Mondelez is overhauling Bassetts Vitamins in a bid to maintain the brand’s share of the booming health supplements category.
From this month, Mondelez will reduce the range to ten SKUs, across five age brackets. These will include the brand’s first liquid for infants aged 6-36 months, and in what it said was a category first, products specifically for 7-11 year old children.
For the first time, the full range will contain no added sugar or artificial flavours or colours. Each variant will come in only one pack size, containing a month’s supply, which brand manager Skye Symes said was in response to consumers saying they preferred the format.
Mondelez is also rolling out a new pack design, giving more prominence to its ‘Jelly’ character, while highlighting the age band and the lack of sugar and additives. The relaunch will be supported by in-store activity, digital ads, a partnership with Mumsnet, and experiential campaign ‘Rainbow Park’, which will see Bassetts visiting shopping centres around the country, where parents and kids will get the chance to bring an initially white stand to life by painting it together. Mondelez said the campaign was expected to reach 90% of the brand’s target audience.
The new range consists of: 6-36 month old multivitamins in strawberry (rsp: £5.13/150ml); 3-6 year old in strawberry and orange flavours (rsp: £3.66), and with omega-3 in blackcurrant & apple (rsp: £5.13); 7-11 year old raspberry (rsp: £4.39), omega-3 tropical (rsp: £5.86) and immune support orange (rsp: £4.76); 12-18 year old omega-3 citrus (rsp: £5.86) and evening primrose oil orange & passion fruit (rsp: £5.86); and adult raspberry & pomegranate (rsp: £5.13).
“Our current range is a little bit open- ended and consumers have given us the feedback they can find it confusing,” said Symes. “It’s a little ambiguous at the moment, and that is across the category. Our new age stages are purposefully matched to things like key stages, which will be familiar with mums.”
Symes said the pack redesign would improve standout while better communicating the details and benefits of each product. “In a sea of lots of different colours in the vitamin category, it’s important that mums who are looking for a beacon can find it easily, and that’s what we’ve done with the new design. We’ve used what we know is the sort of information mums want to see on our packs.”
The leading brand in children’s vitamins, Bassetts’ sales are up 4.2% to £8.8m [IRI 52 w/e 11 July 2015] but its growth is behind that of the category, which is growing at 11%.
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