EMAP Elan health and beauty title Top SantÃ© is to launch own-branded vitamin pills next month. The pills will be produced in partnership with supplements company Health Perceptions, set up by Olympic gold-medallist David Wilkie.
Top SantÃ© follows in the footsteps of rival Cosmopolitan magazine, which already sells branded vitamins, called Cosmopolitan Nutrition. The National Magazine Company has also licensed the Cosmopolitan name for bedding and linen, jewellery, watches, swimwear and a cafÃ© chain – Cosmo Spirit.
EMAP deputy managing director of women’s media Julie Harris says: “Top SantÃ© is seen as an authority on health and medicine and so the launch of vitamins is a logical move for us. But we are extremely careful about brand extensions and the title will not be lending its name to a host of new products.”
Top SantÃ© vitamins will be available in three different formats – one for skin, hair and nails; one for bones; and another to protect against the effects of ageing.
Last week, the Audit Bureau of Circulations reported that Top SantÃ© had an average net circulation of 184,083 copies for the first six months of the year. This represented an increase of 21 per cent period on period and one per cent year on year.