Freeze-dried drive: Australia’s Vmores gears up to expand domestic and China reach with new SKUs
Part of Sydney-based natural health care company Health Sharing Group, it currently has a five-strong range spanning probiotics, skin and nail care, immune health, skin health and a women’s multivitamin.
This year, the company hopes to double its sales, by expanding its reach in both markets.
In Australia, the supplements are mainly sold in pharmacies. Vmores is now eyeing retail sales in two of the largest supermarket chains in the country, Coles and Woolworths.
In China, e-commerce is the company’s main sales channels, where the supplements are available on more than 10 platforms including Tmall, Taobao, and xiaohongshu.
This year, Vmores intends to expand its online reach in China, through JD and Kaola (cross-border e-commerce platform).
Raising awareness
Vmores claimes to be the world’s first freeze dried supplement company.
The freeze drying technology is derived from NASA’s space technology, and is said to help retain 95% to 100% of active ingredients.
It uses a lengthy process to remove water from the ingredients in a low temperature vacuum, and this protects heat sensitive ingredients such as vitamin C and collagen.
Freeze drying is also an ideal application for supplements as it has a long shelf life in the absence of moisture, claims the firm.
As a relatively novel application in dietary supplements, Vmores is working on increasing consumer education and brand awareness.
John Peverill, R&D and compliance manager at Health Sharing Group told NutraIngredients-Asia: “The freeze-drying technology is still a new technology for Chinese customers, so it is a challenge but also an opportunity for us. We hope to make a contribution to consumer’s daily life and convey the benefits of freeze-dry technology to them.”
As part of its marketing plan, the company works with key opinion leaders (KOLs) such as China-based actress Song Yi, and Laura Dundovic (Miss Universe Australia) to drive brand awareness.
“One of our products is a collagen supplement to enhance hair, skin and nail health. By working with these KOLs, when they see their skin or hair improve overtime with consumption of our supplement, and post it on their social platforms, which helps drive our brand awareness.”
One of Vmores’ best-sellers in Australia and China is a probiotic supplement called Dash, for gut maintenance and weight management.
The company is also eyeing other Asian markets such as South Korea, Japan and Singapore in the future.
“Our products are targeting females who are in tune with the latest beauty and fashion trends, active and health conscious, well-educated yet time-poor and appreciate unique products,” said Peverill.
New SKUs
Vmores is also preparing to launch an anti-allergy supplement, scheduled for a launch this month.
According to Peverill: “When seasons change, some people experience certain forms of skin allergy, such as redness or respiratory discomfort. We launched this product to help them get rid of that.”
It contains two probiotic strains, Lactobacillus rhamnosus HN001 and Bifidobacterium lactis HN019 which have been clinically studied on their benefits against allergy conditions.
In a study by Kristin Wickens et al. published in Pediatr Allergy Immunol (2018), supplementation of Lactobacillus rhamnosus HN001 was found to reduce eczema, hay fever, wheezing and atopic sensitisation in infants and children, reducing lifetime prevalence.
The anti-allergy supplement will launch concurrently in China.
