Nutritional Growth Solutions is expanding international activities for its Healthy Height protein shake in China.
NGS has signed an agreement with child celebrity and social media influencer Gavin Thomas to promote its brand in China. Thomas has more than 8 million followers on Chinese social media platforms, and has graced the cover of China’s edition of ELLE Magazine.
Thomas will promote NGS’s Healthy Height product range in China through various social media campaigns, physical appearances, and associated brand ambassador activity. The goal is to drive traffic to NGS’s e-commerce flagship store on Tmall Global, Alibaba’s b2C cross-border marketplace for international brands and retailers.
“Nutritional Growth Solutions and Gavin Thomas are a great match for raising the awareness of our Healthy Height brand in China,” said Liron Fendell, CEO and Managing Director of NGS. “He’s greatly loved by kids and parents alike in China who identify with his quirky personality and engage with him as a person. Gavin also is an authentic user of our products, so he will be able to communicate to Chinese families with integrity about our patented, scientifically formulated and clinically tested nutritional shakes that assist children in reaching their maximum height.”
“Social influencer engagement between brands and consumers through e-commerce platforms is much more advanced and ingrained in China than other markets,” said Brian Leedman, NGS Chairman. “Partnering with Gavin Thomas is a key to quickly gaining scale in this important market where there is an unmet need for our clinically proven product.”
The severity of the COVID19 pandemic encouraged the general population of China to reconsider their dietary habits. This resulted in a significant rise in popularity for health supplement products on both online and offline sales channels, NGS says.
“Chinese parents tend to invest in their children’s nutrition and prefer to purchase well-known brands backed by research,” said Fendell.
Healthy Height contains 12 g whey protein per serving, with ingredients, and without corn syrup or other additives. It is gluten-free, soy-free, no GMO, and includes 350 mg of the amino acid arginine per serving. The product can be mixed into ice cream or pancake batters as well as in shakes or smoothies.
