Reliance Vitamin
- Company typePrivate
- Founded1980
- HeadquartersEdison, United States
- Headcount251–500
- GTM typeB2B
- OfferingHardware or Manufacturing
Reliance Vitamin firmographics
Firmographics- Name
- Reliance Vitamin
- Legal name
- Reliance Private Label Supplements
- Website
- https://reliancevitamin.com
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Reliance Vitamin industry classification
Industry- Product category
- Dietary Supplement Manufacturing
- NAICS
- Pharmaceutical and Medicine Manufacturing (32541)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Vitamins & Minerals (Single Nutrients) (CRADAGAB)
- akta.pro secondary industry
- Multivitamins & Daily Packs (CRADAGAC)
Keywords
Where Reliance Vitamin is headquartered
LocationHeadquarters
- HQ city
- Edison
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Reliance Vitamin business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Contract Manufacturing: Custom formulation and manufacturing services for dietary supplement brands requiring product customization. Customers provide formulations or work with R&D team to develop unique products. Revenue generated through production fees, R&D deposits, and per-unit manufacturing costs.
- Private Label Program: Pre-formulated, pre-certified stock products available for branding. Retailers select from on-trend portfolio and add custom labels. Revenue from product sales with opening order minimums ($3,000) and reorder minimums ($200).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Contract Manufacturing - Custom Formulation |
| Unit Pricing | Pay-as-you-go | Private Label Program |
| Unit Pricing | Pay-as-you-go | International Orders |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Reliance Vitamin product offering
Product offeringCore offering
Reliance Vitamin operates a GMP-certified dietary supplement contract manufacturing business producing private label and custom-formulated nutritional products for brands, retailers, and international customers. The company runs two complementary programs: a Contract Manufacturing Program that provides turnkey services from custom formulation through packaging and regulatory support, and a Private Label Program that offers pre-formulated, pre-certified stock products with lower minimum order quantities. All manufacturing takes place at a 140,000 sq ft GMP-certified facility in Edison, NJ with in-house R&D, lab testing, stick pack manufacturing, and graphic design capabilities.
Product overview
Reliance Vitamin is a contract manufacturing and private label supplement company operating two primary programs: Contract Manufacturing (custom formulation with higher minimums for unique products) and Private Label (pre-formulated stock products for faster speed-to-market). The Private Label program encompasses specialized product suites including the Advanced Line (precision formulations with therapeutic doses), Organic Whole Food Suite (USDA organic certified), Collagen Peptides Suite (bovine and vegetarian options), Plant-Based Protein Line, Probiotics Suite (shelf-stable targeted formulas), and Stick Pack format (in-house manufactured single-serving packs). The company manufactures in a 140,000 sq ft GMP-certified facility in Edison, NJ.
Differentiator
Problem solved
Functional benefit
Products and services
- Contract Manufacturing Program Turnkey dietary supplement contract manufacturing service for brands requiring custom product development. Services include custom formulation, ingredient sourcing, in-process and final product testing, high-volume manufacturing in tablets, capsules, softgels, powders, chewables, and stick packs, packaging, and FDA/DSHEA regulatory support. Target customers are supplement brands and retailers needing fully customized products at scale.
- Private Label Program Ready-to-brand private label supplement program offering pre-formulated and pre-certified stock products with custom labeling. Features over 50+ patented and trademarked ingredients and a comprehensive product catalog across the VMS category. Target customers are independent natural product retailers, vitamin stores, health food stores, and mid-market brands seeking to quickly launch their own supplement brand without full custom development.
- Advanced Line of Private Label Supplements Precision-formulated private label supplement line with therapeutic doses of scientifically-proven branded ingredients, including Advanced Blood Sugar Support, Advanced Brain Support, Advanced Eye Care, Advanced Gut Care, Advanced Stress Support, Advanced Testosterone Support, and Advanced Urinary Care. Target customers are supplement brands and retailers seeking differentiated, science-backed stock formulations.
- Organic Whole Food Supplement Suite Certified organic, non-GMO, vegan whole food supplement line for private label, including Certified Organic Whole Food B-Complex, Plant Calcium, Vegan D-3, and Kids formulas. Manufactured in a USDA Organic certified facility and targeted at retailers and brands serving organic and natural product consumers.
- Collagen Peptides Suite Grass-fed bovine and vegetarian collagen peptide product line for private label, including Collagen Peptides Powder (Chocolate/Vanilla/Unflavored), Collagen Creamer, Multi-Source Collagen, and Vegetarian Collagen. Targeted at retailers and brands in the beauty, joint, and wellness categories.
- Plant-Based Protein Line Plant-based protein product line for private label, featuring Plant Protein in Chocolate and Vanilla flavors, formulated with innovative blending of natural whole food ingredients for taste and texture. Targeted at retailers and brands in the sports nutrition and vegan/plant-based nutrition segments.
- Probiotics Suite Advanced shelf-stable probiotic product line for private label, including Children's Acidophilus, Colon Health, Men's/Women's 50/85 Billion, Mood Formula, Suprema Dophilus, and Urinary Formula. Targeted at retailers and brands offering gut health and specialty probiotic products.
- Stick Packs In-house manufactured single-serving stick pack format for hydration and mood support products, including Hydrate! Lemon Lime and White Peach varieties. Targeted at retailers and brands looking for convenient on-the-go supplement formats.
- Stock Product Portfolio Comprehensive on-trend stock product catalog spanning Amino Acids, Antioxidants, Beauty and Women's Health, Bone and Joint Support, Cardiovascular, Cognitive/Mood/Sleep, Energy, Gastrointestinal, Herbals/Immunity, Hydration, Kid's Formulas, Men's Health, Minerals, Multivitamins, Mushrooms, Nutritional Oils, Performance Nutrition, Plant-Based Proteins, Probiotics, Thyroid Support, Vision Support, Vitamins, and Weight Management. Targeted at retailers and brands seeking a broad selection of pre-formulated private label products.
Quantifiable outcome
- 10-12 weeks production lead time from signed specs
- +3 more outcomes
Companies that use Reliance Vitamin
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Reliance Vitamin technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Reliance Vitamin partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Impetus Wellness GroupcoreImpetus Wellness Group acquired Reliance Vitamin from Swander Pace Capital and launched a VMS (vitamins, minerals, and supplements) contract manufacturing platform. Reliance Vitamin continues to operate under its established brand as part of the platform, which aims to expand its VMS manufacturing network. Impetus Wellness Group is backed by AEA Investors Small Business Private Equity.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Reliance Vitamin competitors and assessment
Company assessmentDirect peers
- Best Formulations: Best Formulations is a GMP-certified contract manufacturer of vitamins, supplements, and personal care products with a comparable mix of custom formulation, private label, and packaging services. It targets many of the same brand and retail private label customers as Reliance.
- Vitakem: Vitakem is a dietary supplement contract manufacturer offering custom formulation, private label, and packaging in tablet, capsule, powder, and liquid formats. It is a direct competitor in the B2B supplement manufacturing space, particularly for nutraceutical and sports nutrition brands.
- NutraScience Labs: NutraScience Labs is a contract manufacturer specializing in dietary supplements, offering custom formulation, manufacturing, packaging, and regulatory support. It competes directly with Reliance for emerging and mid-market supplement brands seeking turnkey services.
- Makers Nutrition: Makers Nutrition is a B2B contract manufacturer of dietary supplements offering custom formulation, private label, packaging, and regulatory support. It directly overlaps with Reliance's core turnkey contract manufacturing and private label programs, serving similar supplement brands and independent retailers.
- Robinson Pharma: Robinson Pharma is one of the largest private label and contract dietary supplement manufacturers in the U.S., producing tablets, capsules, softgels, powders, and liquid formats. It competes head-to-head with Reliance for the same private label supplement brand and retail customers.
- Captek Softgel International: Captek Softgel International is a contract manufacturer specializing in softgel encapsulation and full-service supplement manufacturing. It overlaps with Reliance's softgel and broader supplement manufacturing offerings and serves similar private label brand customers.
Emerging players
- Pinkaloo / Private Label Supplement Co-packers: Various emerging private label and co-packing specialists (including newer DTC-focused manufacturers and Amazon FBA-oriented supplement packagers) compete with Reliance's Private Label Program at the lower-volume, faster-turn end of the market, often targeting the same Amazon sellers and indie brands.
Broad incumbents
- Sirio Pharma: Sirio Pharma is a global contract manufacturer of dietary supplements, nutraceuticals, and functional gummies with manufacturing in the U.S., Europe, and Asia. It competes with Reliance for private label and contract supplement work, particularly for customers seeking international scale and gummy formats.
- Catalent: Catalent is a large global contract development and manufacturing organization serving pharmaceutical and consumer health customers, including softgels and supplement formats. It overlaps with Reliance at the high end of the market but serves broader pharma and consumer health portfolios rather than specializing in independent retailer private labels.
- Lonza Consumer Health & Nutrition: Lonza is a major global CDMO with a Consumer Health & Nutrition division offering capsules, dosage form manufacturing, and ingredient solutions. It is a broad incumbent in supplement manufacturing with overlapping capabilities to Reliance, though it typically serves larger enterprise customers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Reliance Vitamin social profiles
Digital presenceReliance Vitamin compliance and trust
Trust signalCompliance10 records
Reliance Vitamin financial estimates
Financial estimateRevenue estimate
Valuation estimate
Reliance Vitamin leadership team
Management profileNumber of profiles
Profiles1 record
Reliance Vitamin funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Reliance Vitamin 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 Reliance Vitamin
What does Reliance Vitamin do?
Reliance Vitamin operates a GMP-certified dietary supplement contract manufacturing business producing private label and custom-formulated nutritional products for brands, retailers, and international customers. The company runs two complementary programs: a Contract Manufacturing Program that provides turnkey services from custom formulation through packaging and regulatory support, and a Private Label Program that offers pre-formulated, pre-certified stock products with lower minimum order quantities. All manufacturing takes place at a 140,000 sq ft GMP-certified facility in Edison, NJ with in-house R&D, lab testing, stick pack manufacturing, and graphic design capabilities.
Is Reliance Vitamin a public or private company?
Reliance Vitamin is a private company. It is classified as private equity controlled and is currently operating.
When was Reliance Vitamin founded?
Reliance Vitamin was founded in 1980. It employs 251 to 500 people.
Where is Reliance Vitamin based?
Reliance Vitamin is headquartered in Edison, United States, in the North America region.
How does Reliance Vitamin make money?
Two revenue lines are on record. Contract Manufacturing is the primary driver. The others are private Label Program.
Who are Reliance Vitamin's main competitors?
Direct peers on record are Best Formulations, Vitakem, NutraScience Labs, Makers Nutrition, Robinson Pharma and Captek Softgel International. Pinkaloo / Private Label Supplement Co-packers is listed as an emerging player. Broad incumbents are Sirio Pharma, Catalent and Lonza Consumer Health & Nutrition.
Does Reliance Vitamin have an API?
No public API is recorded for Reliance Vitamin.
What industry is Reliance Vitamin in?
Reliance Vitamin's product category is Dietary Supplement Manufacturing. Its primary akta.pro industry code is CRADAGAB, Vitamins & Minerals (Single Nutrients), with a secondary code of CRADAGAC, Multivitamins & Daily Packs. Its NAICS code is 32541 and its SIC code is 2090.