MyBite's chocolate lineup expands

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MyBite's chocolate lineup expands

By Seth Mendelson - 04/18/2019
MyBite Vitamins is expanding its line of dietary supplements that are designed to look and taste like best-selling chocolate confectionary treats, according to officials at the Vancouver, Wash.-based company. The 10-SKU line of vitamins launched last fall in Target and will expand into other retailers this year.

Products in the line include milk chocolate adult multivitamins, multivitamins for men and kids, and energy bites. Dark chocolate varieties exist for multivitamins for women, calcium, vitamin D and triple-defense immune. Products are priced between $12.99 and $15.99 each.

“MyBite Vitamins is the innovation that your customers have been waiting for,” said company president Kate Jones, who co-founded of the line along with Marty Rifkin. “A chocolatey bite with smooth caramel and roasted peanuts? There’s nothing else this delicious in the vitamin aisle and that’s helping to bring lapsed users back into the category.”

Jones said that retailers need to help educate consumers to maximize sales. “With MyBite Vitamins, tasting is believing so sampling with the customer is hugely beneficial,” she said. “Additionally, any space to educate the consumer is key. MyBite Vitamins are 25 calories or less with limited sugar and no artificial colors, flavors or preservatives, so consumers can feel confident they’re enjoying the same nutritional benefits they’ve come to expect from traditional formats, but with a satisfying, indulgent taste profile.”