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Metamucil Capsule Convenience Ad Claims Upheld By NAD

This article was originally published in The Tan Sheet

Executive Summary

Advertising claims that Procter & Gamble's Metamucil fiber capsules are a convenient alternative to the brand's powder form are substantiated, the National Advertising Division of the Council of Better Business Bureaus concluded in a recent inquiry

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Metamucil capsules

P&G ads for latest extension of laxative powders, wafers brand will focus on convenience, portability, firm says. TV, radio, print ad campaign designed by D'Arcy Masius Benton & Bowles (New York) will launch once capsules reach 50% distribution. Product began reaching shelves Sept. 30, with full distribution expected by mid-December. Capsules are sold in 100-, 160-count bottles with SRP of $7.99-$9.99 and $9.99-$12.99, respectively. Each dose of two to six capsules contains roughly 3.4 g of psyllium husk (2.4 g soluble fiber); consumers are advised to take up to three doses per day with 8 oz. of water. Metamucil's dual benefit as fiber supplement that may carry FDA-approved heart disease risk-reduction health claim could help propel line extension to top of the branded laxatives tablet category, which is now led by Novartis' Dulcolax, Ex-Lax, according to IRI data...

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