Magazine inspires line of eight vitamin products in U.K.

Hearst-Rodale's magazine brand Men's Health has launched a range of vitamins in the U.K.

Developed in partnership with European over-the-counter pharmacy brand Omega Pharma, the vitamin range, dubbed Men’s Health Lab, is now available at Holland & Barrett and on Amazon. The line will then hit Boots, supermarkets, high street chemists and independents across the U.K. this October, before expanding to key territories across Europe in 2016 and 2017.

Golden Goose Brand Licensing Consultancy, the exclusive licensing agent for Men's Health in Europe, brokered the deal.

“The men’s vitamin sector currently offers only a very limited range and few individual products targeted specifically at men, but there’s a strong growth potential ahead," says Stefan Balemans, head of global marketing, Omega Pharma. "With this disruptive concept leveraging a market-leading and trusted global brand, there’s little doubt that it will contribute to drive penetration and usage of vitamins among men.”

Men’s Health Lab will launch with a £1 million media campaign featuring aspirational brand ambassadors. The vitamin range is split across three core benefit-led categories–energy, performance and wellbeing–with products including Multi-Fit, Body Defence, Active Recovery, Energy Release, Mental Focus, Cardio Health, Joint Endurance and Vit D3 Max.

“Men’s Health is regarded as a trusted expert in health, lifestyle and nutrition," says Alun Williams, group publishing director, Hearst-Rodale. "We know that 81 percent of our brand’s audience use vitamins, and the vitamin industry is worth £357million. This partnership with Omega Pharma is … the perfect synergy with Men’s Health and provides a real opportunity to deliver a wider and more relevant choice of vitamins to health-conscious men.”