Food manufacturers sign up to online health venture

Tea giant Tetley GB has joined forces with dairy manufacturer St Ivel and baker Warburton’s to launch a health website.

The site, www.healthyliving24.co.uk, carries interactive content on dieting, exercise, nutrition and relaxation, provided by experts at the companies. Other brands involved include Lo Salt, aromatherapy brand Aromapod and canned fruit salad producer Libbys.

Each company is paying a fee to sponsor aspects of the site.

Designed by digital brand design consultants Madeyoulook.co.uk, the site will be promoted on a range of products, such as Vitalite margarine, Carapelli olive oil, Warburton’s bread and Tetley tea, from next month (April).

Madeyoulook.co.uk account director John Cardy says: “The site offers a positive, all-round approach to modern living. Using the combined reach of the brands involved, the on-pack promotion will make this a highly innovative and cost-effective Web launch.”

Cardy adds that the site is still looking for companies to sponsor channels for other areas of health, including beauty and sleep.

Healthyliving24 enables users to test their stress levels, relax by doing a tea-break crossword and consult a directory of aromatherapy oils. There is also a chat room and information on a range of health subjects.

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