Western Cape Business News

Send  Share  RSS  Twitter  23 Nov 2010

VENTURES: Vital Health Sells Natrodale


Recent Western Cape Business News

LEADING vitamin and nutritional supplement company, Vital Health Foods, has announced the sale of its Natrodale brand to Nutrilida Healthcare.

We acquired the Natrodale brand in 1979 in order to have a vitamin brand stocked in pharmacies, since the Vital brand was trading in the FMCG arena and was therefore not accepted in pharmacies. Now that all leading pharmacies stock our international quality compliant Vital product range, we noted that this was leading to unjust competition between two brands belonging to the same company,” says George Grieve, managing director of Vital Health Foods.

It is important for a choice leader like Natrodale to receive absolute commitment in a volatile market. However, our first priority is to grow our dynamic master brand, Vital, in an increasingly competitive health product industry.”

The Natrodale brand has been sold for an undisclosed sum. Trademarks will be held within the custodianship of Nutrilida. “Aside from boosting the scope of our product offering, we are able to maintain Natrodale’s product quality by allowing Vital to retain the manufacturing contract however,” says Hilda Lunderstedt, Nutrilida Healthcare chief executive officer. “It may be premature, as yet, to say what our plans will be for new product development, but for now, things remain the same,” Lunderstedt says.

Rallying off a fast developing industry with market capitalisation figures exceeding R12 billion for 2008/9, Vital Health Foods has realigned its marketing and sales efforts with that of its core focus, to create and set new standards through science, research and product development, using the Vital brand as chief catalyst.

Vital Health Foods was founded in 1947, by Jack Grieve, in the small town of Wellington. It was the first health foods company in South Africa and has since become the largest in Africa, with retail representation throughout the world. The family business remains at the forefront of scientific technology and innovation, constantly striving to improve and extend their product range in order to make healthier nutrition more accessible and more convenient for everyone. Vital Health Foods brands include the Vital Supplements, Vital Natural Foods & Beverages, the Burgess & Finch Aromatherapy range, and the Sister Lilian Remedies – for pregnancy and infant care. Vital Health Foods is also the distributor of the Bach Flower Remedies in South Africa. Vital manufactures all products under pharmaceutical licence according to stringent quality standards and international Good Manufacturing Practice (GMP).

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