Vitamin NutriStrips Bring Delivery Alternative To Supplement Industry
This article was originally published in The Tan Sheet
Executive Summary
Home Market Foods will position its new vitamin-infused NutriStrips as offering a convenient, novel and fun delivery system for vitamins when the product reaches stores in August
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Home Market Foods will position its new vitamin-infused NutriStrips as offering a convenient, novel and fun delivery system for vitamins when the product reaches stores in August. NutriStrip packs are available in four nutrient varieties, the Norwood, Mass.-based firm announced at the recent National Association of Chain Drug Stores Marketplace meeting in San Diego. Cinnamon-flavored "Energizing" strips contain B vitamins and ginseng, while strawberry-flavored "Vitamin" strips contain vitamins C, A, K and E. Orange-flavored "Immune Boosting" strips feature vitamin C, zinc and echinacea, and mint-flavored "Caffeinated" strips have 10 mg caffeine. The 24-count packs carry a suggested retail price of $1.99-$2.29. Home Market Foods says the launch will be supported by print ads in Men's Health, Muscle and Fitness, Shape and Self, slated to break this fall. Also debuting at the show were VitaSolve Instant-Dissolving Supplements, which will be sold in drug, food and health retailers in three varieties, the eponymous firm said. "Vitamin C Plus" strips contain 9 mg vitamin C per spearmint-flavored strip. "Energy Plus" strips are sold in a peppermint flavor and contain B vitamins, while pineapple-flavored "Diet Plus" strips contain green tea. A 48-count package of Vitamin C strips will retail for $2.49, while the Diet and Energy SKUs will retail in the same size for $3.99, Vitasolve maintained. The Sacramento, Calif.-based firm also noted it will introduce a smoking cessation strip within the next few months, while a cough strip and other varieties of vitamin strips are slated for future launches. Additionally, Health Tech introduced Vitamin B-12 Strips, which contain 250 mcg of the vitamin per strip. A 24-count pack will retail for $2.29 in drug and convenience stores, the Totowa, N.J.-based firm said. The variety of vitamin strips are new to the supplement category but follow closely behind recent OTC entries from Novartis: Triaminic Thin Strips and TheraFlu Thin Strips will be available for the 2004 cough/cold season (1 (Also see "Novartis Expects Thin Strips Technology To Drive OTC Cough/Cold Sales" - Pink Sheet, 26 Apr, 2004.), p. 13). |