Health companies sign up for mySupermarket brand stores scheme

Consumer health brands are taking part in a new mySupermarket scheme that will allow them to interact directly with customers.

The price comparison service has signed Nivea, Reckitt Benckiser, Kellogg's and Activia to launch special online "brand stores" through its site, which feature various leading products, as well as videos, competitions, recipes and social media links.

Consumers can subscribe directly to the brands to receive information about products before comparing prices and buying through their chosen retailer, allowing the companies involved to gain an unprecedented insight into buying habits.

This will help the brands to improve their online sales services, while allowing them to test pricing, display and product descriptions directly with consumers.

James Foord, vice-president of business development for MySupermarket, says: "Previously they were reliant on retailers for information that was closely guarded. Our brand stores are designed to give this crucial learning to them in real time."

mySupermarket compares prices from Tesco, Asda, Sainsbury's, Waitrose, Ocado, Boots, Superdrug, Virgin Wines and Majestic, but is completely independent from all of its retail partners.