Erzo approached Mattson with a request to develop a prenatal vitamin in a food form to address the difficulty some women face in consuming traditional prenatal vitamins, especially during the first trimester. Mattson recommended modeling the product after a digestive biscuit to ease consumption. Despite the challenge of meeting the higher daily prenatal vitamin recommendations, Mattson formulated a non-GMO biscuit snack that emulated a cereal bar, providing all the necessary nutrients for expectant mothers. The product was launched in late 2015.