New vitamin packaging

UK vitamin company Vitapak is launching a new packaging concept in the vitamins, minerals and supplements market.

The VitaPak range of the top six essential vitamins is packed in colour-coded, easy open and resealable pouches which can be displayed in-store using a variety of options including a merchandising arm which presents the product facing both up and down the aisle, creating opportunities for multi site merchandising and cross merchandising.

The VitaPak pouches also feature the euroslot so both conventional hanging as well as the new J Hook hanger can be used to create more impact in a market that is still rapidly growing.

Vitapak's packaging approach is the result of market research in a sector that has seen no packaging development for a number of years. The VMS sector, which is totally dominated by plastic pots taking up a lot of shelf space and not displaying the product as the consumer is demanding.

A recent magazine report highlighted complaints from consumers regarding the packaging of vitamins and supplements. The report emphasised the fact that consumers found that the packaging was wasteful, as most of the contents only filled up half a bottle.

A consumer advertising campaign is scheduled to support the launch and a high impact and extensive consumer PR programme has been planned.

Vitapak's MD John O'Callaghan commented: "This is groundbreaking packaging for an established product range, creating a conventional format that can be used both at home, work or during travel and will achieve great on or off fixture standout at an affordable price."​