Hero Nutritionals

A Dual-Identity Serves Health Food and Mass Markets

This leading producer of nutritional supplements asked ANTHEM to strategically launch a new adult-formulated gummy vitamin. The challenge was to expand Hero’s reach to large retailers, without cannibalizing sales to health food stores.


We created the “Slice of Life” brand for health-store distribution and an equivalent “Fruta Slice” offering under a new “Envita” master brand for mass-merchants. The package’s premium visual cues and contemporary structure signaled the product’s cutting-edge formula and fun gummy experience—providing a successful simultaneous entry into both channels.