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Solaray supports retailers’ ambitions with brand refresh

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Solaray, the trusted No 1 for VMS in USA, Norway and Denmark since 1973, has launched its refreshed brand with defined categories, 23 new products and a focus on supporting independent health food stores and pharmacies to achieve their business ambitions.

The brand’s “Live Brighter” message remains at the heart of the refresh campaign, supported by the new strapline “Solaray, supporter of your ambitions”, positioning its products as preventative rather than curative and part of a vibrant, active and happy lifestyle for people of all ages and backgrounds – whatever their aims and ambitions.

This is reflected in the brand’s seven categories – beauty, active, specialty, immunity, mental, physical and digestion – which are identified in POS and advertising material by a diverse range of individuals on colour-coded backgrounds, flanked by a shadow representing their personal ambitions.

The refresh campaign also features new-look, 100% PCR recycled packaging, which includes a heritage-inspired take on is logo, featuring a simplified rainbow and wordmark reflecting the original hand-drawn version created by the company’s founder in 1973.

Clear product name positioning, function benefits and icon system designed to better inform the consumer are also layered over the silhouette of the famed Wasatch Mountains in the brand’s home of Utah, USA.

The mountains had served as a compelling inspiration to the brand’s founder to pursue better health through nature-derived solutions, providing yet another nod to the brand’s almost 50-year history.

Far from simply a new look, the brand refresh will also see 23 new products added to its existing SKUs from September and a robust sales campaign provided by Natural Trade Brokers to independent health food stores and pharmacies, offering financial and marketing incentives that will help retailers to increase margins.

The campaign, which launches in July and will be available until the end of September, provides independent retailers exclusively with the opportunity to bring the Solaray brand into stores for the first, or extend their existing range of SKU, through a range of package options that include POS and marketing support, branded and sustainable merchandise and innovative education solutions to support store teams.

The first product will be delivered into participating stores in September 2022, via its five distributors – CLF, The Health Store, Tree of Life, Jumla and Independent Irish Health Foods.

Martin Watson, Country Manager for Solaray, said: “Our refreshed Solaray brand and range offers a new proposition in what can often be a crowded marketplace. We aim to appeal to customers who see vitamins, minerals and supplements as an intrinsic part of their lifestyle, a way of supporting their ambitions rather than curing or addressing their ailments.

“We also know that now, more than ever, independent retailers and pharmacies need support from the brands that they stock, which is why Solaray’s re-launch incentives and products are available exclusively to independents. It is also the reason why our campaign also includes POS, sustainable merchandise, marketing and education support – to allow independent retailers to realise their growth ambitions too.

“By also continuing to work with Natural Trade Brokers as our external sales team, we are able to build on their existing relationships to put this fantastic opportunity in the hands of every independent across the UK and Ireland.”

Speaking of the campaign, Marcel Heijboer, Director of European Marketing & E-Commerce at the Better Being Co – the parent company behind the Solaray brand – said: “This is a really exciting campaign, for both Solaray and independent retailers. The Better Being Co. has made a significant investment in terms of finance and resource to realise the potential of the Solaray brand and expand its market share.

“The wellness economy – those industries that enable consumers to incorporate wellness activities and products into their daily lives – is a colossal global industry, estimated by the Global Wellness Institute (GWI) at $4.4 trillion.

“The UK is the fifth largest market in the wellness economy, after the US, China, Japan and Germany, and we want to support independent retailers to capture this opportunity, by tapping into a growing market of open-minded individuals who value personal development, culture and see wellness as an active part of their lifestyle.”

Ruth Hawthorne, Managing Director at Natural Trade Brokers, added: “We have had a most comprehensive training day with the great Solaray team, and now we are delighted to be their partners in rolling out this dynamic new sales campaign, which will hugely benefit the independent health trade. Contact our NTB sales person for more details – we are ready for action!”

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