Crossing the border: Q&A with Bomuca's Oliver Pegueros

Bomuca is in the process of launching a Hispanic-centric line of supplements and recently gained distribution through Walgreens, the supplier reported. DSN sat down with Oliver Pegueros, director of operations and business development at Bomuca, to get a sense of what the new supplement line is all about.

(To view the full Category Review, click here.)



DSN: What is Bomuca's product line?



Oliver Pegueros: Basically, our strongest brand out there is Vivioptal, which we consider a lifestyle. It’s multivitamins that are specifically geared toward each family member. They're all German formulas; that's one of our biggest value propositions. Another significant point of differentiation is that they're softgels for quicker absorption and higher effectiveness. We have our multi, which is for ages 12 years and up. That basically covers the whole family. Then we have our Active formula. We have our Women's Formula and our Men's Formula. Those are geared toward men and women 35 [years and older]. And finally we would have the Kids Formula, which is a berry-based syrup.



We also have our extended line, which we consider to be Relajanox, Venalive and Flex-N-Move. Relajanox is a natural relaxant, and Venalive is a vein health support product. Flex-N-Move is a dietary supplement designed specifically for the joints because of the glucosamine in it [and] BioCell Collagen.



DSN: What is the point of differentiation?



Pegueros: We want to provide high quality, groundbreaking healthcare products. Our main slogan is German engineering for your body. A formula that was originally made in Dr. Gerhard Mann s laboratory in Berlin in the mid 1990s is very big thing for us. And we want to emphasize that our formula is complete [and] not so easy to replicate.



DSN: German formulation is one point of differentiation, and the other is a Hispanic heritage?



Pegueros: We've been south of the border for over 25 years. Basically our brand has been out there. The consumer knows us. They trust our brand. They know the efficiency of the products that we provide. [We have] distribution in very important retailers like Walmart [and] Costco. That will, of course, resonate [with the consumer] as we enter the U.S. market.



DSN: Why is the Hispanic consumer important?



Pegueros: For us, first, because of our 25-plus years south of the border. We have people that either their parents know our vitamins, or their [grandparents] know our vitamins.