Swanson Health unveils wholesome brand refresh

Swanson Health Products is celebrating its midwestern roots and values in a brand refresh. 

"The Midwest isn't necessarily the first place you think of when it comes to a wellness thought-leader, but we believe that's exactly where our strength lies," said Erin Del Ponte, senior vice president of marketing at Swanson Health Products. "Swanson Health has a proven track record of providing time-tested, affordable premium products, rooted in honest-to-goodness core values and treating our customers like our neighbors. This refresh reinvigorates and drives an emotional connection between Swanson Health and our customers, present and future, by putting the company's spirit of warmth, trust and legacy, front and center." 

The refresh highlights uplifting messaging and stylistic branding that makes feeling good easy with efficacious products in a range of categories, including digestive support, cardiovascular and bone health, immunity and stress support and sleep essentials. 

[Read more: FDA launches dietary supplement education initiative]

The refresh is inclusive of a new brand voice and an invigorating integrated marketing campaign, focused on the company's trusted heritage and unapologetic wholesomeness, the company said. The campaign addresses the consumer surge in demand for brands  "doing the right thing," exactly what's needed in the increasingly crowded – and oftentimes opaque and unsubstantiated – health and wellness industry.

[Read more: Vitamin vitae]

Swanson Health's in-house team of pharmacists, scientists and nutritionists work to offer more than 1,600 of their own branded products across 36 categories to empower people everywhere to be in the driver's seat of their own health and make self-care and wellness a top priority, the company said.