HEALTH

P&G and Dr. Oz couple on fan contest featuring Metamucil

BY Michael Johnsen

CINCINNATI — Procter & Gamble on Monday announced a partnership between its Metamucil brand and the syndicated "The Dr. Oz Show" to help raise awareness around fiber supplementation during Heart Health Month in February.

Fans of the show can enter a sweepstakes at DoctorOz.com/heart2heart for a trip to New York along with two tickets to "The Dr. Oz Show," that includes meeting Dr. Oz. The sweepstakes will be open Jan. 27 through May 7.

During February Heart Health Month, Dr. Oz will be focused on heart health, including offering such tips as taking a psyllium fiber supplement.

In 2011, more than 80,000 Dr. Oz fans had entered for the chance to win a trip to New York culminating in a "heart-to-heart" with the host of that show, Mehmet Oz.


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Meda Consumer preps good-better-best iron proposition

BY Michael Johnsen

ATLANTA — Meda Consumer Healthcare last week featured three revitalized Feosol SKUs, which are set to launch at retail in May, at the ECRM Vitamin, Diet & Sports Nutrition EPPS conference.

The lineup lends itself to a good-better-best merchandising strategy in what has been a commoditized category, and the marketing plan in place to support the launch will mean a significant uptick in promotion of iron supplementation.

The three SKUs include the Feosol Original, an entry-point iron supplement containing ferrous sulfate iron; Feosol Natural Release formulated with carbonyl iron for those with sensitive stomachs; and Feosol Complete, formerly Meda’s Bifera brand, which represents the best in iron supplementation with two forms of iron that helps minimize side effects associated with iron supplementation.

In addition to a traditional marketing campaign, Meda’s pharmaceutical arm also will be raising awareness among physicians around the availability of the three iron supplements.


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Iovate showcases stimulant-free Pro Clinical Hydroxycut Herbal diet aid

BY Michael Johnsen

ATLANTA — Iovate Health Sciences last week showcased a new Pro Clinical Hydroxycut Herbal for dieters looking for a stimulant-free herbal weight-loss formula here at the ECRM Vitamin, Diet & Sports Nutrition EPPS conference.

According to the company, the new herbal formula, which first reached store shelves in September, also is gluten free and contains no artificial colors, dyes or flavors.

Two Hydroxycut brands were the No. 2 and No. 9 best-selling diet aid tablets for the 52 weeks ended Oct. 30. Hydroxycut Advanced and last year’s new SKU Hydroxycut Max each generated $24 million (up 21.4%) and $8.1 million, respectively (across food, drug and mass, excluding Walmart, according to SymphonyIRI Group scan data).


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