Going mainstream with greens
To bring any health focused product to the mainstream can often be a challenge, but when that product is an alien format of a green superfood drink, then you really have your work cut out. Biolglan, Australia’s number one superfoods brand, launched in the UK a year ago with the ambition of bringing the supergreens trend to the mainstream on the other side of the globe.
The brand has a clear aim to make supergreens less of a niche. To achieve this Bioglan is trying to appeal to a more broad cross section of consumers with a simplified offering that caters towards those who are more aware about how they can improve their health through diet but due to lifestyle demands may not have the time.
Bioglan Supergreens contains 81 different ingredients including spirulina, chlorella, broccoli and kale. They provide pre/pro biotics and multivitamins with powerful alkalising, cleansing , detoxing, antioxidant properties. Also as we try to maximise our nutrition by trying to pack the most nutrients into our calories supergreens makes for a very compelling proposition.
The real challenge is not in the product but rather in how to communicate to the average mainstream British consumer. As big believers in mass media and good old to the point advertising, Bioglan has embarked on a nationwide television advertising campaign in order to make the point in a simple and easy to understand way that can reach the most people.