Men’s Health, the world’s best-selling men’s magazine has just launched a branded range of vitamins. With over one million UK readers, Men’s Health’s leadership in health, fitness, fashion, and men’s interest topics is well established. The launch is supported by a £1m UK media campaign featuring aspirational brand ambassadors across outdoor, print and digital.

Developed with Omega Pharma, Europe’s fifth largest OTC supplier, Men’s Health Lab is now available via Holland & Barrett and Amazon. The products will then hit Boots, major supermarkets, high street chemists and independents in October 2015, with an expansion into key European territories planned for 2016-17.

The Men’s Health Lab range comprises eight different products, split across three core benefit-led categories – energy, performance and well-being. Each boasts a unique benefit relative to products already in the market. For example, the Vit D3 Max product, only needs to be taken once a week. The Energy Release stick sachet can be taken on-the-go without water.

The synergy between Men’s Health’s reputation as trusted expert in health, lifestyle and nutrition, and Omega Pharma Corporate’s OTC know-how appears a powerful formula for success in the men’s vitamin sector, where targeted offerings are still thin on the ground and strong potential for growth exists.

The licensing partnership was brokered by Golden Goose Brand Licensing Consultancy, European licensing agents for Men’s Health.