Innovation, Acquisition & Expansion

For many years after the formation of the co-operative, at that time known as British Cod Liver Oil Producers, the company enjoyed relative success with Cod Liver Oil production and later diversification into refining oils and fats for the food industry. However, the gradual decline of Cod Liver Oil sales due to the introduction of more modern multivitamin and mineral formulations, led Seven Seas to reassess its healthcare position.

In 1981, a range of seven vitamin and mineral supplements were launched. At a time when Britons were becoming more willing to take charge of their own good health, the new range was well placed to capitalise on the new 'health consciousness'.

Interest in Cod Liver Oil also revived in the 1980s as a result both of accumulating evidence for the Omega-3 fatty acids and television advertising featuring the Seven Seas Tin Man character who recommended Cod Liver Oil for 'oiling the joints'.

From then until today, Seven Seas has continued to grow its home business with a combination of innovation and acquisition. It has also expanded its markets. Seven Seas branded products are now available in over 80 countries across the globe and the Seven Seas company and its brands are market leaders in Ireland, the Middle East, Africa, the Caribbean and Far East.

In the 1980s, Seven Seas acquired New Era Laboratories, whose homoeopathically-prepared tissue salts offer a gentle, non-pharmaceutical option for the treatment of minor ailments; Höfels range of garlic and herbal supplements; and Minadex children's tonic.

In the 1990s it acquired Haliborange, the leading brand of children's vitamin and mineral supplements was added; and Phillips Yeast Products, a perfect partner for Seven Seas' expanding pet and animal health care business. Under Seven Seas' stewardship all these brands have been developed, expanded, repackaged and promoted with advertising and consumer education.

Growth accelerated in 1996 when Seven Seas changed ownership to come under the umbrella of German pharmaceutical giant, Merck KGAa. With the expertise and investment of its new parent company, Seven Seas has flourished.

Innovative new products and processes have put it at the forefront of the UK vitamin, mineral and supplement (VMS) market where it is undisputed leader, winning consumer and industry accolades. Merck has also supported Seven Seas' move into the OTC medicine market with the development of the Brands Phensic analgesic, Actal and Milpar digestive remedies and Califig California Syrup of Figs with Senna, a natural fruit-based liquid laxative. Always read the label.