080: 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

Growth does not come from chasing every opportunity. It comes from making clear choices and standing behind them. This conversation explores what it really takes to build a brand that lasts without losing direction along the way.

We sit down with Leslie Danford, founder of Vitaminis, to talk through her evolution from a small, kid-focused idea into a national functional beverage brand now on Sprouts shelves. She shares how customer insights reshaped her product strategy, packaging, retail approach, and long-term vision.

Press play for a grounded look at what sustainable growth actually requires, and why patience, clarity, and trade-offs matter more than hype.

• Building a functional beverage brand in a crowded market

• Identifying and serving distinct customer profiles

• Rebranding to support retail discovery and clarity

• Getting into national retail and what it really costs

• Choosing when to bootstrap and when to raise capital

• Managing growth without expanding too fast

• Navigating packaging challenges and sustainability goals

• Balancing mission, margin, and long-term impact
  

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

Instagram

Facebook

TikTok

Pinterest

Connect with NextGen Purpose:

Website

Facebook

Instagram

LinkedIn

YouTube

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