BXP - May 2018 - 19

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.

product packaging.

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

BXPMagAzine.com


http://bxpmagazine.com

Table of Contents for the Digital Edition of BXP - May 2018

BXP - May 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer: A New Silk Road
Breaking the Tablet Mold
Beaut Y Is Brand Deep
The Debate
The Toolbox: Eco-Conscious Materials & Socially Responsible Services
Ad Index
The List: Brazil
BXP - May 2018 - Intro
BXP - May 2018 - BXP - May 2018
BXP - May 2018 - Cover2
BXP - May 2018 - 1
BXP - May 2018 - Contents
BXP - May 2018 - 3
BXP - May 2018 - 4
BXP - May 2018 - 5
BXP - May 2018 - Editor’s Letter
BXP - May 2018 - 7
BXP - May 2018 - The Scene
BXP - May 2018 - 9
BXP - May 2018 - 10
BXP - May 2018 - 11
BXP - May 2018 - Chief Experience Officer: A New Silk Road
BXP - May 2018 - 13
BXP - May 2018 - 14
BXP - May 2018 - 15
BXP - May 2018 - 16
BXP - May 2018 - 17
BXP - May 2018 - Breaking the Tablet Mold
BXP - May 2018 - 19
BXP - May 2018 - 20
BXP - May 2018 - 21
BXP - May 2018 - Beaut Y Is Brand Deep
BXP - May 2018 - 23
BXP - May 2018 - 24
BXP - May 2018 - 25
BXP - May 2018 - 26
BXP - May 2018 - 27
BXP - May 2018 - 28
BXP - May 2018 - 29
BXP - May 2018 - 30
BXP - May 2018 - 31
BXP - May 2018 - 32
BXP - May 2018 - 33
BXP - May 2018 - The Debate
BXP - May 2018 - 35
BXP - May 2018 - 36
BXP - May 2018 - 37
BXP - May 2018 - 38
BXP - May 2018 - 39
BXP - May 2018 - 40
BXP - May 2018 - The Toolbox: Eco-Conscious Materials & Socially Responsible Services
BXP - May 2018 - 42
BXP - May 2018 - Ad Index
BXP - May 2018 - The List: Brazil
BXP - May 2018 - Cover3
BXP - May 2018 - Cover4
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