Jodi Gordon reveals what she REALLY thinks about vitamin queen rival Jessica Sepel

Home And Away star Jodi Gordon has broken her silence about the war raging between high-end vitamin brand JSHealth and the fledgling Life Botanics.

Life Botanics, backed by Jodi, entered the vitamin market six months ago offering a product ‘almost identical’ to that offered by JSHealth, selling for half the price.

Jessica Sepel, founder of JSHealth, has since blasted Life Botanics online, branding the company a ‘fake cat’ and threatening legal action.

Home And Away star Jodi Gordon has broken her silence about the war raging between high-end vitamin brand JSHealth and the fledgling Life Botanics. Image on left is Jodi Gordon, and right is JSHealth founder Jessica Sepel

Despite previously maintaining a dignified silence on the matter, Jodi finally considered it during an interview with Daily Mail Australia on Tuesday.

‘I’m not involved in that [pubic battle with JSHealth], but if you look at the facts here. You buy quality vitamins at affordable prices,’ he said.

‘This is a family-run Australian company, and I love that they make affordable high quality products for Australians,’ he continued, adding: ‘I mean, what’s better than having affordable vitamins? Especially in this day and age when things are so expensive.’

‘I’m not involved in that [pubic battle with JSHealth], but if you look at the facts here. You buy quality vitamins at affordable prices,’ Jodi told Daily Mail Australia on Tuesday

Jodi partnered with Life Botanics earlier this year, and swears by the brand’s hyaluronic acid capsules and marine collagen powder to hydrate skin and promote hair and nail growth.

Life Botanics first sparked outrage Ms. Sepel, acline nutritionist, back in February when advertising a ‘two bottles for $40’ deal on social media with the tagline: ‘If you love JSHealth vitamins, you’ll love Life Botanics. Identical formulation, same results, half price.’

A bottle of JSHealth ‘skin and digestion’ vitamins – which Life Botanics sells with similar ingredients – sells online for $45.

Life Botanics, backed by Jodi, entered the vitamin market six months ago offering a product ‘almost identical’ to that offered by JSHealth, selling for half the price

Jessica Sepel (pictured), founder of JSHealth, has criticized Life Botanics on several instances, branding the company a ‘fake cat’ and threatening legal action

Jodi partnered with Life Botanics earlier this year, and swears by the brand’s hyaluronic acid capsules and marine collagen powder to hydrate skin and promote hair and nail growth. Jodi poses with Life Botanics founder Jimmy Seervai (right)

Ms Sepel, whose multi-million dollar company is based in Double Bay, shared the Life Botanics ad with her 390,000 Instagram followers, and wrote: ‘This is another level of unkindness. How low can you go?’

‘I have the strongest community in the world, so know this is NOT our brand and never will be. Our ingredients are very unique. Our community will help stop this from happening.”

‘I have no words about how people with low morals will go on to make money. Fortunately JSHealth is built on efficacy and trust, not dollars.’

Life Botanics first sparked the ire of Ms Sepel, a clinical nutritionist, in February when advertising a ‘two bottles for $40’ deal on social media with the tagline: ‘If you love JSHealth vitamins, you’ll love Life Botanics. Identical formulation, same results, half price.’

In response to these claims, Lauren Jones, Senior Marketing Manager at Life Botanics, told Daily Mail Australia: ‘We have great respect for JSHealth products and as a manufacturer we have the opportunity to offer consumers better value at a more affordable daily price.

‘At its core, fair competition is part of the Australian retail market. Our goal is to deliver premium quality products at affordable prices, no matter who we compare ourselves to.’

Sepel also shared a tearful selfie, alongside the caption: ‘Please help me. Please contact this company to copy us. I usually don’t care about imitators.

‘Please know this is NOT our brand and never will be. Our ingredients are very unique. Our community will help stop this from happening,’ said Ms Sepel in response to Life Botanics’ claims its products have an ‘identical formulation’ to JSHealth products

‘But morally, it’s just terrible for the stomach. Is this what people would do to make money? We have worked hard for a decade to become the most trusted vitamin brand in the world. I know we always will.

‘But this causes our customers to feel misled. Our ingredients cannot be replicated because they are exclusive to us (most of them). They use my name for advertising.’

Sepel later vowed ‘legal action must now take place’.

Sepel also shared a tearful selfie, alongside the caption: ‘Please help me. Please contact this company to imitate us… Morally, this is very bad for the stomach’

Ms Jones responded to these claims by saying: ‘We only use comparative advertising to communicate the strengths of our products. This is similar to many examples on the market such as Aldi’s advertising model.’

The war continued in March with Life Botanics publicly sharing details of its JSHealth product formulation and similar Life Botanics products, demonstrating how budget brands offer ‘premium ingredients without the premium price tag’.

An excited Ms Sepel responded by telling Instagram followers: ‘When do you wake up with a brand that imitates you? This can be difficult. I have seen 3x in one week. But nothing can emulate our concern for the health of our customers. Community. Brand strength. Attention to detail in formulation.’

The war continued in March with Life Botanics publicly sharing details of its JSHealth product formulation and similar Life Botanics products, showing how budget brands offer ‘premium ingredients without the premium price tag’

‘Reminder to stay on your path, don’t look left or right. See that as a compliment.’

But instead of ignoring the sled, Life Botanics shared a screenshot of its post alongside the defiant caption: ‘Exactly, JSHealth, this is a compliment!

Sepel and her husband, JSHealth CEO Dean Steingold, created the Australian Financial Review’s Young Rich List with an estimated value of $426 million.

JSHealth uses influencers to market its brand on social media. Photo of Martha Kalifatidis Married At First Sight posing with a bottle of brand vitamins

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