What If! partners health company for kids’ launch

UK natural health products manufacturer Weleda and ideas consultancy What If! have formed a joint venture, Dr Greenfingers, which will launch a range of products for children this month.

Jacquie Irvine, the former Procter & Gamble (P&G) marketer appointed to head Dr Greenfingers, says the launch strategy is to gain listings in health stores and independent pharmacies, in order to establish the brand, before tackling the bigger supermarkets and chemist chains.

Irvine, who spent 12 years at P&G and whose last role there was as marketing director in charge of new product development for haircare, says the target market is “mums who want an alternative and natural range of products because they’re concerned about what goes into things. We’re not after the hippy, sandal-wearing crowd – this is going to be a mainstream health brand, not a niche product range.”

Weleda, based in Derbyshire, has 15 acres of organic pasture and produces over 300 plant ingredients for herbal and homeopathic medicines, health supplements and natural bodycare products.

What If! generates ideas for major international companies including Coca-Cola, Diageo, Unilever and Kellogg. It also backs new launches: in 2000, it partnered Heinz to launch organic food company The Little Big Food Co.

Heinz has since withdrawn from the partnership, but What If! has relaunched the brand. Recently, it launched two food retail concepts, Bombay Junction and Mad About Pizza (MW May 12, 2005).

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