AstaReal is making a significant move into the consumer market by expanding its portfolio for the Swedish and Norwegian markets with the well-known health brand Kyolic. This means the company, a global leader in natural astaxanthin, is further strengthening its position in evidence-based health products.
“What distinguishes the Kyolic brand is that it reflects AstaReal’s values of high quality, strong scientific foundation, and a clear demand in the consumer market. These are always our three most important criteria when considering new brands to collaborate with,” says Peter Carlsson, Business Area Manager at AstaReal.
AstaReal took its first step into the consumer market last year by taking over the distribution rights of its own product, Astaxin. With Kyolic now added to the portfolio, AstaReal strengthens its position – and more products are on the way.
“We will be launching yet another new brand in the near future. It’s about creating ownership, understanding, and credibility – being close to the end consumers provides insights that strengthen the entire business. By owning the entire value chain, we can ensure even greater delivery reliability and quality.”
Kyolic is a garlic supplement focused on heart and cardiovascular health, and stands out due to its research profile, with over 900 scientific publications following more than 50 years of research.
“It’s a well-established brand with clear consumer benefits and scientific backing – exactly the type of product we want to build our portfolio around. By adding Kyolic to the portfolio, we strengthen both our offering and our position as a growing player in evidence-based consumer health.”
A Complete Player in Health Products
To succeed in its consumer-focused venture, AstaReal has brought together an experienced team with a background in consumer health and sales. With a strong presence in pharmacies, health specialty stores, and e-commerce, the company has an established platform to build on.
“We have extensive experience working with different retailers. We understand their business, and now we can offer a range that makes us an even more relevant partner.”
The long-term ambition is clear – to grow each individual brand together with its respective product owners, and to educate consumers about AstaReal’s core offering – the unique antioxidant, natural astaxanthin, which AstaReal was the first in the world to produce under controlled conditions.
“By increasing awareness of what astaxanthin is and what it can do, we are also creating a stronger market for our entire range, while becoming a more complete player in health products for both B2B customers and the consumer market.”