US solvers: What's a new, exciting way to get your vitamin nutrition?
food science product development nutrition innovation vitamins
top 50%
19 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
Top 10% share $1,000 Next 15% share $400 Next 25% share $200
$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 me 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 ka sir slippy 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 Walden University
$16.00 Square pic 60 img 7778 University of Oregon
$16.00 Square pic 60 lenz Virginia Commonwealth University
$16.00 T University of Central Florida
$16.00 Square pic 60 img 20171211 204814943 Durham College
$16.00 Picture?width=160 Penn Foster College
$16.00 D University of Georgia
$16.00 F Amherst College
$16.00 A University of Central Florida
$16.00 Picture?width=160 University of North Carolina at Chapel Hill
$16.00 M Ryerson University
$16.00 Square pic 60 18278775 300478530383888 3363935450335225700 o  1 Liberty University
$16.00 A University of Colorado
$4.70 Picture?width=160 University of Central Florida
$4.70 C Penn Foster
$4.70 V University of California at Berkeley
$4.70 A University of Central Florida
$4.70 B University of Central Florida
$4.70 Picture?width=160 Miami University
$4.70 Square pic 60 screen shot 2018 03 22 at 12.20.27 am University of Kansas
$4.70 Picture?width=160 University of Illinois at Urbana Champaign
$4.70 B Penn Foster online highschool
$4.70 Square pic 60 13260926 979000982189330 1844442376 n Technical University of Sofia
$4.70 Picture?width=160 University of Central Florida
$4.70 J University of Arizona
$4.70 A Arcadia University and Penn Foster College
$4.70 B
$4.70 Square pic 60 downloadmoedit University of Southern California
$4.70 H University of Central Florida
$4.70 Square pic 60 tempimageforsave University of Minnesota
$4.70 Square pic 60 aaeaaqaaaaaaaahvaaaajgiwn2iwnwqzlwq2mditndk2mc1inzjkltnlngu4mmjjzje0oa University of Central Florida
$4.70 Picture?width=160 SUNY Brockport
$4.70 Square pic 60 img 2546 Simpson College
$4.70 Square pic 60 image North Carolina State University
$4.70 Square pic 60 joshgrossguth Los Angeles Community College District
$4.70 Picture?width=160 University of California, Los Angeles
$4.70 Square pic 60 6865 kelly huang 01 lr Rochester Institute of Technology
$4.70 Square pic 60 saed Duq
$4.70 Picture?width=160 Universidad Del Valle
$4.70 N Towson University
$4.70 Picture?width=160 Roger Williams University
$4.70 M Old Dominion University
$4.70 Square pic 60 dsc 0123 Northwest Missouri State University
$4.70 J Houston Baptist University
$4.70 Picture?width=160 University of cincinnati
$4.70 W University of Central Florida
$4.70 Square pic 60 headshot New Jersey Institute of Technology
$4.70 A Purdue University
$4.70 Square pic 60 snapchat 1756470828 Ferris State University
$4.70 Square pic 60 18556727 1540270352680990 9119367127102793549 o University of Virginia
$4.70 Square pic 60 img 8396 University of Central Florida
$4.70 Picture?width=160 Texas A&M University
$4.70 Picture?width=160 unkown
$4.70 J University of Washington
$4.70 A University of Kansas
$4.70 P Oral Roberts University
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