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Electrolyte competitor complaint

This article was originally published in The Tan Sheet

Executive Summary

Mineral Resources International files a false advertising claim Aug. 20 against Trace Minerals Research, adding to a legal complaint already submitted alleging unfair competition with regard to a competing liquid electrolyte product. Ogden, Utah-based MRI says in a same-day release that TMR, a former distributor of MRI's elete Electrolyte Add-In, has been marketing an imitation electrolyte product called Endure as "formerly known as elete" and overstating Endure's potassium content. In a filing in the Utah Second District Court, Weber County, MRI has requested injunctive relief, corrective advertising and a product recall from Roy, Utah-based TMR and its eight distributors

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The maker of elete Electrolyte Add-In is "disappointed" its complaint against Trace Minerals Research alleging unfair competition and false advertising was dismissed "due to venue issues," Mineral Resources International says Dec. 10. Ogden, Utah-based MRI alleged in a lawsuit filed in the Utah Second District Court, Weber County, that TMR improperly marketed an imitation electrolyte product called Endure as "formerly known as elete" and overstated Endure's potassium content (1"The Tan Sheet" Aug. 25, 2008, In Brief). MRI says it may appeal the court's dismissal. TMR's Web site says Endure is made "using different raw materials and processes, and has always had a different formula and mineral content than elete." The company says it corrected a manufacturing error that caused the lower potassium content

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