To start, could you give us a bit of background on Funtrition, how it began, and what sets it apart in the market?
Funtrition is part of a larger pharmaceutical group, but it didn’t start out as a supplement company. Initially, we acquired a confectionery plant, but we quickly realized the confectionery business was highly competitive and low-margin. About 30 years ago, we made a pivotal decision to move toward gummy supplements, putting active ingredients like vitamins into a gummy format. Unlike traditional gummy manufacturing, which often uses starch, we pioneered a starch-free process, enabling us to focus on supplement development and cater to the growing demand for functional gummies.
Over the years, we’ve transitioned from simple vitamins like C and D to more complex formulations. Our approach emphasizes creating enjoyable, unique experiences for consumers, where each gummy provides not just nutrition but also a satisfying texture and taste. We understand that a supplement is more than just its active ingredients; it’s about delivering an appealing, convenient experience in every bite.
Could you tell us about Funtrition’s expansion, both in terms of geography and manufacturing capabilities?
Our headquarters and primary plant are located in Colombia, South America, where we handle all R&D and innovation. Given the U.S. market’s size and influence, we naturally focused much of our expansion efforts there, with the U.S. now accounting for about 80% of our business. We’ve since opened a plant in the U.S. to be closer to our customers, enabling quicker response times and logistical efficiency.
Beyond North America, we’re actively working with global brands on multi-region launches, spanning Europe, Latin America, and North America simultaneously. This global reach allows us to leverage established brand presence across different regions and reach diverse markets. As consumer demand grows, we continue to expand our facilities and adapt our products for new international markets.
Funtrition is known for its innovations in gummy technology. Could you elaborate on some of these developments and what’s next?
Our innovation journey began with experimenting on the basic properties of gummies, such as using gelatin or pectin as gelling agents. Each offers unique advantages—gelatin provides elasticity, while pectin is more temperature-resistant, making it ideal for stable supply chains. We’re now working on filled gummies with liquid centers, which allow us to incorporate heat-sensitive actives. This feature protects the active ingredients during manufacturing and enhances the sensory experience for consumers.
We’re also developing multi-layer gummies with dual colors and textures, which enable us to combine ingredients that might not interact well together. Additionally, we’ve introduced a range of coatings, from traditional sugar sanding to sour and even spicy coatings. The goal is to make every gummy an enjoyable, shareable experience that breaks away from the traditional supplement format.
It sounds like gummies offer a unique supplement experience. What challenges does Funtrition face in this space?
While gummies are popular, they come with challenges. Some consumers perceive them as candy, which has led us to expand our sugar-free options. Additionally, some active ingredients require higher doses, making it impractical to fit them into a single serving of gummies. For certain supplements, taking 10-20 gummies for an effective dose simply isn’t feasible, so traditional pills remain a better option in those cases.
Another hurdle is taste. Some active ingredients are difficult to mask, and if the gummy doesn’t taste good, it defeats its purpose. Our team invests considerable effort into developing flavor-masking technologies to ensure the taste matches the appealing experience of a gummy. Addressing these challenges is critical to maintaining our position as an industry leader.
Are Funtrition’s gummies suitable for children, and how did the product evolve to appeal to adults as well?
Yes, our gummies are absolutely suitable for children. In fact, gummies originally started as a child-friendly alternative to pills. Parents found it much easier to get kids to take vitamins in gummy form, and from there, adults started to take an interest. Today, our gummies appeal to a wide range of consumers, including seniors, as they offer an enjoyable and convenient way to get essential nutrients.
Interestingly, studies show that certain nutrients may be better absorbed when delivered in a gummy format, as they are embedded within the gummy matrix. This format can provide enhanced bioavailability, making gummies not just a pleasant option but sometimes a more effective one.
What’s Funtrition’s plan for the future, especially in light of consumer interest in alternative supplement formats?
We’re continually working on expanding our portfolio and developing new gummy formats. Our focus remains on enhancing both the sensory experience and the functional efficacy of our products. We’re exploring innovative coatings and layering techniques, as well as ways to incorporate more challenging active ingredients without compromising flavor.
As consumer demand grows for convenient, enjoyable supplements, Funtrition is committed to leading the way with solutions that not only meet nutritional needs but also transform the supplement experience. Our goal is to continue providing a healthier, more accessible way for consumers of all ages to support their wellness routines.
