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Chromax hits retail stores

This article was originally published in The Tan Sheet

Executive Summary

Rite Aid will be the first mass retailer to carry Nutrition 21's Chromaxchromium picolinate dietary supplement, marking the brand's debut in retail stores, the firm announces Jan. 13. "The Rite Aid commitment is a significant initial step in our transition from primarily a wholesale ingredients supplier to also a supplier of branded finished goods," Nutrition 21 COO Paul Intlekofer said. As a result, the firm expects to see positive financial results by the second half of 2006. Public awareness of the supplement's insulin-related benefits is increasing, the exec claimed, citing a recent Newsweek article naming the brand as a "Super Nutrient," as well as a New York Times series on diabetes and insulin. The firm plans to support its marketing strategy for retail sale with a comprehensive marketing and communications program...

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