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  1. Customer Centric - exceed each customer’s requirements
  2. Health Focussed - products that optimise the health of the body and mind
  3. Inspiring Greatness - inspire you to live your best life and fulfil your dreams and goals
  4. Creatively Innovative - use creativity and innovation to make great products
  5. Trust and Integrity – be a brand that you can trust
  6. Energised Optimism - foster positivity and happiness through our products and services and the way in which we communicate