Release date: 1/30/2007
NORTHRIDGE, Calif. (January 30, 2007) — Pharmavite LLC, the manufacturer of Nature Made® vitamins, minerals, herbs and other supplements, announced today two new products that address genetic cholesterol: Nature Made® CholestOff® Complete and Nature Made® Genetic Cholesterol Reducer. These products address the growing need of more than 100 million Americans concerned with their cholesterol levels. Cholesterol results from an individual’s food choices or the body’s natural production of cholesterol in the liver based on family history.
“People are trying to address their cholesterol through diet and exercise, but sometimes that isn’t enough,” said Belinda Jenks, Ph.D., RD, director, scientific affairs and nutrition education, Pharmavite. “The ingredients in CholestOff Complete and Nature Made Genetic Cholesterol Reducer are clinically proven, and the products offer a safe and natural way to manage cholesterol concerns without serious side effects.”
The active ingredient to help address cholesterol produced by the liver in CholestOff Complete and Nature
Made Genetic Cholesterol Reducer is Pantesin™. Pantesin has more than 20 published clinical studies backing it, and it is exclusively licensed to Pharmavite for its products sold in U.S. food, drug, mass and club stores. CholestOff Complete also contains plant sterols and stanols, which reduce LDL (“bad” cholesterol) levels by blocking the absorption of dietary cholesterol, and are clinically proven to reduce LDL cholesterol by up to 24 percent. CholestOff Complete is the first dietary supplement product to address the two sources of cholesterol – diet and genetics.
“The market is ripe for products to address genetic cholesterol,” said Kristopher Trust, senior product manager, Nature Made. Citing Nielsen data, Trust says, “The FDMC cholesterol segment is experiencing almost 40 percent growth rate in dollar sales compared to a year ago. Nature Made’s new products will help grow the category by bringing in new users who are concerned about their genetic cholesterol. Based upon the growth we’re seeing, the cholesterol-reducing supplement segment could be as large as $100 million by 2010.”
Marketing Support
Beginning in Q3 2007, CholestOff Complete & Nature Made Genetic Cholesterol Reducer will be supported by national direct response television advertising, public relations and NatureMade.com features.
Dosage, Pricing
The manufacturer’s suggested retail price for CholestOff Complete is $19.99 for a 60-count bottle and $34.99 for a 120-count bottle. Nature Made recommends four caplets per day, which provide 1.8 grams of plant sterols and stanols and 300 milligrams of Pantesin. Nature Made Genetic Cholesterol Reducer will be offered in a 30-count supply for the manufacturer’s suggested retail price of $12.99. The recommended dosage is one to three softgels daily, which provide 300 to 900 milligrams of Pantesin.
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