Vitabiotics’ Susanne Bisinotto on what made PEPPA PIG a good fit for vitamins

For anyone new to Vitabiotics, how would you describe what you guys do?
Vitabiotics was founded on a single big idea. For over 50 years, we’ve been committed to that same goal – helping you to be at your best, day-after-day and whatever life throws at you. We don’t believe in one size fits all, that’s why our vitamin and supplement products are as unique as the people that trust them every day.

We’ve remained the same independent, family-run British business we’ve always been – a name people trust for safe, balanced, and effective nutritional support for all the family.

“It was important to reflect PEPPA on the gummies themselves.”

You have a line of PEPPA PIG supplements. What made that brand a good fit for your category?
The PEPPA PIG brand is inclusive, with a healthy lifestyle positioning and values. It’s a proven brand with large scale awareness and big consumer demand and appeal, that Wellkid in turn has been able to contribute to – with messaging on healthy eating and an active lifestyle. In harnessing the power of PEPPA, we’ve driven positive growth and development of the Wellkid brand.

At what point in the brand’s history did you guys begin collaborating with PEPPA?
Vitabiotics was proud to launch our first ever licence partnership with the Wellkid PEPPA PIG vitamins brand in 2018, to support the nutritional needs of little ones aged three to seven years for their everyday adventures.

“In harnessing the power of PEPPA, we’ve driven positive growth and development of the Wellkid brand.”

How important was it that Peppa was reflected on the actual gummies, and not solely on the packaging?
From the outset we believed it was important to reflect PEPPA on the gummies themselves to truly maximise the appeal and identity and encourage children to take their vitamins. While this had its technical challenges, we successfully achieved it, and believe PEPPA looks simply fabulous in gummy form.

The brand celebrates its 20th anniversary this year. Why do you think the show, its characters and the wider brand has resonated to such a degree with kids – and parents – over the years?
PEPPA is a true, timeless, brand icon. She embodies good wholesome values, and inspiring and relatable role modelling. Everyone in the family loves and can laugh along and learn with PEPPA. And the Hasbro team have been wonderful to work with, we thoroughly enjoy working with them. A fantastic, collaborative relationship has been built over the past six years and it is a partnership we value highly.

On that, what’s the key to successful collaborations with brand owners?
Building a trusting relationship and ensuring that ideas are shared, communication is clear, and that we are all working towards the same goal.

Susanne, this has been great. Thanks again!