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NATURE'S BOUNTY CONTROLLED-RELEASE MORE THAN A MULTIPLE MULTIVITAMIN

This article was originally published in The Tan Sheet

Executive Summary

NATURE'S BOUNTY CONTROLLED-RELEASE MORE THAN A MULTIPLE MULTIVITAMIN is slated for introduction to the trade on Jan. 1. More Than a Multiple, which will be marketed by Nature's Bounty's health food division Good 'N Natural, is described in product labeling as a "comprehensive nutritional supplement" containing vitamins, minerals, enzyme factors, metabolites, amino acids, herbs, antioxidants and phytonutrients. More Than a Multiple is expected to reach health food store shelves by the end of January. More Than a Multiple will be distributed nationwide as well as to countries in South America, the Pacific Rim and throughout Europe, the company said. A bottle of 90 controlled-release multivitamins is priced at $ 24.99 suggested retail and at $ 11.99 wholesale. More Than a Multiple incorporates Nature's Bounty's new Duotab delivery system, which provides an initial "quick release" of a portion of the nutrients contained in the multivitamin "for instant cellular availability," and slowly releases the remaining nutrients over time "to extend their effectiveness in your system," according to product literature. The company said it developed the delivery system in-house with assistance from outside consultants. Advertising for More Than a Multiple will include print ads in both trade and consumer magazines including Natural Foods Merchandiser, Whole Foods, Health Food Business, Vitamin Retailer, Longevity, Better Nutrition for Today's Living, Let's Live and Vegetarian Times, the firm said. Nature's Bounty expects to continue print advertising for More Than a Multiple for five years and is considering radio spots. Amityville, N.Y.-based Phillips Miller Speyer & Frost is the advertising agency of record. Among other promotions, More Than a Multiple will be highlighted in health food stores via a counter display unit containing six bottles of the product. Trial-size blister packs of three tablets will also be available for about 99 cents suggested retail, the company said. Nature's Bounty is heralding More Than a Multiple as the supplement that offers "more total nutrients," a "more productive balance" and a "more effective delivery system." Product labeling emphasizes that the multivitamin includes no sugar, starch, salt, yeast, lactose, corn, milk, eggs, artificial colors and flavors, chemical additives and preservatives. The company recommends taking More Than a Multiple three times a day with meals. More Than a Multiple is expected to be the first in a series of new Nature's Bounty products using the Duotab delivery system. Nature's Bounty said it is currently working on six products incorporating the Duotab technology and expects to launch its More Than a Diet nutritional supplement for dieters in early 1994.
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