The company behind the first character-licensed vitamins for kids is predicting huge growth in healthy products for children as busy parents look for easier options to keep youngsters nourished.
Bio-synergy has acquired the licence for Marvel comic superheroes Spider-Man, The Hulk, Mr Fantastic and The Thing, whose images will feature on a new range of multivitamins and omega-3s.
It’s the first in a range of no-added-sugar, gluten-free products to include smoothies and 100% fruit bars this summer, with the aim of making healthy products “cool”, according to chief executive Daniel Herman.
The vitamins will be launched in June in Waitrose, Ocado and Morrisons. The company is in talks with other multiples.
“Children are much more brand aware these days,” said Herman. “I wanted to develop a brand that has a certain amount of credibility with them.”
He added: “There’s been a lot in the media about companies making unhealthy products and conning children into buying them through character-licensing. At last we’ll be using character-licensing in a positive way.”
The launch will be supported with roadshows and instore activity. The chewable vitamins, in blackcurrant, kiwi and orange flavours, come in packs of 30 with an rsp of £2.89. The orange-flavoured chewable omega-3 is in a pack of 30 (rsp: £3.99).
Claire Hu
Bio-synergy has acquired the licence for Marvel comic superheroes Spider-Man, The Hulk, Mr Fantastic and The Thing, whose images will feature on a new range of multivitamins and omega-3s.
It’s the first in a range of no-added-sugar, gluten-free products to include smoothies and 100% fruit bars this summer, with the aim of making healthy products “cool”, according to chief executive Daniel Herman.
The vitamins will be launched in June in Waitrose, Ocado and Morrisons. The company is in talks with other multiples.
“Children are much more brand aware these days,” said Herman. “I wanted to develop a brand that has a certain amount of credibility with them.”
He added: “There’s been a lot in the media about companies making unhealthy products and conning children into buying them through character-licensing. At last we’ll be using character-licensing in a positive way.”
The launch will be supported with roadshows and instore activity. The chewable vitamins, in blackcurrant, kiwi and orange flavours, come in packs of 30 with an rsp of £2.89. The orange-flavoured chewable omega-3 is in a pack of 30 (rsp: £3.99).
Claire Hu
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