Haleon-owned vitamin brand Centrum is launching its first maternal range to meet the needs of women trying to conceive or who are currently pregnant.
Available in the grocery channel from today, the range includes two new products, Centrum Pregnancy and Centrum Conception.
The brand noted that almost 98% of women take some form of nutrient supplement during pregnancy, but many of these options do not cater to the specific stages of the motherhood journey. Centrum is helping to address this gap in the market by offering expectant mothers tailored solutions that can support them throughout the conception and pregnancy cycles.
Centrum Conception is a daily dose multivitamin that has key nutrients for women who are trying to conceive. It contains high levels of vitamin E, and zinc, which contributes to normal fertility and reproduction.
Centrum Pregnancy + DHA Omega-3 contains vitamins and minerals essential to help support metabolism and supplement the diet of pregnant women. It contains chromium, which helps maintain normal blood glucose levels in pregnancy and includes high iron levels to support red blood cell formation. It also has high levels of vitamins C, D and E, as well as the recommended levels of DHA and folic acid.
Olivia Babbington, Senior Brand Manager at Haleon, commented: “As the world’s leading multivitamin brand, we’ve always been committed to supporting women’s health, and this new range is no exception. Having identified the lack of choice in the multivitamins category, we decided to cater to this unmet need by launching our new maternal range of multivitamins.
“With this new range, retailers can now offer customers on their pregnancy journey an all-in-one vitamin with the nutrients they need from a brand they trust. With 88% of women continuing to take supplements after giving birth, the range will also help convert more shoppers to the Centrum brand, allowing retailers to drive further incremental sales even after pregnancy ends.”
From today, Centrum Conception will be available in Sainsbury’s in a 30-day (1-a-day) pack size with an RRP of £9. Centrum Pregnancy + DHA Omega-3 will be available in both Tesco and Sainsbury’s in a 30-day (2-a-day) pack size with an RRP of £18.99.
The launch will be supported by sampling of Centrum Pregnancy in Emma’s dairy from January 2025 along with influencer outreach, which includes consumer-facing digital assets shared via emails and social posts. In addition, the launch will be communicated across the media through research-led paid advertorials.
