Markham, Ont.-based NatraCeuticals is building its flagship label Nu-Life into a superbrand it expects to dominate Canada’s rapidly growing nutritional supplement market.

To boost mainstream awareness of Nu-Life, the company has entered into an endorsement agreement with Olympic gold-medal sprinter Donovan Bailey that will be the foundation of all NatraCeuticals’ in-store and external advertising programs.

The company has been handling advertising in-house but plans to search for an advertising agency this summer to ready a fall radio, print and television campaign. It’s also looking to beef up its marketing department.

Hangtags and posters at point-of-sale feature Bailey at the finish line over the words, ‘Donovan’s Power Source.’ And on June 1, Nu-Life signage will be visible at Toronto’s SkyDome during the televised race between Bailey and the u.s. runner Michael Johnson.

While building its brand through advertising and endorsements, NatraCeuticals is also building its base of distribution.

Previously sold primarily through a network of over 1,400 health food stores, Nu-Life is now expanding distribution to include health store concepts within supermarket, pharmacy, department and sporting goods chains, according to Mark Couper, NatraCeuticals president and ceo.

The company started as Nu-Life Nutrition in 1980 and became NatraCeuticals last year after a series of acquisitions that gave it a list of more than 600 products, ranging from vitamins and minerals to nutritional supplements, homeopathic remedies, neutraceuticals (nutrient-enhanced foods) and sports products.

Besides the Nu-Life nutritional supplement, NatraCeuticals products include Nu-Medicine homeopathic remedies, Nu-Body natural weight-loss products, Nu-Greens (a powder food source containing land and sea greens), Nu-Source herbal products, and Therapeutiques ­ regenerative formulas for joints and other areas affected by aging.

Couper says Canada is experiencing a major change in the retailing of natural products.

He says this change is being fueled by the giant, aging baby-boom generation and members of today’s younger generation, who are more predisposed to turn to natural remedies.

Canada’s nutritional supplement market is worth approximately $650 million, and Couper says it is growing by 20% each year, as natural remedies become more widely accepted. He says in Europe, where homeopathic remedies are about a $3.5 billion business ­ compared to only $150 million in North America ­ doctors prescribe such remedies without blinking an eye.

‘They think it’s totally mainstream,’ he says, adding that that will soon be the case in North America.

Couper is not alone in his belief.

So far, NatraCeuticals products are prominently featured in three Pharma Plus HealthSense health and beauty centres, and Couper says Shoppers Drug Mart is considering the store-within-a-store concept for all its locations. As well, Couper says a large chain of sports stores is introducing health store sections this fall ­ a natural fit for NatraCeuticals because of its alignment with Donovan Bailey.

Last year, NatraCeuticals entered into an exclusive agreement with Eaton’s to market its new Natural Elements line.

The timing was less than perfect. Not long after the November launch, Eaton’s announced its financial difficulties. If Cincinnati, Ohio-based Federated Department Stores buys Eaton’s, says Couper, it would give NatraCeuticals the opportunity to expand south of the border.