Our Story
The Icy Beginning – Why We Made Frozili
We’re a group of Yale MBA students with backgrounds in consulting, private equity, and software engineering—each of us intimately familiar with long nights, foggy mornings, and the constant struggle between needing energy and avoiding caffeine crashes.
Traditional caffeine products made our hearts race or left us feeling jittery, while peppermint mints weren’t something we enjoyed. So we set out to create a better solution: a cooling coffee candy that delivers clarity without the crash.
Working late into the night in our home lab near Yale, we experimented relentlessly, determined to fuse the bold flavor of coffee with a refreshing cooling sensation that could gently awaken the senses. Our goal was simple: help people feel alert—whether driving, studying, working, or simply trying to start their day—with something that feels good in the mouth and easy on the throat.
After three months of lab trials, we discovered the perfect blend: a large-format hard candy that holds cooling and coffee flavor on the tongue longer than any mint. We added a touch of Eastern herbal essence for balance and comfort, then spent another six months working with manufacturers to bring it to life.
The result? Frozili—Vitablabla’s debut product. Not just a candy, but a refreshing, satisfying treat that wakes you up and makes you feel amazing.
Beyond Candy: The World of Vitablabla
At Vitablabla, we believe that the best moments in life often come in small, joyful bursts — a smile between meetings, a pause on a busy afternoon, a tiny reward that lifts your mood. That’s why we’re building a new kind of snack brand: one that brings real delight through better ingredients and bold flavor, without the guilt.
We started with Frozili, our icy coffee candy, because we wanted something cool, satisfying, and energizing — a little indulgence that fits in your pocket. But this is just the beginning.
Soon, you’ll see more flavors of icy candy, and we’re also working on new types of snacks that make every break a little brighter. Whether you’re powering through work or unwinding at home, Vitablabla is here to turn ordinary pauses into delicious moments.
Our Mission
Delight the Everyday
We believe that tiny joys can have a big impact. Whether it’s a refreshing pause between emails or a cool burst of flavor during your commute, we’re here to make those in-between moments better. A small candy can spark clarity, calm, and a smile—and that matters.
Create with Care
What we consume shapes how we feel. That’s why we obsess over ingredients that are both functional and kind—to the body and to the world. From smart sugars to botanical infusions, our products are designed to energize, not overwhelm.
Keep It Cool
Life can be intense—but your snack doesn’t have to be. We started with icy coffee candy to bring calm energy in a form that’s clean, portable, and deeply satisfying. As we grow, we’ll keep making treats that refresh your body and reset your day.