Optio wins Tesco placement for its health drink line

Optio, a new type of health drink from Peter Matthews, former chief executive of Cullen's, has secured placement in 180 Tesco stores.

Optio will be sold through Tesco's new in-house wellness concept called NutriCentre.

Matthews claims that now the brand has begun to achieve high-profile distribution, it will pioneer a new category: nutrient juice drinks.

Optio is a combination of fruit extracts with high levels of vitamins, minerals and other nutrients in a 'single shot'. The range has four varieties for specific health issues: Shield for the immune system; Tone for the complexion; Tempo for the cardio-vascular system; and Charge for the digestive system.

"Essentially it's a liquid supplement, a concept which is big elsewhere in the world but not yet in the UK. The market for vitamin tablets is stalling, but this sector will take off," said Matthews.

Optio Health Products brought in Corporate Edge to create the positioning and identity for the range, which will hold off advertising until full national distribution has been secured.

Analysis, page 13.

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