Launched in Australia in 2013, Vitamin Fix ‘health-on-the-go’ drink is being poured out into UK stores.
The 150ml chilled drink is designed to boost health and vitality and is aimed at time-poor professionals.
Featuring a blend of 12 vitamins (A, B1, B2, B3, B6, B9, B12, C, D, E, folate and biotin) and eight minerals (calcium, chromium, iodine, iron, magnesium, molybdenum, selenium and zinc), each bottle contains 42.3 calories and has no added sugar.
The company says that as the ingredients are in liquid form, absorption and cellular take-up is quicker than a tablet, and that the individual vitamins and minerals provide up to 200% of an adult’s RDA.
The Australian company is using tongue in cheek promotional techniques, using phrases such as ‘Recommended by nutritionists. Until they taste it’ and ‘Shake Well, Drink Fast’, alluding to its ‘disgusting’ taste, and said it chose the UK for its first international foray as it believes its humour resonates well amongst Brits.
“We’ve taken a typically frank and humorous Aussie approach to our marketing, but the product’s answering a serious need,” explained Austin Simms, Vitamin Fix’s co-founder. “Our customers know only too well that they should maintain healthy levels of vitamin and mineral intake. However, most of the time they’re just too busy and let these things slip. This is the perfect product to deliver ‘health-on-the-go’ for them – especially when their homes are littered with half-full, disused, bottles of vitamin pills and supplements! Just by swigging on a chilled bottle of Vitamin Fix removes all the hassle and lets them quickly feel disgustingly healthy.”
