Market Trend
- Health is a Megatrend lead by Millennials, Boomers and emerging markets: global growth from US$133B (2016) is projected to be US$220B by 2022
- Canadians are still amongst the global leaders in vitamin and dietary supplement use; three out of four Canadians take vitamins or supplements. Canada & Australia are considered leaders in regulation and quality
- US Market: US$31.7B in 2016; expected to reach US$56.7B by 2024
- Iron Supplements Market: US$3B in 2015; expected to reach US$6B by 2025. 37% of sales are in North America.
Source: Statista estimates, Zion Market Research ID 828514
Source: CHFA 2018
Source: Statista estimates, Zion Market Research ID 828481
Source: June, 2017 Credence Research Report Code 58515-06-17
|
|
|
Vitality Products Inc. is a manufacturer, marketer, and distributor of premium quality natural health products, including vitamins, minerals, and nutritional supplements under the brand name of VITALITY®. In September 2013, the Company announced the revitalization of one of Canada's oldest natural health companies with the launch of Vitality's new line of vitamins and supplements. Vitality's mission is to provide a healthy, energized lifestyle through high-quality supplements. The Company is focused on key growth categories in natural health and its products are currently sold both online and in over 600 leading natural health and wellness locations across Canada including Whole Foods Market and Healthy Planet.
The company is focused on increasing distribution, sales and new product introductions to natural health stores and consumers. VITALITY® products has 92 natural health licences from Health Canada. The company plans to introduce new products in Canada in 2019 after recently receiving up to $85,000 from the National Research Council of Canada Industrial Research Assistance Program (NRC IRAP) to support the research and development of three new products.
In addition, the Company is aggressively pursuing international sales opportunities. Vitality plans to enter the US market in 2019 with focus on its award winning, FDA approved product - Power Iron + Organic Spirulina™. In October and November 2018, the Company has participated two Trade Missions with the Government of British Columbia and the Government of Canada to meet key buyers and importers to explore entry of VITALITY® vitamins and supplements into Japan and China.
|
|
 | VITALITY® is an award-winning line of Canadian made clean vitamins and supplements;
|
| | products sold in over 600 leading natural health and wellness locations across Canada and growing including Whole Foods and Healthy Planet;
|
| | proven success of product line through repeated orders and same store sales growth;
|
| | maintains 70%+ gross margin on product line;
|
| | received 92 natural health licenses from Health Canada;
|
| | plans to introduce new products in Canada in 2019 after receiving funding from the National Research Council of Canada Industrial Research Assistance Program;
|
| | expanding distribution and sales nationally, online at vitality.ca, amazon.ca and well.ca, and internationally;
|
| | proven innovative formulas to grow market share in Canada, USA and internationally, including award winning Power Iron + Organic Spirulina™ - the highest dose of iron in a natural health product and approved by Health Canada;
|
| | 52% are beneficially owned or controlled by Insiders.
|
In September 2013, the Company announced the revitalization of one of Canada's oldest natural health companies with the launch of Vitality's new line of vitamins and supplements.
VITALITY® is a Canadian line of clean vitamins and supplements, made in Vancouver, British Columbia. VITALITY®'s products are non-GMO (contain no genetically modified organisms), gluten-free, soy-free and vegan friendly. VITALITY® named the products by their benefits to help retailers and consumers understand the products and added QR codes on labels to direct consumers online for additional product information.
VITALITY® creates small batch runs of vitamins and supplements in leading, site licensed facilities and third-party test all products.
Vitality has developed a complete product line of Natural Health Products (NHPs). Health Canada requires a full licensing process for NHPs. Included in the definition of NHPs are certain food and beverage products claiming to benefit health: such as energy bars and juice with vitamins; supplements such as herbs, digestive enzymes, vitamins and minerals and essential fatty acids; and traditional personal care products. The Licensed Natural Health Products Database (LNHPD) contains product specific information on those natural products that have been issued a product license by Health Canada.
Vitality has applied for and received 92 Natural Health Product Numbers (NPNs) for its NHPs and all 92 NHPs are registered in the LNHPD and have received an eight digit NPN. The issuance of a product license means that the product has been assessed by Health Canada, found to be safe, effective and of high quality under its recommended condition of use. This is an adequate number of approvals for the Company to proceed with a marketing and licensing program of its NHPs.
VITALITY®'s products are available for sale both on-line and in 550 retail stores located across Canada, including Thrifty Foods, Whole Foods, Choices, Nature's Fare, Amaranth, Planet Organic, Nutter's, Old Fashion Foods, Vita Health, Nature's Emporium, Healthy Planet, Goodness Me, Nature's Source and Nature's Signature (at Metro stores), Noah's Naturals, Ambrosia Naturals, Chelsea Market, Peanut Mill, Nutrition House (Eaton Centre) and more.
The Company formulated, branded and launched five products in key growth categories: multivitamins, power, digestion, stress and sleep. The Company introduced the following five unique products: VITALITY® Time Release Super Multi+™, VITALITY® Time Release B Complete + C™, VITALITY® Digest+™ VITALITY® Relax+™, and VITALITY® Power Iron + Organic Spirulina™.
- VITALITY® Power Iron + Organic Spirulina™
a high powered iron supplement. It's ingredients consist of a powerful blend of highly absorbable iron (bisglycinate) 45 mg; organic spirulina to enhance bioavailability;
plus, high dose key nutrients of vitamin B12 and folic acid for blood support, absorption, energy and mood. 45 mg is the highest allowable level of iron in a natural
health product by Health Canada and is coupled with certified organic spirulina, a superfood dense in iron
and minerals.
- VITALITY® Time Release Super Multi+™
a complete one-a-day multivitamin to boost energy, immunity and mood. It packed with 19 essential vitamins and minerals, VITALITY® time release vitamin tablets are made with plant fibres to slowly release and support absorption of nutrients.
- VITALITY® Time Release B Complete + C™
combines a B60 complex with vitamin C (600 mg) in a one-a-day time-release tablet to effectively support your energy and wellbeing. VITALITY® Time Release supports the absorption and use of B and C vitamins while reducing stomach irritation commonly caused by B vitamins.
- VITALITY® Digest+™
targets the root causes of indigestion and stomach distress to soothe digestive upset, reduce inflammation and support the absorption of nutrients for energy. Digest+ uses goldenseal, a bitter herb, which stimulates digestive juices to break down food, and reduces bad bacteria that can lead to digestive system issues including: gas, acid reflux, food sensitives, bloated stomach, irritable bowel syndrome (IBS) and traveler's diarrhea.
- VITALITY® Relax+™
a herbal aid to provide fast relief from stress, anxiety, insomnia and interrupted sleep. It is low dose so can be taken during the day or at night to gently calm your mind, nerves and body. Relax+ uses cramp bark, a natural relaxant, to calm muscle tension and cramping.
|
|
International Sales Opportunities |
Vitality recognizes the growth opportunity for its line of vitamins and supplements outside of Canada.
- USA Market: First Market for Export
Has selected the United States as the first market for export due to the proximity, size and cultural similarities to Canada. The Company will target sales in the West Coast (Washington, Oregon and California) with a population of over 50 million and GDP of 3.1 trillion USD (Country Economy, 2018). FDA regulatory and initial market research, including pricing and key distributors has been completed. The company will enter the market with its focus on its award winning product - Power Iron + Organic Spirulina™.
- Japanese Market: Regulatory Changes Open Door for New Products
Japan is one of the leading countries for sales of natural health products and a key export market for Canada. Vitality, as a guest of the Government of BC's Ministry of Jobs, Trade and Technology, met with key retailers, buyers and distributors in Osaka and Tokyo from October 2-5, 2018. The Japanese market for nutritional supplements exceeded $10 Billion USD in 2014 (source: Regulatory Reforms Fuels Japans Supplement Market, Sachiko Kakisaka, Sept 17, 2014) - double the size of the Canadian market - and regulatory changes in Japan have provided an opportunity for new products in the marketplace. The Company introduced VITALITY® Blue C (vitamin C 300 mg and blueberries) to buyers at the Table Top shows. Blue C is one of 92 NPNs (Health Licenses from Health Canada) secured by Vitality Products Inc. and is not currently sold in Canada. The Company joined the Trade Mission to explore the opportunity of launching current and new products in foreign markets while leveraging the reputation of VITALITY® and manufacturing practices in British Columbia, Canada.
- Chinese Market: Online Sales as Entry Point to Consumers
In 2017, supplements sales growth outpaced GDP growth in China with the Chinese supplement industry reaching $17.2 Billion USD in 2016, with 9.3 percent annual growth, as compared to global supplements sales growth of 5.7 percent (source: The Analysts Take: Supplement Sales in China, Claire Morton, Jan. 6, 2018). The strongest growth comes from e-Commerce in China. The Company met with several online retailers and offline distributors at Food and Hotel China in Shanghai to explore market entry in 2019. The Company views online as a growth opportunity in 2019.
- International Export Markets: 2019 and Beyond
Following completion of Trade Accelerator Program with the Province of British Columbia, World Trade Centre and Export Canada in May 2018, the Company committed to build new relationships and expand sales internationally for long-term development and growth of VITALITY®. Following the Trade Missions in October and November, the Company will continue to meet with Trade Commissioners and prospect distributors in targeted international countries and cities.
|
Cheryl Grant - President, CEO and Director
Cheryl has managed marketing and communication portfolios at Canadian Diabetes Association, Best Buy Canada and TELUS including overseeing Public Relations for a $3.5B brand of Best Buy, a Fortune 100
W. Douglas Grant - Vice President, CFO and Director
Doug has a B. Comm., MBA and CPA, CMA and over 20 years of experience in senior management roles of public companies
Colby Fackler - Director
Director of Sales and Service for Vancouver Whitecaps FC
Rick Gannon - Director
Past VP, Sales - Grocery Division, Kraft Canada
Brian Gessner - Director
Director and Senior Private Banker, BMO Harris Private Banking
Bruce McDonald - Director
President, Results Management Inc.
Stuart Pennington - Director
President,Fourth Corner Holdings
|
Cheryl Grant,
President and CEO
Telephone: (604) 683-6611
Email: investors@vitality.ca
|
Corporate Office:
Address: Suite 304, 837 West Hastings Street, Vancouver, British Columbia, Canada V6C 3N6
Web site: vitality.ca
|
|
Marketing Permission:
If you selected to join the email list you have agreed to give your consent to Vitality Products Inc.to be in touch with you via email using the information you have provided in this form for the purpose of news, updates and marketing.
|
Back to Investcom Home Page
Forward Looking Statements:
Information set forth in this company profile involves forward-looking statements. Forward-looking statements are statements that relate to future, not past, events. In this context, forward-looking statements often address a company's expected future business and financial performance, and often contain words such as "anticipate", "believe", "plan", "estimate", "expect", and "intend", statements that an action or event "may", "might", "could", "should", or "will" be taken or occur, or other similar expressions. By their nature, forward-looking statements involve known and unknown risks, uncertainties and other factors which may cause our actual results, performance or achievements, or other future events, to be materially different from any future results, performance or achievements expressed or implied by such forward-looking statements. Such factors include, among others, the following risks: risks associated with marketing and sale of securities; the need for additional financing; reliance on key personnel; the potential for conflicts of interest among certain officers or directors with certain other projects; and the volatility of common share price and volume. Forward-looking statements are made based on management's beliefs, estimates and opinions on the date that statements are made and except as required by law, both Vitality Products Inc. and investcom.com does not undertake to publicly update or revise its forward-looking statements even if experience or future changes make it clear that any projected results (expressed or modified) will not be realized. Investors are cautioned against placing undue reliance on forward-looking statements. The material contained herein is for information purposes only and is not and is under no circumstances intended to constitute an offer to sell or a solicitation to buy any securities or a recommendation as to the purchase of any securities.
Disclaimer:
The information contained herein has been obtained from the above featured company as well as the other publicly available sources and is believed to be accurate. Although reasonable efforts have been made to compile this data with care, neither Investcom, its employees, officers or directors guarantees the accuracy or completeness thereof, nor shall any of them be liable to the user or to any other person, firm or corporation whatsoever for any inaccuracies, errors or omissions contained herein nor for any damages arising therefrom or occasioned thereby. Investcom is not an investment advisor, readers are highly recommended to consult his Financial Advisors before making any investments related to any specific companies mentioned in Investcom's web site. The use of this profile is limited to the recipient. Review of this profile by any other party is expressly not authorized. The user is expressly not authorized to duplicate this profile or make all or a portion of this profile available to third parties in any manner or form without the prior written consent of Investcom. Investcom have been paid a fee by the featured company and the featured company may have contributed to printing and other related expenses. In addition, Investcom, its directors, officers or employees may have a position in the securities of the featured company and may from time to time add and/or dispose the position of the securities of the featured company without any prior notice.
|
