Vitamins join the 'clean label' bandwagon

New York

WHEN she was about four months pregnant, Katerina Schneider read the ingredient list on the bottle of vitamins her doctor had recommended.

On it were things like aluminium and titanium dioxide, the same ingredients in the laundry detergents and cleaning products she had been throwing away to help ensure her baby was not exposed to them.

She also wondered why the vitamin contained gelatin - and, as a vegan, where the gelatin came from. Gelatin is usually derived from animals.

These discoveries and questions spawned a new business idea: What if she could re-engineer vitamins, stripping out all the things she didn't like?

"I realised that most people didn't know if the vitamins they were taking had what they needed, or where the ingredients in…