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Solaray brand refresh and new products launch aims to give indies business boost

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VMS specialist Solaray has announced a brand refresh and substantial new products launch which it says is designed to give independent health food stores and pharmacies a business boost this summer and autumn. 

The brand’s ‘Live Brighter’ message remains at the heart of the refresh campaign, supported by the new strapline ‘Solaray, supporter of your ambitions’. This, the company says, positions its products as “preventative rather than curative and part of a vibrant, active and happy lifestyle for people of all ages and backgrounds – whatever their aims and ambitions”.

Launching alongside the new brand refresh are 23 category-defined new products. Seven categories – beauty, active, specialty, immunity, mental, physical and digestion – are identified in POS and advertising material by a diverse range of individuals on colour-coded backgrounds, flanked by a shadow representing their personal ambitions.

The refresh campaign also features new-look, 100% PCR recycled packaging, which includes a heritage-inspired take on is logo, featuring a simplified rainbow and ‘wordmark’ reflecting the original hand-drawn version created by the company’s founder in 1973.

Clear product name positioning, function benefits and icon system designed to better inform the consumer are also layered over the silhouette of the famed Wasatch Mountains in the brand’s home of Utah, USA.

The 23 new products will be added to existing Solaray SKUs from September and are to be accompanied by a “robust sales campaign” from Natural Trade Brokers to independent health food stores and pharmacies, offering financial and marketing incentives aimed at helping retailers increase margins.

The first product will be delivered into participating stores in September 2022, via its five distributors – CLF, The Health Store, Tree of Life, Jumla and Independent Irish Health Foods.

Martin Watson, country manager for Solaray, said: “Our refreshed Solaray brand and range offers a new proposition in what can often be a crowded marketplace. We aim to appeal to customers who see vitamins, minerals and supplements as an intrinsic part of their lifestyle, a way of supporting their ambitions rather than curing or addressing their ailments.

“We also know that now, more than ever, independent retailers and pharmacies need support from the brands that they stock, which is why Solaray’s re-launch incentives and products are available exclusively to independents.

“By also continuing to work with Natural Trade Brokers as our external sales team, we are able to build on their existing relationships to put this fantastic opportunity in the hands of every independent across the UK and Ireland.”

“We also know that now, more than ever, independent retailers and pharmacies need support from the brands that they stock, which is why Solaray’s re-launch incentives and products are available exclusively to independents”

Speaking of the campaign, Marcel Heijboer, director of European marketing & E-Commerce at the Better Being Co – the parent company behind the Solaray brand – said: “This is a really exciting campaign, for both Solaray and independent retailers. The Better Being Co. has made a significant investment in terms of finance and resource to realise the potential of the Solaray brand and expand its market share.

“The wellness economy – those industries that enable consumers to incorporate wellness activities and products into their daily lives – is a colossal global industry, estimated by the Global Wellness Institute (GWI) at $4.4 trillion. 

“The UK is the fifth largest market in the wellness economy, after the US, China, Japan and Germany, and we want to support independent retailers to capture this opportunity, by tapping into a growing market of open-minded individuals who value personal development, culture and see wellness as an active part of their lifestyle.”

Ruth Hawthorne, managing director at Natural Trade Brokers, added:We have had a most comprehensive training day with the great Solaray team, and now we are delighted to be their partners in rolling out this dynamic new sales campaign, which will hugely benefit the independent health trade. Contact our NTB sales person for more details – we are ready for action!”

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