Omega Pharma, the fastest growing top five consumer health company in the UK, is set to welcome iconic pain relief brand, Tiger Balm into their fold. With an already impressively diverse £130m portfolio, Omega Pharma is rapidly gaining a reputation for breathing new life into under-supported but high quality, heritage brands.
Omega Pharma will have exclusive distribution rights to this cult product which has a colourful and exotic history. The company’s ambition is to apply their winning formula to Tiger Balm; a formula that has reinvigorated the fortunes of firm family favourites such as Milk of Magnesia, TCP, Buttercup, Beconase and Nytol in recent years. With a proven track record for investment in above and below the line activity and pharmacy training and support, they have transformed heritage brands such as Solpadeine, catapulting it to the sixth biggest over the counter brand in the last two years. As a well-loved brand, Tiger Balm is currently worth £1.5m and is set to gain an even greater legacy in 2015 and beyond with this unparalleled level of support from the business.
Neil Lister, general manager of Omega Pharma UK, said: “We are thrilled to welcome Tiger Balm into the Omega Pharma family and look forward to championing this iconic household brand. Tiger Balm has truly stood the test of time and has been used by generations of people looking for a trusted remedy for aches and pain. This opportunity further bolsters our already impressive pain relief portfolio, offering consumers an effective but natural, topical analgesic option.”
He continues: “Omega Pharma is renowned for their investment into brands which encompass the values of heritage, trust and care. We look forward to supporting Tiger Balm and continue to welcome similar opportunities to partner with well-loved brands.”
This partnership marks Omega Pharma’s first foray into the topical analgesics arena – currently the fastest growing over the counter category New product innovation and category expansion is a key element of Omega Pharma’s successful commercial strategy and is likely to be instrumental in the growth of their pain relief portfolio in the future.
Boasting a rich heritage, Tiger Balm has been trusted by families worldwide for over 140 years. The range provides natural, topical pain relief from muscular aches, pain and tension headaches. Tiger Balm contains a unique formulation of safe, herbal active ingredients including camphor, cajuput oil, clove oil and menthol to deliver effective pain relief from every day aches and pains.
Tiger Balm is famous for its unique sensory characteristics and recognisable signature scent. Passed down from generation to generation, the range can be used by children and adults alike. The products are best known for their warming sensation when massaged into the skin, which increases blood flow to the affected area and alleviates pain.
The product range caters to an array of day to day ailments and includes: Tiger Balm Red (RRP £4.90) to tackle muscular aches and pains, Tiger Balm White (RRP £4.90) to relieve tension headaches and Tiger Balm Neck & Shoulder Rub (RRP £7.99) which is a soothing, non-greasy cream to help revitalise strained neck and shoulder muscles.