Market embraces new non-synthetic nutritional supplement

Amid concerns over the quality of many sport and nutritional supplements being sold in Australia, a new brand of supplements, Activated Nutrients, a new range of Australian-made wholefood nutritional supplements is aiming to “change the supplement industry”.

The first-ever daily superfood/multivitamin powder that has no synthetic vitamins and separate formulations for men and women, Activated Nutrients, are an all-in-one supplement nutritionally-complete with reds, greens, pre/probiotics, herbs and digestive enzymes, all working together to provide targeted support to the 93% of Australians that aren’t getting enough nutrients.

The team behind Activated Nutrients spent nearly two years developing the product. Dr Jaroslav Boublik of the Australian College for Nutritional and Environmental Medicine and dietitian Kara Landau (published author and former spokesperson for Dietitian’s Association of Australia) lent their expert knowledge to the development, resulting in a product that provides the maximum amount of natural nutrition in every daily dose.

Dr Boublik explains “the health industry can be a confusing place, so we’re keeping it simple by providing only the right ingredients in the right quantities.”

Following a round of successful pilot launches in medical centre pharmacies, Activated Nutrients is gearing up for its national launch.

Pilot results promise a successful launch across state lines with one product trial participant, Steven Reid (Reid’s Pharmacy/Weller & Barlow Pharmacy), saying that launching Activated Nutrients at his pharmacies was “the best and most well received product launch” he has ever done.

Results like this back up the brand’s already strong value proposition, promising stockists attractive profit margins and preservation of the margin by not selling to discount wholesalers.

However, despitehigh demand to partner with the brand, the Activated Nutrients team adheres to their stance on territory protection, limiting the amount of competition in given geographic areas for stockists.

This means opportunities to stock the product are limited by location, ensuring that stockists become a destination for the product. It also allows the Activated Nutrients team to provide strong sales support, including staff workshops, award-winning POS, localised campaigns, in-store initiatives and cross-promotions to their following of 15,000+ on social media.

The expected impact from the national launch is already taking shape with 80% of Victorian CrossFit stuidoes committed as stockists and other exciting brand partnerships being developed.

With recommendations from Lorna Jane’s Move Nourish Believe blog, the City of Melbourne, WOD Magazine and Healthy Eating Australia driving interest, this new product is already accomplishing significant brand endorsements and recognition.

Activated Nutrients has also been founded with a manifesto of social and environmental responsibility, sourcing all ingredients from a sustainable supply chain and donating a percentage of profits to charitable causes through their own initiatives as well as a strong ambassador program.

Activated Nutrients ambassadors include Olympians, professional cyclists, a celebrity personal trainer, international models and n a vegan MMA fighter from the UFC.

Uniquely, the brand doesn’t pay ambassadors for their support – they do it because they believe in the product and brand mission. In return, Activated Nutrients tracks sales linked to ambassadors and donates 10% of those profits to the ambassador’s charity of choice.

Dani Bonnor, professional model (Roxy, Billabong, Calvin Klein, Myer) and health activist is one of the Activated Nutrients ambassadors.

Bonnor explains that after adding Activated Nutrients to her daily routine “I simply feel healthier.

“My immune system in particular has had a dramatic change (and) I haven't been sick or rundown at all since I started taking Activated Nutrients.

“Taking a supplement that provides … natural nutrition has left me feeling alive and energised.”

Luke Istomin, Activated Nutrients ambassador and celebrity trainer (with clients including Hugh Jackman, Nicole Kidman and Leo DiCaprio) reports “I love knowing that I’m feeding my body the best quality supplement available to myself and my partner.

“You can feel the difference between putting something under-par in your body versus the effects of a natural supplement made from real wholefoods.”

Opportunites also exist for fitness operators to stock the products.

For more information go to activatednutrients.com

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