Vitawell, a leading vitamins and supplements brand has unveiled a new brand identity with a focus on simplifying the wellness journey. This new direction from Vitawell aims to energise the VMS (Vitamins and Mineral Supplements) sector and bring clarity for consumers.Vitawell was launched 8 years ago by Principle Healthcare who leveraged 20 years of experience as a trusted private label manufacturer for national retailers into creating the brand. Now established as a leading VMS 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, remind customers that healthy choices don’t need to be complicated.
Vitawell’s new packaging and design clearly emphasise active ingredients, providing much-needed clarity for consumers. Alongside bringing cohesion and consistency to the range, the distinctive 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 extensive distribution network in national retailers such as Tesco, Morrisons and Asda, the brand is also launching a direct-to-consumer (D2C) offering. Vitawell’s extensive research revealed that consumers in this sector expect a wide variety of retail options. Whether it’s part of their weekly supermarket shop, picking up click-and-collect on their lunch hour, buying on Amazon or directly from the brand, this consumer wants to fulfil on their own terms. Meeting that demand with products now available through online purchase, by subscription and in stores, Vitawell is prioritising convenience and accessibility for customers.
Vitawell’s relaunch includes 19 SKUs with high concentrations of active ingredients to support various health and lifestyle concerns. For example KSM-66 Ashwagandha to support mental wellbeing, a Beauty supplement to support healthy skin, hair and nails, and Lion’s Mane to support mental focus. Part of an ongoing focus on female health, Vitawell also offers seven MTick-accredited menopause supplements such as Menopause Support, Hormone Balance and Hair Lush Locks to support consumers through this life transition. Echoing the brand’s commitment to accessibility and affordability, these products’ 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.”
For more information about Vitawell, please visit: www.vitawellvitamins.com
