Podcast with Justine Reichman: Health in a Sip

Justine Reichman is the founder and CEO of NextGen Purpose, a media company and global network dedicated to promoting regenerative and healthy food practices. She also hosts and executive produces the "Essential Ingredients" podcast, which aims to inspire and educate food enthusiasts by highlighting innovators and change-makers in the food industry. Through her work, Justine strives to make better-for-you and better-for-the-planet food more accessible, supporting entrepreneurs with resources and mentorship to foster informed and nutritious food choices for all.

Catch our podcast with Justine for the full scoop here.

Justine: Welcome to Essential Ingredients, powered by NextGen Purpose, hosted by me, Justine Reichman. Every Tuesday, we feature thoughtful conversations with founders, sustainability leaders, and community organizers in the regenerative food sphere. Good morning and welcome. I'm your host, Justine Reichman, and with me today is Leslie from Vitaminis. Welcome, Leslie.

Leslie: Thanks for having me. I'm excited to be here.

Justine: I'm excited to have you and learn more about Vitaminis. It’s been on my radar, and I’m curious to share it with our community. For those unfamiliar, what is Vitaminis?

Leslie: Vitaminis is a clean-label, functional food and beverage brand. My long-term vision is to offer mini bites and sips that are clean, healthy, and packed with good ingredients. Our first two products are juice shots—one for immune support and one for gut health. They taste great, contain vitamins, probiotics, and fiber, and don’t require refrigeration.

Justine: That’s perfect, especially if you’re traveling or need something quick and nutritious. Easy to throw in a bag.

Leslie: Exactly! Very portable and easy.

Justine: What inspired you to create Vitaminis?

Leslie: I’ve always been into health and wellness, focusing on diet and nutrition. Pills don’t work for me—they make me nauseous, and gummy vitamins have too much sugar. During COVID, I lost my job, and this idea wouldn’t leave my mind. I wanted a clean, sugar-free, functional food brand that provides nutrients without all the downsides.

Justine: That’s amazing. I hear terms like "functional food" and "clean label" often, and they mean different things to different people. How do you define clean label?

Leslie: For me, clean label means no mystery ingredients. Everything listed should be recognizable and necessary. Our immune support product has only seven ingredients, plus water—just juice, vitamins, and water. We also ensure the products are gluten-free, dairy-free, allergen-friendly, and vegan.

Justine: That’s reassuring. Transparency is such a big deal now. What’s been your experience with this trend?

Leslie: Absolutely. I want everyone to look at our packaging and know exactly what’s in there. For example, our immune support product has citrus flavor derived directly from the fruit. With gut health, our flavor supplier couldn't disclose the full recipe, so I labeled it as "natural flavors." Now, I’m reformulating it to ensure full transparency.

Justine: Many are concerned with terms like "natural flavors," and you’re making your suppliers more accountable, which is so important.

Leslie: Exactly, and it’s becoming more common. Some companies are surprised when asked for ingredient transparency, but I know this is the future.

Justine: You mentioned functional food. Can you explain that concept?

Leslie: Functional food or beverage provides a benefit beyond basic nutrition. It’s about demanding more from our food. For example, our drinks support immune function or gut health, offering real value beyond taste and calories.

Justine: That’s essential, especially now, when many have health concerns post-COVID. So, you started in hospitality?

Leslie: I began in the beverage industry with a global spirits company, which gave me insight into consumer trends toward healthier options. I wanted to create a health-oriented product but couldn’t in the spirits industry. After a brief stint in hospitality, I revisited my initial ideas during COVID, leading me to launch Vitaminis.

Justine: This is your first entrepreneurial venture, right?

Leslie: Yes. Previously, I built a division within a company, but this is the first time I’m building something independently.

Justine: That’s exciting. Were you nervous?

Leslie: Definitely. As a solo entrepreneur, every weakness you have will surface. It's challenging but rewarding, like personal development on a fast track.

Justine: Did you raise funds for this?

Leslie: Initially, it was personal investment. Recently, I raised funds from friends and family since scaling retail is more capital-intensive.

Justine: It must help having an entrepreneurial husband. Does he contribute to Vitaminis?

Leslie: No, he works in software. But he understands the highs and lows of entrepreneurship and offers valuable emotional support.

Justine: It’s good to have that support. So, what’s next for Vitaminis?

Leslie: Currently, I’m focused on making our Midwest retail partnerships successful. I also plan to launch another shot by year-end and eventually expand into other functional mini products—always clean, portable, and tasty.

Justine: Making it shelf-stable must require trade-offs. How did you handle that?

Leslie: We use a process called hot fill, heating the product to kill bacteria. It affects flavor slightly, but it allows portability without refrigeration. For gut health, finding a probiotic that survives hot fill was challenging. We use a spore-based probiotic, Bacillus coagulans, that’s resilient and effective.

Justine: That’s impressive. Many shelf-stable products have additives, so this is refreshing. Once opened, does it need refrigeration?

Leslie: Yes, once opened, it should be refrigerated, but they’re single-serving, so that’s rarely an issue.

Justine: You’re carving out a unique space in functional food. How do you see this fitting into the future of food?

Leslie: People want more from their food—convenience, functionality, and minimal ingredients. We aim to meet that demand with nutrient-dense, clean, and easy options.

Justine: If it doesn’t taste good, no one wants it. How did you develop your flavors?

Leslie: We selected ingredients that align with each product's function, like vitamin C in orange juice for immune support. It’s an ongoing process, using feedback from family, friends, and Amazon reviews. I reformulated immune support to reduce tartness based on customer feedback.

Justine: Thank you for sharing your story and your perspective on the future of food. Where can people find Vitaminis?

Leslie: In the Midwest, we’re at Fresh Thyme Farmers Market in the probiotics section, and we’re also on Amazon. Use code "VitaFam20" for 20% off your first order on our website, and "FREESHIP" for free shipping.

Justine: Thanks for joining me, Leslie. I’m excited to try Vitaminis.

Leslie: I’d love to send you some!