This Startup Wants to Make You Healthier, One Pill at a Time

In searching for "vitamin supplements" on Google GOOG, consumers will come across a barrage of familiar and generic-looking brands. When Adam Leeb founded SunDaily, a vitamin D-focused supplement brand, he hoped to create products that were truly unique. "I looked at the market and thought to myself, 'Nobody has done a premium product here,'" Leeb told Benzinga. "All the big nutritional supplements here are run by big, big pharma companies. "You look at their products and packaging and they're very bland, they're very boring -- all generic pill bottles, they don't message to consumers very well, they don't have a clean design, they don't have a modern aesthetic, they haven't updated their formulas in 30 years. We thought we could change that and really be something different." Related: Is This the Next Instagram? Leeb said that SunDaily's leading product, SuperLux, combines the various supplements that people are already taking individually:

• 2,000 IU Vitamin D3
• Vitamin K2
• Vitamin K2
• CoQ10
• Vitamin E Tocotrienols
• Brain Blend
• 18 other "highly bio-available ingredients"

"We took all these, four or five different products and put it into one," said Leeb. "We're the only multi-vitamin that has 2,000 units of vitamin D in it, which is what a lot of doctors and nutritionists are now recommending." Leeb, who graduated from MIT with a degree in Mechanical Engineering (with a focus on product design), said that he designed the package himself.

Image Credit: SunDaily

"I designed this package, which is definitely different," said Leeb. "It's square, it's tapered, it's elegant. It's got a square cap to it. It's all custom. We use 100 percent recycled plastic for the bottle because we're making our own bottles and caps, some of which is made locally here in Michigan. Everything is made in the USA." Leeb hopes that SunDaily can clear up some of the confusion that has hurt the nutritional supplement industry. "The problem is that, and this is what we hear from consumers a lot -- they get confused on what to buy," he said. "The other supplement companies…put out every kind of product out there that they can. And then they do every kind of combination of those ingredients. We wanted to go in the complete opposite and really have a curated product line that really responds to what customers need and explain it to them in a way they can understand it." Louis Bedigian is the Senior Tech Analyst and Features Writer of Benzinga. You can reach him at 248-636-1322 or louis(at)benzingapro(dot)com. Follow him @LouisBedigianBZ