Wakefield healthcare firm set for brand growth on the high street

Boston Healthcare, based in Wakefield, is aiming to further grow into the UK over the counter (OTC) market after launching new products backed by a major television advertising campaign.

The firm’s growth is supported by a £500k Equity Linked package from Finance Yorkshire, which invested an initial £1.25m in Boston Healthcare when it acquired the Uvistat and Dalivit brands four years ago.

Boston Healthcare has since been growing the brands’ position in the OTC market which is worth £2.5bn. The firm now supplies some of the biggest pharmacy names on the high street, including Boots, Superdrug and Lloyds, as well as leading pharmacy multiples and independent pharmacies.

Finance Yorkshire’s investment has enabled Boston Healthcare to add a children’s SPF50 Lipscreen and an Evening Aftersun with SPF20 to its Uvistat range. The firm has also introduced Dalivit D3 to combat vitamin D3 deficiency in children.

Boston Healthcare’s main focus markets are the sun care market, vitamins and acne. The new Uvistat children’s Lipscreen features in a major television campaign on Sky, which includes children’s channels.

The company has partnered with Yorkshire County cricketer Jonny Bairstow, who is brand ambassador for the Uvistat sun care range.

Colin Darroch, Boston Healthcare’s managing director, said: “We spent some time establishing the brands back in the marketplace and now we are concentrating on new product development. It is easier to hang new products on existing brands because of the brand association with consumers.”

Steve Stocks, executive chairman, added: “Over the coming two to three years we intend to gradually ramp up the promotional activity to drive sales of the portfolio and we will continue to innovate with new line extensions in areas of unmet need.”

Ian Brown, Finance Yorkshire Portfolio Manager, also commented: “From the time of the acquisition of the brands, Boston Healthcare has surely and steadily moved from rebuilding awareness and trust of the brands among consumers to a strong position in the marketplace. The business is now well placed to develop and add more new products this year which include a probiotic for babies as part of the Dalivit franchise.”