Principle Healthcare, one of the UK’s leading producers of vitamins, minerals and supplements and a major player in the private label sector, has entered the children’s vitamins market with Vit Heroes. It is launching the brand with three key products, Multivitamin, Vitamin C and Calcium & Vitamin D, although there are other varieties in the pipeline due to be added to the range later. The company has already secured listings, with two major multiples, Asda and Morrisons, and will be looking to achieve further distribution through additional grocers, pharmacies and independent health stores.
Competitively priced at £2.99 RSP for a 30-pack of gummies, the vitamins range has been especially formulated for children aged 3+ and presented as chewable teddy bear shapes. In line with current consumer concerns and guidance from healthcare professionals, the products are entirely free from artificial colours, flavours, sweeteners, preservatives and flavour enhancers, in natural fruit tastes that should appeal to children.
The children’s vitamins market is currently valued at around £38 million and volume sales have increased almost 2% over the past couple of years, with chewable formats experiencing particular growth. Principle Healthcare seeks to assist parents of fussy eaters with a hassle-free way of providing their children with essential nutrients, in a great tasting product that is free from artificial additives. It will be backed by an exciting multimedia marketing campaign, including the possibility of TV advertising, colourful point-of-sale material and a dedicated Vit Heroes website, which brings the brand characters to life and creates a dialogue with parents and children.
Presented in red teddy bear shapes with a tasty strawberry flavour, the Vit Hereos Multivitamin variety contains vitamins A, C, D, E, B5 and B9 or folic acid. Vitamin A helps with growth, eyesight and healthy skin, C is important for the immune system, D promotes strong bones and B5 is a good energy converter, while folic acid aids the development of red blood cells.
Orange flavoured Vit Heroes Vitamin C is valuable for maintaining general health, boosting the immune system and assisting recovery after illness or injury. Providing 75% of the RDA, it is a handy way of supplementing diets that are deficient in fresh fruit and vegetables.
Vit Heroes Calcium & Vitamin D combines the two nutrients most critical for the growth and maintenance of healthy bones and teeth. Known as the sunshine vitamin, D tends to be produced during the summer months and supplementation is important where there is limited sun exposure; similarly, many children’s diets are nowadays deficient in calcium, leading to decaying teeth, growth-related problems, even rickets.
“As parents will know, children are often rather fussy, picky eaters and their diets can be quite restrictive, which means their normal dietary intake is likely to be low in a number of nutrients,” says Principle Healthcare’s Marketing Director, Fiona Wiseman.
“Supplements like Vit Heroes offer a handy way for children to receive all the vitamins and minerals they need to grow and develop. We have developed these products to provide the recommended nutritional support, in a flavour and format that kids will love.”
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