"In an entrepreneurial journey, fear is a constant roadblock. But everything's at risk, and it's this balance between calculated risk while still managing a backup plan." —Leslie Danford

Growth does not come from chasing every opportunity. It comes from making clear choices and standing behind them. This conversation explores what it really takes to build a brand that lasts without losing direction along the way.

We sit down with Leslie Danford, founder of Vitaminis, to talk through her evolution from a small, kid-focused idea into a national functional beverage brand now on Sprouts shelves. She shares how customer insights reshaped her product strategy, packaging, retail approach, and long-term vision.

Press play for a grounded look at what sustainable growth actually requires, and why patience, clarity, and trade-offs matter more than hype.

Building a functional beverage brand in a crowded market
Identifying and serving distinct customer profiles
Rebranding to support retail discovery and clarity
Getting into national retail and what it really costs
Choosing when to bootstrap and when to raise capital
Managing growth without expanding too fast
Navigating packaging challenges and sustainability goals
Balancing mission, margin, and long-term impact

Meet Leslie:

Leslie is the founder and visionary behind Vitaminis, an innovative brand specializing in convenient, nutrient-rich drinkable vitamin shots designed for modern families and health-focused individuals. With a background in both e-commerce and retail, Leslie has led Vitaminis through a successful rebranding and national retail expansion, including an exclusive launch with Sprouts. She is celebrated for her strategic focus on product development for diverse customer needs—ranging from busy Millennial Moms to adults seeking natural nutrition—and is deeply committed to sustainability and accessibility. Leslie's entrepreneurial journey is marked by fearless decision-making, fostering brand growth, and a mission to make nutritious choices easier and more accessible for communities everywhere.