SuperAge blends

Source: Nutrisure

Immunity, Energy and Digestion have rolled into Holland & Barrett (rsp: £9/175g)

Nutrisure has launched what it claims is the “UK’s first” superfood brand dedicated to the over-50s.

Called SuperAge, the brand has debuted with a range of powder ‘blends’ which consumers can add to milk, shakes or smoothies.

It quietly launched three variants – Immunity, Energy and Digestion – into Holland & Barrett last week (22 November) with a wider retail rollout to follow in the new year (rsp: £9/175g).

All three products contain no added sugar and are gluten-free, vegan and are high in protein and fibre.

The blends had been “expertly created to make it easy to access the right superfoods by targeting specific consumer needs”, it said.

They contained “nutrient-rich plant-based hemp protein to combat age-related muscle loss” and “a range of other vitamins and minerals, the new SKUs also help consumers fight fatigue with boosted energy levels, support a healthy immune system and enjoy better digestive health”, it added. 

The brand said planned to innovate across new categories in the coming year.

Nutrisure CEO Martin Kemp said: “Better all-round health, the desire to keep getting the most out of life and a financial freedom not experienced in their younger years have given rise to a new generation of consumers.”

SuperAge would meet “the daily health and wellbeing needs of these smart, savvy, active and affluent consumers”, Kemp added.

The launch will be supported with a “significant” marketing investment across print, digital, social media and sampling.

SuperAge has recruited nutritionist and rowing champion Joy Skipper as brand ambassador to star in the campaign.

It comes after Nutrisure recently launched a swathe of NPD under its Naturya brand.

Last week, The Grocer revealed it had added 20 new products – including the likes of overnight oats, flaxseed blends, hot chocolate and spirulina & chlorella tablets – in a bid to bring “superfood solutions” to breakfast, lunch, snacking and home baking occasions.