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.

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