Complex Made Simple

Exclusive: Dubai-based startup ‘rite’ introduces lifestyle vegan gummy vitamins; no more bitter pills

Two French entrepreneurs recently introduced energy boosting & healthy digestion vegan vitamin gummies that shed the medical stigma from supplements in favor of tasty, natural, and healthy lifestyle companions

rite's gummy vitamins aim to boost energy, immunity, and promote healthy digestion, with 100% vegan formulas "Saudi is big and so is the rest of the GCC, but Dubai will be our starting test market for our products" Around 70% of rite clients are Emiratis and 90% of those are women aged 25-45

If you’re not ill, don’t take a pill.

Pills are associated with medical conditions but it shouldn’t be the case with vitamins because they are health supplements.

Yet, most adults have to endure the often bitter taste or aftertaste of vitamin pills, tablets, or powder, not to mention the social inadequacy of doing that in front of other people. 

Guillaume right, Sebastian left

Two French entrepreneurs recently introduced energy boosting & healthy digestion vegan vitamin gummies that shed the medical stigma from supplements in favor of tasty, natural, and healthy lifestyle companions. 

In an exclusive interview with Guillaume Tripet, one of the two founders of rite, AMEinfo dives deeper into the inner workings of the already dynamic and growing business.

All the right reasons behind rite

rite launched its yummy gummy vitamins aiming to boost energy, immunity, and promote healthy digestion, with 100% vegan formulas, using premium plant-based (synthetic-free) ingredients to ensure safe results, as well as fill any nutritious gaps in people’s diets. 

The gummies are made with fruit pectin, a natural fiber found in plant cell walls, and are the most concentrated in the skin of fruits, providing the most natural flavors. 

rite claims to be the solution to all recurring problems such as lack of energy, poor sleep, weight control, hair loss, and stress. 

“We manufacture in France but we’re very much a local brand, based in Dubai. In our packaging we say ‘Born in Dubai, made in France’,” started Guillaume adding “We cannot manufacture here as the expertise of producing the gummy vitamins doesn’t yet exist here in the region.”

What started the venture was an idea and a passion behind it.

Read: Growth in health and med-tech industry to accelerate as regional demand rises

Read: Fat to fit: Miraculous solutions to high obesity levels in the GCC

The rite USPs

“Our first USP is the gummy,” Guillaume said. 

Guillaume explained that vitamin pills or tablets are boring, insinuate a medical condition, and people face a bad experience when purchasing them from a pharmacy, or after taking them, as the pills usually leave people with a “fishy aftertaste.”

“We disrupt this with gummies. The second USP and the reason why we are ahead of the competition is that inside the gummies are premium vitamins, natural ingredients, and amino acids, all reduced in sugar. Unlike other brands, we don’t use fillers, bulking agents, or preservatives. We use plants,” Guillaume stressed. 

The rite passion

If risk is any indication of passion, Guillaume and Sebastien put all their savings, around $100,000, into this venture. Having begun to work on the idea in June 2019, the partners had to sustain and overcome the arrival of COVID-19, spending 1.5 years without income, prospects, activities, or brand awareness campaigns.

It was a hard pill to swallow.

“This is 100% self-funded. We took a huge risk but we believed in this value proposition and now we have lots of traction,” said Guillaume.  

“Dubai is where we live and where the trend of being health-conscious is. We want to empower people to become healthier and still enjoy taking care of themselves with gummies.”

Why France is not the rite place?

France was not an option for the partners because the gummy vitamin market there was congested and highly competitive.

“It’s an American concept that was brought to Europe recently and our idea was that we wanted to be the first-mover gummy brand in the Middle East, starting from Dubai where over 200 nationalities live,” said Guillaume.

“Saudi is big and so is the rest of the GCC, but Dubai will be our starting test market for our products.” 

The rite investors are calling

Guillaume revealed that rite was getting calls of interest from potential angel investors, venture capital, and corporate funds.

“We know where we want to be in 6 months and a year from now. We currently need to prove the traction, validate our model, build a community of fans engaged behind us, and create engagement with our brand. These are the KPIs that we need and which we cannot get from a banker or financial partner at this stage,” indicated Guillaume. 

“We are starting to discuss with potential angels and we have in mind to raise in the next coming months.” 

The rite business progression

Back in May 2019, rite started to take shape.

“The first year was about production, creating our brand platform, and bringing unique formulas to the region. Our brand is hard to copy because it caters to the GCC with customized formulas, knowing that some ingredients are banned in Saudi, UAE, and other regional countries,” explained Guillaume.

rite launched at the end of December 2020, testing its website and gaining feedback. 

“We have produced 4500 of each of our two launch products and our goal is to sell these by the summer, and we are on target. We will launch a new product in 2 months’ time,” disclosed Guillaume.  

The first of these two launch products was ENERGY, a multivitamin daily booster that will help to fight fatigue, boost energy, and support immune systems. For best results, it is advised to have two gummies after your breakfast, recommends rite.

The second is SLIM, a  gummy promoting healthy digestion for a balanced day that will also curb food cravings and support weight management. It is advised to have 2 gummies after lunch or in the afternoon as a guilt-free snack.

Guillaume clarified that rite products are low in sugar, containing 5 calories and 1 gm of sugar per gummy. 

“We use glucose. At some point in the future, we want the sugar to come from Dates or monk fruit. We recommend diabetics to consult with a doctor first, but we believe that 1 gram of sugar per gummy is not harmful,” Guillaume opined.

One-month supplies go for 139 Dirhams ($38), while 2 and 3-month supplies go for 250 Dirhams ($68) and 355 Dirhams ($97) respectively, with free shipping all over the UAE within 48 hours. 

“The vitamin market in the GCC is around $300 million. The global gummy market will reach $6 billion by the end of 2022. There are imported gummies, mostly American brands, coated with sugars but nothing locally branded with authentic people behind the brand,” said Guillaume.

The rite touch with every client

Guillaume said rite was competing against pharmacies mostly, and American brands distributed in retail outlets.

“But none provide the same experience as we do,” claimed Guillaume.

“We want to be a direct consumer brand. Walking into a pharmacy, you can find products on the shelf, but you’re not connected to the brand. We want to be a lifestyle brand. Upon delivery, you receive a box, a photo of us, an explanation of the product, and the beginning of a real relationship that doesn’t exist anywhere in the region. That’s how we are building a loyal following.” 

Around 70% of rite clients are Emiratis and 90% of those are women aged 25-45, who are conscious about their health.

rite is licensed to manufacture in France and has Dubai municipality’s approval to sell the product in the Emirate.

“We are in touch with each and every fan that buys from us, and we are here to educate and support the user’s journey towards a savory and healthy lifestyle,” concluded Guillaume.