One of the longest lived and most respected natural health products lines in Canada is being revitalized by the children of the company’s long time owner. Bill Grant bought Vitality in 1979 and grew the line of supplements to 92 licenced products before he died in 2011.
But rather than going toe to toe with the industry giants like their dad did in the 1980s, Doug and Cheryl Grant are setting out with a more strategic approach.
They narrowed their focus to just four products: Digest +, Relax +, B Complete +C and Super Multi + and targeted small independent retailers rather than the big chains. Unlike the sun, they’re rising in the west – and now have Vitality products back into more than 140 stores. On the strength of a respected brand name, some first rate products, some business savvy and a bit of recent media attention, they are well on their way to a full out resurgence.
