Ernest Jackson – Bassetts Soft & Chewy Vitamins

Branded Non Food
Design Activity


The re-brand of Bassetts Soft & Chewy vitamins is a strong candidate for assessment. Not only has it clearly uplifted sales in a declining sector, it has also shown how effective design can shift consumer perceptions of the brand and give them a reason to believe in the product once more.

  • Post launch sales have increased by 49%.

  • Increase in listings – Full range now listed in all major grocers and pharmacy multiples.

  • Consumer perceptions have changed from a less efficacious children's vitamins brand to a more grown up and credible vitamins brand “It makes you think they will do what they say on the packet rather than perhaps tasting nice”