Lancashire business provides vitamin D boost to sun-drenched Middle East

Private Label Nutrition directors James Wilson and Richard Richmond

A Blackpool firm has seen a 75% jump in exports of its vitamin D supplements in the past 12 months – including to the sun-drenched Middle East.

The vitamin is usually taken in regions where natural sunlight is in short supply.

But Private Label Nutrition has seen its market soar following a trade visit, facilitated by the Government’s Department for International Trade (DIT).

Director, James Wilson, explained: “The Middle East is our biggest growth market and in the last 12 months we have seen a 35% increase in exports.

“Paradoxically, despite the intense sunshine in the region, we have seen a growing demand for our vitamin D supplements, especially in the UAE (United Arab Emirates).

“Deficiencies of the ‘sunshine vitamin’ are widespread among the population due to the soaring temperatures limiting time spent outdoors.”

Private Label Nutrition has secured two new contract wins in the UAE with support from the DIT after attending a trade show in Dubai to further capitalise on their share of the market.

Countries in the Gulf Cooperation Council (GCC) are a lucrative market for British products and services, with latest figures showing that the UK’s annual exports to the GCC are worth £28.4bn.

Mr Wilson said: “In the last 12 months we have seen a 35% increase in exports to the GCC.

“As a small business with limited exporting experience, DIT have given us the confidence and knowledge that we need to succeed in these growing markets.”

The UAE is the UK’s largest trading partner in the region, and as Dubai prepares to welcome 190 nations to Expo 2020 Dubai in October, this year presents exciting opportunities for both the UAE and UK to strengthen their trade relations.

Paul Stowers, DIT head of trade in the North West, said: “It is great to see innovative British companies like Private Label Nutrition exporting to dynamic international markets.

“Success stories such as these illustrate just how profitable exporting can be, with overseas consumers increasingly looking for British products and premium quality brands.”