Pink Sheet is part of the Business Intelligence Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

This copy is for your personal, non-commercial use. For high-quality copies or electronic reprints for distribution to colleagues or customers, please call +44 (0) 20 3377 3183

Printed By

UsernamePublicRestriction
UsernamePublicRestriction

Cereals as supplements

This article was originally published in The Tan Sheet

Executive Summary

As is the case with NutraJoint, several cereals are repositioning themselves as supplements to take advantage of structure/function claims. In March, New Morning introduced GingkO's, an "herbal dietary supplement" promoted "for sharp thinking" on the principal display panel. An 8 oz. box of the gingko-enriched oats retails for $4.29-$4.39 and will be available at health food stores nationwide, including the Wild Oats and Whole Foods chains. To support the product, the East Brunswick, N.J.-based company says it will run aggressive in-store sampling and provide local distributors with a marketing allowance. The five-employee shop entered the cereal-supplement category in September with a slightly less expensive ginseng cereal. Demand for the ginseng cereal has been brisk, and the company is filling orders on a first-come-first-served basis, New Morning says. Eugene, Ore.-based Golden Temple Bakery also began marketing four 11.5 oz. herbal cereals in September: Raspberry Ginger Crisp with echinacea and elderberry (also referred to on the package as "Guardian"), Vanilla Almond Crisp with ginkgo and gotu kola ("Brain Power"), Cinnamon Apple Crisp with ginseng and fo-ti ("Energy") and Maple Raisin Crisp with ginger and fennel ("Digest Ease"). Both companies plan line extensions this fall...
Advertisement

Topics

Advertisement
UsernamePublicRestriction

Register

PS088254

Ask The Analyst

Please Note: You can also Click below Link for Ask the Analyst
Ask The Analyst

Your question has been successfully sent to the email address below and we will get back as soon as possible. my@email.address.

All fields are required.

Please make sure all fields are completed.

Please make sure you have filled out all fields

Please make sure you have filled out all fields

Please enter a valid e-mail address

Please enter a valid Phone Number

Ask your question to our analysts

Cancel