Natures Way Alive

Nature’s Way UK has expanded its Alive! vitamins portfolio with a premium Soft Jells range.

The new Soft Jell Multi-Vitamin line, available from this week, comprises five variants - Women’s Energy, Men’s Energy, Women’s 50+, Children’s and Immune Support (rsp: £14.99). Specifically formulated for the UK market, each is naturally flavoured and contains a ‘unique’ blend of 26 fruits and vegetables.

The NPD, which is made with fruit pectin to create a “superior” texture, would meet demand for a great-tasting all-in-one natural flavoured multivitamin, said MD Paul Kerry, adding the brand had developed the range in conjunction with its retail customers.

Alive!, which made its UK debut in January this year following “great success” in the US, had already been driving incremental sales for UK retailers, claimed Kerry, adding this business was using expertise and valuable insights from the “more advanced” US market to grow the category in the UK. Nature’s Way UK, which is part of the Schwabe Pharma Group, is supporting the launch with digital activity followed by a TV push early next year.