Nutrisure, the nutrition experts behind leading superfood brand Naturya, have launched the UK’s first dedicated superfood brand for the over 50s. SuperAge is a brand new brand with a range of products specially formulated to meet the specific needs of the over 50s and help them maintain a physically active lifestyle.

SuperAge was created by experts to facilitate access to the right superfoods by targeting specific consumer needs. Combining a mix of familiar and more exotic superfoods, the first three SuperAge variants to launch are Immunity, Energy, and Digestion. Other products should follow later.

The initial SuperAge range is available in 175g sachets containing 7 x 25g portions, RRP £9 per 175g packet. Each pack features the “Formulated for 50+” icon and its particular benefit and superfood blend.

Holland & Barrett is the first retailer to carry the new brand, with products in store and online now. SuperAge is also available through the brand’s direct sales website.

“Today’s over-50s are super-aging, with the mental or physical capabilities of their counterparts decades younger,” says Lewis Black, chief marketing officer of Nutrisure. “They lead active lifestyles, are very focused on their health and well-being, and are aware of the contribution superfoods and health supplements can make to their lives. Increased energy (55%), stronger immunity (67%) and improved digestion (76%) are the top three health benefits that people over 50 say would encourage them to consume more superfoods and with the launch of SuperAge, we now have the perfect solution just for them.”

Campbell Ettinger, Holland & Barrett business unit manager – food, said: “Nutrition is not a one-size-fits-all solution; tailored nutrition is essential to deliver products that consumers not only want, but that are right for them. their stage of life, so we’re incredibly excited to launch SuperAge, the UK’s first superfood brand dedicated to the needs of the over 50s, both online and in stores nationwide.

Nutrisure is also looking to secure enrollments in major grocery accounts, building on its relationships and the success of its Naturya brand which has consistently seen double-digit year-over-year growth.

Harnessing the power of nature’s most nutrient-dense foods to create award-winning nutritional supplements, Naturya remains the UK’s leading superfood brand, delivering double-digit year-on-year growth.

The SuperAge line is made with nutrient-dense, plant-based hemp protein to combat age-related muscle loss. Packed with a range of other vitamins and minerals, the new references also help consumers fight fatigue with increased energy levels, support a healthy immune system and enjoy better digestive health.

Its simple 2-step preparation process offers this untapped market a convenient nutrient solution. SuperAge offers over-50s a more enjoyable way to enjoy superfoods in blends that they can add to milk, or their favorite shake or smoothie.

SuperAging Immunity is a blend of plant-based hemp protein and spirulina and chlorella superfood powders, scientifically formulated to support a healthy immune system. It provides high concentrations of vitamin B12, C and D, iron and protein, as well as camu camu, turmeric and ginger.

SuperAge Energy combines nutrient-rich hemp protein with superfoods, including maca and camu camu and invigorating ginseng, to fight fatigue and nourish the body. Energy also contains vitamin B6 and C, manganese, magnesium and phosphorus to contribute to the normal functioning of the immune system.

SuperAge Digestion puts hemp protein powder with inulin fiber and prune extract, along with bacillus coagulans to keep the digestive system healthy and nourish the body. SuperAge Digestion also provides nutrients to maintain a healthy immune system and build and maintain muscle mass.

All three products contain no added sugar and are gluten-free, vegan, and high in protein and fiber.

Until now, products targeting Britain’s super-old people have been drugs, not food. The UK market for vitamins, minerals and supplements (VMS) is well established, with 6 in 10 total consumers taking it in 2018, and 38% of VMS users taking it daily*. The market is growing from £202m in 2018 to £254m in 2020**, but many consumers are unaffected, especially those over 50.

Nutrisure recognizes that health and wellness are among the top priorities for this age group, but they don’t want to have to choose between health and pleasure. They want both! Expectations are also changing. As we are all living longer, what today’s over-50s may see as the domain of the younger generation, tomorrow’s over-50s will also see it as their territory.

Black is confident of SuperAge’s in-store success: “We created our SuperAge superfoods to help them do more of the things they love, while being confident they are doing what they need to take care of themselves- same. The new range is vital, not restrictive or medicinal.

Nutrisure is making a significant marketing investment behind the launch of SuperAge with a high impact and disruptive campaign that spans print, digital, social media and sampling. The campaign also includes an exciting partnership with nutritionist and British Masters and Masters World Rowing Champion Joy Skipper, brand ambassador and SuperAger extraordinaire.