ABOUT

CHALLENGE:
Bimuno is a pre-biotic dietary supplement that aids gut health. For the makers, Clasado Biosciences, the consumer market was an afterthought, as the bulk of their revenue comes from trade buyers – for example as a value-added ingredient to breakfast cereal.

However, low consumer awareness was limiting their ability to drive sales and profit. We worked with the marketing team to reposition Bimuno as a B2C brand, tapping into the growing market for gut health products. By driving consumer awareness and demand, being able to say ‘with added Bimuno’ becomes more valuable to trade customers, allowing Clasado to drive growth.

We moved Bimuno away from their dated, medicinal identity and packaging to a look and feel more in line with a contemporary consumer lifestyle brand.

INSIGHTS:
The COVID-19 crisis changed UK consumer attitudes towards healthy living and disease prevention. In 2021 50% of consumers increased their consumption levels of supplements and there has been a continued preventative purchase trend since. (Source: Global Data 2020, Mintel 2021).

Bimuno® contains a prebiotic fibre that travels through the digestive system intact, until it reaches the gut. Once there, it feeds and stimulates the growth of good gut bacteria helping them thrive and increase their numbers. This not only stimulates the gut but also the microbiome, therefore having a positive effect on a person’s overall wellbeing.

Flowing harmoniously through your daily routine relies on having a good relationship between you and your gut. The gut-brain connection and the influence that the microbiome has on wellbeing are under constant study, but it is clear that overall wellbeing is linked to good gut health.

FUEL YOUR FLOW WITH BIMUNO:
In a highly regulated category, we developed a creative positioning that allowed Bimuno® to communicate its ability to support everyday life through its ‘gut health and beyond’ range of products, without falling foul of any regulatory grey areas.