Rexall TruSoy Bars, Shakes, Supplements Reaching Shelves In September
This article was originally published in The Tan Sheet
Executive Summary
Rexall Sundown is looking to capitalize on the $29 mil. soy bar market with its TruSoy line of bars, as well as shakes and dietary supplements, slated for September launch in food, drug and mass outlets nationwide.
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Rexall Sundown is looking to capitalize on the $29 mil. soy bar market with its TruSoy line of bars, as well as shakes and dietary supplements, slated for September launch in food, drug and mass outlets nationwide. The TruSoy franchise, consisting of four products, will debut at the National Association of Chain Drugstores marketplace conference in Las Vegas June 28-July 2. TruSoy Soy Protein Bars provide "the great taste your heart will love" with 15 g to 17 g soy protein, 60 mg soy isoflavones, 100% of the daily value of vitamin E, plus vitamins B6, B12 and folic acid, the Royal Numico division said. Rexall notes TruSoy bars contain more soy than Clif Bar's Luna (6 g), TwinLab's Soy Sensations (15 g) and MLO Products' GeniSoy (14 g). The bars will be available in three flavors: double chocolate delight, peanut butter fudge and iced lemon dream. Each bar will retail for $1.29-$1.59. TruSoy Soy Protein Shake Powder "contains one of the highest levels of isoflavones (65 mg), soy protein (20 mg) and calcium per serving," according to Rexall. The product also boasts "one of the lowest levels of sugars, fat, carbohydrates and calories," as well as 50% or more of the recommended daily value for 18 vitamins and minerals, the company pointed out. TruSoy shake powder will carry the FDA-approved soy/heart disease risk reduction health claim and can be mixed with water, milk or other beverages. The product comes in two flavors: chocolate delight and very vanilla; a 14.8 oz. canister will sell for $11.99-$13.99. The TruSoy line also will feature two supplements, Calcium 600 mg + Soy with Protykin (supplied by InterHealth Nutraceuticals) and Menopause Formula. Calcium 600 mg + Soy combines "optimal" levels of soy isoflavones, phytoestrogens, calcium, vitamin D and magnesium, as well as Protykin, "one of the richest sources of trans-resveratrol," to provide antioxidant protection and "help protect against premature aging," the company said. A 60-count bottle will retail for $12.99-$15.29. Menopause Formula contains black cohosh, Siberian ginseng and soy isoflavones. A 30-count will sell for $10.49-$12.39. |