Weider Soy Powder With Once-Daily Dosing Joining Schiff Line April 1
This article was originally published in The Tan Sheet
Executive Summary
Weider Nutrition will extend its Schiff line of products in April with the introduction of Soy One powdered drink mix, as well as MSM 500 and Glucosamine MSM Complex. The items debuted at the Natural Products Expo West show in Anaheim, Calif. March 23-26.
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Weider Nutrition will extend its Schiff line of products in April with the introduction of Soy One powdered drink mix, as well as MSM 500 and Glucosamine MSM Complex. The items debuted at the Natural Products Expo West show in Anaheim, Calif. March 23-26. Soy One, set to launch April 1, contains 27 g of Protein Technologies, Inc.' s Supro soy protein isolates per half-cup serving. The powder, which comes in chocolate and vanilla flavors, is named after its once-daily serving dose. The product will carry the FDA-approved health claim linking 25 g of soy protein per day to a reduced risk of heart disease. Containing only 2.5 g of fat per serving, Soy One meets the rule's "low fat" requirement of 3 g or less. The "Nutrition Facts" box also lists 100% or more of the recommended daily value of nine nutrients; the values are based on a 2,000 calorie diet. An 18.2 oz. canister of Soy One will retail for between $8.99 and $14.99, depending on the class of trade. Weider will promote the product by distributing 50[cents]-off coupons. Marketing materials describe Soy One as "deliciously sweet and good for your heart." A new $4 mil. advertising campaign promoting the entire Schiff line began March 6 and is scheduled to run through December. Ads will focus on various products as they launch. Print ads will appear in magazines including Shape and Let's Live, while radio spots will air on the syndicated Rush Limbaugh and Larry King shows. The ads were designed in-house and by the Mars Agency (Detroit) and Carlin Advertising (New York). Other products in the line likely to be highlighted by the ads are two new "joint support" formulas containing methylsulfonylmethane (MSM), which begin shipping in April. Each tablet of Glucosamine MSM Complex contains 500 mg glucosamine complex and 500 mg MSM, while MSM 500 only contains 500 mg of the latter ingredient. Both products are in 60-counts with a recommended dose of three tablets a day. Schiff's best selling joint care item, Pain Free, will begin featuring the Arthritis Foundation's logo in labeling that begins shipping May 1. The new label also will have a phone number consumers can call for more information. Weider plans to distribute pamphlets, and ads mentioning the AF endorsement are slated to begin in June. The company will make a donation to the group for every unit it sells, with a guaranteed payment of at least $100,000 for the year. According to Weider, Rexall Sundown's Osteo-Bi-Flex is the only other joint pain supplement to carry the foundation's logo in its labeling. Rexall has funded several Arthritis Foundation activities and has used the group's logo in ads and product labeling (1 (Also see "Rexall Sundown" - Pink Sheet, 17 May, 1999.)). Irvine, Calif.-based Naturade also introduced new soy products at the expo. Naturade Organic Soy will begin shipping in May. The product, which comes in whole chocolate, banana split and coffee bean flavors, is promoted as "the only major brand to provide consumers with an organic choice in the soy protein meal replacement category." A 17.8 oz. container will retail for $17.95 and will carry the FDA-approved health claim. An 8 oz. serving provides 10 g of soy protein, as well as 50% of the daily value of 18 vitamins and minerals, according to the company. The powder also is free of genetically modified organisms. Naturade began shipping its Premium Soy protein booster with the FDA health claim in December and has printed new labels for its Total Soy meal replacement (2 (Also see "GNC Soy Consumer Education Campaign Debuting In Early November" - Pink Sheet, 1 Nov, 1999.)). Another powder mix supplement new to the Naturade line-up is Ribo-tein high energy shake. Also featuring the health claim, an 8 oz. serving contains 14 g of Supro soy protein isolate as well as ribose supplied by Bioenergy Ribose. The product, packaged in 15.8 oz. canisters and retailing for $17.95, comes in chocolate surge, vital vanilla and cappucino blast flavors. Labeling states Ribo-tein provides "complete energy from ribose, soy protein and spirulina." |