HEALTH

ERSP requests Casper Labs to tone down marketing message behind supplement Calmestra

BY Michael Johnsen

NEW YORK — The Electronic Retailing Self-Regulation Program on Tuesday recommended that Casper Labs modify or discontinue certain claims for Calmestra, a dietary supplement marketed as providing relief for symptoms of menopause, including claims that the product has been “clinically proven” to address symptoms of menopause.

Following its review of the evidence in the record, ERSP determined that the evidence did not support the establishment claims, exclusivity claims, claims pertaining to weight loss, and speed of action claims that were the focus of ERSP’s inquiry. ERSP recommended the marketer discontinue such claims.

ERSP further recommended that the advertiser discontinue claims that stating the product “produced dramatic improvements in pre-menopause, peri-menopause, menopause, and post-menopause as well as women who have had hysterectomies or ovarian problems including ovarian cancer,” as well as claims referencing puberty.

The company, in its marketer’s statement, said it would “comply with ERSP and update our advertising materials accordingly prior to re-launching the marketing campaign.”

ERSP is an investigative unit of the advertising industry’s system of self-regulation and is administered by the Council of Better Business Bureaus. The marketer’s advertising came to the attention of ERSP pursuant to its ongoing monitoring program.


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Vitamin Shoppe proposed acquisition of Super Supplements delayed

BY Michael Johnsen

NORTH BERGEN, N.J. — The Vitamin Shoppe’s proposed acquisition of Super Supplements has been delayed, the company recently announced. According to the company, the Federal Trade Commission had notified VSI that it is conducting an investigation into the planned acquisition, noting that the investigation will extend beyond Dec. 31, 2012.

In light of the investigation, VSI and Super Supplements have agreed to extend the outside date for consummation of the transaction from Dec. 31, 2012 to March 1, 2013, and are cooperating with the FTC in its investigation, the companies stated.


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CRN signs eight new members, including C&D and P.J. Noyes

BY Michael Johnsen

WASHINGTON — The Council for Responsible Nutrition on Tuesday announced the addition of eight new members, including voting members Church & Dwight and P.J. Noyes Co., along with associate members AIBMR Life Sciences, Bell Advisory Services, Biofortis, Creative Flavor Concepts and Nutrasource Diagnostics.

In 2012, Church & Dwight entered the dietary supplement space in a big way with its acquisition of Avid Health, the manufacturer of gummy vitamins sold under the L’il Critters and Vitafusion brands. "This category is more than $5 billion in size and is one of the fastest growing categories of consumer package goods, with a 5% to 6% historical steady growth rate," C&D chairman and CEO James Craigie told analysts in November. "Avid’s L’il Critters brand is the No. 1 brand of children’s gummy vitamins. Avid’s Vitafusion brand is the fastest growing brand in the adult gummy vitamins. Overall, Avid holds a two-to-one share advantage relative to the No. 2 gummy vitamin competitor," he said. 

Craigie sees growth opportunities across the line, especially in adult multivitamins. "Gummy vitamins represent about 58% of all children vitamin sales today, with only about 3% of the adult vitamin category," he noted. "However, the total adult vitamin category is about 19 times the size of the kids’ vitamins, or about $5 billion. So we are confident there is a huge opportunity to grow the gummy form in adult vitamins." 

CRN also signed voting member P.J. Noyes Co., a contract manufacturer and packager of dietary supplements, nutraceuticals, pharmaceuticals and personal care products. The company, which has been operating for more than 140 years, produces products in the forms of tablets, capsules, liquids, creams, lotions and ointments. 

P.J. Noyes’ latest contracted products were featured in the film "The Bourne Legacy." In the movie,green and blue pills provide their black-ops users with “enhanced physical and mental abilities” — outside of Hollywood circles, there were placebos, the company noted. "[It’s] more evidence of our team’s commitment to quality and ability to manufacture pharmaceuticals with a wide variety of applications," wrote account manager Kim Daly, in a company blog. 

AIBMR Life Sciences was founded in 1978 and is a full-service natural products and functional foods consulting company. Bell Advisory Services is a consultancy that specializes in business development. Biofortis is a global contract research organization. Creative Flavor Concepts is an expert in product development, product commercialization and flavor creation for beverages, nutritional supplements and functional foods. And Nutrasource Diagnostics is a contract research organization and consulting firm. 

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