We provided business development services to Ultralife to create an entirely new channel of business taking the brand from its base in Gyms & Health Clubs in to multiple retailers across the Grocery & Pharmacy channels.
Ultralife was a small UK based business founded in 2003 to manufacturer and distribute a comprehensive range of specialist health and sports nutrition supplements.
The founders recognised the need for a range of high quality lifestyle supplements with well researched formulations using all natural food form active ingredients to help combat the day to day nutritional deficits resulting from years of intensive farming.
After reviewing the market we recommended an appropriate business development strategy.
With multiple retailers, particularly grocery there is sometimes a price ceiling beyond which traction with consumers can be hard to achieve.
Part of the strategy recognised that the original packaging format of large tubs with a high price was too expensive for mainstream grocery and that sachets in boxes would provide a more affordable entry level price position as well as a more convenient format.
A marketing plan was created including consumer advertising and promotion, key drivers needed to successfully build business with multiple retailers and encourage them to consider the introduction of new lines.
New business was gained with a number of retailers including Tesco, Waitrose, Superdrug and Lloyds Pharmacies resulting in £multi million retail sales.