Rotem Sela launches nutritional supplement brand: higher absorption and premium pricing
TV personality Rotem Sela has introduced 'bettr', a line of liposomal supplements developed in partnership with Chemipal-Brands. With an investment of 8 million shekels, the brand promises up to five times greater absorption. Prices range from 129.90 to 199.90 shekels, positioning the products significantly above standard market alternatives.
Rotem Sela is entering the nutritional supplement market with her own brand, 'bettr', developed in partnership with the company Chemipal. The estimated investment in the brand stands at approximately 8 million shekels, marking Sela's latest venture as a celebrity entrepreneur.
The initial launch features 13 products, including gummies, capsules, and tablets, with plans to expand to 28 items soon. All products are manufactured in Israel and categorized into four lines: 'Base' (vitamins, minerals, probiotics), 'Beauty' (hair, nail, and skin care), 'Performance' (liposomal magnesium), and 'Balance' (mood-regulating formulas).
Design and Branding
The concept of bettr mirrors Kourtney Kardashian's 'Lemme' brand. The packaging features a sculptural, minimalist, and futuristic aesthetic with matte finishes and compressed typography, reminiscent of brands like Rhode by Hailey Bieber or Kylie by Kylie Jenner. The brand aims to position itself as a lifestyle and design object rather than a traditional medical supplement.
Technology and Pricing
Initially, products will be sold exclusively at Super-Pharm and the brand's website, avoiding direct price competition between pharmacy chains. Prices are set at 129.90 to 199.90 shekels for 30-60 units (2.1–6.66 shekels per unit).
Yonatan Gal, CEO of Chemipal-Brands, explains: "The price reflects the innovative technology. We are, to our knowledge, the only ones globally to integrate liposomal technology into gummies. Studies suggest that standard supplements have only a 16% absorption rate, making our products more cost-effective in terms of actual bioavailability." A 15% launch discount is currently being offered.
The products utilize Capsoil® technology and the 'SNEDDS' nano-transport system, which creates micro-particles for optimal absorption. Depending on the formula, the gummies contain either chicory fiber or sugar.
