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MILES TO ROLL OUT SIX ONE-A-DAY LINE EXTENSIONS ON FEB. 7

This article was originally published in The Tan Sheet

Executive Summary

MILES TO ROLL OUT SIX ONE-A-DAY LINE EXTENSIONS ON FEB. 7 to drug chains, food stores and mass merchandisers, the firm said. The new products -- One-A-Day multivitamins for men; One-A-Day 55 Plus; and One-A-Day Extras, a four-product, single-supplement line including a vitamin E product, a vitamin C supplement, a garlic supplement and an antioxidant product -- will complement the existing One-A-Day line consisting of a women's multivitamin, One- A-Day Maximum and One-A-Day Essential for women. Miles said it is repackaging the entire One-A-Day line and discontinuing its Stress Guard formula. According to trade materials, the new multivitamin for men features "all the essential vitamins plus extra B-complex, extra vitamin C and E and with no iron" in bottles of 100 tablets. The 55 Plus product, packaged in bottles of 80 tablets, is a "formula for mature adults which gives you all of the essential vitamins including extra antioxidants and B-vitamins plus . . . calcium." Among the One-A-Day Extras, the vitamin C product will come in 500 mg tablets; the vitamin E product in 60-count bottles of 400 IU per softgel; the antioxidant in packages of 50 softgels; and garlic in bottles of 45 softgels. The multivitamins, the antioxidant product and the garlic supplement are expected to be line-priced but the factory price for the vitamin C and vitamin E supplements is somewhat higher, Miles said. Miles plans to support the entire One-A-Day line with a $ 12 mil. advertising budget in 1994 in an effort to revitalize the brand. That figure is substantially higher than previous One-A-Day ad budgets. The $ 12 mil. advertising spree will be kicked off in March with "user-focused" television commercials. Separate TV spots are expected to be designed for the men's multivitamin, the vitamin for older adults, and the One-A-Day Extras products. Miles will be premiering a free-standing insert for the entire One-A-Day line on April 17, with another FSI to follow on June 5. The April and June FSIs will offer $ 1 off for any One-A-Day multivitamins and 75" off any of the One-A-Day Extras. A Sept. 18 FSI will include a 75" -off coupon for the multivitamins, and an additional 75" -off coupon for the Extras. Touted as "vitamins for who you are and how you live," the One-A-Day line will also be supported with a toll-free number which consumers can call to receive a free vitamin brochure. A new shelf stocking system for the One-A-Day line, which flags storekeepers when the SKU is down to four items, also is expected to be shipped to retailers along with the line extensions in February. Miles maintained in trade materials that the "automatic stock rotation and gravity-fed design" of the new system "will help keep store shelves perpetually full, clean and clutter-free" and will "cut down on clerks' shelf-stocking time." Miles noted that it expects to focus promotional activities for the augmented One-A-Day line on the antioxidant product, reflecting a growing industry trend of highlighting vitamins containing antioxidants. Lederle, for example, repackaged its Centrum multivitamin earlier this year to emphasize its antioxidant content and launched Protegra, a line of antioxidant vitamins, in March ("The Tan Sheet" March 22, In Brief). Likewise, Bristol-Myers Squibb is expected to introduce Theragran Antioxidant this month ("The Tan Sheet" Sept. 27, In Brief), and Nature's Bounty's antioxidant vitamin, AntiOxin 4000 was launched earlier this year ("The Tan Sheet" April 5, p. 6). In addition, recent print ads appearing in health magazines have highlighted the benefits of antioxidants. For instance, Pharmavite has promoted its Nature Made Mature Balance multivitamins in print ads that say the product has "more of the antioxidant vitamins C and E than the leading mature adult formula," and refers to studies on the beneficial effects of vitamin E. Similarly, Schiff is supporting its Emulsified Beta Carotene, Vitamin E Complex and Antioxidant Plus products in a print ad: "We were making antioxidants long before antioxidants were making headlines." Also, a general print ad by Hoffmann-La Roche, which manufactures bulk vitamins, refers to recent studies on the salubrious effects of antioxidants.

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