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As a small business that is fast approaching only its first birthday, we are about to undergo some pretty big changes that I wanted to share with you first. There is a natural tendency to fear change, but in my life, I have always lived by the philosophy that change is progress. And as the great and powerful Nelson Mandela once said,
“Education is the most powerful weapon which you can use to change the world.”
And it is education that has inspired our change. The last 11 months have been a rollercoaster of awareness, education, and understanding. We have spent time talking and learning from our most important partners, you, our customer, not to mention the countless conversations I have personally had with doctors, pharmacists, nutritionists, and immunologists about how we can change the immune health market for the better.
Brand is - formulation isn’t
The main thing we learned is that you love our science-backed high doses, our natural plants, our UK Made quality, and our taste. And the good news is - none of that is changing. But these messages and how we’re different wasn’t always clear, so we’ve been hard at work over the summer to give our brand a much-needed change. We’ve doubled down on our scientific credibility, our highest dose positioning, and innovative natural approach to bring you something that I think is not only game-changing but also more easily understood.
The current supplement industry is full of low dose and ineffective formulations, bright colours, and lots of sugar; while these supplements may look good, they don’t actually do much good. For us, efficacy and credibility are key. Our brand colour is changing to black to emphasise the power and impact of our products, with some pretty cool molecular imagery to highlight the natural beauty of the world around—and within—us. I can’t wait for you all to see it very soon.
Price is - quality is not
While the brand is changing, our formulation and quality are not. Unfortunately, one side effect of the current situation in the world is that demand for vitamins has risen exponentially and as a result, so too have prices. As a small business, raising our prices is a decision we do not take lightly as we strive to provide our customers the best value, most effective solution in the category. But as we are the highest dose vitamin on the market it unfortunately means we are the most sensitive to price fluctuations. We are very sorry for these changes, but it is crucial that we preserve our quality and scientific efficacy. Interestingly, we are still cheaper per gram of vitamin than most of the competition (see below chart).
|
|
Tonic 10s – £7.99 |
Immunace Extra 30s - £14.00 |
Sambucol tabs 15s – £8.99 |
Emergen-C – £4.50 |
Redoxon - £5.00 |
|
Cost per serve |
0.79 |
0.47 |
0.60 |
0.56 |
0.50 |
|
Cost per 1g – Vit C |
0.53 |
3.11 |
9.98 |
0.56 |
0.50 |
|
Cost per 1ug – Vit D |
0.02 |
0.02 |
N/A |
0.06 |
0.05 |
|
Cost per 1mg – Zinc |
0.03 |
0.06 |
0.08 |
0.19 |
0.05 |
|
Cost per 10mg – Plants |
0.02 |
0.16 |
0.04 |
N/A |
N/A |
|
Vegan |
YES |
NO |
YES |
NO |
NO |
I do sincerely hope you will stay on this mission with us to try and help people harness the true power of their immune system. We have many exciting plans for the coming months that will help us reach more people and provide more immune health solutions, so keep an eye out for more announcements soon.
Stay healthy,
Sunna van Kampen,
Founder & CEO
Tonic Health
