Leading natural products distributor Kinetic says this year’s Natural & Organic Products Europe is shaping up to be the “best and most significant ever”
“There are a lot of really exciting developments taking place around the industry at the moment,” says co-founder Alexander Barani. “We’re seeing a revival in a number of areas – like beauty, nutrition and supplements – and some amazing product innovation. And that translates to a big opportunity for committed brands and retailers.”
“Just look at supplements. There’s a new generation of products that are changing the whole way we think about supplements. The emphasis is on whole foods and natural nutrient forms – and that’s a challenge for synthetic products. There’s more innovation coming through in natural beauty, especially in extending the anti-ageing capabilities of natural skincare products. A big area here being skin lightening and tone correction issues. These are areas where there have only been harsh, chemical-based products in past.”
“There’s more innovation coming through in natural beauty, especially in extending the anti-ageing capabilities of natural skincare products. A big area here being skin lightening and tone correction issues”
Barani believes the biggest opportunities will fall to brands who specialise. “We are seeing quite a bit of diversification – companies moving into entirely new areas. But the expertise and sales support that is needed to create and sustain successful brands in specialist areas is built up over years. That’s why we have taken a very strategic approach with our brands and launches. Getting the timing right is very important as you need to have full brand support in place so retailers can optimise the sales opportunity.”
One-stop ethical shopping
Kinetic will be using Natural & Organic Products Europe to showcase a host of new products from its high profile distributor brands. The company, which recently formed three divisions to reflect its key activities – natural beauty, supplements and superfoods – says it can offer “genuine one-stop ethical shopping for retailers”.
“We’re able to offer genuine one-stop ethical shopping for retailers”
Natural beauty stalwart Dr Bronner meanwhile has undergone some ‘Dr Bronnerization’ to strengthen branding consistency across the whole range. Michael Bronner will also be giving a seminar in the Kinetic-sponsored Natural Beauty & Spa Theatre at the show, where he will be taking “a critical look at common cosmetic chemicals”
Superfood first
In the superfoods area, Kinetic will be showcasing its two key brands – Amazing Grass, the Kansas-based ‘green superfoods’ specialist, and organic hemp, coconut and chia brand Nutiva. Says Barani: “Amazing Grass is really capturing consumers’ imagination because it packs such an intense nutritional punch and includes an amazingly broad spectrum of ingredients — greens, berries, fibre, EFA and probiotics. There’s nothing that offers all these things in one easy to use product. It fits perfectly with the hectic lifestyle people lead today and means they don’t have to compromise their nutrition or miss out on their greens!”.
On the supplements front, Terra Nova’s ‘enhanced nutrition’ range gets an exciting new addition in the form of Terra Nova Life Drink, based around a synergistic formulation of freeze-dried botanicals and concentrated wholefoods. Comment Barani: “This is an exciting new product that is a much more natural fit for health stores than a lot of the protein drinks you see. It packs in lots of plant proteins, power berries, omegas and power greens – so it’s going to really appeal to health store.”
Life begins at 40
Kinetic will also be using the exhibition to showcase new products from Nature’s Answer – especially its Liquid Fibre and Liquid Magnesium Glycinate products. Nature’s Answer is also celebrating its 40th anniversary in 2012. “It’s a great achievement and we are proud to have been working with them closely for such a long time,” says Barani.
• Kinetic is on stands 5008 and 4008. Natural & Organic Products Europe takes place at Olympia, London, on Sunday 1 April-Monday 2 April.
Picture: Top – Celebrating on the Nature’s Answer stand at Natural Expo West earlier this month. Lower – Jason’s Pure Natural Effects Ester-C range and Saviour Skin Balm from Antipodes
