Reckitt Benckiser is making its debut in the £400m UK vitamin, mineral and supplement (VMS) market.

In a move it described as a “game changer”, RB is this month launching MegaRed Omega-3 Krill Oil supplements in Boots ahead of a wider rollout in March.

The brand - said to improve heart health and bought by RB when it acquired American business Schiff Nutrition in 2012 - has not previously been available in the UK and its launch is being backed by a £5m spend that RB said was “unprecedented” for the VMS category.

MegaRed is made with Antarctic krill, which RB claimed was more easily dispersed in the stomach than fish oil and had no “fishy aftertaste”. It also came in smaller tablets than many fish oil supplements, making it easier to swallow, added RB.

Available in two strengths: standard 300mg capsules and extra-strength 500mg (rsp £17.99 to £39.99 for 20 to 90 capsule packs), the products carry the MSC seal to flag up that the crustaceans have been caught in accordance with sustainable fishing standards.

Marketing activity, which kicked off this week and includes TV advertising, digital support and educational PR, is aimed at encouraging consumers to take the supplement to support heart health.

“RB looks to grow the markets it is in and our move into VMS is no different,” said RB UK category marketing director Mark Pearson.

Overall VMS sales rose 0.5% last year to £389m [Kantar 52 w/e 17 March 2013].

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