Personalised vitamins brand launches first functional bars

The UK-based firm has created three bars, each containing 14g of protein and a different combination of vitamins and minerals which target specific health goals.

“The launch of our bar range has come after reviewing our consultations,” ​Vitl Heading of Marketing, Rachael Condon, told nutraingredients.com.

“Some of the top goals for our customers are energy, focus and skin health. On top of this we have listened to feedback from some customers who say they often struggle to take pills and often forget to take their vitamins.”​

Vitl Energy (salted caramel) contains vitamins B3 and B5, iodine and magnesium to target energy release and reduce fatigue and tiredness. Glow (raspberry) is enhanced with zinc, selenium, and collagen for hair, skin, and nail health, and Focus (chocolate brownie) contributes to good mental performance and cognitive function with added vitamin B5, zinc, and iodine.

Taste challenge​

Vitl customers are “all about balance​”: they eat healthily, exercise regularly, but also like to treat themselves and “now they get the best of both worlds”, ​Condon says.

“By launching a range of vitamin and protein bars, we are hoping to encourage customers to remember to take their vitamins in a tasty way – and to look forward to taking vitamins through the bars.”​

Taste was the biggest challenge when formulating the recipe, to avoid any aftertaste and ensure product appeal among current customers, as well as to attract new audiences wanting more protein and vitamins in their diet, but who don’t like taking pills.

Condon confirms: “It has taken us two years to get to where we are now with a product that we know tastes great and delivers on the right nutrients​. We wanted to make sure that these bars were the tastiest they could be.”​

Personalised service​

Since it was founded in 2015, the team of doctors, geneticists, scientists, and nutritionists at Vitl offer personalised nutrition services, including optional blood and DNA tests, through an online platform and in line with key health goals.

Vitl launched CBD gummies earlier this year also targeting stress and anxiety. Formulated with premium CBD from natural organic hemp extract, the flavoured gummies were conceived as a more convenient and palatable alternative to CBD oil and drops, known to leave a bitter aftertaste, with more products to follow.

Condon says: “We will be exploring other ways for customers to get the right vitamins and minerals needed for them through other routes whilst still using the consultation and personalisation element to help give them the confidence that they are taking the right vitamins for their body​.”