“Working in the vitamin industry and having to admit I couldn’t swallow pills was basically like wearing a Scarlet Letter A,” says New York native, Hallie Rich. Before founding Rich Vitamins LLC in 2009, Ms. Rich was the third generation to work in her family’s vitamin business. Working alongside her father and grandmother, Ms. Rich rose through the ranks, but despite her success in the company, she was keeping a pretty big secret—she couldn’t swallow vitamin pills.
According to a USA Today article, Ms. Rich isn’t alone… 100 million Americans have difficulty swallowing pills. Aware of the benefits of vitamins but unable to take them, Hallie Rich set out to develop a multivitamin product that would provide an easy and convenient answer to this problem.
This fall Rich Vitamins LLC nationally launches alternaVites™, — the first and only full spectrum multivitamin and mineral that when sprinkled on your tongue, melts in your mouth. alternaVites boasts a comprehensive formula containing 23 vitamins and minerals, rivaling any major brand. The take-along daily dose packets fit easily into a pocket, purse or briefcase to take on-the-go, or can even be mixed into a smoothie or yogurt as a nutrition-packed treat. Its unique form truly makes it a “no brainer” way to take vitamins. “I have been looking for something like this my whole life but was never able to find it. In my case necessity truly was the mother of invention,” says Ms. Rich.
Hallie Rich has already received some advance praise for her patent-pending product which will be available nationwide at Big Y stores, Meijer.com, alternaVites.com and fine health food stores. alternaVites was the winner of the Grocery Headquarters 2011 Trailblazer Award for Innovative Excellence and Leadership. Additionally, the product won Vitamin Retailer’s award for Best New Product. “Now,” says Ms. Rich with a chuckle, “the only “A” on my chest is for alternaVites!”
