Pharmavite LLC, the maker of Nature Made® the number one selling dietary supplement brand in the food, drug, club and mass channels, announces the largest expansion of Nature Made products in more than 40 years. A total of 20 offerings across three new Nature Made product lines – VitaMelts™, Full Strength MINIs and Adult Gummies – will be in market by year end. In addition, Pharmavite will introduce Voots®, a recent brand acquisition.
“Pharmavite’s growth in 2012 demonstrates our dedication to advancing the industry through nutrition innovation and showcases our commitment to consumers by offering new and unique health solutions,” said Doug MacLean chief executive officer, Pharmavite. “We are proud to be a leader in the vitamin and supplement industry and look forward to continuing the momentum.”
Mark Walsh, chief operating officer, Pharmavite added, “At Pharmavite we not only work to address consumers’ needs, but also to develop quality products that enhance the vitamin experience across delivery form, product size and taste. Our newest line extensions will drive category growth, serve to meet our business objectives and lay the framework for industry-changing innovations.
Pharmavite unveiled the following product innovations at the 2012 National Association of Chain Drug Stores Marketplace conference June 23-26, 2012 in Denver:
- VitaMelts™: A revolutionary vitamin formulation to be available at mass market, each naturally flavored Nature Made VitaMelt tablet dissolves smoothly in your mouth without water, providing consumers with an enjoyable, tasty experience, and is offered in a convenient on-the-go package. VitaMelts will launch with six initial product offerings: Vitamin C Immune Support, Energy with Vitamin B-12, Vitamin D3, Zinc, Sleep and Relax.
- Full Strength MINIs: Nature Made Full Strength MINIs are the first line of vitamins to provide the full strength dose, in one small, powerful, easy-to-swallow softgel. Manufactured with a new proprietary technology, the size of the multivitamins are now twenty-eight to forty-two percent smaller. The MINIs line features four multivitamins, Multi Complete, Multi for Her, Multi for Her 50+ and Multi for Him and three complementary products, Super Omega-3, Super B Complex and Super D Immune Complex.
- Adult Gummies: Nature Made Adult Gummies are a great tasting chewable option for taking vitamins, available in delicious fruit flavors. Backed by a “love them or they’re free” guarantee. The Adult Gummies line includes a Multivitamin, Fish Oil, Calcium, Vitamin C, Vitamin D, B-Complex and CoQ10.
- Voots®: Introducing new brand Voots! Voots is a children’s supplement made with eleven different fruits and vegetables that has the antioxidant power of three servings of fruits and vegetables available as a chewable tart. Pharmavite’s introduction of the Voots brand showcases the company’s commitment to expand its products offerings for people of all ages.
The new products will ship nationwide starting with the release of Adult Gummies in June, Full Strength MINIs in July, followed by Vitamelts and Voots in fall 2012.