As the CBD category continues to see rapid growth (projected to reach $20B by 2024, says Forbes), The Vitamin Shoppe is introducing new offerings from two of its private-label brands, plnt and Vthrive. Focused on deeper consumer education, easy-to-navigate offerings and higher-order emotional benefits, LPK helped The Vitamin Shoppe strategically stretch the brands into the CBD space, focusing on consumers who are eager to explore the CBD category—but often confounded by its endless options.
“The Vitamin Shoppe had a unique opportunity to provide consumers clarity and peace of mind when shopping this confusing category,” says Elyse Dierking, a senior strategist at LPK, who led the work. “We focused on their equity as experts in the health and wellness space. Combined with clear benefit communication, the consumer can shop with confidence and find a solution tailored to their needs.
Both brands have launched on e-commerce and in The Vitamin Shoppe and Super Supplements storefronts across the US.
“These are two brands that were well-positioned to expand into CBD, but we needed to stretch them thoughtfully to compete in the category and offer something truly new and differentiated,” says Marina Borsini, Director of Brand Management, Private Labels for The Vitamin Shoppe. “This work hits that mark.”