In a bid to revolutionize the ‘plastic-driven’ UK VMS market, Beauty Kitchen has entered the health and wellness sector with Vitamin Kitchen, a range of sustainably packaged vegan vitamin gummies.

The initial line-up consists of Immunity Muscle & Bone – Vitamin D3 (1000 IU), Hair Skin & Nails – Biotin, Vitamin C & Zinc, and Health & Vitality – Multivitamins A to E (with zinc, vitamins A, B6 and C), available in pouches containing one month’s supply.

Made with scientifically proven, high quality ingredients, the products are gluten-, allergen- and gelatine-free, and naturally flavoured with either lemon, raspberry or berry.

The brand stresses that single-use plastic packaging currently dominates the category, with bottles, jars, sachets, pouches and blister packs, and that with around one in three UK consumers taking vitamins daily, plastic consumption in this sector is at an all-time high. To this end Beauty Kitchen has created breathable, plastic-free, heat-sealed pouches made using fully recyclable, FSC-certified kraft paper.

“We have been able to extend our efforts into the health and wellness sector with the launch of Vitamin Kitchen, enabling us to provide consumers with access to a wider range of sustainable products,” explains co-founder Jo-Anne Chidley. “By designing packaging to be circular and zero waste from the very beginning, we are making it straightforward for consumers to reduce their plastic use.”

Planet Organic is the first retailer to stock the Vitamin Kitchen supplements in store and online.