When Darren Litt’s daughters were little, he asked their pediatrician for tips to keep them healthy. The doctor recommended a daily multivitamin, but when Litt ordered the brand on Amazon, the product that arrived gave him pause: The gummy vitamins were stuck together in their plastic tub with a layer of sugar on the bottom.
“ I thought, If I won’t give this to my own kids, why would anybody?” Litt recalls. “So I asked friends, ‘Is this what you give your kids?’ And almost everyone said the same thing: ‘Yeah, kids like the taste, but we’re not sure it’s good for them.’”
One of those friends was Litt’s former co-worker Adam Gillman; he had the same impression, and a light bulb went off: What if they built a “smarter version” of the type of multivitamin they wanted for their own children? “ No sugar, no gummy junk, just what kids actually need,” Litt says.
Dispatches From The Front 