The manufacturer behind the diet-aid supplement Hydroxycut, Iovate Health Sciences International, recently introduced two new formats to its popular weight-loss franchise: Pro Clinical Hydroxycut Sprinkles and Pro Clinical Hydroxycut Gummies. The first represents a diet aid that is sprinkled on a diet-friendly food, such as a salad, that helps boost weight loss, and the second capitalizes on another booming trend in the supplement space — adult vitamins in gummy form.
Iovate certainly is doing something right. Collectively, the Hydroxycut brand holds four spots on the top 10 best-selling diet-aid tablets, bringing in $22.3 million in diet-aid sales leading into summer. The other leading diet-aid brand, a resurging Alli from GlaxoSmithKline, generated $13.5 million in sales for the 12 weeks ended May 19 across total U.S. multi-outlets, according to IRI data. Overall, the diet-aid category is trending up 34.6% to $135.3 million.
The article above is part of the DSN Category Review Series. For the complete Diet Buy-In Report, including extensive charts, data and more analysis, click here.