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Green Turtle Bay Vitamin Co.

This article was originally published in The Tan Sheet

Executive Summary

Summit, N.J. start-up begins national roll out of PowerVites nutritional supplements containing beta carotene, selenium, vitamins C and E, as well as garlic, bee pollen, shark cartilage extract and acidophilus. The company noted that iron was intentionally omitted from the product. PowerVites is slated to appear in 100 Tabbard drug stores and the Super Nutrition catalogue in June; the firm also is negotiating with Drug Guild, a 750-store chain. PowerVites have been sold in about 60 stores in the New York City area at a suggested retail price of $ 12 for a 100-count bottle and $ 7 for a 40-count bottle.
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