Executive Summary

Planning trade ads for eight new products in the Standardized-Full Potency line. Ads are to appear in upcoming issues of Whole Foods, Vitamin Retailer and Natural Foods Merchandiser; consumer ads may follow. The new products include blueberry leaf extract and pomegranate fruit extract, which Leonia, N.J.-based Solgar says are new to the dietary supplement market, as well as extracts of boswellia resin, horse chestnut seed, rosemary leaf, schisandra berry and turmeric. The products "combine isolated active ingredients" with the "whole raw herb, a method not typically used in the industry." Solgar began a new corporate ad campaign in August, with outdoor advertisements sporting the tag line "True to life"