Show Notes
Most of us have a cabinet full of half-used supplements, collagen powders, and gummy vitamins we mean to take consistently, but probably don't. In this episode, I chat with Aastha Shrimal, founder of AIM (All in a Minute), to talk about why the supplement industry may be overdue for innovation. With a background in pharmacy and branding, Aastha breaks down the problem with traditional pills and gummies, and shares how her product, MeltinStrips — dissolvable oral strips — could make wellness routines simpler, more effective, and easier to stick to. We also talk about building a startup as a new mom, simplifying wellness habits, and what founders often get wrong when trying to solve a real consumer problem.
In this Episode:
- Why supplement bioavailability matters more than what the label says and the difference between what you put in your body and what your body actually absorbs
- The hidden issue with pills, capsules, and gummy vitamins
- How MeltinStrips work differently from traditional supplements
- Why simplifying your supplement routine can improve consistency
- What founders can learn about customer research, product testing, and asking better questions
- How motherhood changed Aastha’s approach to business, prioritization, and product innovation
Resources:
- Check out AIM & MeltinStrips: www.aim-nutrition.com
- Follow AIM on instagram: @nutrition.aim
- Book mentioned: The Mom Test
- Help Aastha with a kids product: Take this Survey
Guest Bio:
As a pharmacist, Aastha Shrimal knew a secret the supplement industry was ignoring: there is a far more efficient and effective way to absorb nutrients than swallowing bulky pills or sticky gummies. She founded A.I.M. Nutrition to bring that clinical insight to life, engineering MeltinStrips to deliver clean, fast-acting vitamins that simply dissolve on the tongue. Today, she’s revolutionizing everyday wellness, all while navigating the beautiful chaos of startup life and embracing the joys of being a new mom.
Pique Life - If you’re focused on supporting your skin and energy beyond just topical products, check out Pique Life, a brand that combines bioavailable ingredients rooted in ancestral wellness. Get 20% off and a free starter kit at checkout: www.piquelife.com/KATVONG
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