Lionsgate Home Entertainment has entered the nutritional supplement business.
The company’s online YouTube fitness channel BeFit has paired with Top Secret Nutrition to develop a line of BeFit-branded supplements produced with natural ingredients.
The line of vitamin supplements will be specifically designed to help BeFit’s community of 1.3 million subscribers.
In separate statements, both Lionsgate SVP of marketing and BeFit GM Kajsa Vikman and Top Secret Nutrition CEO Tom Richardson said the unprecedented move was the next logical step for their respective businesses.
“BeFit is committed to providing complete fitness solutions that support the active lifestyle of our audience,” Vikman said. “Effective nutritional supplements are a natural extension of that mission and continue our goal to create a one-stop shop for all things fitness. Joining with Top Secret Nutrition will provide our growing community of ‘BeFitters’ with the tools they need to help them reach their fitness goals and transform themselves.”
Richardson said, “The nutraceutical industry has never seen an alliance of this nature, and we are thrilled to bring our expertise at creating clean and effective sports nutrition products to the relationship, and ultimately to the BeFit community.”