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GNC to market P&G's calcium citrate malate "super calcium" in supplements.

This article was originally published in The Tan Sheet

Executive Summary

GNC TO MARKET P&G's CALCIUM CITRATE MALATE IN DIETARY SUPPLEMENTS as part of an exclusive North American license agreement for vitamin and nutritional supplements announced by General Nutrition Companies Aug. 13. GNC expects to introduce "at least six" new calcium citrate malate (CCM) products this fall. The products will deliver calcium for maintaining bone mass and thus preventing osteoporosis "in ways that consumers should find very appealing, including tablets, powders and sports bars," GNC said. The retailer is positioning the CCM products as "super calcium" supplements.

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