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AMERICAN HEALTH EXTENDING CHEWY BEARS AND FRIENDS CHILDREN'S VITAMIN LINE

This article was originally published in The Tan Sheet

Executive Summary

AMERICAN HEALTH EXTENDING CHEWY BEARS AND FRIENDS CHILDREN'S VITAMIN LINE with an acidophilus supplement that the firm expects to begin shipping within a month. Chewy Bears and Friends Chewable Acidophilus for Children will be sold at a suggested retail price of $ 6.99 for a bottle of 60 wafers. Each animal-shaped wafer contains about 25 mil. active organisms at the time of manufacture. Bohemia, N.Y.-based American Health plans to launch Chewy Bears and Friends Chewable Acidophilus for Children to health food store distributors nationwide with an introductory 10% discount. Other promotional activities supporting the product introduction will include full-page, color advertisements in health magazines such as Better Nutrition for Today's Living, Longevity, Vegetarian Times and Let's Live, American Health said. The ads will be developed in-house. The debut of Chewy Bears and Friends Chewable Acidophilus for Children will closely follow the launch of the first three products in American Health's children's chewable nutritional supplement line: Chewy Bears and Friends Multivitamin, Chewy Bears and Friends Calcium, and Chewy Bears and Friends Citrus Free Vitamin C. American Health said it began shipping the supplements to distributors in August. One serving (two tablets) of Chewy Bears and Friends Multivitamin for children over four years of age contains 5,000 IU pro-vitamin A and vitamin A, 400 IU vitamin D[3], 30 IU natural vitamin E, 120 mg buffered vitamin C, 1.5 mg thiamine B[1], 1.7 mg riboflavin, 20 mg niacinamide, 10 mg pantothenic acid, 2 mg pyridoxine, 6 mcg vitamin B[12], .4 mg folic acid and 100 mcg biotin. The multivitamin also contains 250 mg calcium per each two-tablet serving. Directions on labeling specify that children aged two to four should consume only one tablet. Chewy Bears and Friends Multivitamin carries a suggested retail price of $ 7.90 for a 60-tablet bottle. Chewy Bears and Friends Calcium, which contains 250 mg calcium and 300 FCC Units lactase per tablet, is available in bottles of 60 tablets at a suggested retail price of $ 5.99. Chewy Bears and Friends Citrus Free Vitamin C (60 mg) sells at $ 7.99 suggested retail for a bottle of 90 tablets. Labeling for all three "vegetarian-formulated" vitamin products emphasizes that they are "delicious" and "nutritious," and contain no preservatives or artificial colors, flavors or sweeteners. Labeling for the multivitamin product stresses the absence of iron and phosphorous in its formula. Promotional activities for the Chewy Bears and Friends line have included print ads in health magazines such as Longevity, Vegetarian Times and Let's Live, as well as in distributor newsletters. A print ad appearing in the October issue of Longevity, for example, maintains: "Growing children need vitamins. Growing children need calcium. Some children cannot tolerate the acid in citrus fruits. So because we care, we developed the best tasting all natural nutritional supplements especially for your children." American Health sells almost 100 dietary supplement SKUs, including chewable enzymes, "specialty" supplements such as bee pollen and evening primrose oil, herb laxatives and chewable vitamin C. Another recent introduction in the children's vitamin market is Country Life's Maxi Bears multivitamin. Touted by print ads as the "first gummy chewable multiple vitamin for children," the multivitamin was launched in the spring. Maxi Bears is available in health food stores nationwide and is priced at $ 8.95 suggested retail for 72 multivitamin gummy bears. Each clear, safety-capped bottle of gummy multivitamins contains a variety of orange, lemon, cherry and berry flavored bears, according to the company. Hauppage, N.Y.-based Country Life is promoting Maxi Bears multivitamins through print ads in health magazines such as Delicious, Let's Live, Better Nutrition for Today's Living, Vegetarian Times and Longevity. Developed in-house, the ads assert that "kids like the soft, chewy texture and orange, lemon, cherry and mixed berry taste" of Maxi Bears, while parents "appreciate the fact that Maxi Bears have no artificial coloring, preservatives or flavorings and are sweetened with natural fruit juice." Country Life has started working with an unnamed ad agency and is developing ads in-house for 1994. Maxi Bears also are being promoted through radio coop ads with health food stores, a sampling program carried out via a toll-free telephone number, as well as through posters and 18-bottle in- store displays. The company indicated that it hopes to extend the Maxi Bears gummy vitamin line in the future to include a vitamin C product and a calcium or magnesium product. Country Life markets over 500 nutritional supplement products including vitamin C, vitamin B complex, vitamin E, beta carotene, calcium and magnesium. Some of the most popular products, according to the company, include Max and Maxine multiple vitamins for men and women and Tall Tree children's chewable multivitamins and vitamin C.

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