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P&G nutraceutical aspirations

This article was originally published in The Tan Sheet

Executive Summary

Consumer goods giant began test marketing two nutraceutical beverages in Cincinnati in early March. Spire Snack and Spire Energy "maintain your peak performance whether you're hungry or you need an energy boost," the company says. Spire Snack contains 30% of the recommended daily value of 10 vitamins and minerals, "as much calcium as a glass of milk," guarana and yerba mate, and comes in "Exotic" and "Tropical" flavors. Spire Energy, in "Passion" and "Bliss" flavors, employs P&G's patented VitaList energy release system and contains green tea, guarana and ginseng. Both drinks retail for roughly $1.79

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