A brand new look for the Natures Aid range was unveiled at this week’s Natural & Organic Products Europe.
The 44 product strong range – which includes the brand’s best selling Serrapeptase, Celadrin and B-Vitamin range – now features clear new labelling and a sophisticated green and sliver colour scheme. The new labelling also makes prominent use of EFSA permitted health claims, which the Preston-based company believes will help in-store sales, and carries a Union Flag roundel to emphasize the brand’s ‘made in Britain’ credentials.
The rebrand completes a major makeover at Natures Aid. Managing director, Lynn Lord, told Natural Products: “Our core Natures Aid range of supplements and herbals have always been made by us using the highest quality ingredients under GMP conditions, but the branding hasn’t conveyed that so well. The new branding projects a premium brand image which is much more fitting – and it’s been really well received by the retailers who’ve seen it for the first time here at the show.”
The company has also been doing some thinking inside the box, says technical sales manager, Tim Gaunt. Natures Aid Super Strength Omega-3 is now packaged in a striking new box. The company’s new Red Yeast Rice capsules – which won Best New Health & Nutrition Product at Sunday’s Natural & Organic Awards – also gets a similar treatment. Comments Gaunt: “Some products really demand a premium look and for a lot of people boxing a product adds to the perception of premium quality. So that’s the direction we’re moving towards with some with some key products.”
Lord says that Natures Aid is working hard to be ahead of the curve with innovative NPD. “Since we’ve lost raspberry ketones in the UK it’s important to able to offer retailers some really good alternatives – so we have a great Garcinia product, which picks up on a hot trend in the US, as well as our Green Coffee Extract.”
All this work is paying off with a solid sales performance led by a strong export growth. But the company is also seeing confidence returning again to the UK health channel. Comments Lord: “Our sales are up in the UK and you get a real sense of that renewed optimism with the fantastic buzz we’ve had here at Olympia over the past two days.”
