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Hy-Vee, Pinnaclife offer health demonstrations

BY Alaric DeArment

CORALVILLE, Iowa — A company that makes a line of dietary supplements is offering informal demonstrations on health at several Hy-Vee stores.

Pinnaclife said it would offer the demonstrations through July 21 at Hy-Vee stores in South Dakota, Minnesota, Iowa, Kansas and Missouri with Hy-Vee dietitians. The company, based in Coralville, Iowa, manufactures a mineral, vitamin and other supplements under the Olivamine brand.

"As a company dedicated to health and nutrition, we look at what Hy-Vee is doing with their Health Markets, NuVal system and dietitians," Pinnacle founder Darlene McCord said. "We believe that when a person shots at Hy-Vee, they have the best opportunity to make healthy choices. We are happy and excited to partner with them on this journey towards good health."


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Meda Consumer introduces new look across its Feosol portfolio

BY Michael Johnsen

WHITE PLAINS, N.Y. — Brand strategy firm Little Big Brands on Thursday unveiled the new look for Meda Consumer Healthcare’s Feosol line of iron supplements.

Among the changes, each SKU has the pill form embossed and anchors the design at the bottom of the pack. A mix of spot and matte varnish provides depth, dimension and interest on shelf.

“You really have to applaud the Feosol brand team,” Little Big Brands creative dreictor John Nunziato said. “They were fearless in their approach to this redesign. … The new Feosol look is breakthrough in the category. It’s feminine without being cliché, and straightforward in a category that is notoriously hard to shop.”

The new packaging is rolling out nationwide this summer. 


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Vitacost.com targets mobile moms with new health-and-wellness site, app

BY Michael Johnsen

SAN FRANCISCO — Health-and-wellness e-retailer Vitacost.com is targeting smartphone users with the relaunch of its mobile commerce website, developed in partnership with Moovweb, the company announced Thursday.

"Vitacost customers are very passionate about their health and wellness products," Vitacost chief marketing officer David Zucker said. "Our new Moovweb-powered mobile site unleashes the power of social media to help our customers spread the word about their favorite products, as well as easily access recommendations for new products."

The mobile site’s new features include the ability for shoppers to share their product preferences on Facebook, receive social signaling from friends with similar tastes and log into their Vitacost accounts, where they can access their complete transactional histories and receive recommendations for new products based on past purchases.

In addition to the newly revamped mobile site, Vitacost launched a complementary app, which has the mobile site’s features, as well as key personalization benefits, including reminders alerting customers to take their vitamins, and a feature allowing users to scan a product’s barcode inside a store for easy on-site comparison shopping.

Vitacost posted a "how-to" video on YouTube to help drive awareness around the new features. 


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