This is an interesting re-positioning that will be closely watched by many. Giving the ageing population the over 50's are set to become even more important and can have substantial spending power. Saga has probably been a bit of a lumbering giant. One of the issues here will be whether it can shrug off its old people's home, or at least 'retired' association. I suspect there are multiple market segments here that need tight focus and a single brand may not be flexible enough to appeal to all. If they pull it off the rewards will be good, if not we should expect some niche branding.