STONY CREEK, Ontario Life Science Nutritionals added a line of kids gummy vitamins to its IronMan license, to be called IronKids. Targeting children between the ages of 2 and 14, the line includes formulations of omega-3s, calcium and vitamin D, an organic multivitamin and vitamin C with zinc. According to the company, the IronKids brand has been developed in cooperation with the World Triathalon Association, and as such enjoys an 85 percent brand awareness globally.
As part of its consumer outreach program, Life Science will plan to appeal to parents through Parents Magazine, Parenting and Runners World. The company is also planning a Timex IronKids watch promotion—free with proof of purchase.