Podcast with Liz Theresa: Turning Adversity into Opportunity

Liz Theresa is a business mentor and website copywriting expert who hosts the “Liz on Biz” podcast, where she interviews entrepreneurs and thought leaders across various industries to provide insights into running and growing a business. Her website offers resources and services that focus on helping business owners clarify their brand message, create compelling websites, and enhance their online presence. She provides custom website design, copywriting, and branding strategy sessions tailored to her clients’ unique needs, with an emphasis on aligning business goals with impactful online content.

Catch Liz's podcast for the full scoop here.

Liz: I’m excited to welcome Leslie Danford, the founder and CEO of Vitaminis. Welcome to the show, Leslie! Tell us about Vitaminis. We want to know all about it.

Leslie: Vitaminis is a functional food and beverage brand. It’s clean label, convenient, and tasty, with no added sugar or mystery ingredients. Our first two products are shelf-stable juice shots. The first is for immune support—orange pineapple juice with as much zinc as four avocados, magnesium as five cups of spinach, and vitamin C as three oranges. The second juice shot is for gut health, made with berry banana juice that has as much fiber as a cup of broccoli and as many probiotics as two cups of yogurt.

Liz: Wow! These really pack a punch. It’s impressive to see such nutritional value. Where do your ingredients come from?

Leslie: The primary ingredients are the juice. I do add some vitamins; for example, a lot of the vitamin C in our Immune Support comes from the orange juice, but there’s a bit extra to reach 200% of the daily value. For Gut Health, some fiber comes from the berries and banana puree, along with additional non-GMO fiber and probiotics.

Liz: How did you get the word out about Vitaminis? Did you start during COVID?

Leslie: Yes, I had the idea in 2020 after getting laid off from the hospitality industry due to COVID. While at home, I spent more time considering nutrition for my family and realized there was a gap in the market. I finally had the first product ready to sell by mid-2021. The journey of spreading the word has been long, involving over 100 samplings and significant social media efforts.

Liz: It’s a lot of work, and I think people often quit too soon without realizing it takes time. When did you decide to focus on gut health?

Leslie: Gut health was part of my original idea, but during COVID, consumers prioritized immunity. My motivation for gut health came from my child’s struggles with constipation. The pediatrician’s only solution was laxatives, which I found unacceptable. I wanted to create something clean and effective. It’s suitable for ages four and up. I give it to my younger daughter in small amounts, but it’s designed for older kids and adults. The products are shelf-stable, so they can be kept in the pantry or refrigerated for a chilled option. Drop your email on our website for a 20% off coupon. I’d also be happy to send you some samples.

Liz: This could really help my son. It’s nice to find a solution without having to medicate him daily. Have you thought about reaching out to health coaches or professionals to promote your product?

Leslie: Definitely! I started with social media, but I’m moving toward collaborating with health professionals who can genuinely recommend it. Many are hesitant about supplements, but holistic practitioners are often more supportive. Functional shots are booming, actually. Industry growth is around 49% year-over-year, and forecasted to continue by 13% for the next five years. Tons of people are trying shots now, but not all are equal. I also learned people prefer small samples over full bottles; they feel less committed if they just get a taste.

Liz: It’s true! People assume healthy means terrible tasting, which is so wrong. I’m thrilled to show Vitaminis to my health coach. She’ll love that it’s a good-tasting, healthy option. Your branding is so unique and memorable. How did you come up with the name Vitaminis?

Leslie: My team brainstormed different nature-inspired names, but they were too vague. Then a colleague suggested “Vitaminis,” which just clicked! Surprisingly, it wasn’t trademarked, so I grabbed it. I’ve faced some feedback about it being too specific, but I think it fits. Though, when I launched on Amazon, searches kept autocorrecting “Vitaminis” to “vitamins” and directing people to Centrum and One A Day. After a year, Amazon’s algorithm finally stopped treating it as a typo. Now, it’s smoother, and I use FBA, so Amazon handles fulfillment, which saves a ton on shipping costs.

Liz: I’ve seen how Amazon can impact pricing. Have you had issues with MSRP (Manufacturer’s Suggested Retail Prize)?

Leslie: Not yet. I set my price, but it could become an issue if others list it on Amazon. For now, I have a part-time consultant who monitors things—Amazon’s logistics can be mind-boggling! I took a scrappy approach and used independent chemists to help develop the formula. My husband and I set an amount we were comfortable risking, knowing we might not get it back. Many expenses are inventory-based, so there’s some chance of recovery. Yes, though I still feel some doubt—it’s normal. You don’t always know it’ll succeed, but you push on because you believe in the product.

Liz: So, what’s next for the future of Vitaminis?

Leslie: A third product is in the works—a daily greens shot made from apples, broccoli powder, kale, and other greens. I’m also focusing on expanding Vitaminis’ retail presence. We’re currently in Fresh Thyme Farmers Market and The Fruitful Yield but looking for broader reach.

Liz: That sounds amazing! Where can people find Vitaminis?