HEALTH

Discovery Fit & Health to debut health-and-wellness products for consumers

BY Michael Johnsen

NEW YORK — Discovery Communications recently announced the launch of a line of branded Discovery Fit & Health consumer products designed to provide proactive health and fitness lifestyle solutions for health-conscious consumers.

“Our health-and-wellness content on-air and online have long been trusted sources of information for viewers,” stated Elizabeth Bakacs, VP licensing for Discovery Fit & Health. “Now, in introducing the Discovery Fit & Health consumer products program, we can give fans tools to help develop and maintain healthy habits from a brand they trust.”

The first partner to launch a Discovery Fit & Health consumer product line is Inovatex, which will debut a collection of branded bedding products, including sheets, comforters, blankets, duvets, pillows, mattress pads and toppers, pillow protectors and mattress covers. Set to debut in fall 2012, the products are designed to offer health-related solutions by utilizing the latest new technology, innovative fabric, fiber fill and construction. Retail distribution will target department stores, as well as mid-tier and specialty chains, in the United States and Canada.

In addition to sleep management, strategic partnerships will be developed with leading retailers and manufacturers across multiple categories, including fitness products, relaxation and massage therapy, diagnostic and consumer electronics, personal care, eyewear, first aid and publishing.

The launch of the Discovery Fit & Health consumer products program follows on the heels of the successful rebranding earlier this year of FitTV as Discovery Fit & Health. The television network is now available in 50 million U.S. homes. The slate of programming includes “Dr. G: Medical Examiner,” “I’m Pregnant And…” and “Untold Stories of the ER.” The channel also features early morning workout programming, while the Discovery Fit & Health online destination has become a popular site for health and fitness information, averaging more than 1.6 million unique visitors each month.

The Discovery Fit & Health brand will be represented by Discovery Communications’ North American licensing agent, the Joester Loria Group.

The launch of the Discovery Fit & Health licensing program marks Discovery Communications’ latest extension of its media properties into the consumer products space in a way that offers viewers the opportunity to incorporate the brands into their everyday lives. Discovery also has built merchandising strategies around its Discovery Channel, Animal Planet, TLC and Discovery Kids brands.

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Schiff, BioMarine extend collaboration

BY Michael Johnsen

SALT LAKE CITY — Schiff Nutrition on Wednesday expanded its supply agreement with Aker BioMarine through June 2016 for high-quality krill oil.

Schiff is granted certain exclusive sales rights and the parties have agreed to collaborate on future innovations.

“Aker BioMarine delivers high-quality, Marine Stewardship Council-certified krill oil,” Schiff president and CEO Tarang Amin said. “This agreement secures a sustainable source capable of meeting our growth aspirations. In addition, we have plans to leverage Aker BioMarine’s expertise and collaborate on future krill products and innovation.”

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CastShield earns award for innovation

BY Michael Johnsen

SAN DIEGO — MediShield was selected as a winner of the 11th Annual New York Venture Summit Top Innovator award last month by YoungStartup Ventures. The award recognizes privately held companies from across the United States that play a leading role in innovation.

MediShield was recognized for its CastShield line, which offers waterproof protection for casts, bandages, prosthetics and vascular compression products. CastShield is meeting a significant consumer demand, the company noted.

“This award is acknowledgement of … the strength of our CastShield line of products,” stated Coleen Wagner, director of MediShield.

MediShield recently completed the infrastructure build necessary to successfully manage the rapid adoption of the CastShield in both the retail sector and medical community, the company stated. The firm’s virtual business model was built to efficiently exploit the enormous, pre-existing demand for waterproof protection of casts, bandages and vascular compression products. “The CastShield line fills an obvious need with little or no alternative solutions for cast or wound care,” MediShield medical adviser Richard Gray said.

As one of the winners, MediShield was selected to have Gray and MediShield’s managing director Kevin Burns present information about the company at the 2011 New York Venture Summit on July 20 and 21 to a select group of 450 venture capitalists, private equity principals, entrepreneurs and corporate developers.

For more information on the summit, click here.

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