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Chromium on the silver screen

This article was originally published in The Tan Sheet

Executive Summary

Nutritional chromium and industrial chromium are not the same, Chromax (chromium picolinate) manufacturer Nutrition 21 stresses. The supplement supplier is taking a proactive approach to prevent negative consumer reaction against the ingredient due to the new film Erin Brockovich, in which heroine Julia Roberts fights a company that pollutes drinking water with industrial (hexavalent) chromium. PR campaign includes releases to about 200 newspaper and magazine outlets and at least 25 Web sites, as well as satellite video news releases available to local TV stations. Nutrition 21 supplies Chromax to Rexall, GNC, Twinlab, Weider, Solgar and others; the firm's brand name will begin appearing on product packaging under an agreement to be announced soon

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