Forever Young has appointed AgencyUK to help reposition the probiotic brand for consumers looking to proactively manage and maintain their own health and wellness. AgencyUK will also be supporting Probio7 as it establishes itself as a direct to consumer brand through an increased focus in online and a new subscription model.
Founded in 1995, Forever Young International is a leading producer of live bacteria supplements. Through its brand, Probio7, it aims to educate and support digestive health and immunity from babies aged 2 months and over, children and adults.
Over the past few years there has been a marked behavioural change in UK consumers wishing to take a more active role in their health management which has increased again through the recent pandemic. Prior to the lockdown the levels of consumer research and trialing of daily pre and probiotic supplements had caused a surge in demand for many brands available through UK pharmacies, health stores and supermarkets, but this demand has since shifted online.
Arjun Koyappalli, head of marketing for Probio7, said: “AgencyUK's experience in the consumer health sector particularly within vitamins, minerals, supplements and natural health is very strong. AgencyUK have demonstrated strong success helping grow a number of brands consumer base across multiple channels. AgencyUK have a tried and tested brand strategy and roadmap which give us the reassurance that they could help us achieve our goal of being the number 1 in category in the UK."
Amy Stobie, co-founder and commercial director, AgencyUK, said: “We have a deep level of experience in this sector within our team. Given Probio7 has strong core values we are confident that we can help them become the market leading probiotic in the near future. There are certain times when consumer trends lend themselves to brands wishing to establish a direct relationship with their customers, and health management is now an active and positive choice.
"Probiotics and Probio7 have a strong track record through traditional sales channels, the brand now needs support to cut through the noise in what is fast becoming a busy space and establish itself as a strong D2C player as well. We’ve achieved this before, and successfully launched and grown direct to consumer brands live in market. We’ll be taking a leading role in the brand development, consumer PR, social media and trade communications."
AgencyUK has worked in the health and wellbeing sector since 2008, with a number of health food and supplement manufacturers, all sharing a rapid growth trajectory. The recent announcement on ProBio7 follows a string of campaigns in the health and wellbeing sector, including the iron supplement brand Feramax owned by one of Canada’s fastest growing companies BioScient Pharma (ranked in Canada’s top 500 fastest growing companies as recorded in Profit Magazine), and gut health prebiotic brand Bimuno owned by multinational bioscience company Classado.