The world’s number 1 multi-vitamin brand, Centrum, has expanded into the kids Vitamins & Supplements segment for the first time, with a new range of multi-vitamin gummies created specifically for kids aged 4+. Bringing more than 40 years of expertise, Centrum has launched two Multigummies for Everyday Health and two benefit offerings, Immunity and Bones & Teeth. The range consists of:
Mixed Berry and Orange & Mixed Berry to support everyday health3
Mixed Berry with added vitamin D for bones and teeth5
Orange with vitamin C and zinc for immunity support4
Centrum’s equity has helped the brand to develop its latest offering and expand into the Kids segment by driving new shoppers in with its trusted credentials. To ensure the launch is relevant and meets the needs of parents, Centrum conducted a consumer study exploring parents’ preferences when considering kids’ multivitamins, barriers to purchase, and perceptions around Centrum as a brand. The findings showed that both immunity and bones & teeth support are in the top five key preferences amongst parents looking for vitamins for their children6. What’s more, berry and orange are the top purchased flavours in the kids multi-vitamin category.
Centrum has developed a multi-vitamin range that offers an essential set of ingredients that are key to support kids’ healthy growth and development. The new launch will therefore also drive proposition differentiation.
Michalis Karatzas Senior Brand Manager, Haleon, said: “With more than 40 years of nutritional expertise, our Centrum brand is recognised as the number 1 multi-vitamin brand in the world1. Our credentials have helped us to develop a range of multi-vitamins that respond directly to parents’ needs for micronutrient supplementation for their children.
We developed a dedicated kids’ campaign to support the launch that was tested, and approved, by parents.9 The campaign scored highly as parents expressed overwhelming likeability and purchase intent. In-store support will also be seen throughout 2023 and will focus on key occasions throughout the year such as Back to School and Winter Wellness.”
New Centrum Kids Multigummies are now available across grocery and pharmacy channels, with packaging that is 100% recyclable.
 All Centrum Kids Gummies contain vitamin D which contributes to the normal function of the immune system and to the the maintenance of normal teeth and bones.
 Multivitamins for Everyday Health with key essential nutrients, including Vitamin C and D to help support the normal function of the immune system
 Includes Vitamin D, A and C to help support the normal function of the immune system.
 Includes Vitamin D to help contribute to the maintenance of normal teeth and bones.
 The Health Hub, Centrum Kids Consumer Study, November 2021
Dunhumby Flavours Report, Kids Multivitamins, latest 52 weeks to August 2022
 All Centrum Kids Gummies contain vitamin D which contributes to the normal function of the immune system and to the the maintenance of normal teeth and bones. Please see https://www.nhs.uk/conditions/baby/weaning-and-feeding/vitamins-for-children/ and https://www.nhs.uk/common-health-questions/food-and-diet/do-i-need-vitamin-supplements/ for more information.
 Behaviourally, Centrum Kid’s VBL Exploration (UK), January 2023