Select Harvests eyes P&C for new brand

Select Harvests, one of Australia’s largest nut and health food companies, say it is looking at distribution options in the P&C channel its for newly launched brand, NuVitality.

Delivering a one-stop solution, the NuVitality range comprises more than 50 health food options across multiple categories including nuts, seeds, grains and meals such as almonds, linseed and walnuts as well as superfoods including goji berries, quinoa, teff and chia seeds. These also include gluten free options and low carbohydrate products with no added sugar.

Select Harvests is set to expand the NuVitality offering with innovative new product developments currently in the pipeline. Products targeted at P&C are expected to be released in July, the company confirmed to C&I.

“Consumers, especially millennials, with positive attitudes toward health, fitness and wellbeing are increasingly seeking natural and minimally processed foods with ingredients that promote good health,” Select Harvests’ health food category and business manager, Wayne McIndoe, said.

“There has been strong growth in the grains, seeds as well as snack segments due to ongoing consumer demand for gluten free and ‘better for you’ products, and as a result, we anticipate double digit growth in these categories within the next decade.

“We also saw that the health food category was in need of a refresh to stay ahead of the curve. NuVitality was born from the opportunity to establish an innovative brand that will improve consumers’ shopping experience by simplifying the product offering as well as launching exciting on-trend products,” said Mr McIndoe.

To launch the new brand, Select Harvests is implementing an integrated marketing campaign including activation as well as social media and public relations initiatives.

NuVitality products are available from independent grocers and health food shops nationwide with an RRP from $1.90 – $9.50. Other Select Harvests brands include Lucky, Sunsol and Soland.

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