Blackmores Launches FiZZERS in Singapore to Target Younger Consumers

Blackmores has launched FiZZERS, a fast-dissolving active nutrition supplement, in Singapore, targeting younger consumers who find traditional pill or tablet formats less appealing. The product is now available at retailers including Watsons, Guardian and 7-Eleven, as well as online.

FiZZERS comes as micro granules in single-serve 5g sachets that can be taken three ways: mixed with water as a drink, dissolved on the tongue, or chewed directly. The range spans four variants: Triple Immune Support, Energy and Focus, Skin and Hair Glow, and Muscle and Endurance, each combining specific active ingredients such as vitamin C, vitamin D3, zinc, Siberian ginseng and nicotinamide.

According to Andy Mckimmie, country manager for Singapore and regional head of e-commerce at Blackmores, the format is designed to make active nutrition more accessible to younger consumers who are already familiar with protein shakes and functional drinks in gym and fitness settings.

Blackmores supported the FiZZERS launch with an experiential event featuring ice baths, massages and product sampling stations, paired with promotional offers to drive trial through online stores and e-commerce platforms. Mckimmie described the approach as a full funnel campaign, moving consumers from initial awareness through trial to purchase.

The launch is part of a broader strategy at Blackmores to diversify product formats without displacing its traditional tablet and capsule lines. The company has said FiZZERS is intended to complement, rather than replace, its existing supplement range as it works to build category relevance with a younger demographic. Blackmores also plans to expand FiZZERS into other Asian markets, using the new format to broaden its regional reach and appeal to evolving consumer preferences.

Blackmores, acquired by Japan's Kirin Holdings in 2023 for A$1.88 billion, has been positioning active nutrition as a key growth category as it competes for younger consumers who increasingly associate wellness routines with convenience and format innovation rather than traditional supplement formats. The FiZZERS launch reflects a wider trend among nutrition brands in Singapore toward fast-dissolving and single-serve formats designed to lower the barrier to daily supplement use.