Hyland’s expands line for moms seeking natural alternatives

Hyland’s has developed a virtual clinic in how to target the new mom niche with meaningful messaging that results in a Hyland’s Baby product being placed in the nursery. And the proof is in the sales. Hyland’s Baby generated $5.7 million, up 294.7%, for the 52 weeks ended Dec. 29, 2013, across total U.S. multi-outlets, according to IRI.

“Baby is a key category for Hyland’s in general,” said Les Hamilton, Hyland’s EVP. “We have nine total baby SKUs, and what makes us unique from other companies is we are allowed to say that our dosing can dose down to the age of 6 months.” That’s a three-and-one-half-year opportunity for the line of homeopathic products, as pediatric allopathic medicines are indicated for children 4 years and older.

Based on the brand’s success, Hyland’s will be line-extending Hyland’s Baby with a nighttime formulation called Hyland’s Baby Nighttime Tiny Cold Syrup. “Mom really gravitates toward our product because ... she needs that natural alternative,” Hamilton said.

And Hyland’s is laying the building blocks for the future in what has become a lifecycle of homeopathic solutions. Mom starts with Hyland’s Baby, graduates to Hyland’s 4Kids as the child ages and may even try out Hyland’s adult cough-cold SKU Defend+ given the Hyland’s brand identity.

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