Nature’s Own lifts sales
September 17, 2013
The launch of new
“shopper solutions” units
highlighting the Nature’s
Own range has seen year
to date sales growth of
up to 15% in participating
pharmacies.
200 of the special units
have been piloted so far, and
Sanofi Consumer Healthcare
director Luke Fitzgerald said
the company has “big plans
to put a lot more in”.
They’re part of the “brand
transformation” for Nature’s
Own which includes a
new look and a major advertising
campaign to reposition the product
featuring Bear Grylls (PD 28 Jun).
The relaunch has also seen
significant innovation in the
Nature’s Own Range, with Sanofi’s
Brisbane facility enabling new
products to be quickly brought
to market because the full
development lifecycle takes place
in-house, from concept right
through to final production.
The company has undertaken a
major research project with the aim
of guiding product development
and marketing, and a key finding
was that consumers want “stores
that take the confusion out of
buying vitamins, minerals and
supplements”.
This “consumer-centric
innovation” process has also so far
seen 12 new products launched,
with lots more in the pipeline.
This weekend Sanofi will launch
the next phase of the campaign,
again featuring Grylls and this time
promoting the multi-vitamin range.
The company said that feedback
from trade partners had been
excellent, with growth from both
the pharmacy and grocery channels.
Yesterday the company hosted
a tour of the facility, which has
recently seen $20 million invested
in new equipment including an
amazing soft-gel production line
which is mainly used for Ostelin and
includes a multi-stage dryer.
Pictured above during the tour is
Sanofi Consumer Healthcare’s site
director David Newland in part of
the R&D section of the plant.
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