Health claims – Use in all media

A major UK online supplement retailer was under increasing commercial pressure from competitors and wanted to maintain both sales and brand profile. Their product range included vitamins, minerals, protein powders, energy supplements and botanicals. They approached a nutrition consultancy firm to assess the possibility of using health claims to help promote their products, but were advised ‘this was not possible’. The company then approached Alimentarius and after careful evaluation of the companies’ products it was clear that the most of their product range could in fact carry health claims. We provided our clients with a selection of consumer friendly claims for their products. These were incorporated onto product packaging, iinto company catalogues, magazine advertising, point of sale material and website and resulted in significant sales increases. Despite the absence of health claims on some products these also showed an up-lift in sales. This was partially caused by the ‘halo’ effect of products with health claims and the perceived improvement in brand quality. The sales increases were used to consolidate our clients position in the UK market and provided a platform to increase sales within the EU.