Renzo's Vitamins
Renzo's Vitamins is a privately held direct-to-consumer children's vitamin brand selling sugar-free, dissolvable Melty Tab tablets sweetened with monk fruit. Founded by a PhD pharmaceutical scientist, it serves health-conscious parents of children ages 2+ via Shopify, Amazon, and a Subscribe & Save subscription model.
- Company typePrivate
- Founded2017
- HeadquartersDoral, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Renzo's Vitamins does
Renzo's Vitamins is a privately held, family-owned direct-to-consumer brand that designs and sells dissolvable children's vitamin tablets in the United States. Founded by Dr. Rocca, a PhD pharmaceutical scientist, the company was created for his son Renzo (born six weeks premature) and now offers a portfolio of sugar-free, gummy-free, Big-8 allergen-free supplements for children ages 2+. The brand's core technology is the proprietary Melty Tab — a mouth-melting tablet formulation that dissolves without water and uses monk fruit extract for sweetness rather than sugar, artificial sweeteners, or stevia. Products are manufactured in an NSF-certified facility and tested by third-party labs, with the Picky Eater Multi holding Clean Label Project certification.
The product line spans approximately 11 single-nutrient and targeted SKUs — including Picky Eater Multi (18 vitamins/minerals with methylated folate and B12), Iron Strong (carbonyl iron), Dynamite D3 (lichen-derived plant-based D3), Captain Calm (magnesium + L-theanine), Invincible Vitamin C (acerola cherry), Bright & Brainy B6, Focus Buddy (Citicoline + FloraGLO Lutein), Roll Call Immunity (IMMUSE LC-Plasma postbiotic), Yummy Tummy Probiotic, Hercules Healthy Growth (Aquamin marine minerals + K2), and Smile Patrol (dental health) — complemented by nine pre-configured bundles and a Build Your Own Bundle option at 15% off MSRP. The company earns recognition through Forbes Health Best Multivitamins for Kids (2024), the Microbiome Modulation Product of the Year (2025), and pediatrician/dentist endorsements.
The business operates primarily through a Shopify-powered e-commerce storefront, with additional distribution via Amazon Marketplace. The revenue model combines one-time purchases with a Subscribe & Save subscription program offering 10–50% discounts across 30-, 60-, 90-, and 120-day delivery cadences. Pricing ranges from $16.99 to $25.99 per single bottle and $51 to $95 for bundles, with free U.S. shipping. Marketing is digital-first across Instagram, Facebook, TikTok, Pinterest, an email newsletter, a content blog (Melty Tab Blogs), earned media placements, and a Smile.io-powered referral and rewards program. Target customers are health-conscious parents of picky eaters and parents prioritizing clean-label, plant-based, allergen-free supplementation for children aged 2+.
Renzo's Vitamins firmographics
Firmographics- Name
- Renzo's Vitamins
- Legal name
- Renzo's Vitamins
- Website
- https://renzosvitamins.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Renzo's Vitamins is a privately held direct-to-consumer children's vitamin brand selling sugar-free, dissolvable Melty Tab tablets sweetened with monk fruit. Founded by a PhD pharmaceutical scientist, it serves health-conscious parents of children ages 2+ via Shopify, Amazon, and a Subscribe & Save subscription model.
- Ownership category
- akta.pro rank
Renzo's Vitamins industry classification
Industry- Product category
- Children's Nutritional Supplements
- NAICS
- Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)
- SIC
- Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- Children’s Vitamins & Supplements (CRADAGAJ)
- akta.pro secondary industries
- Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Vitamins & Minerals (Single Nutrients) (CRADAGAB), Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Healthy Aging & Cognitive Support Supplements (CRADAGAM)
Keywords
Where Renzo's Vitamins is headquartered
LocationHeadquarters
- HQ city
- Doral
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Renzo's Vitamins business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct Product Sales (E-commerce): One-time purchase of individual vitamin products and bundles through the company's Shopify-powered online storefront. Products sold at MSRP with volume discounts for multi-packs (2-pack, 3-pack). Bundle products offered at 15% discount from MSRP.
- Subscription/Recurring Revenue: Subscribe & Save program offering 30-50% discount on recurring orders. Subscribers can choose delivery frequency (every 30, 60, 90, or 120 days). Subscription model provides predictable recurring revenue and customer lifetime value.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual single-bottle purchases at full MSRP |
| Subscription | Monthly | Subscribe & Save subscription program with recurring deliveries |
| Unit Pricing | Pay-as-you-go | Pre-configured vitamin bundles at 15% discount |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels8 records
Renzo's Vitamins product offering
Product offeringCore offering
Renzo's Vitamins manufactures and sells dissolvable (Melty Tab) sugar-free children's vitamins for ages 2+ through direct-to-consumer e-commerce. The product line spans targeted single-nutrient formulations (multivitamin, iron, vitamin D3, vitamin C, B6, calcium, probiotics, immunity, focus, calm) and pre-configured bundles, sold via one-time purchase and a Subscribe & Save subscription program. All products are formulated by a PhD pharmaceutical scientist and produced in an NSF-certified facility.
Product overview
Renzo's Vitamins is a direct-to-consumer children's vitamin brand offering a portfolio of dissolvable, sugar-free melty tablet supplements. The core product line includes single-nutrient and targeted formulations (Picky Eater Multi, Iron Strong, Dynamite D3, Captain Calm, Invincible Vitamin C, Bright & Brainy B6, Focus Buddy, Roll Call Immunity, Yummy Tummy Probiotic, Hercules Healthy Growth, Smile Patrol), complemented by bundled offerings (A+ Routine Bundle, Adventurous Kid Bundle, Back to School Bundle, Seasonal Wellness Bundle, Mighty Kid Bundle, School Day Essentials Bundle, Honor Roll Bundle, Immune Support Bundle, Kid Essential Bundle) that provide 15% savings when purchased together. All products are vegan, non-GMO, free from the Big 8 allergens, and sweetened with monk fruit. The company was founded by Dr. Rocca, a pharmaceutical scientist, for his premature son Renzo.
Differentiator
Problem solved
Functional benefit
Brands
- Melty Tabs: The company's signature dissolvable tablet technology for children's vitamins.
Products and services
- Picky Eater Multi A sugar-free, gummy-free dissolvable multivitamin for children aged 2+ containing 18 essential vitamins and minerals including methylated folate, methylcobalamin B12, plant-based vitamin D3, and gentle carbonyl iron, available in Orange, Apple, and Cherry flavors.
- Iron Strong A gentle, tummy-friendly iron supplement for children featuring carbonyl iron with vitamin C for enhanced absorption, delivered in dissolvable Melty Tab format.
- Dynamite D3 Plant-based vitamin D3 supplement derived from lichen supporting calcium absorption for strong bones and teeth in children aged 2+.
- Captain Calm Calming supplement for children containing magnesium and L-theanine to support relaxation, sleep, focus, and brain health.
- Invincible Vitamin C Vitamin C supplement featuring acerola cherry extract, providing antioxidant support and immune health benefits for children aged 2+.
- Bright & Brainy B6 Vitamin B6 supplement supporting cardiovascular and nervous system health, neurotransmitter production, and cognitive function in children.
- Focus Buddy Cognitive support supplement for children featuring Citicoline (CDP-Choline), methylated B vitamins, and FloraGLO Lutein to support focus, attention, and brain function without stimulants.
- Roll Call Immunity Daily postbiotic immune support supplement featuring IMMUSE (Lactococcus lactis strain Plasma) to activate immune cells and support respiratory health in children aged 2+.
- Yummy Tummy Probiotic Probiotic supplement supporting gut health and digestive balance in children.
- Hercules Healthy Growth Bone and growth support supplement containing calcium from tribasic calcium phosphate, vegan vitamin D3, vitamin K2, and Aquamin marine mineral blend for strong bones and teeth in children.
- Smile Patrol Dental health support supplement for children.
- A+ Routine Bundle Comprehensive daily routine bundle for school success including Picky Eater Multi, Bright & Brainy B6, Roll Call Immunity, and Eye Spy Lutein, sold at 15% off MSRP.
- Adventurous Kid Bundle Bundle including 2 Picky Eater Multi, 1 Bright & Brainy B6, and 1 Dynamite D3 for comprehensive nutritional support, sold at 15% off MSRP.
- Back to School Bundle School essentials bundle including Picky Eater Multi, Bright & Brainy B6, and Invincible Vitamin C, sold at 15% off MSRP.
- Seasonal Wellness Bundle Seasonal allergy support bundle with Picky Eater Multi, Invincible Vitamin C with elderberry, and Yummy Tummy Probiotic, sold at 15% off MSRP.
- Mighty Kid Bundle Iron-focused bundle for children needing extra iron support, including 2 Iron Strong, 1 Dynamite D3, and 1 Bright & Brainy B6, sold at 15% off MSRP.
- School Day Essentials Bundle Immune support and probiotic bundle featuring Roll Call Immunity, Picky Eater Multi, and Yummy Tummy Probiotic, sold at 15% off MSRP.
- Honor Roll Bundle Focus and calm support bundle including Captain Calm, Bright & Brainy B6, and Picky Eater Multi, sold at 15% off MSRP.
- Immune Support Bundle Bundle combining Roll Call Immunity and Picky Eater Multi for comprehensive immune and daily nutritional support.
- Renzo's Kid Essential Bundle Complete daily essentials bundle featuring 5 core products for comprehensive children's nutrition support.
Quantifiable outcome
- Picky Eater Multi: 4.7 star rating based on 474 reviews
- +3 more outcomes
Companies that use Renzo's Vitamins
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
Renzo's Vitamins technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Renzo's Vitamins partnerships and signals
Strategic signalRecent moves6 records
Expansion highlights5 records
Renzo's Vitamins competitors and assessment
Company assessmentBroad incumbents
- Olly: Olly (Unilever-owned) is a mass-market gummy supplement brand spanning kids, adults, beauty, and sleep. Broad incumbent peer because it competes directly with Renzo's on children's multivitamins and is sold at Target, Walmart, CVS, and grocery, but operates as a wide portfolio rather than a children's-only specialist.
- Zarbee's: Zarbee's (a Haleon brand) is a leading natural children's cough, immune, and vitamin line sold at mass retail. Comparable because it targets the same parent demographic with clean-label, naturally sweetened children's supplements, but it operates at much larger scale and broader retail distribution than Renzo's.
- Culturelle: Culturelle (i-Health/Chr. Hansen) is the leading kids' probiotic brand sold at mass retail. Peer because Renzo's sells competing kids' probiotic SKUs (Yummy Tummy Probiotic, Roll Call Immunity) into the same parental demographic at the same shelf, though Culturelle benefits from far broader retail distribution.
- Lil Critters: Lil Critters (Church & Dwight) is a mass-market gummy children's vitamin brand sold at grocery, mass, and drug retail. Comparable because it dominates the kids' gummy vitamin category Renzo's explicitly avoids, and competes for the same parent's basket at checkout.
Emerging players
- Ritual: Ritual is a DTC essential-nutrient and children's multivitamin brand. Comparable on DTC subscription model, clean-label positioning, and skip-the-sugar narrative; different in that it spans prenatal, adult, and kids lines and has raised substantial venture capital.
- Culturelle Kids: Subset of Culturelle's kids' range focused on chewable probiotics and multivitamins, sold at retail and DTC. Comparable because Renzo's competes head-on in the kids' probiotic and immunity sub-category and addresses the same parental pain points around sugar and gummy refusal.
Direct peers
- Hiya Health: Hiya makes dissolvable children's daily multivitamins in a powder-on-stick format sold DTC. Closest direct peer to Renzo's because it targets the same parent demographic of picky eaters, uses a non-gummy non-pill delivery mechanism, and runs a subscription-first model.
- SmartyPants Vitamins: SmartyPants is a premium children's gummy multivitamin brand sold DTC and at retail (Target, Costco). Direct peer because it occupies the same parent-of-picky-eater positioning, competes for the same household vitamin budget, and overlaps on multi-nutrient and specialty SKUs like omega-3 and immunity.
- MaryRuth's: MaryRuth's is a DTC liquid-drops and gummy supplement brand with a children's line. Comparable because it sells kids' vitamins (including probiotics and multivitamins) through a similar Amazon-heavy + own-site DTC motion and emphasizes clean, allergen-friendly formulations.
- Llama Naturals: Llama Naturals makes plant-based, sugar-free children's vitamins and probiotics sold DTC. Comparable because it competes on the same clean-label, no-sugar, non-gummy positioning for picky eaters and uses organic whole-food formats rather than traditional gummies.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Renzo's Vitamins social profiles
Digital presenceRenzo's Vitamins financial estimates
Financial estimateRevenue estimate
Valuation estimate
Renzo's Vitamins leadership team
Management profileNumber of profiles
Profiles1 record
Renzo's Vitamins funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Renzo's Vitamins M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Renzo's Vitamins
What does Renzo's Vitamins do?
Renzo's Vitamins manufactures and sells dissolvable (Melty Tab) sugar-free children's vitamins for ages 2+ through direct-to-consumer e-commerce. The product line spans targeted single-nutrient formulations (multivitamin, iron, vitamin D3, vitamin C, B6, calcium, probiotics, immunity, focus, calm) and pre-configured bundles, sold via one-time purchase and a Subscribe & Save subscription program. All products are formulated by a PhD pharmaceutical scientist and produced in an NSF-certified facility.
Is Renzo's Vitamins a public or private company?
Renzo's Vitamins is a private company. It is classified as family owned and is currently operating.
When was Renzo's Vitamins founded?
Renzo's Vitamins was founded in 2017. It employs 11 to 50 people.
Where is Renzo's Vitamins based?
Renzo's Vitamins is headquartered in Doral, United States, in the North America region.
How does Renzo's Vitamins make money?
Two revenue lines are on record. Direct Product Sales (E-commerce) is the primary driver. The others are subscription/Recurring Revenue.
Who are Renzo's Vitamins's main competitors?
Broad incumbents on record are Olly, Zarbee's, Culturelle and Lil Critters. Emerging players are Ritual and Culturelle Kids. Direct peers are Hiya Health, SmartyPants Vitamins, MaryRuth's and Llama Naturals.
Does Renzo's Vitamins have an API?
No public API is recorded for Renzo's Vitamins.
What industry is Renzo's Vitamins in?
Renzo's Vitamins's product category is Children's Nutritional Supplements. Its primary akta.pro industry code is CRADAGAJ, Children’s Vitamins & Supplements, with a secondary code of CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots). Its NAICS code is 456191 and its SIC code is 2833.