Herbalift is Now Vitavega.co.uk

LONDON - April 15, 2016 - PRLog -- Herbalift.co.uk, one of UK's leading online retailer of vegetarian and vegan food products and supplements, has rebranded itself as Vitavega.co.uk. The transition from Herbalift.co.uk to Vitavega.co.uk is much more than just a change of domain name or adopting a promotional nomenclature. It is about a transitional shift in the brand's evolution. Patrons of Herbalift will be automatically redirected to Vitavega without any downtime, delivering an equally smooth shopping experience.

Herbalift.co.uk gave the company more than anticipated brand appreciation and consumer engagement. However, there was a challenge-the URL created the impression of being a purely herbal store. Our market survey revealed that many prospective consumers assumed it to be a herbal medicinal or herbal product store. This meant undercutting volumes in the sales pipeline-an unwarranted risk that the company could not afford as the objective was to become a preferred brand in the niche of vegan and vegetarian food supplies and supplements.

While usual rebranding exercises are fueled by mergers and acquisitions, the transition from Herbalift to Vitavega is essentially an evolution-a transformation that has come about as a result of thorough self-introspection, market research and digging deeper into the emerging vegan consumer trends. Vitavega is better positioned to create more engagement in the vegetarian/vegan landscape-an industry that still seems high on misleading branding and suffers from undefined benchmarks, an unstructured market that can misguide consumers.

As the market survey gained more footprints, similar misinterpretations about the brand emerged. Many consumers believed that Herbalift.co.uk was just an interactive platform for people who believe in herbs and related niches like green consumerism. The company's goal of communicating itself as the single, most comprehensive hub for organic food supplies and supplements was being challenged.

In comparison, Vitavega.co.uk positions the company better in terms of connecting with the intended consumer demographics. Vita means Life and Vega is Spanish for grasslands. Put together, these words fall in-sync with the company's objective of clearly demonstrating that it focusses on lifestyle and food items that are pure and natural as compared to the standard food produce found in the marketplace that has an overwhelming element of chemical residue and potentially harmful synthetics. Vitavega.co.uk represents a specialty online store that is dedicated to everything that is Vegetarian or Vegan-healthy lifestyle options that are creating a lot of traction in the UK market and across the world.

Targeting Emerging Vegetarian Consumer Trends
The rebranding exercise also indicates a change in how the brand is trying to reposition itself-from a leading online store for organic food supplies in the UK to a healthy, vegan produce store now ready for engaging and serving international consumers. The rebranding is also the result of better grooming and introspecting the inventory. Some vegan food options have been downsized while some vegetarian categories have more additions-the procurement team is ensuring that every items is in harmony with what an educated, informed consumer will demand.

Delivering the promise of 100% Vegetarians or Vegan food is being pursued even more stringently with quality-checking teams being expanded and more industry partnerships. From evaluating regional, organic farms to vegan supplement manufacturers, Vitavega.co.uk has raised the benchmarks for ensuring purity of produce.

Vitavega also presents a new channel of products that will be targeted at on-the-move vegan consumers who need wholesome nutrition but don't have the time to cook. The company is setting-up a facility that will manufacture and retail protein bars and protein powders with the Vitavega brand. Expect an exhaustive list of supplements under the Vitavega name, from items relevant for those hardcore gym enthusiasts and those wanting to comprehensively detoxify their body. These Vitavega labeled products will incorporate the best in unique organic formulations that will surpass current, global benchmarks for organicness of food supplements. Expect a bigger inventory of more interesting vegetarian/vegan options, including a wider range of flavors and herbs to ensure that vegan diets are equally gastronomically attractive-a trend emerging across the world of vegan diets.

Herbalift.co.uk presented another challenge that impaired the brand outreach campaigns. At the time of its launch, the practice of procuring only cruelty-free and animal ingredient-free products was not marketed aggressively. This meant that dedicated vegetarians had some apprehensions about the ethicality of the inventory on display. This revelation also came through many emailed queries. Though the customer care team was proactive in resolving such apprehensions, it is natural that many first-time browsers must have walked away from the online store without creating a query.

In comparison, Vitavega.co.uk is being positioned as the true vegan store-zero animal ingredients, organic farm produce, chemical-free approach and assurance of cruelty-free manufacturing practices which includes the guarantee of procuring vegan food supplements from companies that pursue fair trade and wage policies. For instance, the nuisance of mass produced vegan products guilty of using gelatin is a well-known vegan industry threat. Vitavega has more quality assessment personnel to ensure such unethical vegan alternatives don't make to our online store.

Another, critical reason for rebranding lies in the pricing factor. Herbalift was conceived at a time when organic awareness was limited. Farms following chemical-free practices were just a handful. This meant a higher pricing range with more miles for delivery of not-so-easily-available produce. Vitavega.co.uk is changing the dynamics, leveraging consumers with a pricing advantage. It is creating a network of pan-UK suppliers who have the credentials, and accreditations, of 100% vegetarian produce.