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Next Challenge: What is next in talent acquisition?
US problem solvers: What's a new, exciting way to get your vitamin nutrition?
food science product development nutrition innovation vitamins
top 50%
50 months ago
Small pic vitamins supplements

Note: This challenge is restricted to solvers who live in the United States.

Modern consumers get their vitamin nutrition in ever-evolving ways. Just a few years ago, gummy vitamins were the cutting-edge trend, but today, all major manufacturers offer vitamins in gummy form for kids and adults. For many consumers who didn't like pills, gummies made taking a daily vitamin easier and more enjoyable.

Although the gummy form has provided an alternative in the category, there are still large groups of consumers who still don't take vitamins. Some of the barriers include compliance (“I won’t remember to take my vitamins every day.”), convenience (“Taking a vitamin doesn’t fit into my routine and will be one more thing I have to do every day.”) and skepticism around efficacy (“How will I know this regimen is working?”). We want to find a breakout format for vitamin nutrition that will attract new users to the category or provide a more enjoyable way of getting their daily vitamins versus needing to take pill after pill after pill. The goal is not to attract consumers who already buy other forms of vitamins, but ones who currently don't buy vitamins at all. We're open to outside the box ideas that totally rethink vitamins, including non-oral applications.


Tell us your breakthrough idea for a vitamin form that will attract consumers who currently don't buy vitamins or will make the experience more enjoyable for current users. Specifically, answer the following questions in detail:

  1. What new vitamin form do you think will attract new consumers to the vitamin category? Describe your idea: What is it made of? How does the consumer "take" the vitamin? What is the vitamin experience like?
  2. What potential benefits does your vitamin deliver? How can we differentiate the benefits of your vitamin  from gummy and pill vitamins?
  3. How does your idea appeal to consumers who don't buy gummy or pill vitamins? Describe your target consumer.
  4. What, if any, vitamins, minerals, or supplements do you take? How often?
  5. Do you have children? If so, what, if any, vitamins, minerals, or supplements do they take, and how often?

AVOID: Your idea should be different than the pill and gummy form vitamins that are currently on the market. We are looking for forms that are orally ingestible and that could remain within the vitamins aisle (avoid items like food and toothpaste).

    Submissions will be graded on the following criteria:
  • Meets Deliverables
  • Creativity
  • Clarity
Reward Tiers
Top 10%
will share $1,000
Next 15%
will share $400
Next 25%
will share $200
Actual individual rewards will be based on the total number of eligible solutions.
$55.60 Square pic 60 12800376 1143752182331494 626373550988210818 n University of Massachusetts
$55.60 K University of Michigan
$55.60 Picture?width=160 Harvard University
$55.60 Square pic 60 virginia tech Virginia Polytechnic Institute and State University
$55.60 A Penn Foster
$55.60 Picture?width=160 University of Central Florida
$55.60 Square pic 60 11130154 1004852249534220 2727675174053426496 n University of South Florida
$55.60 E Loyola Marymount University
$55.60 Picture?width=160 Middlesex University
$55.60 C Penn Foster
$55.60 K Minerva Schools at KGI
$55.60 K University of Texas at Dallas
$55.60 T University of Tennessee
$55.60 Square pic 60 img 20170708 143902357 hdr Northwestern University
$55.60 H University of Central Florida
$55.60 Picture?width=160 Colorado State University
$55.60 J University of Dayton
$55.60 N Missouri University of Science and Technology
$16.00 Square pic 60 drew University of Massachusetts
$16.00 P Oral Roberts University
$16.00 Square pic 60 image fresnostate
$16.00 J University of California at Berkeley
$16.00 R University of Massachusetts
$16.00 Picture?width=160 University of California, Berkeley
$16.00 Square pic 60 img 0044 square Georgia Institute of Technology
$16.00 Picture?width=160 Ohio State University
$16.00 D University of California, Santa Barbara
$16.00 Square pic 60 ffffff square
$16.00 Square pic 60 dandelion flower pictures Bennington College
$16.00 F University of Arkansas - Little Rock
$16.00 Square pic 60 10 31 14 pro