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Pharmavite LLC, the maker of Nature Made, the top-selling dietary supplement brand in the food, drug, club and mass channels, according to Schaumburg, Ill.-based Nielsen, is gearing up for the biggest expansion of its flagship brand in more than 40 years. Twenty offerings across three new Nature Made product lines -- VitaMelts, Full Strength MINIs and Adult Gummies -- will hit the retail market by the end of the year. Additionally, Northridge, Calif.-based Pharmavite will introduce Voots, a recent brand acquisition.
“Pharmavite’s growth in 2012 demonstrates our dedication to advancing the industry through nutrition innovation, and showcases our commitment to consumers by offering new and unique health solutions,” said Doug MacLean, the company’s CEO.
Added COO Mark Walsh: “At Pharmavite, we not only work to address consumers’ needs, but also to develop quality products that enhance the vitamin experience across delivery form, product size and taste. Our newest line extensions will drive category growth, serve to meet our business objectives and lay the framework for industry-changing innovations.”
Pharmavite revealed the following product innovations at the 2012 National Association of Chain Drug Stores Marketplace Conference, which took place June 23-26, 2012 in Denver:
- VitaMelts: Soon to be available at mass market, naturally flavored Nature Made VitaMelt tablets dissolve smoothly in the mouth without water and come in an on-the-go package. The line will launch with six initial product offerings: Vitamin C Immune Support, Energy with Vitamin B-12, Vitamin D3, Zinc, Sleep and Relax.
- Full Strength MINIs: Nature Made Full Strength MINIs are the first line of vitamins to provide a full-strength dose in one small, easy-to-swallow softgel. Made using a new proprietary technology, the multivitamins are now 28 percent to 42 percent smaller than standard vitamins. The line consists of four multivitamins, Multi Complete, Multi for Her, Multi for Her 50+ and Multi for Him, and three complementary products, Super Omega-3, Super B Complex and Super D Immune Complex.
- Adult Gummies: Backed by a “love them or they’re free” guarantee, Nature Made Adult Gummies are a chewable vitamin option available in fruit flavors. The line offers Multivitamin, Fish Oil, Calcium, Vitamin C, Vitamin D, B-Complex and CoQ10 SKUs.
- Voots: A children’s supplement featuring the antioxidant power of three servings of the 11 fruits and vegetables it's made from, Voots is available as a chewable tart.
The new items will ship nationally starting with Adult Gummies in June; Full Strength MINIs will bow in July, followed by VitaMelts and Voots in fall 2012.