Nutrisure, the nutrition experts behind leading superfoods brand Naturya, is launching the UK’s first dedicated superfoods brand for +50’s. SuperAge is a completely new brand with a range of specially formulated products to meet the specific needs of over 50’s and help them to maintain a physically active lifestyle.
SuperAge has been expertly created to make it easy to access the right superfoods by targeting specific consumer needs. Combining a mix of familiar and more exotic superfoods, the first three SuperAge variants to launch are Immunity, Energy and Digestion. More products are set to follow later.
The initial SuperAge range comes in 175g pouches containing 7 x 25g servings, RRP £9 per 175g pack. Each pack features the ‘Formulated for 50+ Super Agers’ icon and its particular benefit and blend of superfoods.
Holland & Barrett will be the first retailer to stock the new brand, with products rolling into store and online from 22nd November. SuperAge will also be available via the brand’s direct to consumer website.
“Today’s over 50’s are super agers, with the mental or physical capability of their decades-younger counterparts,” says Martin Kemp, Nutrisure CEO. “They have an active lifestyle, are very focused on their health and wellbeing, and are aware of the contribution superfoods and health supplements can make to their lives. Boosted energy (55%), stronger immunity (67%) and improved digestion (76%) are the top three health benefits that over 50’s say would encourage them to consume more superfoods and with the launch of SuperAge we now have the perfect solution just for them[i].”
Campbell Ettinger, Holland & Barret Business Unit Director – Food, says, “Nutrition is not ‘one size fits all’ – tailored nutrition is key to offering products that consumers not only want but are relevant to their life stage, so we’re incredibly excited to be launching SuperAge, the UK’s first superfood brand dedicated to the needs of over 50’s, both online and in stores nationwide.”
Nutrisure is also looking to secure listings in key grocery accounts, building on its relationships and the success of its Naturya brand which has consistently delivered double digit growth YoY.
Harnessing the power of nature’s most nutrient-dense foods to create award-winning nutrition supplements, Naturya remains the UK’s leading superfood brand, delivering double digit growth YoY.
The SuperAge range is made with nutrient-rich plant-based hemp protein to combat age-related muscle loss. Packed with a range of other vitamins and minerals, the new SKUs also help consumers fight fatigue with boosted energy levels, support a healthy immune system and enjoy better digestive health.
Its simple 2-step prep process offers this untapped market a convenient nutritious solution. SuperAge offers the over 50’s a more enjoyable way to benefit from superfoods in the form of blends they can add to milk, or their favourite shake or smoothie.
SuperAge Immunity is a blend of plant-based hemp protein and spirulina and chlorella superfood powders, scientifically formulated to support a healthy immune system. It delivers high concentrations of Vitamin B12, C and D, Iron, and protein, along with Camu Camu, turmeric and ginger.
SuperAge Energy combines nutrient-rich hemp protein with superfoods including maca and Camu Camu and invigorating ginseng, to fight fatigue and nourish the body. Energy also contains Vitamin B6 and C, manganese, magnesium and phosphorus to contribute to the immune system’s normal functioning.
SuperAge Digestion puts hemp protein powder with inulin fibre and prune extract, along with bacillus coagulans to keep the digestive system healthy and nourish the body. SuperAge Digestion also delivers nutrients to maintain a healthy immune system and grow and maintain muscle mass.
All three products contain no added sugar and are gluten-free, vegan and are high in protein and fibre.
The products targeting Britain’s super agers so far have been medicines, not food. The UK vitamins, minerals and supplements (VMS) market is well established, with 6 in 10 consumers in total taking them in 2018, and 38% of female VMS users taking them every day*. The market is growing, from £202m in 2018 to £254m in 2020**, but a lot of consumers aren’t being reached, especially the over 50’s.
“Getting older isn’t what it used to be,” says Martin Kemp. “Exercise, healthier diets and better healthcare mean many people have the opportunity to go on living life to its fullest, well into what used to be called ‘old age’. Better all-round health, the desire to keep getting the most out of life and a financial freedom not experienced in their younger years, have given rise to a new generation of consumers.
“There are more of these super agers, they’re living longer and they’re willing to spend their money.” ONS figures project life expectancy for women aged 50 in 2020 was 34 years, up from 29 years in 1986, and for men aged 50 the figure was 31 years, up from 24 years.
Nutrisure recognises that health and wellness are among this age group’s top priorities, but they don’t want to have to choose between health and enjoyment. They want both! Expectations are changing too. As we all live longer, what today’s over 50’s may consider the younger generation’s domain, tomorrow’s over 50’s will see as their territory as well.
Martin Kemp is confident of the success in store for SuperAge: “We have created our SuperAge superfoods to help these consumers do more of the things they love, while feeling confident they’re doing what they need to look after themselves. The new range is life-affirming, not deprivational or medicinal. It meets the daily health and wellbeing needs of these smart, savvy, active and affluent consumers. The Super Age is their time, and our new SuperAger products are here to help them get the most enjoyment out of their lives.”
Nutrisure is making a significant marketing investment behind the launch of SuperAge with a high impact and disruptive campaign running across print, digital, social media and sampling. The campaign also includes an exciting partnership with nutritionist and World Masters & British Masters rowing champion, Joy Skipper who is a brand ambassador and SuperAger extraordinaire.
Keep up to date with the brand by visiting the website and following along on socials @superage #superage
[i] Toluna research 143 over 50’s November 2021
*Mintel
**Nielsen, year to end August
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