# Consumer-Tailored Vitamins Koge is Attempting to Upturn the Industry Through a Lower Cost By Tiana Reid | Published 2013-02-21 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/koge References: [youtube](http://www.youtube.com/watch?v=uwAocZMn6tk&hd=1) & [kogevitamins](http://www.kogevitamins.com/) Køge is a vitamin company that differs from the typical Flintstones vitamins or $75-a-bottle luxury brands that you might be used to in two main ways. Firstly, by cutting out the middlemen, it allows the social business to offer its products at a lower price than its retail competitors who typically mark up their offerings by five times. Secondly, Køge has adopted a one-for-one model in which they donate vitamins to children who are affected by malnutrition. Alex Hyssen and Andrew Lenjosek, who are both 23 years old, launched Køge earlier this year. The start-up has attracted press from [Metro](https://www.trendhunter.com/trends/shared-kitchen) and [Vitamin Angels](https://www.trendhunter.com/trends/meology-kids), in part because the model is tailored to the consumer and offers transparency in terms of the breadth of choice and effectiveness of nutritional ingredients. **Contact Information** Køge [website](http://www.kogevitamins.com/) Køge on [Facebook](https://www.facebook.com/kogevitamins) Køge on [Twitter](https://twitter.com/Kogevitamins) ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 50% | Activity: 87% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### What Makes This Trend Stand Out - **Direct-to-consumer Vitamins:** Disruptive innovation opportunity: By cutting out middlemen, companies can offer lower prices and increase transparency for consumers. - **Socially Conscious Business Models:** Disruptive innovation opportunity: Adopting a one-for-one model, where products are donated to those in need, can attract press attention and resonate with socially-conscious consumers. - **Transparency in Nutritional Ingredients:** Disruptive innovation opportunity: Offering transparency in terms of the breadth of choice and effectiveness of nutritional ingredients can differentiate brands in the vitamin industry. ### Sectors Adopting This - **Vitamin Industry:** Disruptive innovation opportunity: Embracing direct-to-consumer models and socially-conscious business practices can disrupt the traditional vitamin industry. - **E-commerce:** Disruptive innovation opportunity: Direct-to-consumer vitamin companies can leverage e-commerce platforms to reach a wide customer base and offer competitive prices. - **Social Impact:** Disruptive innovation opportunity: Incorporating social impact initiatives, such as donating products to those in need, can differentiate companies and attract socially-conscious consumers. ## Related on Trend Hunter - [Personalized Vitamin Prescriptions](https://www.trendhunter.com/trends/personalized-vitamins-1.md) - [Low-Cost Health Supplements](https://www.trendhunter.com/trends/ohgood-gummy-vitamins.md) - [Synthetic-Free One Bite Multivitamins](https://www.trendhunter.com/trends/one-bite-multivitamins.md) - [Personalized Daily Supplements](https://www.trendhunter.com/trends/vyv.md) - [Personalized Multivitamin Services](https://www.trendhunter.com/trends/personalized-multivitamin-service.md) - [Personalized Nutritional Platforms](https://www.trendhunter.com/trends/alyve-wellness.md) - [Gen Z-Targeted Supplements](https://www.trendhunter.com/trends/blue-planet.md) - [Personalized Wellness Supplements](https://www.trendhunter.com/trends/vous-vitamin-x-optum-now.md) - [Transparency-Focused Supplement Brands](https://www.trendhunter.com/trends/dietary-supplement-market.md)