Vit Health targets pandemic stressors with clean label supplement launch

28 Jan 2021 --- Vit Health has launched its vitamin and supplement line, Vit, which addresses clean label and plant-based demands. The five offerings address a host of concerns from immunity and mental health to beauty-from-within.

“This past year could be considered a referendum on personal health and self-care,” says Mick Burchfield, general manager of Vit Health.

“We created the Vit supplement line to offer a manageable and easy shift toward wellness, especially when used in tandem with other lifestyle improvements. Pandemic impacts and restrictions have taken a toll on our mood, energy and well-being.”

This has been a hot industry topic in recent months, with mood-boosting NPD on the rise. This month alone has seen launches in CBD beverages, dissolvable discs, polyphenol supplements and botanical extracts. 

Addressing a host of demands
The new launch features: 

• Pocketful of Sunshine, with 2,000 IU of vegan vitamin D3 for immunity, healthy omegas and energizing essential lemon, orange, rosemary and clove.
• Beyond Gorgeous, formulated with 5,000 mcg of Biotin, antioxidant-packed vitamin C and argan oil for radiant skin, luscious hair and strong nails.
• Cloud Nine, a blend of B vitamins and calming adaptogens ashwagandha, eleuthero and schisandra to improve the body’s response to daily physical and mental stressors.
• Hearts and Minds with pure, sustainable omega 3 fish oil, EPA and DHA to promote healthy heart and brain function.
• In the Zone, a botanical blend of ginseng and natural caffeine from coffee bean and green tea extracts, as well as gotu kola to provide steady energy and boost productivity.

The company emphasizes that the ingredients are all “clean” and encased in plant-based softgels in place of animal-derived gelatin. All the products are non-GMO and made without synthetic colors, artificial flavors, preservatives or fillers.

The team worked with nutritionists and scientists to prioritize ingredients with clinical backing and proven efficacy.The team worked with nutritionists and scientists to prioritize ingredients with clinical backing and proven efficacy. Ingredients undergo a tough screening process to ensure only the best are used for formulations. 

In addition to extensive internal quality testing, all label claims are verified by a third-party laboratory.

An appealing package
Additionally, the single-pill daily dosage is touted as providing ease and simplicity, which the brand hopes will reduce the barrier of entry for nutrient supplementation.

Burchfield positions the launch as addressing nutrition equity. “Recent research is showing that we cannot necessarily eat our way to optimized nutrient levels.”

“Consumers should know that the efforts toward a healthier lifestyle need not be a drastic and expensive overhaul. We want Vit to be part of those easy shifts, especially with those communities that have been hardest hit this last year,” he details. 

The bottles each also feature vibrantly colored labels that “visually connects with the core benefit.” The clear bottle was also chosen to highlight the “gem-like” softgels.

Edited by Katherine Durrell