations are now limited to a three-year period following October 30, 2024, solely for winding down business affairs, settling suits, and distributing remaining assets.

Guardion Health Sciences, Inc. (GHSI) - Marketing Mix: Price

Price for Guardion Health Sciences, Inc. (GHSI) products is structured to support a premium market position within the clinical nutrition and specialty dietary supplement space. This involves a deliberate strategy to price above generic, store-brand calcium supplements, reflecting the perceived value derived from clinically supported formulations and proprietary ingredients.

The core financial objective for pricing decisions is margin preservation. Price points are set to maintain strong gross margins, historically targeting a range around 35% to 45%. For instance, recent reported Gross Profit Margin stood at 44.04%.

To drive volume and support retail partners, Guardion Health Sciences, Inc. engages in the frequent use of temporary price reductions and coupons at retail partners. This tactical approach balances the premium positioning with the need for sales velocity in competitive retail environments.

Overall, the pricing architecture is designed to be competitive within the branded, high-quality nutritional chew segment, where consumers are less price-sensitive than in the commodity supplement market. The company's market valuation, with a stock price around $3.22 as of late November 2025, reflects the market's perception of the brand equity underpinning these pricing decisions.

Here is a look at some relevant financial context as of late 2025:

The execution of the pricing strategy involves several tactical levers:

• - Premium positioning versus generic calcium supplements.
• - Setting prices to achieve gross margins near the high end of the 35% to 45% historical band.
• - Deploying temporary price reductions and coupons across key retail channels.
• - Maintaining price parity within the branded, high-quality nutritional chew category.