Consumers are increasingly recognising the links between different aspects of health and are consequently adopting a more holistic approach to their overall wellbeing. As the ‘better for you’ trend gains popularity amongst consumers, many new products seeking to allow health-conscious consumers to take charge of their physical and mental wellbeing are entering the market.
Ethnographic research conducted by The Healthy Marketing Team with Lund University shows that 70% of consumers are looking for products that have a positive impact on their wellbeing. However, the same research shows that these same consumers do not feel that there are currently options available to fulfil their needs.
According to food consultancy Food Trending, the new products likely to receive the most success in this space are those which are targeted, affordable, convenient, and natural.
Vitamin sachets for immunity, energy, and hangovers
The company, Vit2go ElectroVit, was originally founded in 2012 and was rebranded as Vit2go in 2016. According to the firm, the new name reflects the practical use of its pocket-size sachets.
“We want our products to address three main, everyday issues which are a lack of energy, strengthening the immune system, and being hungover,” said Henrike Damn, COO and brand manager at Vit2go. “That is why we created three products to address these needs: Vit2go Energy, Vit2go Immunity and Vit2go Drink Recovery.”
“Our products can be enjoyed by all ages, but we are specifically targeting the healthy population around the 20 years old and above mark. The easy to use, pocket-size sachets are ideal for busy people who want to live a healthy lifestyle, but do not necessarily have time to integrate healthy habits into their schedules. This is reflected in our brand name which emphasizes both vitality and speed.”
Vit2go’s products are currently available in almost every pharmacy in Malta, as well as various offline pharmacies in Spain and supermarket chains in Germany such as Aldi.
Damn said it also has a strong online presence in a range of locations across Europe (Germany, France, Italy, the Netherlands, and Spain) and the US. In the coming years, it is also looking to launch its products in Saudi Arabia and Canada.
‘Scientifically proven to produce results’
“The composition of our products has been backed up by scientific evidence, and we selected ingredients which are scientifically proven to produce the results marketed on our product packaging,” said Damn.
“We work hand-in-hand with contract manufacturers to ensure that we are using the best quality ingredients, while also being conscious of achieving a great taste. All our products use 100% vegan ingredients and are produced via controlled methods by a NEM manufacturer in Germany.”
The products are vegan and gluten-free.
“We are also proud of our sustainability commitments such as our alliance with Trees for the Future, in line with which, we have pledged to plant a tree for every product purchased. This aids in the fight against climate change and supports communities in regions of Africa in developing regenerative agriculture, while building sustainable livelihoods for the future,” added Damn.
