#103 Reimagining Multivitamins: Tend's Real Food Supplements for Pregnancy and Beyond with Co-Founders Hannah & Behzad Varamini
Hannah and Behzad Varamini, co-founders of Tend, explain how they transformed a personal struggle with prenatal vitamins into a line of snackable, real-food bars. They detail the transition from kitchen science experiments to commercialization, highlighting the challenges of formulation, self-manufacturing in a commercial kitchen, and the pivot to a contract manufacturer. The founders discuss their participation in the Target Forward Founders and SKU accelerators, leveraging consumer data to refine product size and pricing, and their strategy for retail expansion and community building at events like Expo West.