HEALTH

Nature Made launches Rx Essentials supplement line

BY Michael Johnsen

NORTHRIDGE, Calif. Nature Made announced the launch of its Rx Essentials, a complete supplement line formulated to replenish and supply key nutrients for people taking specific prescription drugs, the company announced Wednesday.

“Rx Essentials is creating an entirely new segment for the vitamin category, and it has already generated high interest among pharmacists and leading retailers” stated Gary Kuchta, vice president, branded new product development at Nature Made. “Considering the fact that over 140 million Americans take prescription medications, and while doing so may be lacking key nutrients, we saw a great opportunity to address this important consumer need with Rx Essentials.”

Rx Essentials will be supported by multi-million dollar comprehensive integrated marketing program—national television and print campaigns launch on Oct. 15. Other key elements of the program include Health Care professional outreach, including pharmacy education kits, targeted online advertising and national in-store consumer promotions.

There have been supplement offerings addressing the nutrient needs of patients taking prescription medicines in the past, but none from a supplement manufacturer as large as Pharmavite.

Each product in the Rx Essentials line offers key nutrients that are normally found to be in low levels in people taking prescription drugs for high cholesterol, heartburn and acid reflux, depression, arthritis and diabetes.

Rx Essentials shipped to food, drug and mass merchandise stores nationwide in August 2007.

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NatExpo East enjoys record numbers

BY Michael Johnsen

NEW YORK Natural Products Expo East last week posted 7 percent growth in overall attendance this year with more than 25,000 attendees and 1,790 exhibits, the organization announced Tuesday.

“The record-breaking success of this show reflects the escalating economic clout of natural, organic and healthy products,” stated Fred Linder, president of New Hope Natural Media.

With the natural and organic products industry growing at 9.7 percent annually and topping more than $56 billion in consumer sales, according to The Natural Foods Merchandiser’s 2007 Market Overview, Natural Products Expo East benefited from national trends toward healthier lifestyle choices across multiple channels of trade, including food and pharmacy.

Winners of the 2007 New Products Showcase Awards were: BeeCeuticals Organics Bee-Yond Body Rub (Personal Care/Health & Beauty); FoodShouldTasteGood MultiGrain Tortilla Chips and Manitoba Harvest Hemp Foods & Oils Organic Hempmilk (Food – tie); Nelsons Rescue Remedy Pastilles (Supplement/Herbs); Sweetriot 100 percent Dark Chocolate Cacao Nibs (Green/Environmentally-friendly); Wise-Acre Frost Teas (Innovation); and Zhena Gypsy Tea (Packaging).

Natural Products Expo East will relocate to Boston in 2008. Scheduled for October 15-18 at the Boston Convention and Exhibition Center, the move accommodates the industry’s growth, the organization noted. 

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Innovia introduces first home-use ear infection monitor

BY Michael Johnsen

LENEXA, Kan. Innovia Medical on Tuesday launched EarCheck Middle Ear Monitor, the first clinically proven, physician-recommended, home-use device that accurately detects the presence of middle ear fluid, a key sign of a middle ear infection.

While EarCheck is for home use, it is based on the same patented and proven technology, acoustic reflectometry (or sound waves), used in doctor’s offices since 1997 and included in the American Academy of Pediatrics’ and American Academy of Family Physicians’ Clinical Practice Guideline for the Diagnosis and Management of Acute Otitis Media (middle ear infection), the company stated.

EarCheck works by sending a pleasant chirping sound into the ear canal. Some of this sound bounces off the eardrum and travels back to the instrument’s built-in processor. EarCheck then analyzes the reflected sound to determine if there is fluid in the middle ear.

The presence of fluid is represented by a 1-5 scale on an easy-to-read color display, where level 1 (Green) indicates Fluid/Ear Infection Unlikely and where levels 3-5 (Red) indicates a high Likelihood of Fluid/Ear Infection and suggests you consult with your child’s healthcare professional.

The device was developed because more than 80 percent of children under the age of three have had one or more ear infections, and nearly 50 percent have had three or more. While an infection can develop anytime, the majority occur during the cough/cold season, from October through March, when fluid lingering in the ear after a cold or flu becomes infected with either bacteria or virus.

The EarCheck Middle Ear Monitor is currently available at Wal-Mart and Babies “R” US or through one of the many online retailers that can be located from EarCheck’s website, www.earcheck.com. EarCheck’s suggested retail price is as high as $59.

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