Nutrition Business Journal

Meeting Dietary Needs is Vitalicious at Heart

Several years ago, Aryeh Hecht, founder and president of Vitalicious, confronted a disappointing absence of healthy breakfast options for his on-the-go lifestyle. “Cereal bars did not deliver the quality of the healthy cereals…. I decided, why not do some comfort food in the shape of a muffin, that everyone loves, that will have all the features and benefits of the healthier cereals?”

Vitalicious fortifies its VitaMuffins, Vita-Tops muffin tops and VitaB

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