"We had 350,000 shekels - and instead of an apartment, we invested in a business"

Alex Northrop, founder of the dietary supplement brand FILL IT, tells how she gave up buying an apartment and invested 350,000 shekels in starting the business. Within two years, the company grew by about 300% to a turnover of tens of millions of shekels, without raising capital from investors. She is now preparing for expansion in the American market.

Alex Northrop, founder of the dietary supplement brand FILL IT, tells in an interview with 'Hayom' how she gave up buying an apartment in Ramat Gan and invested 350,000 shekels in establishing the business. Northrop, who worked for about 15 years in the gaming industry, had no prior experience in the dietary supplement field and did not raise capital from investors. Within two years, the company grew by about 300%, reached a turnover of tens of millions of shekels, and became a prominent player in online sales in Israel, ranking second in online sales. The company was profitable already in its first year of operation and received acquisition offers. Today, it also sells through channels such as duty-free and Wolt. Northrop plans to expand into the American market and produce locally in the US, after testing the product and business model in Israel. She emphasizes the importance of blood tests before taking supplements, but notes that vitamin C can be taken without a prescription in cases of weakness.