Busy Lives, Better Health: How Drinkable Vitamins Fit Real Life with Leslie Danford

“In an entrepreneurial journey, fear is a constant roadblock. But everything's at risk, and it's this balance between calculated risk while still managing a backup plan.” —Leslie Danford

Big wins often come with quiet trade-offs. This conversation breaks down the reality behind growth, retail expansion, and building a functional nutrition brand without cutting corners.
We talk with Leslie Danford, founder of Vitaminis, about her path from early-stage experimentation to national retail distribution. She opens up about rebranding, customer discovery, funding decisions, and the pressure that comes with scaling responsibly.
Watch for a practical, transparent look at what it takes to grow a consumer brand in today’s market.
Growing a functional beverage brand step by step
Learning from customer data and buying behavior
Rebranding to attract the right audience
Landing national retail and managing inventory risk
The cost and complexity of retail distribution
Deciding when outside capital makes sense
Packaging limitations and sustainability ambitions
Avoiding growth that outpaces operational reality

Meet Leslie:
Leslie is the founder and visionary behind Vitaminis, an innovative brand specializing in convenient, nutrient-rich drinkable vitamin shots designed for modern families and health-focused individuals. With a background in both e-commerce and retail, Leslie has led Vitaminis through a successful rebranding and national retail expansion, including an exclusive launch with Sprouts. She is celebrated for her strategic focus on product development for diverse customer needs—ranging from busy Millennial Moms to adults seeking natural nutrition—and is deeply committed to sustainability and accessibility. Leslie’s entrepreneurial journey is marked by fearless decision-making, fostering brand growth, and a mission to make nutritious choices easier and more accessible for communities everywhere.

Website: http://VItaminisbrand.com
Instagram:   / vitaminisbrand  
Facebook:   / vitaminisbrand  
TikTok:   / vitaminisbrand  
Pinterest:   / vitaminisbrand  

Connect with NextGen Purpose:
Website: https://www.nextgenpurpose.com/
Instagram:   / nextgenpurpose  
YouTube: https:   / @essential.ingredients  
Linkedin:   / nextgenchef  
Facebook:   / nextgenpurpose1  


Episode Highlights:
00:51 Business Growth and Customer Profiles
05:24 Drink Your Vitamins
09:42 Collaborative Innovation and Exploring Alternative Form Factors
13:27 Market Challenges
15:57 Funding the Dream
23:08 Calculated Growth + Back Up Plans
27:19 Community Engagement, Environmental Benefits, and Future Goals


Resources:
Podcast
Health in a Sip: Fuel Your Day with Functional Clean-Label Shots with Leslie Danford