BXP - May 2018 - 19
Breaking the Tablet Mold
A supplement company chronicles the development of its
first gummy vitamins.
By CAmillA Andersson
How do you branch out of your product line without alienating
to chronicle the complete development process of this new
your current costumers? That question was at the forefront
product-from concept to finish, including successes, chal-
when megaFood, maker of natural supplements, decided to
lenges and even failures," says Carol Billlings, director of
create its first line of gummy vitamins. it was clear from the
marketing at megaFood. "Additionally, customers had the
beginning that transparency was key to a successful marketing
opportunity to not only follow in real-time the evolution of the
and branding campaign. instead of a product development
products from conception to market, but were able to directly
clouded in secrecy, megaFood decided to take the opposite
weigh in on key product decisions along the way."
route and build momentum by chronicling the complete
project. The resulting four gummy vitamins were introduced at
FresH And FAmiliAr
this year's natural Products expo West and won an award for
megaFood also enlisted Hughes Brand mix to redesign the
Best new delivery method.
long roAd To suCCess
"Because the brand is already pretty established, it was impor-
Transparency has been core at megaFood since the company
tant that not only did we communicate the new fun aspect of
launched its Big T Transparency initiative in 2015. The main
the gummy vitamins, and how they can be potent and relevant,
goal was to increase trust for the supplement industry by
but also to stay within the field of the megaFood brand and
giving customers insight into all aspects of the manufacturing
what consumers liked about it," says Courtney Hickey, account
processes at megaFood, from ingredient sourcing to product
manager at Hughes Brand mix.
testing. The gummy vitamins were the first products that were
followed throughout the development process, a project aptly
Billings adds, "We worked with Hughes Brand mix to help
named gummy Bare All. it included a customer liaison panel, a
us identify a product label for these new gummy vitamins.
blog, Facebook live updates and a virtual advisory panel.
eighteen label designs were originally created and each of them
tested within consumer focus groups and at retail shelf. our
"The megaFood 'gummy Bare All' initiative was intended
gummy jar is much smaller relative to other gummy products at