HEALTH

NAD supports some PinnoThin claims

BY Michael Johnsen

NEW YORK The National Advertising Division of the Council of Better Business Bureaus on Thursday announced that Lipid Nutrition B.V. North America has provided sufficient support for certain advertising claims made for the company’s PinnoThin dietary supplement.

NAD has recommended, however, that certain claims be modified or discontinued.

Following its review of a random double-blind study provided by Lipid Nutrition, NAD determined that the advertiser did not have a reasonable basis for its claim that it has “clinically proven” that PinnoThin promotes the feeling of satiety, suppresses the desire to eat or provides control over one’s appetite. However, NAD did determine that the advertiser could support a more limited claim that PinnoThin “may help to” promote a feeling of fullness, reduce prospective food intake, suppress the desire to eat, provide control over one’s appetite or increase the release of GLP-1 (a hormone).

NAD noted that the advertising in question is directed to other marketers and manufacturers of dietary supplements, rather than consumers. NAD noted that it is mindful that businesses purchasing PinnoThin from Lipid Nutrition will likely be relying on Lipid Nutrition’s claims in determining what advertising claims can be supported for products containing this ingredient in future consumer-directed advertising.

Lipid Nutrition told NAD that PinnoThin is refined pine nut oil derived from pine nuts mainly of the Korean pine tree. The oil of Korean pine nuts is especially rich in very long chain fatty acids, such as pinolenic acid. According to the advertiser, a large body of scientific evidence demonstrates that long chain fatty acids stimulate the release of the hormones cholecystokinin (CCK) and glucagon-like peptide 1 (GPL-1), promoting a feeling of fullness or satiety.

The company, in its advertiser’s statement, noted that it disagreed with certain of NAD’s conclusions. “Nonetheless, Lipid Nutrition will take the NAD’s conclusions and recommendations into account when developing future advertising,” the company stated.

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Rite Aid announces plans for its allergy healthcare platform

BY Michael Johnsen

CAMP HILL, Pa. Rite Aid on Tuesday geared up for its allergy healthcare platform, which will be featured at stores during April and May, the chain announced.

“Rite Aid is committed to offering our patients the programs, resources and support to help them live healthier, happier lives,” stated John Learish, senior vice president of marketing. “At Rite Aid, our pharmacists are able to give patients recommendations on how to alleviate their allergy symptoms and help them find the best relief possible this allergy season.”

As part of the program, Rite Aid has published an 11-page Allergy Guide, free to customers, that features information on how to avoid and treat allergies along with a pamphlet on how to manage indoor and outdoor allergies. Rite Aid created the guides in collaboration with the American Academy of Allergy, Asthma & Immunology, the largest professional medical specialty organization in the United States dedicated to advancing the knowledge and practice of allergy, asthma and immunology.

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Pharmavite sponsors free downloads of Oprah’s online class

BY Michael Johnsen

NORTHRIDGE, Calif. Beginning today, consumers who miss Oprah Winfrey and Eckhart Tolle’s weekly online class surrounding “A New Earth: Awakening to Your Life’s Purpose” can download the event for free at Oprah.com or iTunes as part of a sponsorship deal with Pharmavite promoting its new Nature Made Liquid Softgels, Pharmavite announced Monday.

“Ms. Winfrey and Mr. Tolle’s program represents the world’s largest interactive classroom and we’re thrilled to be a part of it,” stated Richard Yoder, marketing director, Nature Made vitamins. “This class fuels people’s spirits and that meshes perfectly with our commitment to help individuals fuel their own greatness. We know people’s lives are busy and they can’t always participate in the live event, so we’re excited to be able to offer free downloads of the weekly classes.”

Each weekly class covers a chapter from “A New Earth: Awakening to Your Life’s Purpose” and includes a discussion led by Winfrey and Tolle. The discussion can be viewed live on Oprah.com every Monday at 9/8 CDT p.m. through May 5.  People can register for the class at www.oprah.com/anewearth.

In correlation with the sponsorship agreement, Pharmavite also announced Monday the introduction of its new Nature Made Liquid Softgel, a family of softgel supplemeings available in six formulations: Multi Complete, Multi For Her, Calcium 600 mg with Vitamin D, Vitamin C 500 mg, Vitamin D 1,000 IU and Super B-Complex.

“The launch of Liquid Softgels exemplifies Nature Made’s continued commitment to innovation,” Yoder said. “This new line not only addresses consumer demand for easier-to-swallow supplements, but also further bolsters Nature Made’s reputation as a clear industry leader by utilizing new premium products to help drive growth and trial within the vitamin, mineral and supplement arena.”

Nature Made is currently the only major brand offering key letter vitamins and multivitamins in convenient, easy-to-swallow liquid softgel form.

Liquid Softgels will be supported by a comprehensive integrated marketing program totaling about $10 million, Pharmavite stated. National television and print campaigns launch in April. In addition, more than 800,000 14-day supply samples of the products will be available for consumers online. Other key elements of the program include targeted online advertising, broad-based public relations outreach and national in-store consumer promotions. 

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