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Supplement market ripe for disruption

The biggest supplement innovation comes from convenience and branding, not ingredients.

They say many of the best business plans were written on a napkin. But how many of those plans got their start on a napkin wadded up in a pocket, filled with vitamins?

For Arad Rostampour, the moment he knew he was onto something came when he was pitching his idea for a tech spin on a vitamin business to a potential investor in San Francisco, and the man reached into his pocket, unfurled his napkin, and revealed his daily doses.

It was not uncommon. Rostampour had already seen

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