Child celebrity and social media influencer Gavin Thomas, with his eight million followers, will promote the protein powder shake
Healthy Height

Nutritional Growth Solutions (NGS), a Tel Aviv public company traded on the Australian Stock Exchange, is introducing its Healthy Height protein powder shake in China.

The product can be mixed into ice cream or pancake batters and put into shakes and smoothies. It contains 12g whey protein per serving, has no corn syrup or additives, and is low in sugar and sodium. It is gluten-free, soy-free, no-GMO and includes 350mg per serving of the amino acid arginine.

NGS claims its product was developed and tested by paediatricians and can boost children’s height, nourishing growing children, primarily three to nine year olds, including those who lack nutrition due to health issues that can impair eating.

To promote its brand in China, NGS has signed up nine-year-old social media influencer Gavin Thomas, who has more than eight million followers on Chinese social media platforms, and is the youngest recipient of the Weibo Influencer Award (Weibo is a Chinese social media platform similar to Twitter).

Gavin Thomas
Gavin Thomas

Thomas will promote Healthy Height through various social media campaigns, physical appearances, and brand ambassador activity. The goal is to drive traffic to NGS’s e-commerce store on Tmall Global, Alibaba’s business-to-consumer cross-border marketplace which can reach more than half a billion consumers. NGS also is retailing Healthy Height through selected mother and baby stores.

NGS chief executive and managing director Liron Fendell said: “Nutritional Growth Solutions and Gavin Thomas are a great match for raising the awareness of our Healthy Height brand in China. He’s greatly loved by kids and parents alike in China who identify with his quirky personality and engage with him as a person. Gavin also is an authentic user of our products, so he will be able to communicate to Chinese families with integrity about our patented, scientifically formulated and clinically tested nutritional shakes that assist children in reaching their maximum height.”

Brian Leedman, NGS chairman, added: “Social influencer engagement between brands and consumers through e-commerce platforms is much more advanced and ingrained in China than other markets. Partnering with Gavin Thomas is a key to quickly gaining scale in this important market where there is an unmet need for our clinically proven product.”

The company said it grew sales by 58% last year following a jump in online sales in the US via Amazon and Shopify.

Date published: 9 March 2021

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