Supplier Omega Pharma has teamed up with magazine Men’s Health to launch a range of vitamins.
Named Men’s Health Lab, the range has rolled out to Holland & Barrett and on Amazon and will go into supermarkets, Boots and chemists in October ahead of a European rollout next year. The range comprises eight products split across three benefit-led categories: energy, performance and wellbeing.
“This partnership has perfect synergy with Men’s Health,” said Alun Williams, group publishing director at Men’s Health publisher Hearst-Rodale. He added that 81% of his brand’s audience used vitamins.
The licensing agreement has been brokered by Golden Goose Brand Licensing Consultancy, which was appointed in 2013 to develop the Men’s Health brand into consumer products across Europe. The agency worked with The Jerky group to launch Men’s Health branded beef jerky last year.
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