Calcium-Enriched Gum to Hit Aisles in 2005

Bloomfield, Conn. -- Amerifit Nutrition has introduced a chewing gum aimed at older women who are concerned about consuming enough calcium to keep their bones strong. The new product, Estroven Calci-Fresh, contains 200 mg of calcium along with vitamins C, D and K inside a candy shell. It began shipping in July, to be followed by prepacked, gravity-feed power wings that will hit stores in early 2005.The product may help expand the existing market, notes David D. Belaga, senior vice president of marketing. "Primarily, Estroven Calci-Fresh will appeal to women who have difficulty taking the big calcium 'horse pills' or those women who do not like the chalky chewables," he says. "Some women who know they should be taking a calcium supplement will become intrigued by this new form and will probably join the calcium market, too."The product uses a patented vitamin gum-delivery technology that is unlike other products on the market, he notes. It offers the benefits of a calcium tablet while providing other advantages as well, such as a breath-freshener."The combined benefits work to our advantage, because it builds strong bones while it freshens breath. Our key challenge is making sure women are aware of this unique, patented product."To achieve that goal, the company has launched a multimedia marketing program that includes national TV and magazine advertising. Pre-packed power wing displays will follow at the beginning of the year once firm orders are received from retailers, Belaga says. The power wing, created by Sonoco CorrFlex, Hartsville, S.C., is being solicited primarily to drugstores and mass merchants, and it is planned for use on endcaps of the OTC drug or vitamin/diet sections, although the candy aisle also is a possibility. The power wing holds 24 units in all (12 of each of the two flavors, peppermint and spearmint).

Calcium-Enriched Gum to Hit Aisles in 2005

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