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Amerifit

This article was originally published in The Tan Sheet

Executive Summary

Estroven PMS to "control the emotional and physical symptoms of PMS" such as irritability, cramps, moodiness and bloating will debut in September. Extension contains 125 mg feverfew, 20 mg cramp bark and 300 mg of a "proprietary herbal diuretic blend" for physical symptoms as well as 150 mg kava, 60 mg chaste berry, 10 mg isoflavones, 200 mg calcium for emotional symptoms. Launch will be backed by $2 mil. print/radio campaign to break in November. Amerifit also unveils Vitaball vitamin gumballs for children with patented gumball technology to provide "100% RDA of 11 essential vitamins." Promotional materials claim "just five minutes of chewing provides the vitamins needed each day." A 36-count container will ship in September and sell for $6.99-$7.99; national multi-million dollar ad campaign will begin in January
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