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06/24/2022

Hyland’s Naturals CEO Will Righeimer talks branding and a new VMS strategy

The 120-year-old brand is unveiling a lineup of new preventive health gummies and a new look.
Nigel F. Maynard
Editorial Director
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Will Righeimer, CEO, Hyland’s Naturals
Will Righeimer, CEO, Hyland’s Naturals

Hyland’s Naturals is a leading consumer health company with more than a century of history making products to help people live healthier and happier lives. At the core of the company’s business is providing natural wellness products for people and pets, and now the company is set to unveil a lineup of new preventive health gummies in the vitamins, minerals and supplements, or VMS, category. Recently, Drug Store News sat down with CEO Will Righeimer to talk about the company’s expansion and its recent rebranding.

Drug Store News: What inspired the recent logo and brand refresh?

Will Righeimer: It’s really driven by consumer insights. By listening to our Hyland’s Naturals consumers and retailers we heard that, while they love our brand, they wanted something that was unique and modern, that would stand out on the shelf and online. It also needed to reflect our dedication to natural ingredients and reinforce our commitment to health and wellness. We took these insights to heart and will be extending the brand refresh across our entire product line this year.

“We have 20 new products that are being unveiled in the coming year and we are confident, based on consumer and retailer input, that they will resonate with consumers here in the United States and around the world.”

DSN: What are you most excited about at this time?

WR: Hyland’s Naturals has been a trusted brand for almost 120 years. Our focus has always been to meet the needs of consumers who value using natural ingredients — we were big believers in clean, high-quality natural products before that became the movement it is today. That rich history is what we continue to honor, while we shift to a new modern look and accelerate our product innovation efforts.

[Read more: Gut check: A variety of products solve the diversity of digestive issues]

In 2022, we’re very excited to be launching into the broader vitamin, mineral and supplements category. We have 20 new products that are being unveiled in the coming year and we are confident, based on consumer and retailer input, that they will resonate with consumers here in the United States and around the world.

DSN: What will differentiate your vitamins, minerals and supplements from what’s already in the market?   

WR: Not all supplements are created equal. From a quality standpoint, we’ve applied the same strict standards as our FDA-regulated OTC products. In terms of formulation, our brand specializes in unique blends that use organic and natural ingredients to support preventive health. All our products are made in the USA with ingredients sourced from around the world and tested with third-party labs to ensure safety and quality. For our gummies, we know that taste is an important factor, so we offer delicious flavors that the whole family will love.

DSN: Are you doing anything else on the company level to support the launch of the new products?

WR: We have an aggressive new product launch schedule focused on the children’s and women’s health categories. As part of that, we are building on the momentum from the brand refresh and investing heavily in digital and traditional media in national campaigns.

[Read more: Eye and ear care still driven by pandemic-related trends]

We’re also partnering with our retailers to provide large-scale in-store activations, custom displays, shelf talkers and expanded offerings on retailer e-commerce sites. Lastly, this fall we will be starting several new influencer campaigns to spread the word about Hyland’s Naturals on a global scale.

DSN: What will the company’s rebrand mean for your retail customers?

WR: Our retailers appreciate that this rebrand will drive new excitement and energy into our trusted brand. With almost 120 years of history, the Hyland’s Naturals brand has already shown incredible resiliency and an ability to last the test of time; the rebranding and move into supplements are the next evolution of Hyland’s Naturals and will show customers that we’re modern and connecting with more consumers than ever with our expanded product portfolio and marketing reach. They can trust that we will be growing for another 120 years!

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