By John Cogswell, Senior Communications Specialist
When it comes to supporting your gut health, one size doesn’t fit all.
Our digestive systems are made up of trillions of microbes, including “good” bacteria, which help to balance digestion, support immunity and more. The number and diversity of these bacteria are influenced by factors such as diet, exercise, medications and genetics, and they vary for everyone.
The RenewLife® brand is known for high quality probiotics — health supplements that balance and support the “good” bacteria in the gut. In the last year, the brand has also introduced products targeted to different lifestyles and needs.
For example, the “New Beginnings” platform focuses on probiotics for mom, baby and kids. To help optimize daily performance, the brand also launched special formulas that deliver bold new benefits like mood + stress support, prenatal care and organic prebiotics.
These products are the brand’s first major innovation since becoming part of Clorox in 2016.
Innovation based on insights
But innovation didn’t happen overnight, and it started with understanding the consumer.
The average probiotic shopper today is symptom-oriented. That means they go to a drugstore to “fix” a specific health problem.
The RenewLife brand wants to change that cycle by giving consumers another option: a natural, long-term solution to their digestive issues. The brand seeks to engage consumers who take a proactive, preventative mindset toward their health & wellness and educate them on how a daily probiotic regimen can help them stay healthy and prevent future issues.
As a result, RenewLife’s innovation strategy focuses on how probiotics can enhance three areas important to consumers: a return to one’s ideal self, enhanced longevity and optimal performance.
“It’s common for companies in the natural channel to release targeted products specific to children, women and other consumer groups, but there hasn’t been enough education around why,” says Maggie Johnle, national training manager and associate sales planning manager on innovation for RenewLife. “When we talk about optimizing health at RenewLife, we’re talking about maintaining and supporting normal body functions. We want consumers to understand why probiotics can be a great addition to a healthy diet and lifestyle.”
A legacy of health and wellness
For more than 100 years, The Clorox Company has been committed to promoting health and wellness, first through the disinfecting properties of bleach, and later with our Brita and Burt’s Bees brands meeting the needs of health-conscious consumers.
Today, the RenewLife brand continues this legacy, using innovation to help families feel better from the inside out.