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ATLANTA — Integrity Health Products is bringing a line of diet aids from Canada, specifically targeting women between the ages of 30 and 50 years, to the U.S. market.
"Most [diet aids] appeal to a younger woman, one who still buys into the 'magic pill' philosophy," the company stated. "We are speaking to the woman who's 'been there, done that' and expects more."
According to executives attending the ECRM Vitamin, Diet & Sports Nutrition EPPS conference here last week, Integrity is kicking off its U.S. launch strategy with a strong social media element (i.e., Facebook), traditional print and television placements, and retailer-specific inserts.