Haleon’s Centrum brand has expanded into the kids Vitamins & Supplements segment for the first time with a new range of multi-vitamin gummies.
Created specifically for kids aged 4+, Centrum’s new range consists of four variants: Mixed Berry and Orange & Mixed Berry to support everyday health, Mixed Berry with added vitamin D for bones and teeth, and Orange with vitamin C and zinc for immunity support.
To ensure the launch is relevant and meets the needs of parents, Centrum conducted a consumer study exploring parents’ preferences when considering kids’ multi-vitamins, barriers to purchase, and perceptions around Centrum as a brand. The findings showed that both immunity and bones & teeth support are in the top five key preferences amongst parents looking for vitamins for their children. What’s more, berry and orange are the top purchased flavours in the kids’ multi-vitamin category.
Michalis Karatzas, Senior Brand Manager at Haleon, said: “With more than 40 years of nutritional expertise, our Centrum brand is recognised as the number 1 multi-vitamin brand in the world. Our credentials have helped us to develop a range of multi-vitamins that respond directly to parents’ needs for micronutrient supplementation for their children.
“We developed a dedicated kids’ campaign to support the launch that was tested, and approved, by parents. The campaign scored highly as parents expressed overwhelming likeability and purchase intent. In-store support will also be seen throughout 2023 and will focus on key occasions throughout the year, such as Back to School and Winter Wellness.”
The new Centrum Kids Multigummies are rolling out across grocery and pharmacy channels, with packaging that is fully recyclable.
