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LEINER INTRODUCES EIGHT NEW YOUR LIFE VITAMIN PRODUCTS

This article was originally published in The Tan Sheet

Executive Summary

LEINER INTRODUCES EIGHT NEW YOUR LIFE VITAMIN PRODUCTS featuring a hardshell "delivery system." Packaged in clear bottles, the new line consists of Essential Antioxidant, Optimum Balance Multi-Vitamin, Balanced-B Complex Stress Formula, Time Release Vitamin C Beadlets, Dry Vitamin E, Pure Vitamin C, Ultra Multi-Mineral Formula with Electrolytes and a Calcium Magnesium/Vitamin D with Manganese product. Torrance, Calif.-based Leiner Health Products said it is considering applying the hardshell technology to additional products. Scheduled to arrive on retail shelves in December, the eight new products as well as six products from Leiner's Daily Pak line will be packaged with the Olympic five-ring logo under a licensing agreement with the U.S. Olympic Committee. Leiner will carry the logo on its products through the 1996 summer games in Atlanta. Under the agreement, Leiner will pay the Olympic committee royalties and a portion of the proceeds from sales of vitamin products that carry the logo. Leiner expects to donate approximately $ 1 mil. under the deal. The company said the "exclusive" agreement provides that Leiner's products will be the only dietary supplements allowed to carry the Olympic logo. The new products are packaged with gold labels and include silhouettes of figures engaged in different sports. Using the tag line "going for the gold," Leiner is budgeting $ 2 mil. to promote the products covered in the agreement. Ten- and 30-second television spots began airing on the CNN, USA and Lifetime cable television networks in October and will continue through 1996. Advertising in other television programming is being evaluated and may be added later, Leiner indicated. National coupon drops offering $ 1 off and a consumer sweepstakes will appear in free-standing inserts in Sunday newspapers on Feb. 6. Sweepstakes winners will win trips to Lake Placid, N.Y. and Park City, Utah, the training grounds for the U.S. Olympic ski team. Leiner also plans to offer in-package coupons for 50 " off and buy-one-get-one-free deals twice a year for the duration of the USOC agreement. Leiner ran its first print ad covering the introductions in a September issue of People magazine and another ad is slated for January. Ads also are scheduled to run in the Beauty Handbook for "at least one year." The Beauty Handbook is distributed quarterly by retailers, including Wal-Mart and Walgreens.
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