Innovation in the dietary supplement industry often stems from an unmet need in the marketplace. For Dr. Jatin Joshi, a London surgeon diagnosed with Crohn’s disease and other health issues, Instavit oral spray supplements spawned from a personal need.
 
After being hospitalized, Dr. Joshi needed to have a large portion of his colon removed. Recovering yet unable to absorb nutrients from food properly, he eventually developed a deficiency in vitamins B and D, and also began to lose sensation in his fingertips.
 
Fatigued and trying to regain his health, Dr. Joshi was receiving vitamin injections when his wife Sonia, a medical professional herself, asked the all-important question that would spark an idea: “Isn’t there a better way?”
 
‘We Have Something Better’
Oral sprays themselves aren’t new. They are commonly used in breath-freshening products. They can also work effectively to deliver drugs. Dr. Joshi applied this concept to vitamins, and shared his creation with some friends and colleagues who also had trouble taking traditional pills and tablets. 
 
Generally, ensuring consumers comply with their supplement regimen can be a challenge. For example, about 40% of Americans have trouble swallowing pills.
 
Traditional dietary supplement formats can be burdensome, uncomfortable and generally not enjoyable, according to Tom Morse, CEO of Instavit US. Offering a convenient, efficient, potent and portable supplement option, Instavit oral sprays also deliver functionality.
 
The current line includes a range of formulations: Instant Energy, Vitamin D, Vitamin B12, Sweet Dreams, Daily Health, Immune Strength, Clearer Thinking, Children’s, and Prenatal.
 
“We’re delivering that functional benefit that consumers are looking for, especially in the area of energy, sleep and B12, where you can actually feel the benefits from the spray,” said Mr. Morse. Many people live fast-paced lifestyles, he added. “There are a lot of demands on their time. Having a simple boost of energy is helpful.”
 
Mr. Morse understands the energy market well. The co-founder of 5-Hour Energy said Instavit sprays give the consumer more control. “If you drink a liquid shot, that may have 200-225 mg of caffeine in it. For some people that might be too much and can create an uncomfortable experience. With (Instavit) you have the ability to take only as much as you want.”
 
It’s not just about energy. “There’s a tremendous amount of data on the benefits of sleep for the mind and body,” Mr. Morse noted. Melatonin, which is the principal ingredient in the Instavit Sweet Dreams formula, can help control sleep without making consumers feel groggy or drugged when they wake up, he added.
 
Instavit appeals to all sorts of consumers, according to Mr. Morse. “We see people from all ages and walks of life using these products. A lot of seniors have pill fatigue. They are taking so many pills every day, so if they can take one less pill that’s a benefit to them. (Instavit) makes taking your supplements that much easier and that much more effective.”
 
On a personal note, Mr. Morse said his kids look forward to getting their spray of the Children’s multivitamin formula every day. “Getting kids to take pills is a challenge. Making it more fun for them is great.”
 
The Prenatal product can also help expecting moms deal with morning sickness. “Trying to choke down a pill when you’re already nauseous is no simple task,” he offered.
 
Ultimately, the small, portable sprayers fit into a purse, pocket, backpack, etc., helping to make taking supplements easier.
 
“Consumers are always looking for something better. With Instavit we have something better.”
 

The Value Proposition
Instavit offers a great value proposition for consumers and retailers alike, according to Mr. Morse, who said his company is looking to create a “destination” within brick and mortar retailers—a “Spray Center” designed to engage buyers.
 
“We’re creating a new category by segmenting the traditional category of vitamins with these sprays. We’re creating a destination, which helps drive traffic into the store, increase revenue and increase margins for that retailer.”
 
Instavit can offer retailers bigger margins compared to some other common supplement products, he added, and at the same time consumers get better value and more use out of the potent, pure and potable sprays.
 
First launched in Canada, Instavit has been picked up by Rexall drug stores and other trading and distribution partners. The company is making its U.S. debut this month.
 
After meeting with some vitamin retailers in the U.S. Mr. Morse said the response has been positive thus far. “We bring innovation, better economics and margins and we offer significant value to consumers at the same time. It’s a win for everybody.”
 
Building Better Brands
One of the most significant challenges in the dietary supplement and natural products space for manufacturers, brand marketers and retailers has been to embrace and support innovation and new concepts, according to Mr. Morse.
 
“Change is not easy. The retailers that tend to lead follow the same path that manufacturers do. They look for innovation, they look for those opportunities and when they see one they get behind it. Those early adopters are generally rewarded for supporting and taking advantage of that next opportunity when it comes.”
 
However, in order to ensure continued success over the long-term, “you can’t take your foot off the pedal,” Mr. Morse added. Continuous investment into the brand and consumer education about the benefits of the products will help maintain momentum and grow new categories.
 
“Applying consistent energy into whatever you’re doing is how you build great brands and a great business.”
 
As the company moves forward, it intends to roll out other functional and health related products, line extensions and possibly different types of devices to administer its sprays. In the end, Instavit intends to listen to consumer needs and requests while becoming a leader in the category it hopes to establish.
 
“As a brand developer we’re always asking ‘How can we do this better? How can we make it simpler, more effective, a better consumer experience?’ Those same rules apply to retailers. How can they make that shopping experience a simpler, faster, better consumer experience?”

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Retailers and others interested in learning more about Instavit can contact [email protected] or 888-450-3639.