Hallie Rich is a third generation member of a vitamin-oriented family. Her father and grandmother operated a family business that manufactured and marketed more than 1,000 nutritional supplemental products. However, Hallie was a rebellious kid. She didn’t take vitamins! The reason: she hated to swallow pills. However, Hallie has evolved from a rebellious kid to a vitamin entrepreneur, motivated by her dislike of pills and her desire to produce a healthy, kid-friendly vitamin supplement. Here is her story.
Hallie told me that, despite her vita-phobia, she became involved in the family business, Evergood Products Corp. She began on the manufacturing floor, then moved on to a series of positions including product development, research and development, marketing, advertising, and strategic analysis. She rose through the ranks to become a senior executive at the Company. During this time it was a closely kept secret that Hallie, despite being integrally involved in the supplement industry, never took any vitamins herself.
Following the death of her father, Hallie founded her own company, Rich Vitamins LLC, to meet the needs of people like herself looking for nutritional products that are easy to take. During the development of her products, she found that many supplements on the market had major shortcomings. Gummies contained sugar and stuck to the teeth; this, increased the risk of tooth decay. Many kids shared her childhood avoidance of swallowing pills. Some contained artificial ingredients or substances that could produce food allergies. She introduced alternaVites in 2010 and alternaVites Kids in 2012; in the process, she redefined how people can take their daily vitamins.
I queried Hallie about the need for age and weight adjustment of vitamins. She told me that alternaVites Kids is marketed for children age four and up. Inasmuch as the product is a powder, the dosage can be adjusted following the recommendation of a pediatrician or nutritionist. It is available in two kid-friendly flavors: Raspberry Cotton Candy and Strawberry Bubblegum. Children can take the vitamins in a variety of ways. They can be sprinkled in the mouth—a method that most kids find tasty. They also can be sprinkled on cereal or other foods.
The formula, which contains 17 essential vitamins and minerals, is free of sugar, gluten, artificial colors, flavors, sweeteners or preservatives, is vegetarian, and certified Kosher. Although the ingestion of genetically modified organisms (GMOs) is a controversial topic, alternaVites are GMO-free. The product retails at $15.95 for a 1-month supply and is available at Whole Foods, Wegmans, and online at www.alternaVites.com, where you can find a complete list of retailers nationwide.