Rotem Sela Launches Premium Liposomal Supplement Brand Bettr with Advanced Absorption Technology

Israeli TV host, actress, and model Rotem Sela has launched her own dietary supplement brand called Bettr, developed in partnership with Kamifal, a company she helped establish. The brand's initial investment is estimated at around 8 million shekels. Bettr offers 13 products at launch, including gummies, capsules, and tablets, with plans to expand to 28 items soon. All products are made in Israel and divided into four categories: Base (vitamins and minerals like vitamin D, C, B12, iron, calcium, probiotics, turmeric, pregnancy formula, and multivitamins), Beauty (formulas for hair, nails, and skin care), Performance (liposomal magnesium), and Balance (mood-balancing formulas).

Bettr's products feature a unique liposomal technology called Capsoil®, developed by an Israeli biotech company, which claims to increase absorption up to five times compared to standard supplements. This technology is integrated into gummies, a first in the market, aiming to improve user adherence and effectiveness. Prices are relatively high, ranging from 129.90 to 199.90 shekels for 30 to 60 capsules, reflecting the advanced technology and premium positioning. Initially, Bettr products will be sold exclusively through Super-Pharm stores, Super-Pharm online, and the brand's website, with no price competition among pharmacy chains at launch.

Kamifal, founded in 1941 and owned by Eitan Gal, manages the import, marketing, and distribution of various health and pharmaceutical brands in Israel. Bettr was co-founded by Sela and Kamifal CEO Yehonatan Gal. Yehonatan Gal explained that the liposomal gummy format is costly and innovative, but ensures better absorption and consumer compliance. The company plans to offer discounts and promotions, including a 15% launch discount.

Bettr's packaging is designed with a minimalist, futuristic aesthetic, similar to other celebrity supplement brands like those of Kylie Jenner and Hailey Bieber. While Bettr's prices are higher than some competitors offering liposomal supplements, the brand emphasizes its unique gummy delivery and advanced absorption technology. Rotem Sela stated that about 80% of active ingredients in generic supplements are not absorbed by the body, and Bettr aims to provide a high-quality, enjoyable supplement experience with significantly improved absorption to support consumers' busy lives.