Vitaco won the Supreme Award after earlier taking the Forbes Packaging Marketing award for its Healtheries Boost entry.
The judges said the brand disrupted the effervescent category with a range of new, better tasting products across new segments and pack sizes. As part of the campaign, consumers were encouraged ‘Pop, Drop & Go with Boost’.
The judges saw this as a master class in marketing and particularly liked the very strong collaborative approach and challenger mindset employed. This ensured all factors of the process were a success and streamlined, from the development stages of the project, through to the preparation needed for successful marketing execution with the retailers, they said.
Incremental sales, high conversion from sampling to purchase, increased market share, and year-on-year growth.
Anagenix won the Cawthron Institute Innovation Award for its work on its prebiotics Livaux, which has tapped into the synbiotic space by pairing it with a probiotic.
The judges applauded the entry’s thorough approach to innovation, with clear objectives, clearly documented approach, measured results and key learnings.
The FernMark licence Programme Growth Award went to OraNutrition in the large category and Swisse Wellness in the medium category.
Swisse also took home the Corporate Social Responsibility Awards. The judges recognised Swisse as taking a leadership role in the CSR space with progressive policies for menopause leave, floating leave for religious and cultural events, and going through the rigour of third-party certification with B-Corp. Meanwhile, Tui Balms was highly commended.
NHPNZ is the industry body for Aotearoa New Zealand’s natural health and complementary products sector, representing the industry’s interests locally and abroad.
Awards head judge Rod Claycomb, a NHPNZ director, said: “Yet again, the industry has shown its strength and breadth of expertise through the quality of the applications.
“It doesn’t make the judging easy, but it is impressive to know that the NZ natural health products industry is leading the way in innovation, marketing, growth and sustainability.”
