Sanulac Nutritionals Australia says its S-26 brand will be rebranded Alula as part of a historical licensing agreement, with S-26 branding phased out by 2023.
The company says the transition will take place over the next 12 months and includes a comprehensive media plan, including national TV and digital, as well as public relations and influencer activity.
Alula head of marketing Makedonka Del-Ben said Sanulac would also work with healthcare professionals in hospitals and the community to communicate it is the same formula but with a new name.
“We are really proud to have played a role as a trusted partner in nutrition for Australians for more than 50 years and we want to assure customers that while our product name is transitioning the formulation remains the same,” says Del-Ben.
Sanulac offers a range of scientifically developed nutrition products. Alula S-26 Gold Toddler is a milk drink suitable for children from the age of 12 months. It contains 16 key vitamins and minerals, including vitamin D, vitamin A, iodine and iron, to help support toddlers’ growth and development as part of a varied diet.
