Haliborange, one of the UK’s top sellers of kids vitamins, is now a portfolio brand of the Australian family-owned business
PharmaCare has acquired Haliborange, a vitamin and supplements manufacturer in the UK and deemed a top seller in the category for kids’ health. The transaction sees Haliborange join PharmaCare’s portfolio of global brands including Nature’s Own, Sambucol, Bioglan, Promensil and Skin Doctors pharmaceuticals. The deal seeks to solidify PharmaCare’s brand portfolio in the UK market.
Headquartered in New South Wales, PharmaCare is an Australian family-owned business with more than 25 brands in the personal care and health sectors.
PharmaCare entered the UK market in 2007 with the launch of the cosmeceutical brand Skin Doctors. The business is established in more than 50 countries in the EMEA region with eight global brands.
Haliborange is deemed a market leader in the kids VMS space (vitamins, minerals and supplements) with a 28% market share. The company reported more than £10 million in net sales in the calendar year ended 31 December 2018. The business has been growing year-on-year for the past five years.
The acquisition is a strategic purchase for PharmaCare and the company believe it will bolster its growing portfolio with a new offering in the kids’ multivitamin sector.
PharmaCare said it has ambitious targets for re-launching Haliborange that will ensure the continued success of the brand moving forward, including further investments.
As part of the plans, PharmaCare will work on new product development, a rebranding strategy and a “through the line” activation, along with the continuation of the successful formula of influencer and traditional PR to reach their target audience of diverse families.
Trish Singh, Head of Marketing at PharmaCare, said: “We have ambitious targets to re-launch Haliborange as part of the PharmaCare portfolio. We’re excited to have acquired a household name, and it gives us a huge opportunity to grow our pharma experience in kids’ vitamins. Our aim is to remain the number one vitamin brand for kids.”
Date published: 21 September 2020