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Natrol Kid's Companion Line Includes Attention/Memory Formula

This article was originally published in The Tan Sheet

Executive Summary

Natrol will introduce a new line of multivitamins, as well as an attention/memory supplement, for children beginning in August. A print ad campaign for the Kid's Companion brand will break the same month the 10-SKU line hits store shelves.

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Nature's Answer

KidEven and KidCentrate alcohol-free supplements added to the firm's For Kids product line. KidEven's structure/function claim says it "Promotes calmness," while KidCentrate "Promotes mental concentration," according to labeling. The products, multi-herbal liquid mixtures featuring rosemary leaf, retail for $13.99 in 4 oz. bottles. Dosages are based on age and weight. A similar child-targeted supplement for attention and memory was launched by Natrol in early August under the Kid's Companion name (1"The Tan Sheet" July 10, p. 11). In May, Efamol Nutraceuticals and J&R Research settled FTC charges over AD/HD claims on supplements (2"The Tan Sheet" May 15, p. 9)

Nature's Answer

KidEven and KidCentrate alcohol-free supplements added to the firm's For Kids product line. KidEven's structure/function claim says it "Promotes calmness," while KidCentrate "Promotes mental concentration," according to labeling. The products, multi-herbal liquid mixtures featuring rosemary leaf, retail for $13.99 in 4 oz. bottles. Dosages are based on age and weight. A similar child-targeted supplement for attention and memory was launched by Natrol in early August under the Kid's Companion name (1"The Tan Sheet" July 10, p. 11). In May, Efamol Nutraceuticals and J&R Research settled FTC charges over AD/HD claims on supplements (2"The Tan Sheet" May 15, p. 9)

Nature's Answer

KidEven and KidCentrate alcohol-free supplements added to the firm's For Kids product line. KidEven's structure/function claim says it "Promotes calmness," while KidCentrate "Promotes mental concentration," according to labeling. The products, multi-herbal liquid mixtures featuring rosemary leaf, retail for $13.99 in 4 oz. bottles. Dosages are based on age and weight. A similar child-targeted supplement for attention and memory was launched by Natrol in early August under the Kid's Companion name (1"The Tan Sheet" July 10, p. 11). In May, Efamol Nutraceuticals and J&R Research settled FTC charges over AD/HD claims on supplements (2"The Tan Sheet" May 15, p. 9)

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