VitaCup recruits new ‘Chief Vitamin Officer’ to help formulate vitamin-fortified coffee pods

VitaCup recruits new ‘Chief Vitamin Officer’ to help formulate vitamin-fortified coffee pods

To help formulate its vitamin and mineral-infused coffee pods, compatible with the Keurig brewing system, startup VitaCup recruited a ‘Chief Vitamin Officer.’

Despite the straightforward title, you don’t really come across many Chief Vitamin Officers in the, erm, vitamin industry.

But as delivery formats expand beyond just pills and capsules, blurring the distinction between functional foods and supplements, having a dedicated expert of nutritional ingredients on-staff is essential.

“As Chief Vitamin Officer (CVO), I assist in creating the vitamin blends for the coffee and tea at VitaCup. I use up-to-date research and literature, when deciding on the type of vitamin and amount that goes into each pod,” newly appointed CVO at VitaCup, Brianna Hanratty, told  NutraIngredients-USA.

“I also help with the vigorous taste testing process to make sure that the amount of vitamins does not affect the delicious flavors of the coffee,” she added.

Getting on board

A registered dietitian working full time as a clinical dietitian at New York- Presbytarian Brooklyn Methodist Hospital, Hanratty was approached by VitaCup’s CEO and founder, Brandon Fishman, to consult on vitamins early in the company’s development.

To prepare for new product development and future growth, the company saw it important to recruit someone familiar with formulation. “It's been exciting to use my training, certifications and the practice I gained as a clinical dietitian to develop credibility to help make a healthy and beneficial vitamin blend,” Hanratty said.

Helping consumers keep up with their nutrient intake compliance was a main foundation in VitaCup’s conception. “People often forget their vitamins or forget their gummies, but no one’s going to leave their house without their coffee,” Fishman told NutraIngredients-USA.

Related News

IFT 2017: Gums, stabilizers, advantame, and stevia

IFT 2017 part three: Plant-based formulation challenges, and where next for stevia?

Phoenix Formulations joins UNPA as an Executive Member

Phoenix Formulations joins UNPA as an Executive Member

MusclePharm focuses on formulations, not endorsements, as part of turnaround strategy

MusclePharm focuses on formulations, not endorsements, as part of turnaround strategy

© iStock/petrunjela

Study supports efficacy of HolisFiit polyphenol-rich formulation for 'mind and body well-being'

Essential brain health nutrient choline flies under formulation radar

Essential brain health nutrient choline flies under formulation radar

Photo: iStock/Damadeeso

Formulating for pets? Suppliers share what you should keep in mind

Soup-To-Nuts Podcast: Separating fact from fiction with probiotics

Soup-To-Nuts Podcast: Separating fact from fiction when formulating with probiotics

Related Products

See more related products

Submit a comment

Your comment has been saved

Post a comment

Please note that any information that you supply is protected by our Privacy and Cookie Policy. Access to all documents and request for further information are available to all users at no costs, In order to provide you with this free service, William Reed Business Media SAS does share your information with companies that have content on this site. When you access a document or request further information from this site, your information maybe shared with the owners of that document or information.