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.