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This article was originally published in The Tan Sheet

Executive Summary

Line extensions to the Optein "wellness beverage" brand debuting at NNFA MarketPlace 2000 include dietary supplement bars and single serving packets of the powder mix; both will be available in August. The single serve packets will come in 10-count boxes retailing for $16.99 and will be available in the same flavors as those offered with the 18.5-oz. canister - natural vanilla cream and natural chocolate malt (1"The Tan Sheet" April 10, p. 11). Promoted "for active lifestyles," the 1.6-oz. bars will come in chocolate peanut butter and strawberry yogurt flavors and sell for $1.79 each in 12-ct. boxes

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Solgar Vitamin & Herb

Natural products company promoting its Optein "3-in-1 Wellness Beverage" with a $2 mil.-$3 mil. print campaign breaking now in publications such as Delicious, Prevention, Better Homes & Gardens, Let's Live and Newsweek. The powder, which promotional materials state contains 23 vitamins and minerals, seven sources of fiber, three sources of protein and various phytonutrients, carries the claims "immune support," "energy producing" and "stress adaptor," as well as the DSHEA-mandated disclaimer. Optein comes in 18.5 oz. canisters with a $19.99 suggested retail price. Available in natural vanilla cream and natural chocolate malt flavors, the product began shipping to health food stores in February. Solgar also introduced Heart Salt at Expo West. The item claims to contain 50% less sodium than table salt, as well as magnesium and potassium to "promote healthy blood pressure levels." Shipping now, 4 oz. bottles retail for $1.99

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