![]() And it got to the point where it became difficult for me to take my own product. TC: And did you decide on gummy form right away?īH: Actually, I gag on pills, and here I was working on this company where the whole form of nutrition was larger pills. So we thought, let’s simplify this and make everything about the end benefit versus the individual ingredients. In fact, I was with Eric in Boulder, and we were standing in an aisle of a store, and strangers would just come up to us and ask how many milligrams of zinc they should take, and we were just as dumbfounded as they were. He has spent a lot of time in mass merchants like Target, looking at different categories that might be ripe for disruption, and you could walk down aisles and be like, “Well, that’s obvious.” There aren’t a lot of brands, and most products are ingredient driven, so you didn’t know what to choose. But it’s also crowded. What was the insight that made you and Eric think there was still room to compete?īH: Eric was interested in the category from a merchant perspective. ![]() TC: The supplements market is an $82 billion market globally, says McKinsey. For anyone interested in creating a new brand, it’s worth a read. To understand how Olly vitamins have managed to become so ubiquitous so quickly, we caught up with CEO Brad Harrington, who co-founded Olly with Eric Ryan, a co-founder of the cleaning-products company Method (acquired in late 2012). (Safeway, Kroger and Albertsons will feature Olly vitamins before the end of the year, too.) ![]() Indeed, the profitable startup, which began as an online subscription service, now derives just 3 percent of its revenue from online sales, with the rest coming from retail stores Target, CVS and GNC. Still, competitors may have trouble catching up to two-year-old Olly, a 30-person company whose sweet vitamins, delivered in gummy form and packed in playful, eye-catching containers, are flying off a growing number of shelves. Vitamins and venture capital might not seem like the most natural fit, but a number of related companies have attracted capital from tech investors in recent years, including SmartyPants, which makes a gummy vitamin, and Elysium Health, a supplements company that counts a former venture capitalist as a co-founder. ![]()
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