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This article was originally published in The Tan Sheet

Executive Summary

NATURE's BOUNTY ANTIOXIN 4000 WILL APPEAR ON RETAIL SHELVES IN APRIL following a launch to the trade in early March. The vegetable-based dietary supplement, which contains beta-carotene, selenium and vitamins C and E, carries an average wholesale price of $ 6.49 for a package of 60 softgel caps. The suggested retail price will be $ 8.95. Derived from broccoli, spinach and carrots, a daily dose of two AntiOxin 4000 capsules provides 20,000 I.U. of beta-carotene, 250 I.U. of vitamin E, 400 mg of vitamin A, and 50 mcg of selenium. Product packaging bills AntiOxin 4000 as "the most complete antioxidant vitamin & mineral formula." Packaging also guarantees that the product is "free of yeast, corn, wheat, milk, salt, sugar, starch, preservatives [and] artificial color." The AntiOxin 4000 box depicts a rainbow labeled with the names of the vitamins and minerals merging into a red softgel to highlight what the firm calls "full spectrum antioxidant protection." Nature's Bounty promotes the contents as "one of the lines of defense your body uses to stabilize free radicals and prevent their formation." Packaging was designed by the in-house Nature's Bounty agency, which will also handle product promotion. AntiOxin 4000 and another recent launch, Natural Shark Cartilage, will be promoted in-store with shelf talkers and window banners. The firm is also offering individual merchandisers a "co- op advertising allowance" of up to 5% of the value of total sales from the Nature's Bounty products. The Shark Cartilage capsules (740 mg) are slated to begin shipping on April 2. The product will be sold in bottles of 30 capsules of "freeze/vacuum dried physically processed shark cartilage." Average wholesale list price is $ 8.56 per bottle and suggested retail is $ 11.79. The recommended dose is four-to-six capsules as a food supplement, according to the product's packaging. Deal sheets to merchants reference newspaper articles and a recent "60 Minutes" segment that dealt with a clinical study in Cuba of shark cartilage in cancer patients. The labeling does not make any specific claims. The "60 Minutes" segment, which aired on Feb. 28, focused on a 16-week trial in Cuba in 29 patients, of which only 15 were considered by an outside expert to be evaluable. From that group, three patients "clearly showed signs of progress," according to "60 Minutes." Despite the nature of the shark cartilage studies and the way the results are being disseminated, the National Cancer Institute apparently is interested in further study of the product. NCI's Mary McCabe reported at an April 1-2 meeting of NIH's Ad Hoc Panel on Alternative Medicine that the institute is considering a shark cartilage clinical trial and is in discussions with potential clinical investigators to determine if such a study is feasible.

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