HEALTH

CRN Web site receives Mercury Award

BY Michael Johnsen

WASHINGTON The Council for Responsible Nutrition secured a Mercury Award for its “Life … supplemented” site in helping to raise health awareness, the association announced Thursday.

“We are pleased to receive this honor and are extremely encouraged that the ‘Life … supplemented’ consumer wellness campaign is gaining traction within the industry and the general public,” stated Judy Blatman, senior vice president of communications at CRN, who supervises the campaign.  “This campaign focuses on the responsible use of supplements in combination with other positive steps you can take for yourself. Continuing to educate consumers about the role supplements play in overall well-being is an extremely important task for our industry.”

The Web site—www.lifesupplemented.org—allows visitors to assess their level of wellness through its free interactive tool, My Wellness Scorecard. Last year, the Web site for the American Heart Association’s, “Go Red For Women” program was the Gold award winner in the Web Sites: Health Awareness category.

The Mercury Awards are the “leading international award honoring excellence in public relations and corporate communications,” according to MERCOMM, an independent awards organization that issues the Mercury Awards. “Life … supplemented” was the only Web site to receive recognition in the Web Sites: Health Awareness category, and received a perfect score from the judges in the area of “Overall Success.”

The “Life … supplemented” campaign was created and executed by the Interactive Practice at CRT/tanaka, an award-winning public relations and marketing firm, based in Richmond, Va.  The “Life … supplemented” campaign is funded by 24 companies in the dietary supplement industry, and is managed by CRN and the “Life … supplemented” steering committee comprised of representatives from the following companies:  BASF, Bayer, DSM, NBTY and Pharmavite.

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ConsumerLab.com survey rates Nordic Naturals top supplement brand

BY Michael Johnsen

WATSONVILLE, Calif. Nordic Naturals was recently named the “Top-Rated Supplement Brand” by the 2008 ConsumerLab.com Survey of Vitamin and Supplement Users, the company reported Wednesday.

“We are honored to be recognized by our customers and pleased they are enjoying the quality and efficacy of our products,” stated Joar Opheim, Nordic chief executive officer.

Nordic Naturals had the highest customer satisfaction ratings of all brands considered, throughout 8 different distribution channels, with 95.2 percent of its customers highly satisfied with the brand based on responses of “extremely satisfied” or “very satisfied”. According to the report, “this was significantly higher than any other brand.”

Though 1,367 brands were sited in the survey, only 47 received at least 100 consumer ratings and only those were included in determining the top ratings.

More than 6,000 dietary supplement users (qualified by 94 percent of the respondents taking 2 or more supplements daily) completed the online survey rating supplement brands and merchants on overall consumer satisfaction.

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Kellogg introduces line of protein products

BY Michael Johnsen

BATTLE CREEK, Mich. Kellogg Co. is breaking out of the cereal aisles to the meal-replacement area in stores with a new line of protein products—All-Bran Fiber Bars and All-Bran Drink Mix.

“Kellogg’s move into the diet and nutrition aisle represents our ongoing commitment to consumer health and wellness,” stated Jennifer Garrett, director of nutrition marketing for Kellogg. “We are pleased the proximity these products will have to pharmacists in particular, who are trusted professionals that many consumers turn to for advice not just about their prescriptions, but also about health and lifestyle-related issues.”

The meal replacement bars and drink mixes each contain 10 grams of fiber—which constitutes some 40 percent of the daily recommended value of fiber, Kellogg reported. Citing data from the National Health and Nutrition Examination Survey, only one in 10 Americans actually consume the recommended 25-to-30 grams of fiber each day.

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