The people
What they build
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Working at VitaGum
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On the TechTO stage
Every talk is searchable — ask the archive about VitaGum ↗
About
VitaGum takes an ordinary product and rebuilds it as a lifestyle brand. Founder and CEO Isabella Baboury spent more than a decade in luxury fashion, including Christian Louboutin, Burberry and the presidency of PatBo, and told the TechTO stage in October 2026 that the lesson she carries over is that the emotional connection to a product, not the product alone, is what brings customers back. The gum has 12 essential vitamins, is made in a small town two hours outside Rome and contains no aspartame or sugar. Co-founder Theodore Essery, who said he came from traditional finance with a first exit in 2021, argued that influencer-driven consumer brands are collapsing and that VitaGum would be built on community, local events and partnerships instead, working with a 3PL and distributors rather than touching product itself. The founders said they would launch direct-to-consumer within about two months of the talk, then go hyper-local in Toronto with retailers and a private members' club. As of 2026-10-19, vitagum.com was a waitlist page that said the product was not shipping yet.
Backers
No funding announced; pre-launch as of 2026-10-19
Quick answers
What is VitaGum?
A vitamin chewing gum with 12 essential vitamins, made in Italy, with no aspartame or sugar, built as a lifestyle brand rather than a supplement (TechTO stage, October 2026, 2:38; vitagum.com).
Who founded VitaGum?
Isabella Baboury, a former luxury fashion executive, is founder and CEO (vitagum.com/story, read 2026-10-19; TechTO's talk description). TechTO's description names Theodore Essery as co-founder; he said on stage they came together about a year before the talk (1:05).
Where can you buy it?
Nowhere yet, as of 2026-10-19: vitagum.com was a waitlist page that said the product was not shipping. The founders said the plan was direct-to-consumer first, then hyper-local in Toronto with retailers (TechTO stage, October 2026, 9:45 and 11:02).