Vitamin and supplement brand Nature Made has launched Wellblends, a line of 13 health products that target sleep, stress, and immune health.
The Wellblends line is one of several entries in Nature Made’s product roster, which already features an extensive range of vitamins, supplements and other specialty brands such as urinary health brand Uqora.
Nature Made’s maker, West Hills-based Pharmavite, has benefited from a market strengthened by a consumer health and wellness push fueled by the Covid-19 pandemic. A Fortune Business Insights analysis found that more than 60% of consumers globally are taking vitamins daily and that approximately 55% are “enticed towards consuming supplements to maintain the health-life balance.”
Pharmavite Chief Marketing Officer Rhonda Hoffman said consumers have placed an emphasis on sleep, stress and immune health throughout the last two years, the three categories addressed by Wellblends.
“Rooted in the intersection of the scientific and consumer insight that these areas of our health are not only deeply connected but critical in achieving overall wellness, Nature Made Wellblends offers consumers a unique set of science-based solutions that can be tailored to their specific needs,” Hoffman said in a statement.
Pharmavite is competing in a saturated market that includes players such as Los Angeles-based Herbalife Nutrition, Abbott Industries, Pfizer Inc. and Bayer AG.
The company is banking on Wellblends’ ability to connect three different facets of consumer health. “A key differentiator of Nature Made Wellblends is that it’s addressing the interconnectedness of sleep, stress and immune health in holistic way,” Pharmavite Chief Executive Jeff Boutelle wrote in an email. “Based on the thousands of conversations we’ve had with consumers, we’re confident that difference will resonate.”
Some of the products within Wellblends include chewable tablets meant to provide focus, “Sleep Longer” and “Back to Sleep” gummies and immune and respiratory vegetarian capsules. Pharmavite moved away from its traditional yellow label and brown bottle for Wellblends to grab more attention in loaded vitamin aisles.
Wellblends took about two years to bring to market according to Boutelle, who added that the product line was built on input from consumers.
“What we heard is that consumers are struggling,” he wrote. “They’re not only struggling to manage essential parts of their health like sleep, stress and immune health, they’re seeing issues in these areas impact other aspects of their health.”
Boutelle added that the performance of individual products in the line, which are currently sold at Target Corp., Amazon.com Inc. and Nature Made’s website, will help Pharmavite identify where to focus its future efforts. Wellblends will be rolled out at other major retailers over the next several months.