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In Brief: IVC

This article was originally published in The Tan Sheet

Executive Summary

IVC: Fields of Nature line of vitamins and nutritionals to be distributed to all 2,800 Eckerd drug stores, the Freehold, N.J.-based company announces July 9. The agreement represents the line's first nationwide retail distribution, the company says; as a result, IVC plans to "provide more aggressive national advertising and promotional support" to the brand. The company previously noted it would spend $12 mil. to launch six additions to the line ("The Tan Sheet" July 7, p. 14)...
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