Boots plans dissolving vitamin strip launch

Boots is claiming to be the first company to launch vitamin strips, which dissolve on the tongue, offering consumers an alternative way to consume dietary supplements.

The inch-long, micro-thin vitamin strips are among a host of new products due early year. The launches will also include an exclusive range of feeding products for babies, carrying author and agony aunt Dr Miriam Stoppard’s name.

The retailer is extending its Botanics brand into herbal teas and is boosting its range of financial services with the launch of spectacles insurance and a travel insurance package tailored for short city breaks.

By launching the vitamin strips, Boots is following in the footsteps of chewing gum manufacturer Wrigley, which produces translucent peppermint-flavoured strips under the Wrigley’s Extra Thin Ice brand; and Pfizer, which has teamed up with confectioner Cadbury Trebor Bassett to develop a Listerine-flavoured breath freshening non-gum strip.

The vitamin strips will come in pocket-sized packs of 28, designed to provide a seven-day supply. They will be available as Boots Vitamin C Strips and Boots Re-energise Vitamin B Strips, both priced at &£1.50.

The retailer will also launch bear-shaped vitamin-enhanced gums specifically developed for children. It already sells a vitamin spray.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here