Roche in talks with three about revamp of Sanatogen range

The Swiss health goods manufacturer, Roche Consumer Health, has briefed three agencies to create a fresh approach for its range of Sanatogen vitamin products.

The Swiss health goods manufacturer, Roche Consumer Health, has

briefed three agencies to create a fresh approach for its range of

Sanatogen vitamin products.



The company’s three roster agencies, Bates Dorland, DMB&B and WCRS, have

been invited to Roche’s UK headquarters at Welwyn Garden City for secret

presentations. WCRS currently handles Sanatogen’s vitamin tablets and

Start Up!, a vitamin-enhanced fruit juice brand, Dorlands handles its

Rennie indigestion remedies and DMB&B its Supradyn and Eleve brands.



Bates and DMB&B are key agencies elsewhere in the world for Roche, which

wants to achieve a greater brand cohesion across Europe.



Vitamin supplements represent a fast-growing sector in the UK but

Sanatogen’s lead is being eroded, both by the popularity of own-label

vitamin products and by the aggressive tactics of the US newcomer,

Centrum.



No-one from any of the three agencies was available to comment on the

review, and the Roche UK general manager, Gavin Bell, who is running the

pitch, had not returned calls as Campaign went to press.



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