Q&A: Mybite founder outlines importance of innovation at retail
Kate Jones, president of Mybite Vitamins, said the Vancouver, Wash.-based company’s approach to taking vitamins is making it a fun experience. In conversation with Drug Store News, she stressed the importance for retailers to innovate to reach a larger number of consumers.
Drug Store News: Tell us about Mybite Vitamins, and its status in the marketplace
Kate Jones: We are best known for our success with the creation of the gummy vitamin category. The line consists of multivitamins and wellness supplements that combine rich caramel, roasted peanuts and a whipped center all in a chocolatey bite. One Mybite is a full multivitamin with only 25 calories. It is a healthful indulgence that is good for you. But with decades of experience under our belt, we are not a typical start-up. Mybite hit the ground running in 2020 with the issuance of our patent and significant retail expansion to more than 20,000 doors, including Walmart, Walgreens, Rite Aid, CVS and other regional and national chains.
We knew that the best option to produce our patented new delivery system was to own the process from start to finish. We also knew we wanted to keep the company local to our Pacific Northwest roots.
Our current home is a $75 million high-tech Dupont building that had been empty for almost 20 years. We wanted to bring new jobs to the community, while revitalizing an existing building. By utilizing the high tech clean rooms, we ensure our quality is far and above any supplement factory out there.
DSN: What is the company doing to stay in front of consumers in terms of products, packaging and other ventures?
KJ: We wholeheartedly believe consumers should enjoy taking their vitamins, and that’s why we’ve taken nutrients that are essential to health and combined them in a delicious chocolatey bite. Quality is at the core of everything we do at Mybite. We only accept the highest quality raw materials from select suppliers, who meet our rigorous qualification and validation standards. We also conduct extensive food safety risk assessments and hazard analysis for each supplier, raw material, manufacturing process and product.
DSN: Vitamin sales are quite strong at retail today. What do you recommend retailers do to maximize sales and profits?
KJ: Innovation is the key to not only surprising and delighting consumers, but also accelerating overall category growth. By looking forward and tapping into new and innovative products, retailers can bring the excitement back to the vitamin aisle. Mybite is the brand set to delight new and existing vitamin takers by creating a moment of indulgence. With our delicious and sophisticated flavor combinations, we have created a guilt-free chocolatey bite that the category has never seen before. Mybite is redefining the vitamin experience.
DSN: What is Mybite doing to help retailers in terms of merchandising?
KJ: We are an up-and-coming brand that knows CPGs need to work with retailers in this rapid convergence of traditional and digital merchandising, and help consumers navigate the multichannel shopping experiences. We support our retailers by building high impact, high visibility digital campaigns, but also support them at store level with visual merchandising. We value the relationship that we build with our partners and want to make sure they are just as successful.
DSN: How is the company positioning itself for the future in terms of products and market share?
KJ: Every successful business changes. It adapts and adjusts to market circumstances. It acquires, grows and evolves. It never stands still. Mybite is disrupting the vitamin world by offering a new, patented, delicious delivery system. Our 100,000-sq.-ft. state-of-the-art facility was built for growth and future capacity.