Schiff Green Tea Supplement Weighs Into Diet Market
This article was originally published in The Tan Sheet
Executive Summary
Weider Nutrition is expanding its Schiff brand with the introduction of Green Tea Diet Tablets, expected to reach multi-channel nationwide distribution in May.
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Weider Nutrition is expanding its Schiff brand with the introduction of Green Tea Diet Tablets, expected to reach multi-channel nationwide distribution in May. Labeling differentiates the product from its ephedra-containing competitors by alluding to the fact it does not contain the controversial herbal; one statement claims it "helps you burn fat and calories without feeling jittery." The recommended dose is one tablet three times daily, preferably before meals. Each tablet contains 225 mg green tea extract, 90 mg of the antioxidant epigallocatechin gallate and 50 mg caffeine. Each 90-count bottle will retail for between $12.99 and $14.99 and will come with a diet and exercise plan prepared by a Schiff dietician, to be used in conjunction with the supplement. Promotions for Green Tea Diet Tablets will involve spots in trade journals as well as direct mailings and in-pack couponing. Weider's decision to launch an "ephedrine-free" weight loss supplement reflects a recent trend away from ephedra products as FDA continues to review appropriate regulatory controls over the ingredient. Chattem recently folded green tea into its Dexatrim line, introducing Dexatrim Natural "ephedrine free" formula with green tea, chromium, bitter orange, Siberian ginseng, vanadium and caffeine earlier this year (1 (Also see "Dexatrim Natural" - Pink Sheet, 15 Jan, 2001.)). Schiff Green Tea Diet Tablets began shipping in April to food, drug, mass and club store shelves nationwide. The spring debut should allow the company to take advantage of a prime dieting season, as consumers attempt to shed weight before the summer months. Weider is not abandoning ephedra entirely, however; in March, the company began limited shipping of a reformulated Fat Burner supplement containing the controversial ingredient under a stand-alone brand name. The Fat Burner supplements will be available in Rite Aid and Eckerd drugstores and Albertson's supermarkets. Weider anticipates full distribution in all channels by year end. |