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Cooke Pharma HeartBar

This article was originally published in The Tan Sheet

Executive Summary

Company will spend $10 mil. promoting L-arginine-enriched products this year. Seven cities initially will be targeted with radio, newspaper and magazine ads, as well as FSIs claiming the products help improve the functioning of the endothelium. Physician-focused promos will continue, along with retail circulars and in-store support. A study in the most recent issue of Vascular Medicine reported HeartBar to be effective in treating peripheral arterial disease, while a poster presented at the American College of Cardiology annual meeting in Anaheim, Calif. March 12-15 showed consumption of the bar led to positive results for angina sufferers. HeartBar is Cooke Pharma's only L-arginine product, although line extensions including drink powders, beverages and supplement pills are pending (1"The Tan Sheet" Dec. 14, 1998, p. 15)
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