Solgar has launched a selected range of 55 products into Holland & Barrett stores in Ireland.
Solgar says the move is part of a pilot programme aimed at extending availability of its products to a broader demographic of vitamin and supplement shoppers.
In a letter to its retail customers Solgar says the move follows consumer research indicating that more supplement shoppers would choose the range if they could access it in more places.
The company says the initiative is intended to “develop sales amongst a demographic who aren’t currently shopping our range, and drive further growth of the vitamin and supplement category across the health food channel”. Independent health food retailers will continue to have exclusivity on 300 Solgar lines.
Solgar UK & Ireland marketing director, Lisa Munro, confirmed to Natural Products News that Solgar products will not be included in Holland & Barrett’s ‘penny sale’ promotion. “There are no plans to feature Solgar products in the penny sale mechanic. We will support our brand with activities that are creating value for consumers, encourage regimen usage and preserve the premium image of Solgar. The Penny sale does not apply to all products in Holland and Barrett, and we are free to offer a variety of special deals that work for us across all channels and through all outlets.”
“We will support our brand with activities that are creating value for consumers, encourage regimen usage and preserve the premium image of Solgar”
She added: “Solgar’s commitment to independent health food stores remains unchanged, we value these relationships highly and we will continue to invest heavily in the sector to drive it as a key consumer destination when shopping for vitamins and supplements.”
