Anyone who has tried convincing a determined three-year-old to swallow something they don't want will understand why supplement format matters.
Children's vitamins traditionally come as liquids, chewables, tablets or increasingly, gummies.
Each format has advantages.
But when we started developing The Little One Daily, we kept coming back to one question:
What format makes the most sense for a genuinely fussy eater?
The answer for us was a dissolvable powder.
A child who refuses unfamiliar tastes and textures may also refuse a gummy, chewable tablet or strongly flavoured liquid.
Powder gives parents another option.
It can be mixed into a small portion of a familiar food or drink such as yoghurt, milk, porridge or a smoothie, according to the product instructions.
There's no tablet to swallow.
No gummy to negotiate over.
And importantly, a powder can accommodate ingredients that are difficult to fit meaningfully into a tiny gummy.
That became particularly relevant when we wanted The Little One Daily to go beyond a basic multivitamin and include nutrients such as DHA Omega-3 alongside vitamins and minerals.
There is another reason we didn't want to design something that looked like a sweet.
Supplements should still be treated as supplements and stored safely away from children.
Our objective wasn't to make vitamins resemble confectionery.
It was to make good nutrition easy to incorporate into an ordinary family routine.
Breakfast. Sachet. Mix. Done.
Of course, no format will suit every child.
Some children love gummies. Others prefer liquid drops. Some won't notice a powder stirred into yoghurt.
The best product is ultimately one that is age appropriate, nutritionally suitable and consistently accepted.
For selective eaters, we think dissolvable powder offers an unusually flexible solution.
Because sometimes the easiest way to add something new is to put it alongside something already familiar.