The company, established in 2011, launched its flagship product to support heart health and healthy ageing, following the personal health journey of founder Daithi OโConnor.ย
It initially focused on providing one comprehensive powdered formula with 26 synergistic ingredients, which aimed to simplify consumer health routines by promoting a โone and doneโ approach, Nicola Sainty, business relationship manager, told NutraIngredients.ย ย
โThe combination of vitamin D3 and K2 works synergistically to place calcium in the correct locations; CoQ10 supports heart health; and antioxidants enhance endurance and sustain blood flow,โ she said.ย
Since the launch of the inaugural product, the company has becomeย the leading supplementย brand in Ireland with an 18.4% market share according to aย Euromonitor Passport report on Consumer Health National Statistic (September 2023)ย she added, something she credits to the brand’s evolution to โmake therapeutic supplements accessible to all demographicsโ.ย
A range for the familyโ
The company now offers nine โjust add waterโ products, designed for both optimal absorption and convenience.
Zest Active, a take on Revive Active, is a product designed for a younger demographic, offering an energy boost without CoQ10 for those who do not require the specific heart and muscle support it provides.ย ย
โRemoving CoQ10 significantly lowers the formulation cost, and it has become a product for busy professionals, students and shift workers,โ Sainty explained.ย
Joint Complex has become the companyโs UK best seller, containing ingredients to support cartilage, connective tissue, bone health and muscle function.ย
โThe challenge lies in raising awareness and distinguishing quality products in a crowded market,โ Sainty noted, explaining that partnering with brand ambassadors such as Liverpool Womenโs FC captain Niamh Fahey, Olympic runner Eilish McColgan and holistic health TV and radio presenter Jeff Brazier, has highlighted the brandโs competitive edge.ย
Junior Revive is tailored to the specific needs of children between the ages of 4 and 12 years, aiming to support bone health, brain function, immunity, and teeth and gum health. The only unflavored product in the range, this was designed with versatility in mind so it can be mixed with any drink or food,ย catering to children’s changing preferences and parents’ concernsย about meeting their childrenโs nutritional requirements, Sainty explained.ย
Targeting 13- to 18-year-olds, Teen Revive is designed ย to support energy and immunity, addressing parents’ concerns about their children’s well-being during this crucial stage of development for the time and when parental influence is still significant, Sainty noted.ย
And the newest in the range is Meno Active,ย a formula designed to address the needs of perimenopausal and menopausal women.ย
โRecognizing a market gap and the need for a specialized menopause product, we aimed to target symptoms like brain fog, incorporating omega-3 DHA and specific strains of bacteria,โ she explained.ย
The main challenge when developing the product lay in including an efficacious quantity of each ingredient, which led to a combined capsule and powder formula.ย
โThe capsule addition allowed us to provide effective supplementation of all the ingredients, as well as offering some flexibility in usageโit has been designed that the capsule can be taken day or night, depending on the consumerโs need,โ Sainty noted. ย ย
Growth and developmentโย
The brand has shown steady growth since its launch, something that Sainty credits in part to its range of marketing and retailing strategies.
Revive Active recently announced a partnership with WHSmith travel and will be appearing in airports across the UK to promote its โperfectly portioned sachetsโ, which make traveling with supplements considerably easier, Sainty noted.ย
But the company also employs a very hands-on and โold-schoolโ approach to consumer engagement, Sainty added. โWe ran a six-month trial in 32 Holland & Barrett stores across the UK, in which we went in to store to offer samples of the products,” she said. “Due to the success of that trial and our uplift in sales and the obvious consumer demand, we’ve now extended that to 104 stores.”
The hands-on interaction with customers “brings the products to life”, Sainty added, noting that direct engagement not only gathers valuable feedback but also allows potential customers to experience the product firsthand, enhancing their understanding and appreciation.