L’il Critters is a brand produced by Northwest Natural Products (NNP). They are a leader in producing tasty natural gummy-based supplements. They have over 142 products that cover a full array of supplements for children and adults. They offer a new delivery system that makes their supplement palatable. Target discount store has awarded Northwest Natural products with a Partner Award of Excellence Accolade for leadership, performance and service. The gummy-based products are sold at Target and are a Target brand. According to NNP, their goal is to provide consumers with delicious, convenient and best natural ingredients in a supplement. The Smart Gummy Fish (know as the gummy bear) has become very familiar with children and has a universal appeal which explains the longevity of L’il Critters products. They were successful in formulating a great shape (bear), taste and quality ingredients that has stood the test of time. They state that “kids love’em” and “parents trust them”. They have created a new line of supplements called Vitafusion that is the first adult gummy vitamin on the market.