Soluble fibre brand Benefiber is kicking off a £5m campaign in May to build sales of the £640,000 brand as it enters its second year in the UK.

As part of the UK push, the Novartis-owned brand, which was launched last year to tap the wellbeing market and flag up people's fibre deficiencies, is adding an on-the-go format to the range with caplets.

The ad, which carries the strapline 'Feel great inside and out', will offer various rewards connected with feeling good, and money-off coupons. The TV campaign will be supported with sampling, in-store and on-pack promotions as well as online activity and events.

The brand has gained a 32.7% value share of the £1.96m fibre supplement market since it was launched last June.

After six months, it was placed in the top 100 SKUs in the total vitamins, minerals and supplements category, claimed Novartis. In Europe the product is available in a chewable format and with added calcium.