HEALTH

GNC product partner and AquaHydrate board member Mark Wahlberg heralds new sports drink distribution

BY Michael Johnsen

LOS ANGELES — In the wake of a summer rebranding campaign aimed at active, health-conscious consumers, AquaHydrate on Thursday announced expansion of its distribution through GNC. 

The AquaHydrate line offers consumers "Supercharged Hydration," a combination of key electrolytes and alkalinity that helps restore balance to the body. While many sports and vitamin drinks hover around a 4 pH (relatively acidic) and most bottled water between 7 and 7.5 (pH neutral), AquaHydrate stands at a pH value of more than 9 (relatively alkaline).

"GNC and AquaHydrate are the perfect match. We already know the vast majority of our consumers are regular shoppers of GNC," stated John Cochran, CEO of AquaHydrate.

"I am excited to see AquaHydrate partnering with GNC for nationwide distribution," stated Mark Wahlberg, AquaHydrate board member. "AquaHydrate will be a great complement to the Marked line of supplements, as well as the wide array of performance products available at GNC."

Earlier this year GNC partnered with actor/producer Mark Wahlberg on the launch of Marked, a new nutritional supplement line designed to meet the demanding lifestyles of fitness consumers. The Marked line — consisting of seven sports and active nutrition products — was designed by GNC scientists and wellness experts in partnership with Wahlberg.

As part of that partnership, Wahlberg has served as the leading brand ambassador and will drive the marketing approach for the Marked product line. 

AquaHydrate also has distribution in Whole Foods, Vitamin World, Sprouts, Albertsons and across several convenience outlets.  

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HEALTH

ReportersNotebook — Over the Counter, 11/19/12

BY Michael Johnsen

SUPPLIER NEWS — Acura Pharmaceuticals in December will launch an immediate-release pseudoephedrine tablet under the brand name Nexafed that will help impede conversion of the tablets into methamphetamine. Couched as the “next generation pseudoephedrine product,” Nexafed is a 30 mg PSE hydrochloride tablet that utilizes Acura’s trademarked Impede technology. 


When using the “shake-and-bake” or “one-pot” method, the Impede technology yields approximately half as much methamphetamine as compared with a traditional PSE product — or 38% of the maximum possible pure methamphetamine out of each tablet — and consequently makes use of the cold medicine by “meth cooks” less profitable.


For other methods of baking meth out of PSE tablets, which require isolating the pseudoephedrine from the cold tablets, the Impede technology yields no usable pseudoephedrine. 


“This is a high-recommendation category,” noted Acura CEO Bob Jones. “When the pharmacist gets behind a product like Nexafed … that message will translate into product sales.”


Eventually, Acura plans to file with the Drug Enforcement Agency for an exemption from the requirement that PSE products be sold behind the pharmacy counter. That would place a PSE product back on store shelves for the first time in seven years. Launching now will help Acura build a case of real-life positive outcomes, Jones told DSN.

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Keeping health on track

BY Michael Johnsen

ALAMEDA, Calif. — Abbott’s latest glucose meter, the FreeStyle Insulinx, is helping to bring blood-glucose monitoring up to speed with the latest in smartphone and tablet technology. The new meter features a touchscreen interface, automated logbook and is equipped with built-in FreeStyle Auto-Assist software that enables patients to track progress, analyze trends and easily display data for their healthcare providers.

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