The company pulled out of the US in 2014 to re-allocate resources to its global expansion following a ‘game-changing’ deal with PGT Healthcare, the international joint venture between P&G and Teva Pharmaceutical Industries.
Then-CEO Radek Sali told NutraIngredients-USA that the company would be back in the US in “two to three years”. True to those predictions, the company has announced it re-launch in the US via Amazon, Walgreens.com, iHerb and other leading online stores.
Oliver Horn, Managing Director of Swisse Wellness, told NutraIngredients-USA: “Starting back in mid-2015, Swisse began to receive thousands of orders on our Australian website from customers based in the US and Canada. We knew then that there was still demand for our products in the USA. This inspired us to speed up our market re-entry plans.
“Our immediate strategy is to continue growing the brand online for the remainder of 2017 and begin entering brick-and-mortar locations next year.
“We are already online with Walgreens.com and will enter Walgreens stores in the first half of 2018. Swisse’s vision is to make billions healthy and happier around the world and we need partners such as Walgreens to build that scale for our brand.”
Global strategy
The company’s products are currently available in eight countries, and there are plans to launch in up to 30 in the next five years.
Horn told us that Canada is a major focus for the company next year. “We are already working on our market launch for 2018, so stay tuned to see Swisse in Canadian stores soon,” he said.
Range
Swisse multivitamins and supplements currently available for purchase in the US include Women’s and Men’s Ultivites, along with the following range of Ultiboosts: Liver Detox, Lecithin, Sleep, Calcium + Vitamin D, Grape Seed, Hair Skin Nails Liquid, Hair Skin Nails +, High Strength Cranberry, Chlorophyll Mixed Berry and Chlorophyll Spearmint.
The company’s multivitamin line (Ultivite) contains more than 50 ingredients including vitamins, minerals, antioxidants and herbs, and has been independently verified by more than 13 published clinical studies indicating distinguishable improvement in stress and energy levels, said the company.
“Our carefully selected premium ingredients and well-researched formulations are key differentiators for Swisse products,” said Horn. “We believe in providing dietary and herbal supplements that not only absorb and perform at the highest levels, but also contribute to the overall well-being of U.S. consumers nationwide.”