Multivitamin brand Centrum is entering the gut health and wellness market with the launch of a daily health supplement, Centrum Multibiotics, which combines vitamins with diverse strains of live cultures.
Scientifically proven to reach the gut alive, Centrum Multibiotics combine essential vitamins D, B2 & B12 with friendly live bacterial cultures, supporting consumers' overall wellbeing.
The Haleon-promoted brand has launched two types of supplements Centrum Multibiotics Complete and Centrum Multibiotics Daily, priced £23.99 and £16.99 respectively, to cater to the fast-growing gut health market.
Centrum Multibiotics Complete combines 18 strains of live cultures, one billion live cultures, and a blend of 18 vitamins & minerals, including vitamin B12 and B6 to help unlock energy from diet.
It also contains vitamin D for the normal function of the immune system, and zinc and iodine to contribute to normal cognitive function.
Centrum Multibiotics Daily combines 18 strains of live cultures, up to four billion live cultures.
It also provides essential vitamins to help support consumers’ overall health, such as vitamin D to help the normal function of the immune system, and vitamins B2 and B12 to unlock energy from the diet.
These products will be available at Boots, Tesco, Amazon, and Holland & Barrett outlets in January, and from April, Centrum will carry out a digital consumer campaign across social platforms, video on demand, and YouTube to help consumers make informed choices.
Monica Michalopoulou, marketing director GBI at Haleon, said, “As self-care continues to evolve, consumers are taking a more active role in supporting their everyday health – and digestive health is fast becoming a cornerstone of that routine.
"With Centrum Multibiotics, we are bringing Centrum’s trusted nutritional expertise together with the latest science in gut bacteria to deliver real benefits for consumers. This launch not only strengthens Centrum’s leadership in everyday wellbeing, but also unlocks new opportunities for our retail and pharmacy partners.”
In the UK, digestive wellbeing is rapidly moving into the mainstream, and is projected to grow 4.9 percent by 2034, as consumers are increasingly turning to products that strengthen the gut-body connection to support their energy, immunity and overall wellness.
The usage of the online search keyword “gut health” has doubled in the last three years.
