The Dole Sunshine Company, a global market leader in packaged fruit products and healthy snacks, is delighted to introduce a range of fruit-based vitamin supplement chews called The Secret Nature of Fruit. Available now to Grocers, Pharmacies and Health Food stores, The Secret Nature of Fruit supplements are made from both fruit and plants with added science-backed micronutrients, vitamins and minerals, and come in four varieties with an RRP of £13.99.

Consumers now recognise that small actions can play a big part in a healthy lifestyle. As part of that, they’re turning to functional food, beverages and supplements as proactive solutions, seeking out products that are more natural, with less chemicals, easier to take, which they can feel good about consuming every day. Chews are a great ‘entry point’ into supplements as they will appeal to those who don’t enjoy the thought of swallowing capsules each day, so will entice new users into the category.

The Secret Nature of Fruit chews are a fruity and delicious range of supplements containing no artificial colours, flavours or preservatives that are made with natural fruit and essential vitamins. Each variant contains an expert blend of potent vitamins that are great for promoting immunity, cognition, energy, mood support and hair, skin and nails. The four varieties come in a recycled bottle containing sixty chews and have been specifically made to support different health needs:

  • IMMUNITY; with Orange Camu Camu + Vit C, Zinc & Ginger to promote healthy immune support
  • BEAUTY; with Strawberry Pomegranate + Vits A & E, Biotin, Co-Q10 for healthy hair, skin and nails
  • FOCUS; with Strawberry Passionfruit + Vits B6 & B12, Choline, L-Theanine for mental clarity
  • ENERGY; with Watermelon Guava + Vit B12, Iron and Ashwagandha to help de-stress and energise

“The idea behind this product was for us to search and explore fruits, plants, essential micronutrients in all their diversity and develop them as tasty functional food supplements” says Isabelle Spindler-Jacobs, European MD of the Dole Sunshine Company. “Utilising Dole’s 160 years of fruit expertise, we’ve come up with a proposition that will appeal to those consumers who recognise the importance of taking care of their health and wellness for the long term and are willing to invest in products that help them reach their health goals. We know consumers are naturally drawn to harnessing the power of fruits and see an intuitive connection, so we’re confident that The Secret Nature of Fruit will add incremental value to the supplements category as it will appeal to different consumer need states.”

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