Vitamins and supplements brand Vitawell has unveiled a new identity and positioning that aims to “energise the VMS sector and bring clarity for consumers”.
Vitawell was launched eight years ago by Principle Healthcare, who leveraged 20 years of experience as a private label manufacturer for national retailers to create the brand. Now established as a VMS (vitamins and mineral supplements) provider, Vitawell is relaunching with a new brand identity and a mission to “make wellness more accessible for consumers by providing simplicity, convenience and affordability in a sector known for unclear value, ambiguous claims and confusing descriptions.”
Alongside a new tagline (‘Live Life Vitawell’), the brand’s revamped logo, colourful identity and playful launch campaign aim to remind customers that healthy choices don’t need to be complicated.
Vitawell’s new packaging and design emphasises active ingredients, providing clarity for consumers. Alongside bringing cohesion to the range, the blue bottles (a modern-day nod to old-fashioned apothecary bottles) are designed to stand out on the shelves, making it as easy as possible for customers to find the products that best support their wellness goals.
To complement Vitawell’s presence in retailers such as Tesco, Morrisons and Asda, the brand is also launching a direct-to-consumer (D2C) offering.
Vitawell’s relaunch includes 19 SKUs with active ingredients to support various health and lifestyle concerns. RRPs range from £8.00 to £12.00.
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.”
