Apothecary 27 launches own-brand VMS line

Establishing a new line of own-brand VMS, this month Surrey-based retailer Apothecary 27 unveiled the first two SKUs in a collection of food supplements to be sold in its physical shop and via its website.

Each supplement is intended to be a reflection of the store’s mission to support the health of the local community with ‘options they can trust’. 

Launching first were Magnesium and Vitamin D – both ‘carefully crafted over the past year to deliver clean, ethical formulations’ by the store’s in-house nutritionist. Following closely behind are Mushroom Vitamin B Complex and Lemon Balm & Ashwagandha, due this spring. 

Reflecting the team’s commitment to quality, sustainability and the wellbeing of customers, the range is housed in fully recyclable packaging, with every step of the development ‘designed to ensure we deliver supplements we’re proud to display on our shelves’. 

Clean and ethical

“From sourcing to production, we’ve prioritized clean and ethical practices that mirror our dedication to sustainability and transparency,” says store owner and CEO Joe Jackson.

“We’ve decided to launch our range with two top sellers (Magnesium and Vitamin D) as these are by far our most requested in store. I’m excited to play around with the formulations for our B Complex which will contain carefully selected mushrooms to help complement the effects of the B vitamins. As usual, stress is always a big topic, so creating a nurturing blend for our customers has been really exciting. Watch this space.” 

By Rosie Greenaway, editor