Bassetts Vitamins set to shake up adult vitamins category

Bassetts Vitamins has revealed a category-challenging new line-up of adult vitamins including: Pregnancy, Woman, Man, Woman 50+, and Man 50+.

Available from November, the launch marks the first new additions to the Bassetts Vitamins adult offering since their first adult product launched in 2015, which is the largest branded product in this sub-category.

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Bassetts Vitamins first launched in 1995 with children’s multivitamins, making vitamins easier-to-take, enjoyable and effective. The new launches represent a major expansion for the brand, and follows extensive research and development. It reflects audience demands for an effective product that cuts through the complexities of a category that often leaves shoppers confused and inundated with unfamiliar terms.

“Bassetts Vitamins Adult Multivitamins is the most popular branded product for adults on the market," said Skye Walter, Marketing Manager. "We know that even as adults our nutritional needs change throughout our lives so we also wanted to offer consumers a more tailored range to meet their needs. However, talking to shoppers, we know that many find the vitamins category pretty complex, so we set out to create a range that gives consumers just what’s needed in a supplement at each life stage but without the complexity. We can’t wait to see consumers’ response to the new range and hope they find it easy to navigate amid a busy category.”

The brand is also responding to shopper demands for a product that is easier-to-take – capitalising on its iconic "soft and chewy" format. “Many consumers want to take a supplement each day, but are put off by the hard, difficult-to-swallow formats that can also often taste unpalatable. But they also don’t want to compromise what they have in their product. Our new range allows the best of both – a wide range of micronutrients, at tailored levels, in just one tasty pastille a day!” Skye added.

The full range consists of a tailored and comprehensive formulation of vitamins and minerals to give effective support for an active mind and healthy body, all at the right levels for the consumer, all with no added sugar, natural flavours and natural colours. Each pack contains 30 pastilles. Woman, Man, Woman 50+ and Man 50+ are available for £12 (RRP). The Pregnancy product is available for £14 (RRP).

The launch will be supported by a comprehensive marketing plan including out of home, digital advertising, PR and a social media campaign.