Men’s Health Teams Up With Omega Pharma

Men’s Health and Omega Pharma have teamed up to launch a new range of vitamins for men, Men’s Health Lab, supported by a £1.7m marketing campaign, #ReleaseYourBeast.

The campaign will be targeting men aged 25-50 and consists of eight different products, comprised of multi-fit, body defence, active recovery, energy release, mental focus, cardio health, joint endurance and Vit D3 Max.

Alun Williams, group publishing director, Hearst-Rodale, said: “Men’s Health is regarded as a trusted expert in health, lifestyle and nutrition. We know that 81% of our brand’s audience use vitamins, and the vitamin industry is worth £413m*. This partnership with Omega Pharma is an incredibly exciting proposition. It’s the perfect synergy with Men’s Health and provides a real opportunity to deliver a wider and more relevant choice of vitamins to health-conscious men.”

Stuart White, marketing manager, Omega Pharma, added: “We’re delighted to have teamed up with Men’s Health to create this exciting new range of vitamins.

“With our heritage in over-the-counter consumer healthcare products and the expertise of Men’s Health, we intend to challenge and reinvigorate the current vitamins market. With an exciting and disruptive marketing campaign partnered with an attractive and accessible range of products, we’re confident Men’s Health Lab will contribute to driving penetration and usage of vitamins among men.”

Rob Novick, SVP international business development & partnerships, Rodale Inc. said: “We are excited to bring this new vitamin line to market as it serves as another way to help our millions of readers lead a healthy lifestyle. This partnership with Omega Pharma is a perfect example of how we plan to further grow our successful licensing business in the UK and Europe.”