“Any ingredients in our product that are plant-based are non-G.M.O.,” she said.
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multivitamin, could not make a product completely free of genetically engineered ingredients. Schneider, who set out to make a non-G.M.O.
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claims because the supply chains are very complex and it’s not the industry standard to have full transparency,” Ms.
“These large companies may have difficulty getting enough supply of vitamins to make non-G.M.O. Post Foods ditched vitamin A, vitamin D and vitamin B12 in the original Grape-Nuts. General Mills reduced the amount of riboflavin, or vitamin B2, and magnesium in the original Cheerios. The coalition was formed by vitamin and supplement companies last year after food companies began dropping vitamins from their products. “Third parties doing certification like the Non-GMO Project require a whole lot more information than most vitamin companies are used to handing over,” said Bethany Davis, a spokeswoman for the Coalition for Supplement Sustainability and director of industry and regulatory affairs at FoodState, a vitamins and supplements company. Schmidt said vitamin and supplement businesses became aware of a growing challenge as food businesses have tried to untangle their vitamin supply chains to satisfy curious consumers and picky certification agencies.īut when companies tried to get certification that products like vitamin-fortified cereals were free of genetically engineered ingredients, or non-G.M.O., they hit a brick wall. And SmartyPants Vitamins, a line of gummy vitamins that ticks off many of the “free of” boxes, has raised a total of $19.5 million from investors since it began sales in 2010. Last year, Eric Ryan, the co-founder of Method cleaning products, started Olly, a line of so-called clean vitamins sold online and through Target and other stores. Now, some of the same efforts are coming to vitamins, an $80 billion annual business in the United States. Ritual will begin shipping the multivitamin in July, based on sales by online subscription.Ĭonsumers wanting to know where ingredients come from and why they are needed in a product have pushed companies like Campbell Soup, General Mills and Nestlé to rid many of their products of substances such as carrageenan, high-fructose corn syrup and artificial colorings. On Thursday, the company began marketing its first product, a multivitamin, the latest in a surge of products that are part of what the food industry calls the “clean label” or “free of” movement. Now, the company she founded, Ritual, is about to find out how much this matters to consumers. The idea has attracted more than $1 million in financing from angel investors, including Upfront Ventures and Troy Carter. “I realized that most people didn’t know if the vitamins they were taking had what they needed, or where the ingredients in those vitamins came from or even what they were,” Ms.
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