Healthmart Launches Private Brand Vitamins

This past week San Francisco based Health Mart, a network of more than 2,900 independently owned pharmacies, announced the introduction of Health Mart Private Brand vitamins and nutritional supplements, the latest addition to its line of private label, over-the-counter healthcare products.
Health Mart also is launching the 2012 Vitamin Finder, available at — in conjunction with the Health Mart Private Brand vitamins. The Vitamin Finder is a web based, personalized wellness-driven vitamin-recommendation tool that leverages the fact that 79% of consumers use the Internet to research nutrition products. This new tool will provide consumers with accessibility to make smart choices on quality Health Mart items, and strengthen their relationship with their Health Mart pharmacist.
“As more and more Americans choose to take control of their health, vitamins are becoming an increasingly important part of their daily routines,” said Matt Lowe, VP retail marketing at McKesson, which operates the Health Mart chain. “Vitamin consumers are savvy shoppers that read and compare labels. We are excited to offer a full line of high-quality vitamins and supplements and expect the new Vitamin Finder to be a valuable tool to help Health Mart customers find the vitamin products that most closely meet their needs in terms of formula, count size and dosage form.”
Health Mart launched their Private Brand with diabetes care products in November 2011 and recently added smoking-cessation and analgesics. The Health Mart Private Brand design features a white lab coat combined with a mortar and pestle to reinforce the personalized patient care that Health Mart customers already receive from their local Health Mart pharmacist. To help community pharmacies build closer customer relationships and enhance the pharmacist’s image as a healthcare provider, additional healthcare categories will be added throughout 2012.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.