Swisse Wellness recently announced the debut of its new website, with products now available to purchase directly on the Swisse.com site.
The company said the new website will also give consumers access to discounts and offers through their Swisse rewards program community, such as gaining points through purchases for future discounts and their Wellness Hub, which offers users information on products and research.
Swisse Wellness North America VP Kimberly Weld told NutraIngredients-USA that they are offering the opportunity for people to become part of the Swisse community with their rewards program “While continuing to provide educational and inspirational content on our website from industry authorities such as Erin Palinski-Wade, RD, CDE, who contributes on our Wellness Hub. As a company, having that direct sales data will really inform business strategy in new and exciting ways.”
Now through the month of March, the Australian company is offering a 50-day supply of Ultivites for $10, with a complimentary full size Immune Forte supplement included.
Swisse made a big splash when it entered the United States in 2013, working with people like Ellen DeGeneres and Nicole Kidman and retailers like Walgreens and Target.
In 2013, Radek Sali, CEO of Swisse Wellness at the time, told NutraIngredients-USA that the company anticipated “$50 million in US sales in the first half of 2013, and $500 million annually by 2015.”
However, the ambitious move didn’t pan out. Less than two years later, the company pulled back US operations in order to reallocate resources to global expansion following a deal with PGT Healthcare.
In 2017, they returned to the US, but with a much smaller product offering and limited distribution.
US game plan
Fast forward to 2020, Weld told NutraIngredients-USA, “After success in the US these past few years, we’re excited to be in a place where we can innovate according to our consumer needs, based on not only their health goals but also the pace of their lifestyles.”
Weld added that their overall US strategy is guided by consumer needs and their health goals, “Which range from maximizing their health potential, mental and physical performance, to aging gracefully and continuing to live life to the fullest, or simply making healthier choices on a daily basis.”
Don’t call it a comeback
“The brand has been thriving since returning in 2017. As a company, we’ve been guided by a very holistic vision of growth and continuing to pay attention to our U.S. consumer’s needs as well as being at the forefront of emerging industry trends and adapting accordingly.”
“We’ve been guided by a very holistic vision of growth and continuing to pay attention to our US consumer’s needs as well as being at the forefront of emerging industry trends and adapting accordingly.”
Leveraging its 50-year heritage, Weld said Swisse is using innovation to cater to a mobile society, which can offer convenience for travelers. “We know how in tune our American consumer is with their health and well-being, and we’re thrilled to be in a position to answer those needs with new innovations."
Weld added that just recently the American division of the brand has come into its own, with the debut of their first product exclusively available in the US, the Ultiboost — Jelly range.
“The jellies are a cross between a jello shot and a fruit roll-up if you can picture that!” laughed Weld.
The jelly format lineup includes the Ultiboost Beauty Boost Jelly, which has ingredients such as fish collagen peptides and goji berry, as well as Ultiboost Immune Support Jelly with elderberry and manuka honey, and Ultiboost Focus boost Jelly, which contains green tea extract and yerba mate. All three run for $24.99 for 10 sticks.
Weld said Swisse is just getting started. “Right now, I can share that we’re thrilled to be able to fill a gap in the market for truly efficacious naturally-derived beauty as well as preventative health support with products launching in March– stay tuned for details!”