Vitabiotics has launched what it claims is the first energy drink developed solely to meeting men’s nutritional needs. Positioned as a natural alternative to high caffeine energy drinks, Wellman High Performance is available in Sainsbury stores.
The drink builds on Vitabiotics’ expertise in supplements and on the Wellman brand which is established in the supplements sector.
Segmentation within the sports energy drinks market is increasing and recent launches include GlaxoSmithKline’s lower carbohydrate Hydro Active water, which made its debut in May.
Wellman High Performance combines fruit juice with B vitamins, herbal extracts of guarana and ginseng, artichoke and green tea. It also contains zinc, said to boost the immune system.
Packaging features the brand’s ambassador, Britain’s World Champion swimmer Mark Foster. Foster will also appear in advertising for Wellman High Performance in the national press and lifestyle magazines, as well as on the Tube, on buses and on outdoor poster sites.
Senior brand manager Peter Morton said: “The brand’s positioning helps to bridge the gap between isotonic sports drinks and the caffeine-based club drinks that are currently available. And it offers retailers the opportunity to maximise revenue from this sector.
“By using the existing value of the Wellman brand, we hope to capitalise on the growing interest in health and fitness among this target group.” Rsp: £1.30, 250ml.
The drink builds on Vitabiotics’ expertise in supplements and on the Wellman brand which is established in the supplements sector.
Segmentation within the sports energy drinks market is increasing and recent launches include GlaxoSmithKline’s lower carbohydrate Hydro Active water, which made its debut in May.
Wellman High Performance combines fruit juice with B vitamins, herbal extracts of guarana and ginseng, artichoke and green tea. It also contains zinc, said to boost the immune system.
Packaging features the brand’s ambassador, Britain’s World Champion swimmer Mark Foster. Foster will also appear in advertising for Wellman High Performance in the national press and lifestyle magazines, as well as on the Tube, on buses and on outdoor poster sites.
Senior brand manager Peter Morton said: “The brand’s positioning helps to bridge the gap between isotonic sports drinks and the caffeine-based club drinks that are currently available. And it offers retailers the opportunity to maximise revenue from this sector.
“By using the existing value of the Wellman brand, we hope to capitalise on the growing interest in health and fitness among this target group.” Rsp: £1.30, 250ml.
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