HEALTH

FDA launches updated Web site

BY Michael Johnsen

ROCKVILLE, Md. The Food and Drug Administration this week unveiled a new Web site—a Web site that features a “layered” approach that enables FDA surfers to find information quickly.

“Structure is improved to provide for easy scanning; content is presented in plain language to make it more understandable,” the FDA stated in introducing the new Web format. “In a nutshell, we listened to you. We tested the usability of our Web site by asking our key audiences. We sampled more than 188 consumers, healthcare professionals and industry representatives and other audiences. … This usability data pointed us to improvements to make the home page easier and more satisfying to use.”

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ConsumerLab.com survey rates Nordic Naturals top supplement brand

BY Michael Johnsen

WATSONVILLE, Calif. Nordic Naturals was recently named the “Top-Rated Supplement Brand” by the 2008 ConsumerLab.com Survey of Vitamin and Supplement Users, the company reported Wednesday.

“We are honored to be recognized by our customers and pleased they are enjoying the quality and efficacy of our products,” stated Joar Opheim, Nordic chief executive officer.

Nordic Naturals had the highest customer satisfaction ratings of all brands considered, throughout 8 different distribution channels, with 95.2 percent of its customers highly satisfied with the brand based on responses of “extremely satisfied” or “very satisfied”. According to the report, “this was significantly higher than any other brand.”

Though 1,367 brands were sited in the survey, only 47 received at least 100 consumer ratings and only those were included in determining the top ratings.

More than 6,000 dietary supplement users (qualified by 94 percent of the respondents taking 2 or more supplements daily) completed the online survey rating supplement brands and merchants on overall consumer satisfaction.

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Kellogg introduces line of protein products

BY Michael Johnsen

BATTLE CREEK, Mich. Kellogg Co. is breaking out of the cereal aisles to the meal-replacement area in stores with a new line of protein products—All-Bran Fiber Bars and All-Bran Drink Mix.

“Kellogg’s move into the diet and nutrition aisle represents our ongoing commitment to consumer health and wellness,” stated Jennifer Garrett, director of nutrition marketing for Kellogg. “We are pleased the proximity these products will have to pharmacists in particular, who are trusted professionals that many consumers turn to for advice not just about their prescriptions, but also about health and lifestyle-related issues.”

The meal replacement bars and drink mixes each contain 10 grams of fiber—which constitutes some 40 percent of the daily recommended value of fiber, Kellogg reported. Citing data from the National Health and Nutrition Examination Survey, only one in 10 Americans actually consume the recommended 25-to-30 grams of fiber each day.

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