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ADM vitamin E

This article was originally published in The Tan Sheet

Executive Summary

Archer Daniels Midland's Nutraceutical Division has launched a branding program for its natural-source vitamin E. A logo with the words "Natural-Source Vitamin E" surrounding the term "d-Alpha" began appearing on the packaging of Walgreens Finest vitamin E products in August at the roughly 325 Walgreens stores in the Chicago region; GNC's store brand vitamin E supplements also began carrying the logo in early August. Brochures comparing natural-source vitamin E to synthetic vitamin E are available at retail and refer consumers to the Web site d-alpha.com, which ADM launched Aug. 1. ADM already brands other ingredients, including its NovaSoy isoflavones, which are used in Whitehall-Robins' Caltrate 600+Soy (1"The Tan Sheet" Jan. 10, In Brief)

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