Wampole Canada has begun an aggressive relaunch of its brand.
The company plans to launch more than 100 new products under the Wampole name this year.
Twenty new herbal remedies will be in stores across Canada by the beginning of May.
Wampole’s existing vitamin and minerals products have also received a new look.
The herbal market in Canada is one of the hottest categories and is expected to grow by 20%.
Right now, the category is estimated to be worth $150 million.
The 20 new herbals from Wampole include some of the largest selling products.
Garlic, said in herbal guides to be a digestive aid and to help lower blood pressure, among other benefits, represents 30% of all herbal sales.
Ginseng, which accounts for 20% of sales, is reputed to increase physical and mental endurance, slow the effects of aging and enhance sexual desire.
Some of the other new products include Echinacea, super-concentrated Evening Primrose Oil, Ginkgo Biloba and Valerian.
A launch campaign from Holmes Donin Alloul of Toronto, the agency hired by Wampole this February, is scheduled to begin in July and will include a television component.
Aubrey Dan, Wampole president, says the change to vegetable-based capsules is also a big part of the relaunch news.
‘Our capsules are now Vegicaps, the only ones made from a vegetable-base gelatin, and we are also the first Canadian company to be Kosher approved.’
Dan says this is important not only for the Jewish community, but also for other religious groups – Muslims and Seventh Day Adventists – as well as vegetarians and consumers with food allergies.
Dan says 75% of Kosher products are purchased by consumers from outside the Jewish community and the Vegicaps will have wide appeal because they are also free of preservatives, starch, wheat and dairy products.
Most noticeable about the new packaging of the products is the change from a white to amber plastic bottle.
‘With the first package, a white plastic bottle, the entire company was judged on that look to be synthetic, pharmaceutical,’ says Dan.
‘With the amber bottle, we’re now perceived as natural, premium quality. It communicates really well to our target group, women 25 to 50.’
Although packaging of the herbal, vitamin and mineral products are not identical, they are easily identifiable as a family.
All products have labels with eye-catching graphics and caps that can be either flip-top or screw-off.
