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Pharmavite

This article was originally published in The Tan Sheet

Executive Summary

National rollout of Optimize nutritional beverages expected to be completed by August. Line will be backed by national FSI dropping in October. Pharmavite introduced Hi-Calcium and Hi-Fiber drinks regionally last year in southern California and Las Vegas, as well as in Duane Reade drugstores in New York. Brand is available nationwide in Albertson's, Walgreens, about 1,000 Rite Aid stores on West Coast and one-third of all Target stores. Sampling, trade promos planned for this year, national ad campaign slated to begin in January. Pharmavite modified Hi-Fiber labeling following an FDA "courtesy letter" objecting to use of the claim: "Helps maintain normal cholesterol levels." New labeling will reach store shelves in fall (1"The Tan Sheet" Jan. 22, p. 10)

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