Pharmavite Optimize Drinks Mark Functional Food Debut
This article was originally published in The Tan Sheet
Executive Summary
Dietary supplement maker Pharmavite is entering the functional food arena with a line of nutritional beverages marketed under the Optimize brand name.
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Dietary supplement maker Pharmavite is entering the functional food arena with a line of nutritional beverages marketed under the Optimize brand name. Optimize Hi-Calcium and Hi-Fiber drinks currently are available in food, drug and mass outlets in southern California and Las Vegas, as well as Duane Reade drug stores in New York City. The products began shipping in July as part of a controlled rollout. A nationwide launch is slated for 2001. Pharmavite is supporting the regional debut with print ads in women's magazines such as Ladies Home Journal, Family Circle and Women's Day. Other promotions include a free-standing insert, in-store sampling and sponsorship of various health awareness events. The ad agency is Foote Cone & Belding (Los Angeles). A dedicated Web site (www.OptimizeNutrition.com) describes Hi-Calcium and Hi-Fiber as "light, fruity and refreshing beverages that are incredibly effective in providing key nutrients." Hi-Calcium "increases bone density with essential bone-building nutrients," the site says. The drink's "special formula increases absorption of minerals. As a result, clinical studies show one 10 oz....beverage provides as much absorbed calcium as two-and-a-half 8 oz. glasses of milk." Hi-Calcium contains 5 g inulin (soluble dietary fiber), 400 IU vitamin D3, 500 mg calcium, 100 mg magnesium, 4 mg zinc, 130 mg phosphorous, 250 mg vitamin C and 35 mcg vitamin K. The beverage comes in three flavors: orange-peach, strawberry-kiwi and fruit medley. Hi-Fiber - available in apple, peach-pear and berry blend flavors - contains 13 g total dietary fiber, "equivalent to two-and-a-half bowls of high fiber cereal...half the daily requirement," the Web site notes. The drink also contains 60 mg vitamin C. Hi-Fiber "helps maintain normal cholesterol levels," "supports digestive health" and also "promotes regularity," according to the Web site. A four-pack of 10 oz. bottles of each product sells for roughly $4.69. Pharmavite said it plans to use the Optimize name as a platform for launching additional beverages and snack-type functional foods. |