Two entrepreneurial dads have launched a company they say helps parents overcome the struggle of getting their children to take vitamins. Phil Enck, along with co-founder Matt Hasbrook, are self-described “vitamin junkies” who started Indianapolis-based Better Family. After working with a naturopathic pharmacist, they decided instead of pills or tablets, their multi-vitamin product would come in liquid form.
In an interview with Business of Health reporter Kylie Veleta, Enck and Hasbrook explained the benefits.
“Liquid is simply more absorbable,” said Enck. “If you look at pills and capsules, your body has to break them down, it has to go through a process to turn into a liquid to get in your bloodstream. Liquid is immediate and goes right into your body.”
Entering and competing in the multi-billion-dollar vitamin marketplace was a daunting task. The business partners asked themselves how they could compete.
“Nobody had figured out how to make a liquid that tastes good enough that a kid would want to take it. So, besides the liquid, it’s the flavor that that’s palatable enough that a kid would want to take it,” explained Hasbrook.
While their initial goal was to increase vitamin intake for children, their business model now includes the entire family. The dosage is adjusted accordingly.
“I think people like the simplicity of it. I think you’ve got something that you can put a dropper in your tongue rather than take 10 pills every day,” said Enck.
Hasbrook’s appreciation for healthier living came at an early age. He was a walk on for the University of Notre Dame football program, which has a full-time nutritionist. Since he was not a scholarship player, Hasbrook says he had to work hard on his nutrition to gain an advantage.
“And that’s kind of where I got the nutrition bug. This has been a labor of love probably since I was a teenager, between wrestling and football, extreme nutrition to advance my athletic performance,” Hasbrook said.
What started out as a passion-project is now a labor of love for two dads concerned about the health of kids.
“We just saw an opportunity and a need because of our kids and the nutritional gaps in most families’ diet,” said Hasbrook. “It’s hard to get your kids to eat fruits and vegetables, let alone take vitamins.”
You can learn more about Better Family by clicking here.