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See all ads on AdLibrary →Needed is a San Francisco-based prenatal and postpartum nutrition brand founded in 2019 by Ryan Woodbury and Julie Sawaya. The brand targets the clinical dosing gap in prenatal nutrition — most mass-market prenatals contain significantly lower doses of key nutrients (choline, omega-3s, iron) than clinical research recommends. Needed formulates to clinical standards and distributes through healthcare providers (OBs, midwives, registered dietitians) as a trust-building channel, supplemented by DTC performance marketing targeting women in the pregnancy planning and prenatal stages. The brand has grown significantly through 2022–24, expanding its healthcare provider network alongside direct consumer acquisition.
