Today, we’re shining a spotlight on Prime Fifty — part of the Cambridge Nutraceuticals group — and how we helped shape a clearer, more confident position in a crowded supplements market.

Prime Fifty – Owning the 50+ space with confidence

Prime Fifty is a UK supplement brand created specifically for people over 50.

The products were strong. The science was credible. The audience was loyal.

But in a crowded category filled with ‘science-backed’ claims and lookalike brands, Prime Fifty wasn’t yet owning the space it had the right to lead.

The ambition was clear: Move from a general supplement brand with a 50+ focus to becoming the specialist for life after 50.

The challenge

The supplement aisle is noisy and often undifferentiated. Most brands:

• Speak to everyone and no one in particular
• Focus on ingredients rather than outcomes
• Lean on clinical or generic wellness cues
• Rarely reflect how people over 50 actually see themselves

At the same time, the audience was being misunderstood.

People don’t feel ‘old’ at 50. They want to carry on living the life they enjoy, with the right support behind them.

Prime Fifty had a clear opportunity to lead, but needed to define and own that space with confidence.

Our approach – The chicken/egg Brand Incubator

We used our Brand Incubator to bring structure and clarity, starting with building the Coop

Company
What Prime Fifty believes about ageing, health and independence

Customer
What really matters to this audience: clarity, capability, confidence and straightforward guidance

Competitor
Where the category feels generic, clinical or emotionally flat

This created a grounded, evidence-led starting point and a clear view of where the brand could win.

Now we’re ready to HATCH

HATCH translates strategy into something the business can use every day.

Heart
A clear purpose: helping people over 50 stay active, capable and confident for longer

Audience
A mindset, not a stereotype. Proactive, informed and motivated by prevention, not decline

Truth
A sharper position:
Prime Fifty is the specialist supplement brand for people over 50 who want to stay strong, active and confident for longer
Grounded in ageing science, explained simply and delivered with humanity

Character
Clear. Supportive. Calmly confident. Warmly expert
No clichés. No clinical overload. No wellness fluff

Hatch – Execution guidance
Practical direction across website structure, messaging hierarchy, product storytelling and expert voice

The strategic shift

The breakthrough was subtle but important.

From: A supplement brand with a 50+ focus

To: The specialist in life after 50

We anchored the brand around a simple, flexible idea:

Prime Fifty – for the life you want to live

This now guides how the brand speaks, shows up and supports customers across every touchpoint.

Bringing it to life

The new Prime Fifty website reflects this shift.

• Clearer, more confident messaging
• Outcome-led product storytelling
• More accessible ageing science
• A tone that feels supportive and relevant

The brand has moved from product-led to genuinely customer-led.

What we delivered

• Brand positioning and messaging framework
• Audience insight and definition
• Strategic platform for brand and marketing
• Direction for website and content

The outcome

Prime Fifty now has a clearer, more confident position in a competitive market, with a cohesive brand system the team can scale across DTC, QVC, retail and future innovation and a shared direction they can build on with confidence.

Working with Karen genuinely felt like having an extension of the team. She was a fantastic sounding board for wider brand discussions within the business and really took time to understand the the broader picture of our complex brand portfolio. Involving with stakeholders early on in the brand work, with one of the best workshop days I have attended, provided us all with valuable insight about the potential of the business and our non-negotiables. Karen delivered a comprehensive and importantly, actionable brand plan which has provided real clarity to the wider team and enabled us to really focus on the areas which matter. HEAD OF MARKETING.