Liquid I.V. gaining traction as efficient hydration solution
MARINA DEL REY, Calif. — Following through on its national launch one year ago, Liquid I.V. is now available through more than 10,000 doors across the United States, the company recently stated. The most recent store is Harris Teeter, in which Liquid I.V. is in 240 locations across Delaware, District of Columbia, Florida, Georgia, Maryland, North Carolina and South Carolina.
Liquid I.V. had zero distribution in 2014 and continues to grow rapidly.
Liquid I.V.’s first product, Hydration Multiplier, optimizes water by using a calculated ratio of nutrients that deliver hydration more directly to cells. It is scientifically proven to hydrate individuals as much as 2-3 times more efficiently and effectively than water alone, the company claimed.
Hydration Multiplier is a lemon-lime flavored powder that is added to water. Liquid I.V. Hydration Multiplier is backed by several professional athletes, including New York Knicks guard Sasha Vujacic, ultra-marathoner Sally McRae and pro surfer Jamie Mitchell, the company stated.
In addition to Harris Teeter, Hydration Multiplier is available at 7-eleven, Bed Bath & Beyond, GNC, Whole Foods Market, Harmon, Bartell Drugs, Kinney Drugs, Bashas’ and a variety of local convenience stores.
Liquid I.V. also has a social impact mission, donating 30% of product to areas where individuals are suffering from dehydration. Since 2015 the company has donated nearly 50,000 servings of Liquid I.V. Hydration Multiplier to Haiti, for example.
CRN promotes Supplement OWL product registry
WASHINGTON — The Supplement OWL (Online Wellness Library) is growing as more than 50 companies are already on board to help create a more complete picture of the marketplace, the Council for Responsbile Nutrition announced Thursday.
“The Supplement OWL is an important self-regulatory initiative that starts with a simple premise: regulators need to know what ingredients and products are in the dietary supplement marketplace and who sells them,” stated Steve Mister, president and CEO CRN. “Because our members recognized the necessity for this initiative, CRN has invested in an advertising campaign to broaden our reach beyond our member companies.”
To help bolster additional participation, CRN is launching an industry-wide trade advertising campaign driving dietary supplement finished product manufacturers and marketers to a landing page where they can learn how to submit their product labels.
CRN partnered with BrandHive, a Utah-based marketing agency with more than 20 years experience in the dietary supplement industry, to develop the media buy for the advertising campaign. The robust six-month campaign includes digital and print ads that will appear across a spectrum of supportive industry trade publications with a “Year of the OWL” concept developed in-house by CRN, advising that “it is wise to submit” labels to the registry.
"We were impressed by how cooperative and generous all of the trade media outlets were in working with us to generate interest in the Supplement OWL,” stated Judy Blatman, SVP, communications, who is overseeing the marketing efforts. “Clearly they recognize the Supplement OWL will raise the bar for the dietary supplement industry and they want to be part of making that happen.”
“Demonstrating a commitment to transparency with regulators illustrates a company’s confidence that its products are compliant with label regulations and reinforces our industry’s accountability to consumers," Mister said. "Having your products and their labels in the Supplement OWL shows registry users that you want your products to be viewed as part of the mainstream supplement marketplace and are willing to provide them for scrutiny.”
The Supplement OWL is being developed and administered by UL, a global independent safety science company, and is slated to go public in April. CRN anticipates the registry will include tens of thousands of labels by then. Companies are urged to start submitting labels now to ensure they are included before the product registry launches for public viewing.
CRN promotes three VMS advocates to greater roles
WASHINGTON — The Council for Responsible Nutrition on Wednesday promoted three executives, effective immediately. Mike Greene has been promoted to SVP government relations, from VP ; Nancy Weindruch to VP communications, from senior director; and Ingrid Lebert to senior director, government relations, from director.
"These three individuals have consistently demonstrated their expertise in their respective fields, their commitment to CRN and our member companies, and their dedication to helping move our industry forward in a responsible fashion,” stated Steve Mister, president and CEO, CRN.
Greene oversees CRN’s government relations department and its independent legislative consultants, serves as treasurer of CRN’s Political Action Committee and develops the association’s strategy on the federal and state levels. He led the effort behind the enactment of the Designer Anabolic Steroid Control Act of 2014; the prevention of supplement-related amendments to the National Defense Authorization Act last year and the recent dismissal of Puerto Rico Senate Bill (SB) 1599.
Under Greene’s guidance, CRN recently commissioned two economic reports, “Smart Prevention: Healthcare Cost Savings & Supplements,” and “Economic Impact of the Dietary Supplement Industry,” which demonstrate the healthcare cost savings outcomes from specific dietary supplements and the positive impact the industry has on the U.S. economy, respectively.
“During his tenure at CRN, Mr. Greene has been influential in maintaining the reputation of the dietary supplement industry on Capitol Hill," Mister said. "He is vigilant in protecting the industry from needless legislation and a leader when it comes to working with our members and other industry trade associations to garner strength in numbers,” Mister added. “He champions face-to-face conversations with key legislators, but goes beyond dialogue to achieve bipartisan support and collaboration, which is critical when driving policy initiatives that benefit and protect the more than 170 million Americans who take dietary supplements each year. If there is ever a threat to the dietary supplement industry, Mr. Greene is on the ground, ensuring that decisions are being made for the best interest of the industry, our consumers, and the law that appropriately regulates our industry.”
Prior to joining CRN as director, public affairs in 2000, Greene served as communications director for U.S. Rep. John Dingell, D-Mich. from 1995 through 2015, worked on the Subcommittee on Disability Policy for Sen. Tom Harkin, D-Iowa from 1985 through 2015, and began his career in television at WPLG-TV, the ABC affiliate in Miami.
Greene received his B.A. in International Relations and Political Geography from Florida State University.
Lebert, who joined CRN in 2005, is charged with managing legislative activity for CRN — both on the state and federal level — and oversees educational briefings and advocacy events on Capitol Hill and in State Legislatures. She is instrumental in advocating CRN positions, fostering legislative relationships, establishing support/opposition coalitions and keeping both legislative offices and CRN members apprised on issues critical to the industry.
Prior to joining CRN in 2005, Lebert worked in the Intellectual Property division of the international law firm McKenna, Long & Aldridge and at the legislative consulting company Klein & Saks. She earned her B.S. in Psychology at South Dakota State University.
Weindruch supports CRN’s overall strategic communications, serving as the day-to-day contact for consumer media, managing CRN’s annual consumer survey, overseeing social media platforms and supporting alliance building efforts. Prior to joining CRN as director, communications, in 2012, Weindruch worked at Powell Tate, a strategic communications and public affairs firm in Washington.