HEALTH

Shoppers Drug Mart launches new Life Brand products, debuts online ‘Vitamin Finder’

BY Antoinette Alexander

TORONTO — Canada’s Shoppers Drug Mart is expanding its Life Brand with the launch of Life Brand vitamins and supplements in store, and has introduced a new online tool, dubbed “Vitamin Finder,” to help Canadian’s find the products that best meet their health needs.

The company’s long-standing Life Brand now includes 150 new and reformulated vitamin and supplement products. New Life Brand products include krill oil, echinacea zinc throat spray, oregano oil 80% (softgels), vitamin D orange chews, folic acid/DHA formula and a hair, skin and nails formula that contains selenium, biotin, lutein, vitamins E and B1 and beta carotene.

New-age or gender-specific products include I-Care Adult 50+ with Lutein and Omega 3 (softgels) and a Women’s Probiotic with Cranberry to support digestive and urinary tract health. Launching in early 2014 are Life Brand Omega 3 Gummies, sugar-free Calcium Chews (chocolate), a Prenatal Kit (Prenatal Multi and Algae Omega) and Algae Omega 3 Prenatal (softgels). 

Shoppers Drug Mart founder, Murray Koffler, launched Life Brand in 1962. Today, Life Brand offers more than 1,400 health products — from pain relief to vitamins —and is Shoppers Drug Mart’s top-selling OTC health brand.

To help shoppers navigate the world of vitamins, Shoppers Drug Mart has designed new Life Brand Vitamin Finder, which gives consumers 24/7 access to online information about the growing range of vitamins, minerals, supplements and natural health products that are available at the retailer.

"Canadians have made Shoppers Drug Mart a top destination for their health needs, and innovative tools like the Vitamin Finder offer them new ways to rediscover Life Brand’s range of products," said Chong Bang, SVP merchandising at Shoppers Drug Mart. "When combined with the expertise of highly trained pharmacists at more than 1,200 Shoppers Drug Mart and Pharmaprix stores across Canada, this is truly a 360-[degree] approach to meeting the needs of Canadian consumers."

The Vitamin Finder is available at lifebrandvitamins.ca and can be used to search for information about vitamins and other supplements including benefits, ingredients, contraindications and dosage. It can be used to find products that support specific health concerns or conditions, such as arthritis, diabetes, asthma, pregnancy, cognitive function, immune system, heart health and eye health. In addition, the Vitamin Finder will also suggest complementary products.

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NAD refers Maxam Nutraceuticals to FTC

BY Michael Johnsen

NEW YORK — The National Advertising Division has referred advertising claims made by Maxam Nutraceuticals for its PCA dietary supplement to the Federal Trade Commission for further review, after the company declined to participate in a review of its claims.

The Council for Responsible Nutrition challenged claims made by Maxam in television and Internet advertising, including:

  • “PCA is the only product ever specifically developed to naturally help your body safely and effectively remove all toxins, poisons, chemicals or anything that is not part of a healthy living biological system.”;
  • “PCA has been used and proven over the last 15 years to be the most effective toxin remover available.”; and
  • “Through our SMART Selective Micro-Activated Response Technology, the ingredients remain in their natural form, which keeps the liver from repelling them, allowing them to effectively work with your body.”

NAD is an investigative unit of the advertising industry’s system of self-regulation. It is administered by the Council of Better Business Bureaus.

 

 

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Green Pharmaceuticals generates brand awareness with controversial ad campaign

BY Michael Johnsen

NEW YORK — Green Pharmaceuticals has drummed up some brand awareness for its SnoreStop stop-snoring solution with a controversial ad on Sunset Blvd. in Los Angeles, The Daily News reported last week

The ad depicts an American soldier and Muslim woman who is wearing a wedding band accompanied by the hash-tag #betogether. "With this new campaign, we wanted to celebrate diversity, celebrate equality … by bringing into our campaign values coming from every corner of life," reported Christian DeRivel, Green Pharmaceutical chief branding officer, in a behind-the-scenes video on the campaign. 

 

 

This is not the first time Green Pharmaceuticals has generated buzz for its brands through a newsworthy ad campaign. In 2005, Green paid more than $37,000 for the right to tattoo an advertisement on the forehead of Andrew Fischer. Fischer had placed his advertising real estate up for bid on eBay. Fischer sported a temporary SnoreStop tattoo for 30 days. 

 

 

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