TruHeight Vitamins

What TruHeight Vitamins does

TruHeight Vitamins is a Las Vegas-based, privately held dietary supplement brand founded in 2019 and operated under the legal entity Vanilla Chip LLC. The company develops and sells a portfolio of children's and teen growth-support supplements, with core products including Growth Gummies and Capsules (Calcium, Vitamin D, and a proprietary adaptogenic blend of Ashwagandha, Spirulina, L-Arginine, L-Glutamine, and Astragalus), Sleep Gummies (Ashwagandha, L-Theanine, Lemon Balm, low-dose Melatonin), and 16g-protein Growth Protein Shakes in whey and plant-based formats. The portfolio also extends into Kids and Toddler sub-brand kits, a Hydration Mix, and functional foods including Protein Energy Waffles and Fruits & Veggies Superfood Gummies, supported by a Four Pillars of Supply Chain Transparency framework, FDA-registered/GMP-certified U.S. manufacturing, and third-party testing via Eurofins.

The company sells through a hybrid direct-to-consumer and national retail model. The DTC channel runs on a Shopify storefront at truheightvitamins.com with subscription options (15-25% off) and a Give $40 Get $40 referral program. In 2026, TruHeight completed a major retail expansion, launching in Target nationwide (April 2026), CVS Pharmacy in nearly 5,000 locations (June 2026), and Nordstrom and JCPenney marketplaces (July 2026), alongside existing Amazon and iHerb listings. Pricing spans $25.50-$45 per bottle for individual SKUs and $102-$120 for the flagship TruHeight Kit subscription or one-time bundle.

TruHeight's go-to-market combines mass retail, a free iOS/Android Growth Tracker app for habit and height logging, and a youth sports sponsorship ecosystem anchored by NBA ambassadors (Jimmy Butler, Tre Mann, Lonzo Ball), an exclusive high school basketball NIL program with eight-city tryouts, and presenting sponsorship of the 2026 MSHTV Camp. The brand is recognized as the #1 Pediatrician-Recommended brand for children's growth and development per the 2025 IQVIA ProVoice Survey (250 U.S. pediatricians) and has sold over 2 million products since inception.

Name

TruHeight Vitamins

Legal name

Vanilla Chip LLC

Website

https://truheightvitamins.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

TruHeight Vitamins is a Las Vegas-based children's supplement brand (Vanilla Chip LLC, founded 2019) selling growth gummies, sleep gummies, protein shakes, and functional foods through DTC subscriptions and national retail including Target, CVS (5,000 stores), Nordstrom, and JCPenney.

Ownership category

akta.pro rank

Product category

Children's Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456), Nonchocolate Confectionery Manufacturing (31134)

akta.pro primary industry

Children’s Vitamins & Supplements (CRADAGAJ)

akta.pro secondary industries

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Functional Baby & Kids Foods Manufacturing (Fortified Infant/Toddler Foods, Kids Nutrition) (AFAKAJAJ)

Keywords

• Children's dietary supplements
• Growth vitamins gummies
• Pediatric nutrition products
• Kids protein shakes
• Functional kids foods

Headquarters

HQ city

Las Vegas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales (DTC): The company sells vitamins, gummies, protein shakes, and nutrition products directly to consumers through its Shopify e-commerce storefront (truheightvitamins.com). Products include Growth Gummies/Capsules, Sleep Gummies, Protein Shakes, and bundled kits. The brand offers subscription/auto-delivery options with 15-25% discounts to drive recurring revenue.
2. Retail Distribution: TruHeight products are sold through major national retailers including Target, CVS (5,000 stores), Nordstrom Marketplace, JCPenney Marketplace, Amazon, and iHerb. The company shifted from a DTC-only model to national retail distribution as of 2026.
3. Referral Program: TruHeight operates a Give $40 Get $40 referral program, incentivizing existing customers to refer new buyers, driving acquisition through word-of-mouth and community amplification.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

TruHeight Vitamins manufactures and sells pediatric and teen dietary supplements (growth gummies/capsules, sleep gummies, protein shakes, hydration mixes) and functional foods (protein energy waffles, superfood gummies) formulated to support healthy growth, bone development, sleep, and nutrition in children and teens. Products are sold direct-to-consumer via the brand's Shopify storefront and through national retailers including Target, CVS, Nordstrom Marketplace, JCPenney Marketplace, Amazon, and iHerb, supported by subscription/auto-delivery options. The brand is the #1 Pediatrician-Recommended children's growth and development brand per the 2025 IQVIA ProVoice Survey.

Product overview

TruHeight Vitamins is a Las Vegas-based family nutrition brand offering a comprehensive portfolio of supplements for children's growth and development. The core product line consists of three interconnected product categories: Growth Gummies/Capsules (bone development support with Calcium, Vitamin D, and adaptogens), Growth Protein Shakes (16g protein with essential vitamins in whey and plant-based options), and Sleep Gummies (relaxation support with melatonin and herbal blends). These products work synergistically as a complete growth-support system. The company has expanded beyond traditional supplements into functional foods with Protein Energy Waffles and Superfood Gummies. Separate sub-brands target specific age groups including toddlers and provide specialized formulations for bone growth, brain development, appetite support, and gut health. A companion Growth Tracker mobile app supports habit tracking and growth measurement.

Differentiator

Problem solved

Functional benefit

Products and services

• TruHeight Kit A flagship bundled growth-support system combining Growth Gummies/Capsules, Sleep Gummies, and a Growth Protein Shake (whey or plant-based) for children and teens; sold as a single SKU with one-time or subscription pricing.
• Growth Gummies/Capsules Growth support gummies and capsules for children ages 5+ delivering Calcium, Vitamin D, Vitamin K, and the proprietary Growth Blend (Ashwagandha, Spirulina, L-Arginine, L-Glutamine, Astragalus) for bone development and stress support.
• Growth Protein Shake Protein shake delivering 16g of protein per serving with only 2g of sugar, plus essential vitamins and minerals, available in Whey (Chocolate, Vanilla, Strawberry) and Plant-Based (Chocolate) variants for muscle development and recovery in kids and teens.
• Sleep Gummies Sleep support gummies for kids and teens containing Ashwagandha, L-Theanine, Lemon Balm, and low-dose Melatonin to support relaxation and healthy sleep cycles.
• Hydration Mix Hydration supplement for kids and teens supporting fluid and electrolyte balance during physical activity.
• Protein Energy Waffle Functional food protein waffle providing 5g of protein and 7g of fiber per unit using natural sweeteners, designed for active kids, teens, and athletes as part of TruHeight's expansion into functional foods.
• Fruits & Veggies Superfood Gummies Superfood gummies containing over 40 organic fruits and vegetables with gluten-free and non-GMO certifications, providing everyday whole-food nutrition for the entire family.
• Kids Essentials Kit Comprehensive nutritional supplement kit for children's healthy growth and development, including multiple kid-specific products.
• Kids Bone Growth Gummy Bone growth gummy specifically formulated for children, containing Magnesium to support relaxation and healthy bone development.
• Kids Protein Shake Protein powder specifically formulated for children to support healthy growth and development.
• Kids Sleep Drops Sleep tincture for children containing Lemon Balm, Chamomile, and gentle Melatonin to promote relaxation and restful sleep.
• Kids Appetite Booster Gummies Appetite-support supplement gummies designed for picky-eating children.
• Kids Brain Growth Gummy Brain development gummy for children supporting cognitive function and healthy development.
• Pre-Probiotic Gummies Prebiotic and probiotic supplement gummies for children supporting gut health and digestion.
• Toddler Formula+ Complete nutrition supplement designed specifically for toddlers.
• Toddlers Essentials Kit Complete supplement kit specifically formulated for toddlers, including multiple products for growth and development support.
• TruHeight Shaker Bottle TruHeight-branded shaker bottle for mixing protein shakes, sold as a $12.95 accessory add-on to the TruHeight Kit.
• Growth Tracker App Free iOS and Android mobile app that helps kids, teens, and families log height measurements, build daily routines, and track habits across four pillars (Sleep, Nutrition, Activity, Wellness), with CDC-based growth projections, streaks, achievement badges, and multiple family profiles.

Quantifiable outcome

• Over 2 million products sold, reflecting strong consumer adoption
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered major, flagship and core.

• MSHTV CampmajorGTM or Marketing Partner · 3 August 2026TruHeight was named presenting sponsor of the 2026 MSHTV Camp, the nation's top youth basketball exposure event taking place September 18-20 in Westfield, Indiana. As presenting sponsor, TruHeight branding appears across all camp media, player jerseys, and event signage, including the Friday Night TruHeight Games showcase. The partnership reaches elite young athletes from over 40 states and international markets, with coverage from major youth sports media outlets including BallisLife, Overtime, and SLAM.
• Nordstrom Marketplace and JCPenney MarketplacemajorChannel Partner/ Reseller/ Distributor · 21 July 2026TruHeight joined both Nordstrom Marketplace and JCPenney Marketplace, expanding its retail presence to include two major American department store chains. Products include vitamins, gummies, protein shakes, and nutrition products. The expansion reflects a broader retail trend where fashion-first platforms increasingly add health and wellness categories.
• CVS PharmacyflagshipChannel Partner/ Reseller/ Distributor · 22 June 2026TruHeight launched its product line in 5,000 CVS Pharmacy locations nationwide beginning June 19, 2026, marking the largest retail expansion in company history. CVS required all products to pass rigorous third-party testing through its Tested to Be Trusted program before being placed on shelves, ensuring quality and accurate labeling for consumers.
• High School Basketball Athletes (NIL Program)coreGTM or Marketing Partner · 4 May 2026TruHeight operates an exclusive high school basketball NIL program with a 2026 Team TruHeight tryout series planned in eight U.S. cities. The company maintains an active roster of high school basketball players and youth basketball content creators, with plans to expand into adjacent sports. The program focuses exclusively on high school athletes rather than college athletes, a differentiating strategy in the youth sports endorsement space.
• TargetflagshipChannel Partner/ Reseller/ Distributor · 20 April 2026TruHeight launched its products in Target stores nationwide, representing the company's first major expansion beyond direct-to-consumer and online channels into national retail.
• Jimmy Butler (NBA)flagshipGTM or Marketing PartnerJimmy Butler, a six-time NBA All-Star and forward for the Golden State Warriors, is a brand ambassador for TruHeight, inspiring teens to grow physically, mentally, and beyond the game. He is featured across TruHeight's website, social media, and marketing materials as a key athlete partner.
• Tre Mann (NBA)flagshipGTM or Marketing PartnerTre Mann, a rising NBA guard drafted in the 2021 NBA Draft, serves as a TruHeight brand ambassador, representing the brand as a dynamic playmaker and role model for the next generation of young athletes.
• Lonzo Ball (NBA)flagshipGTM or Marketing PartnerLonzo Ball, a former No. 2 NBA Draft pick, partners with TruHeight to inspire the next wave of young athletes. His partnership is featured prominently on the brand's website alongside Jimmy Butler and Tre Mann.
• Eurofins (Third-Party Laboratory)coreTechnology or IntegrationTruHeight periodically utilizes Eurofins, an independent third-party laboratory, for additional testing and verification of product safety, quality, and label accuracy, complementing its in-house batch screening and the CVS Tested to Be Trusted program.

Scale indicators5 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Olly: Gummy vitamin and supplement brand (owned by Unilever) targeting a similar wellness-oriented consumer with broad gummy formats. Comparable in DTC-led, design-forward brand positioning and gummy-centric product architecture.
• Zarbee's Naturals: Children-focused supplement brand (owned by Haleon) offering gummies and syrups for kids' sleep, immunity, and growth. Directly comparable in pediatric positioning, retailer distribution (CVS, Target, Walmart), and 'clean-label' messaging.
• SmartyPants Vitamins: Premium children's gummy multivitamin brand sold DTC and through major retailers (Costco, Target, Amazon). Closest comparable to TruHeight in product format (gummy vitamins), customer base (health-conscious parents), and retail/DTC omni-channel strategy.
• L'il Critters: Children's gummy vitamin line owned by Church & Dwight, sold mass-market in drugstores, grocery, and warehouse clubs. Comparable as a children's gummy vitamin brand with established national retail distribution at scale.
• Hiya Health: DTC subscription children's vitamin brand with no-sugar, clean-label formulations. Directly comparable in pediatric positioning, subscription-first GTM, and parent-as-buyer customer segment.
• MaryRuth's: Liquid and gummy supplement brand with a strong children's line, sold DTC and through retail. Comparable in product format diversity (gummies, liquids), clean-label positioning, and omnichannel retail strategy.
• Llama Naturals: Plant-based, whole-food children's gummy vitamins brand sold primarily DTC via subscription. Closely comparable on clean-ingredient positioning, pediatric focus, and subscription-driven retention model.

Broad incumbents

• Nature's Way: Established supplement manufacturer with a long-standing children's line (gummy vitamins, probiotics) sold across drug, grocery, and mass channels. Comparable as a broader incumbent in pediatric supplements with deep retail penetration.
• Centrum Kids: Pediatric multivitamin line from Haleon's Centrum franchise, sold in drugstores, grocery, and mass retail. Comparable as an incumbent kids' multivitamin brand with mainstream retail distribution and a 'recommended by doctors/pediatricians' heritage.

Emerging players

• Culturelle: Probiotic brand with a dedicated Kids line (owned by DSM/i-Health). Comparable as a clinically backed pediatric supplement brand sold through drugstores (CVS, Walgreens) and grocery, with pediatrician-friendly positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@truheightvitamins
• Facebookfacebook.com/TruHeightTeam
• Instagraminstagram.com/truheightvitamins/?hl=en
• TikToktiktok.com/@truheightvitamins
• Xx.com/real_truheight
• LinkedInlinkedin.com/company/truheightvitamins

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TruHeight Vitamins