Shoppers Drug Mart launches new Life Brand products, debuts online 'Vitamin Finder'

TORONTO — Canada’s Shoppers Drug Mart is expanding its Life Brand with the launch of Life Brand vitamins and supplements in store, and has introduced a new online tool, dubbed “Vitamin Finder,” to help Canadian’s find the products that best meet their health needs.

The company’s long-standing Life Brand now includes 150 new and reformulated vitamin and supplement products. New Life Brand products include krill oil, echinacea zinc throat spray, oregano oil 80% (softgels), vitamin D orange chews, folic acid/DHA formula and a hair, skin and nails formula that contains selenium, biotin, lutein, vitamins E and B1 and beta carotene.

New-age or gender-specific products include I-Care Adult 50+ with Lutein and Omega 3 (softgels) and a Women's Probiotic with Cranberry to support digestive and urinary tract health. Launching in early 2014 are Life Brand Omega 3 Gummies, sugar-free Calcium Chews (chocolate), a Prenatal Kit (Prenatal Multi and Algae Omega) and Algae Omega 3 Prenatal (softgels). 

Shoppers Drug Mart founder, Murray Koffler, launched Life Brand in 1962. Today, Life Brand offers more than 1,400 health products — from pain relief to vitamins —and is Shoppers Drug Mart's top-selling OTC health brand.

To help shoppers navigate the world of vitamins, Shoppers Drug Mart has designed new Life Brand Vitamin Finder, which gives consumers 24/7 access to online information about the growing range of vitamins, minerals, supplements and natural health products that are available at the retailer.

"Canadians have made Shoppers Drug Mart a top destination for their health needs, and innovative tools like the Vitamin Finder offer them new ways to rediscover Life Brand's range of products," said Chong Bang, SVP merchandising at Shoppers Drug Mart. "When combined with the expertise of highly trained pharmacists at more than 1,200 Shoppers Drug Mart and Pharmaprix stores across Canada, this is truly a 360-[degree] approach to meeting the needs of Canadian consumers."

The Vitamin Finder is available at and can be used to search for information about vitamins and other supplements including benefits, ingredients, contraindications and dosage. It can be used to find products that support specific health concerns or conditions, such as arthritis, diabetes, asthma, pregnancy, cognitive function, immune system, heart health and eye health. In addition, the Vitamin Finder will also suggest complementary products.

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