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Fatima Kassem launches Vitameenat, a Denmark-manufactured daily essentials supplement
The format aims to address common barriers to adherence, including inconvenience, overconsumption, and lack of clarity around daily intake
- PUBLISHED: Mon 2 Feb 2026, 12:51 PM
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Fatima Kassem, founder and general manager, has announced the launch of a new supplement venture focused on providing high-quality, convenient daily nutrition through single-use sachets, marking a significant transition from her career in multinational pharmaceutical and FMCG companies to entrepreneurship.
The newly launched brand offers supplements packaged in daily sachets, designed to simplify consistent supplementation for consumers seeking practical, on-the-go solutions. The format aims to address common barriers to adherence, including inconvenience, overconsumption, and lack of clarity around daily intake.
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All supplements are manufactured in Denmark, a country recognised globally for its stringent pharmaceutical and supplement standards. This manufacturing partnership reflects Fatima's commitment to quality assurance and her connection to the region where she completed her advanced studies. Drawing on her pharmaceutical training, she has placed a strong emphasis on ingredient quality, dosage accuracy, and responsible formulation. The brand is positioned at the intersection of science and convenience, targeting individuals who value both health outcomes and ease of use in their daily routines.
While the supplements are developed and distributed with an international audience in mind, the venture is rooted in her personal story of resilience, mobility, and cross-border experience. She often refers to building the business from her “second home,” reflecting both her heritage and her professional journey across regions.
Fatima completed her master's degree in Pharmaceutical Sciences at the University of Copenhagen before building her career in the pharmaceutical and FMCG sectors across the UAE. Her career trajectory included a position at Novo Nordisk, the global healthcare company, where she worked for several years before making the decision to exit the corporate sector.
The departure from her role at Novo Nordisk marked a career shift for Fatima, who has stated that her decision was influenced by her interest in establishing an independent business in the supplement industry. According to Fatima, the focus of her new venture centers on developing products that address quality standards and market accessibility, with an emphasis on formulations designed for integration into daily health routines.
The business venture has developed alongside Fatima's roles as an entrepreneur, wife, and mother of two children. She has indicated that managing professional responsibilities while raising a family has influenced her approach to building the company, leading to operational decisions around flexibility and sustainability.
Fatima, who is originally from Iraq, has described the business as being informed by her multicultural background and experience living across different regions. The supplement line is being developed for an international market, though Fatima has noted that her personal background, including her Iraqi heritage and her years working in the UAE, has played a role in shaping the company's direction. She has previously referred to operating the business from her "second home," a reference to her cross-border professional and personal experience.
As consumer demand continues to rise for practical wellness solutions backed by expertise, Fatima’s transition from global pharma to founder-led innovation highlights a broader trend of experienced professionals bringing industry knowledge into independent ventures. The supplement brand is expected to expand its product range over time while maintaining its core focus on quality, convenience, and evidence-based nutrition.
Disclaimer: Patients and consumers should review the information carefully with their professional healthcare provider. The readers are advised to consult a licensed healthcare provider for concern about their health.
