HEALTH

Evander Holyfield delivers one-two punch with Gamma

BY Michael Johnsen

LAS VEGAS Gamma Pharmaceuticals on Monday announced a joint venture with Evander Holyfield, former world heavyweight boxing champion.

The joint venture, branded “Holyfield Choice,” will be formulating and marketing a line of vitamins and nutritional products. The brand currently has four product lines and seven SKUs in production.

“We believe the potential of the Holyfield’s Choice brand is global and virtually limitless,” stated Peter Cunningham, Gamma CEO. “We have been in advance marketing discussions with the wholesale distribution channel and leading retailers, and the response has been remarkable,” he said.

In addition, Evander will soon be launching the ‘Holyfield Challenge,’ a national fitness and health program aimed at school-age and college-age students that will be rolled out to secondary schools and colleges around the country.  Holyfield Choice fitness, nutrition and supplement products will be a key element of the youth-oriented program.

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NFL coach to pitch Extenze

BY DSN STAFF

MONROVIA, Calif. —Can two-time Super Bowl coach Jimmy Johnson do for the supplement male enhancement category what Bob Dole did for Viagra?

That’s exactly what Biotab Nutraceuticals and its agency InterQuantum are hoping—legitimizing a supplement category that often provides the punch line for late night comics. The company signed Johnson in January to represent its Extenze male enhancement product. Biotab plans to pitch the pitchman pretty heavily to American consumers throughout the year with an overall marketing budget of $70 million.

With Extenze now sold at retail, the product scored No. 1 in sales in the mineral supplement category at mass retailers for the last quarter of 2009, InterQuantum added, citing InfoScan Reviews. Mineral supplement sales currently are up 3% to $544.5 million for the 52 weeks ended Dec. 26 across food, drug and mass outlets, according to Nielsen Group data.

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P&G to discuss Metamucil brand in webisode

BY Michael Johnsen

CINCINNATI Procter & Gamble will begin emphasizing the point of difference of its Metamucil fiber supplement brand beginning March 1 with a new television commercial and webisode.

Metamucil is the one of the only fiber supplement brands made with psyllium fiber, which gels to help remove waste and reduce cholesterol.

New packaging will also debut this summer that will emphasize Metamucil as a “Multi-Health Fiber,” calling attention to some of the lesser-known health benefits of Metamucil, such as its its cholesterol lowering benefit.

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