Multivitamins brand Centrum has expanded its core range with Vitamin D Boost, promising six times more vitamin D than the established Centrum Advance.
Vitamin D Boost (rsp: £8/30 tablets) had been “developed in response to growing consumer awareness around the importance of vitamin D, with research showing that 36% of the market currently takes a single vitamin D supplement to increase their intake” said Centrum owner Haleon.
The innovation, which also provides vitamin B12 and calcium, “simplifies consumer supplementation by combining a wide range of additional daily vitamins with a 30 micrograms dose of vitamin D”, the consumer health powerhouse added.
“Vitamin D contributes to the normal function of the immune system, while vitamin B12 helps unlock energy from your diet and calcium helps support normal muscle function – all in a single, easy-to-take daily tablet.”
The product is available now in retailers including Sainsbury’s and Morrisons. It will land in Boots at the end of October.
“More and more people are recognising how important vitamin D is for their overall health – and it’s no surprise that vitamin D supplements are seeing strong growth within the market,” said Monica Michalopoulou, Haleon marketing director.
“With Centrum Vitamin D Boost, we set out to simplify that routine by combining an enhanced amount of vitamin D – compared to Centrum Advance – along with essential vitamins, delivering a high-quality multivitamin in one convenient tablet.”
The launch is the latest from something of a pipeline of NPD by Haleon this year. In February, the supplier unveiled Panadol sub-brand Panmigrol, aimed at tackling migraine pain. It was followed a month later by Pirilieve Hayfever Relief Tablets containing active ingredient fexofenadine hydrochloride.
In May, Haleon was given a thumbs-up from GenM, earning the menopause awareness company’s MTick certification for a selection of Centrum and Voltarol products.
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