HEALTH

Clover Labs launches intimacy supplement in gum form

BY Michael Johnsen

ATLANTA — Clover Labs, based in Fairview, Tenn., last week announced a new delivery system format — peppermint-flavored gum — for an intimacy supplement presented at the ECRM Vitamin, Diet & Sports Nutrition EPPS conference.

Branded Vantage-X, the product is designed to take up to one hour prior to intimacy.

The company has also partnered with Ansell Healthcare and Biofilm with a number of combination packs coupling Clover’s Vantage-X with Lifestyle-brand condoms and Astroglide personal lubricants, respectively.


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Biotab launches ExtenZe personal lubricant line extension

BY Michael Johnsen

ATLANTA — Biotab Nutraceuticals in March will be launching an ExtenZe-branded line of premium personal lubricant, the company announced last week during the ECRM Vitamin, Diet & Sports Nutrition EPPS conference here.

Biotab, headquartered in Monrovia, Calif., has partnered with Trigg Labs and its Wet line of personal lubricants on a co-branding initiative for the two new products. The two lubricants, one water-based the other silicone-based, will be called ExtenZe Powered by Wet and carry a suggested retail of between $15.99 and $19.99.


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RH Labs outlines media spend behind Forgiven alcohol metabolizer supplement

BY Michael Johnsen

ATLANTA — Executives from RH Labs last week unveiled the company’s $5 million marketing campaign in support of its expanded distribution of Forgiven, an alcohol metabolizer, at the ECRM Vitamin, Diet & Sports Nutrition EPPS conference here.

The brand Forgiven, co-owned by MTV host and BMX professional T.J. Lavin, is formulated with cysteine and glutamine, two amino acids required for the production of glutathione that in turn the body metabolize alcohol, according to the company. RH Labs, based in Roswell, Ga., distinguished the product from other hangover remedies — Forgiven is meant to consumer before alcohol consumption as opposed to after.

In addition to traditional advertising vehicles, Forgiven will be sponsoring a country music tour bus with MTV personalities Christ Tamburello and Leroy Garrett.

Other X-Game-styled athletes who sponsor Forgiven include UFC fighter Gray Maynard, BMXer Anthony Napolitan and motocross racer Josh Hansen.

Forgiven presently has distribution primarily through the convenience channel. Each package of three capsules retails for a suggested retail price of $4.99.


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