E024: How First Day Built a 9-Figure Kids Vitamins Brand From One SKU

How did First Day raise $1M and then build a 9-figure brand?

Alice Li (Founder & CEO, First Day) joins Matt Bertulli (CEO, Pela Case & Lomi) and Jason Panzer (President, HexClad) to unpack how she has sold over half a billion gummies and built a family wellness empire around kids’ vitamins.

After years of turning down retailers, First Day launched nationwide and became the number one kids vitamin in the country.

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00:00:00 Alice Li & What Is First Day?

00:08:18 Why Moms Don’t Trust You

00:15:40 Where Snake Oil Came From

00:21:14 Why Gummies Are So Hard

00:25:10 Turning $1M Into 180X

00:35:34 Saying No to Target First

00:46:10 Convincing Skeptical Moms

00:50:14 Protein Hype & GLP1s

00:59:24 The Cofounder Split

01:08:05 Letting Go As Founder CEO

01:16:58 Half A Billion Gummies

01:20:32 Titan 10 Questions