New brand identity to simplify the wellness journey
VITAMINS and supplements brand Vitawell has unveiled its new brand identity with a focus on simplifying access to the wellness sector for shoppers.
Launched eight years ago by Principle Healthcare, Vitawell is now a well-established brand in the vitamins and mineral supplement (VMS) sector and aims to provide consumers with convenient and affordable options in a category that can be plagued with uncertainty for some shoppers.
The brand has introduced a revamped logo, colourful identity and new packaging that has been designed to “clearly emphasise active ingredients, says Vitawell, to help provide some much-needed clarity for consumers.
Further to this, the new blue bottles have been designed to build some stand-out across shelves to help make it easier for shoppers to find the products in store.
The relaunch includes a total of 19 SKUs under the brand with high concentrations of active ingredients to help support consumers’ different health and lifestyle concerns.
For example, the brand offers KSM-66 Ashwagandha to help support mental welbeing, a Beauty supplement for bolstering healthy skin, hair and nails and Lion’s Mane for mental focus.
There is also a focus on female health in particular, with seven MTick-approved menopause supplements such as Menopause Support, Hormone Balance and Hair Lush Locks.
The range comes in a mixture of Gummies and Capsules formats and, to further the brand’s commitment to accessibility and affordability, the products’ RRPs range from £8 to £12 per bottle.
The Vitawell range is available across national retailers including Tesco, Morrisons and Asda and the brand is also launching a direct-to-consumer offering.
John Sutcliffe, group managing director at Principle Healthcare, said: “We’re excited to shake up the category with Vitawell’s new identity and positioning.
“There’s so much noise in the sector, and customers often feel overwhelmed and confused. Instead, we’re bringing clarity, simplicity, convenience and affordability to the space.
“We’ve got the right products, with the right ingredients, in the right places, at the right price. This relaunch positions us to take on the wide variety of brands on the market and fulfil the needs of consumers.
“We already have many new products and innovative formulations in the pipeline, and we’re looking forward to making a huge mark on this category.”
