Jennifer Hodges, founder and CEO of Hero Nutritional Products, landed on the idea of formulating high-quality, nutritionally sound children's supplements in the mid-90's as she observed her nieces and other children gobbling up candies, particularly multi-flavor gummy bears. Ms. Hodges also observed her sister's stress level of constantly reminding the girls to "take your vitamins." But, conventional products were not very appealing to the children because of their off taste, their crunchy, powdery mouth feel, unpleasant after-taste and chalkiness.

Pursuing a Concept

As a caring person concerned about the good and welfare of children, Ms Hodges began consulting with children's nutritionists, food chemists and production experts. The challenge was to create a new children's nutritional delivery system incorporating the delightful taste of gummy bears while not sacrificing nutritional efficacy. "We wanted to produce a gummy bear taste experience combined with legitimate nutrient levels, incorporating all natural ingredients, colors and flavor," stated Ms. Hodges.