Half of all Americans regularly take a vitamin or supplement, according to a Gallup survey, creating an industry worth an estimated $37 billion. Yet despite those figures, little has changed in the vitamin industry since its inception to keep up with other consumer trends.
“This feeling of going into the vitamin store was overwhelming,” Craig Elbert, chief executive at vitamin startup Care/of and former Bonobos marketing VP told the New York Business Journal. “I basically didn’t know what the difference was in the brands…Between myself, and prenatal vitamins for my wife, the overall experience was miserable. I remembered at Bonobos, we focused on how to make a delightful experience that a consumer enjoys. I had felt there was a way to do that for vitamins—something that has a little bit of fun in it.”