The Drum Awards Festival - Extended Deadline

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Agency: Pegasus
Date: Feb 2016
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Health food chain Holland & Barrett is preparing to launch a new vitamin for lovers.

Vitamin BAE will be a combination of B, A and E vitamins.

Over the past few years 'Bae' has become a popular term of endearment for a significant other. According to the Urban Dictionary the term means a shortened version of the word "baby" or an acronym for 'before anyone else'.

Use of the word Bae has increased in popularity since the Pharrell Williams and Miley Cyrus song Come and Get It Bae in 2014.

Nutritionist Alex Thompson said: "Combining vitamins B A and E together makes nutritional sense because they bring different things to the formulation."

"Studies have shown B vitamins help to reduce tiredness and fatigue, whilst A and E vitamins can help with immunity, skin, vision and nervous system function, all important for couples in an active relationship."

Vitamin Bae is currently being tested before rolling out to Holland & Barrett's 750 UK and Irish stores.