Long-term collaboration to build global brand and launch consumer health products

HBC has started a long-term collaboration with world leading brand innovation and marketing consultancy company, Tenet Partners, based in New York.

“A recognisable brand will help drive sales purchased through the internet or directly through pharmacy, drug and retail stores. It is very important to “consume-ify” our natural ingredients in a way to connect with consumers all over the world. We are delighted that Tenet will not only be our brand builder but also a meaningful investor in our business ensuring a perfect alignment of interests between us.”, says CEO of Hofseth BioCare, Roger Hofseth.

The goal of Tenet Partners is to build a consumer brand for HBC’s line of salmon-based products. They have experience across a multitude of sectors with particular focus on healthcare and consumer product sectors, making them an excellent partner for HBC. Within healthcare, Tenet’s clients include Amgen, J&J, Pfizer, Catalent and NPS Pharma and in consumer products they have worked with Colgate-Palmolive, Kraft, PepsiCo and even WellPet, a natural pet food brands owner.

Their breadth of work will be comprehensive including: new name development, developing a messaging matrix, new packaging concepts, new logo/identity and redesigning HBC’s own-product website.

Tenet CEO Hampton Bridwell underscored that a close alignment of culture and philosophy is key for success. “Hofseth is a true innovator driven by vision, looking to push the boundaries. Our relationship reflects this non-traditional mindset. Rather than a straight fee, we’re entering into a true equity partnership. That means we have ‘skin in the game:’ Our success will be directly tied to the results we achieve together.”

The collaboration with Tenet will enable HBC to accelerate the development of its own brand and marketing strategy for its Consumer Health division. The Hofseth Group already has broad and well-established retail sales channels through which it will continue to place products, with existing access into over 40,000 retail outlets worldwide.

Tenet’s approach to market analytics, branding and design will enable HBC to more rapidly utilise and monetise those sales channels as well as create its own brand for its unique, sustainable marine-derived products to be sold into segments such as OTC pharmacies, sports nutrition and cosmetics amongst others.