Yumly

Yumly is a Swedish DTC supplement brand built from scratch as part of our graduation project. The brand sells daily nutrition gummies with a Nordic twist - combining 21 essential vitamins and minerals, 6g probiotic fiber with a Nordic superfood blend of wild berries, mushrooms and adaptogens.

89% of Swedish adults don't meet their recommended daily micronutrient intake, yet the supplement market is dominated by boring white pill bottles that people don't actually take. The problem isn't awareness - most people know they should take care of their health. The problem is that existing solutions make it feel like a chore. Too many products, too little clarity, and a category that hasn't innovated in years. Our insight was simple but surprising: studies show that taste and convenience are the biggest drivers - not just of purchase, but of actually consuming supplements consistently. Not content, not effectiveness. People want something that fits naturally into their daily life, something they actually look forward to.

We built Yumly end-to-end as a real, launching DTC brand - not a concept or mockup. The process started with developing a Nordic daily nutrition gummy formula combining 21 essential vitamins and minerals, 6g probiotic fiber and a superfood blend of wild Nordic berries, mushrooms and adaptogens - designed to taste like Nordic berries and feel more like a daily treat than a supplement. The entire website and store were vibecoded with AI. Every single image on the site - all product visuals, lifestyle photography and UGC - is 100% AI-generated. The result is a fully functional, conversion-optimized DTC store built without a single traditional photo shoot or developer.