Pump up the iron
It’s not often a niche brand manufacturer attempts to resuscitate what has been for years a commoditized category. But that’s exactly what Meda Consumer Healthcare will be attempting to do with iron — establish a good/better/best proposition to a supplemented category best defined as mediocre. For the 52 weeks ended April 16, mineral supplement sales were down 3.3% to $534 million across food, drug and mass (including Walmart), according to Nielsen Group data.
“Every category thrives on innovation because new science brings new benefits that attract a new generation of consumers,” Jeff Cohen, VP and general manager of Meda’s consumer arm, told Drug Store News. “Without news, the [iron] category has defaulted to becoming commoditized.”
Meda is setting the stage for that good/better/best proposition in part through its recent acquisition of a few GlaxoSmithKline legacy brands last year — Geritol Tonic and Feosol — and its pre-existing premium-positioned Bifera iron supplement product. “Strategically [that creates] an opportunity to re-segment the market,” Cohen said. “We envision bringing a differentiated line with differentiated benefits, and a price value with those benefits,” he said.
And the consumer need for iron is on the rise, Cohen said. Young women with heavy menstruation, pregnant women, the aging population — these are all traditional iron markets. But yet-to-be targeted is a rapidly growing segment: active baby boomers and recreational athletes. For example, the approximate 75 million endurance athletes, such as marathon runners or bicyclists, experience heavy iron loss and need supplementation. “There is a segmentation opportunity,” Cohen said.
According to the World Health Organization, iron deficiency is the leading nutritional disorder in the world, with up to 80% of the world’s population being iron deficient and as many as 30% suffering from iron deficiency anemia.
Tiger Balm to sponsor 2011 Susan G. Komen Race for the Cure Global
HAYWARD, Calif. — Prince of Peace Enterprises on Monday announced its sponsorship of the 2011 Susan G. Komen Race for the Cure Global, taking place in Washington, D.C., June 4 at the Capitol Mall in support of its external analgesic Tiger Balm.
The global Race for the Cure is among the largest of the Susan G. Komen races. Last year, 42,000 participants from 128 different countries came together to raise funds for breast cancer education, outreach and treatment. This year, organizers are expecting an even higher number of participants, Prince of Peace stated.
“Tiger Balm continues to stand with Susan G. Komen for the Cure in support of those whose lives have been touched by breast cancer,” stated Kenneth Yeung, president Prince of Peace Enterprises. “We are very proud of our involvement in the Global Race for the Cure to help raise awareness of this important cause among fans and users of Tiger Balm products.”
Susan G. Komen for the Cure is the global leader of the breast cancer movement, having invested nearly $1.9 billion since its inception in 1982. Events like the Susan G. Komen Race for the Cure have helped make the organization the largest source of nonprofit funds dedicated to the fight against breast cancer in the world. Samples of Tiger Balm Neck & Shoulder Rub and will be distributed to the more than 4,000 breast cancer survivors who are expected to participate in the race at the Survivor Tent.
Additionally, Tiger Balm is helping promote race participation and raise awareness of the Susan G. Komen cause by running an online advertising campaign.
GNC-branded product portfolio gets boost with help from Shadow Beverages and Snacks
PITTSBURGH — GNC on Monday announced an exclusive licensing agreement with Shadow Beverages and Snacks, the producer and distributor of Ironclad Energy + Hydration and No Fear Energy drinks.
The deal is expected to push the GNC brand name beyond its retail base and partnership with Rite Aid in the drug channel. Under the terms of the licensing agreement, Shadow Beverages and Snacks will produce a line of ready-to-drink products that will be marketed under the GNC brand.
"This exclusive licensing agreement with Shadow Beverages allows the GNC brand to expand and grow well beyond GNC’s own retail and online outlets, and [to] service a much broader and more diverse audience of active consumers looking for products to help them live a healthy lifestyle with products they trust," stated Tom Dowd, GNC EVP.
GNC will leverage its 75 years of expertise, quality and name recognition to help develop true better-for-you drink lines across multiple categories. Shadow Beverages will develop, produce, market and sell drinks under the GNC Live Well trademark, which will be available across a wide range of retail outlets, the companies stated. It is anticipated that the first products developed under the agreement will go into distribution in third quarter 2011.