GNC Preventive Nutrition Promotions Target Grassroots Groups, Physicians
This article was originally published in The Tan Sheet
Executive Summary
GNC is promoting the addition of 10 supplements to its Preventive Nutrition line by disseminating information through support groups and other grassroots organizations, as well as doctors. The premium products will be fully distributed to GNC stores by the end of March.
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GNC is promoting the addition of 10 supplements to its Preventive Nutrition line by disseminating information through support groups and other grassroots organizations, as well as doctors. The premium products will be fully distributed to GNC stores by the end of March. GNC marketing efforts for Preventive Nutrition will emphasize the brand's positioning as "science-based"; patents have been filed for several products. All 10 new supplements either are novel ingredient combinations or are based on new science, according to GNC. GNC also will back the launch with a national TV and print campaign and will promote Preventive Nutrition to its Gold Card members. A section of the company's Web site is being constructed with specific information on each of the 10 new products and the line prominently is featured on GNC's home page. The company cited the capabilities of its parent, Royal Numico, as a boon that facilitates expanded research efforts for its products. Several new trials currently are being conducted by Numico in the U.K., Australia and the Netherlands, GNC noted. The new products reflect the company's revised "business model" for the Preventive Nutrition brand, which includes targeting products to specific health benefits, GNC announced Feb. 20. In the "neuro support" category, new products include Cognita, with vitamins E, B1 and B12, folic acid, huperzine A, gingko, docosahexaenolic acid (DHA), eicosapentaenoic acid (EPA), coenzyme Q-10 and phosphatidyl choline. MigraPlex contains CoQ10, magnesium, L-taurine, ginger and feverfew. The new cardiovascular support product is Cardioflow, which contains vitamins E, B6 and B12, magnesium, zinc, taurine, garlic, hawthorn, alpha lipoic acid and CoQ10, while Cartila, with glucosamine 1500 mg and other ingredients, is a new bone/joint health product. Additions to the antioxidant support category include Ultra Cell Protector and ENADAlert, a jet lag aid that launched in November. The daily support family includes Ocular Formula, with bilberry and lutein. Bowel Support Formula will join the digestive health segment later this year. Prostate with saw palmetto and Liver (milk thistle and antioxidants) formulas also are reaching shelves now. |