LONDON — Nature’s Bounty Co, the owner of premium vitamin and supplement brand Solgar and sister brand Nature’s Bounty, has hired The Fourth Angel to lead on UK communications.

Having started work in September, the agency is leading on PR and social media for both brands, including developing a new brand narrative for 2021.

Since being set up by former 3 Monkeys Zeno founder Angie Moxham in 2018, with Sarah Perry joining as managing director in February, The Fourth Angel has established a division dedicated to wellness brands.

The vitamins, minerals and supplements (VMS) sector has been growing year-on-year and this has accelerated since the start of the Covid-19 pandemic, pushing the category towards a five-year record rise of 9% and making it worth around £515 million in the UK alone this year, according to Mintel.

Nature’s Bounty Co marketing director for the UK and Ireland, Antonia Jinks, said: “We’re pleased to be working with The Fourth Angel as our PR and social agency. Their understanding of the opportunities for Solgar and Nature’s Bounty during the pitch process was impressive and I feel confident that we have found a great partner to build the brands in the UK&I.”

Moxham added: “We are over the moon to be working with two of the most renowned brands in the VMS industry. As an agency, we have amassed a wealth of experience in the wellness space and our business is in the best place to consult on the wider comms strategy across PR and social while delivering tangible results for Solgar and Nature’s Bounty.”