With more than 45 years in the supplement industry, Reliance Vitamin has seen trends come and go. We asked Andy Dahlen, CEO, and Antonia Nguyen, VP of Insight, Innovation & Marketing, about what creates lasting value in a trend-led market, how the business is approaching its next phase of growth, and why the right people remain central to that journey.

"Attention alone isn't enough. We look at what's driving consumer interest, whether there's credible science behind it, and whether is addresses a need that's likely to persist."

‍

How to Separate Hype from Real Consumer Demand?

It’s Reliance’s ability to combine insight, science and execution that genuinely sets them apart in today’s competitive supplement manufacturing space. They work at the intersection of consumer demand and scientific credibility - looking beyond attention alone to ask: why are consumer habits shifting, how can we respond to that growing demand, and is the trend built to last?

As the Reliance team stated:

“Our goal is to help customers separate a short-term spike in attention from an opportunity that has the potential to become a sustainable category.“

Navigating Quality in a Speed-Driven Market

With supply chain demand heating up, growing consumer needs, and a rapidly evolving market, Reliance is focused on delivering at speed without compromising on quality.

We asked the team how they balance the two in such a fast-moving environment. For them, speed and quality aren’t opposing priorities. Instead, the ability to deliver both comes down to the foundations already in place  - experienced people, strong supplier relationships, disciplined R&D and quality systems, and key capabilities integrated throughout the development and manufacturing process.

With a strong infrastructure in place, speed-to-market comes more naturally, with potential problems identified and addressed before reaching full-scale production. It’s this commitment to quality and consistency that allows Reliance to build long-term trust with its partners and clients.

That approach is particularly evident when a customer comes to Reliance with an objective rather than a finished formula. From ingredient selection and dosage to flavour, sourcing and manufacturability, its teams can work through the technical challenges before moving into full production - turning an initial idea into a commercially viable product.

With Growth Comes Opportunity…and Challenge

For the modern consumer, separating credible, science-backed supplements from short-lived trends will become even more important as the market continues to grow. Reliance is seeing increasingly sophisticated expectations, with consumers looking for products that fit naturally into their lifestyles while offering convenience and clear, credible benefits.

For brands and manufacturers, that opportunity comes with greater responsibility. As new ingredients and trends enter the market, rigorous testing, reliable sourcing and confidence in ingredient identity will be more important than ever - particularly as pressure to respond quickly to emerging demand continues to grow.

Brands need confidence in their manufacturer, and consumers need confidence in the brand. That trust is built from the top, and Reliance recognises this. Its recent acquisition by Impetus Wellness Group marks the beginning of a new chapter for the business, building on more than four decades of experience while creating further opportunities to invest in its people, capabilities and innovation.

Building a Team That Can Keep Pace

Technical expertise is essential, but building the right team goes far beyond experience on paper. In such a fast-paced industry, Reliance looks for people who bring ownership, curiosity and adaptability, while genuinely aligning with the culture and direction of the business.

For the Reliance team, these qualities have become increasingly important as the business has grown. The right people don’t simply fill a role - they strengthen the organisation around them and help the business respond as customer needs and market opportunities evolve.

That’s where Hartmann Young’s partnership with Reliance comes in. Across nine successful hires, Emily Austin, Director of Health & Nutrition at Hartmann Young, has worked closely with the business as its team has continued to grow.

For Reliance, the strength of that partnership comes down to an understanding of the company’s mission, culture and long-term vision - keeping the focus on finding people who can contribute to where the business is going, not just where it is today.

That partnership is also recognised by Reliance's Director of HR, Dana Mullen, who has worked closely with Emily across the hiring process:

“That combination of industry knowledge, thoughtful communication and a genuinely collaborative approach has built tremendous trust over the nine successful hires we have made together. It is why we continue to come back to Emily and Hartmann Young.”

Dana Mullen, Director of HR, Reliance Vitamin.

As Reliance enters its next chapter, the focus remains clear: meaningful innovation, uncompromising quality and the right people to turn opportunity into long-term growth.