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Soft & Shield enters market

BY Allison Cerra

HACKENSACK, N.J. — Napp Technologies has introduced its Soft & Shield moisturizing sanitizer.

Soft & Shield is a nontoxic, scented moisturizing lotion that serves as an invisible protective glove over the hands. Soft & Shield provides at least four hours of protection and kills 99.99% of harmful germs and bacteria, Napp Technologies said.

"We’ve invented a novel lotion that not only disinfects and moisturizes the hands, but also keeps the germs away for most of the working day," Napp Technologies COO Sheldon Wexler said. "No longer do people need to keep reapplying alcohol-based sanitizers, which have a short and limited effect, often resulting in red, irritated skin with repeated use."

Napp Technologies said that there are approximately 100 independent pharmacies stocked with Soft & Shield for the 2011 flu season, and it also has been made available at smaller retail chains.

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P&G rolls out honey-infused cough-cold line to mommy bloggers

BY Michael Johnsen

SAN DIEGO — Procter & Gamble last month introduced its latest innovation across its Vicks cough-cold franchise — Vicks Nature Fusion, a line of cough-cold products infused with a bit of honey in place of artificial flavors — at the BlogHer 2011 conference, the world’s largest conference for women in social media that boasted around 3,600 attendees this year.

The lineup includes four formulas: Vicks Nature Fusion Cold & Flu Relief caplets, Vicks Nature Fusion Nighttime Cold & Flu, Vicks Nature Fusion Cough & Chest Congestion, and Vicks Nature Fusion Cough.

Vicks Nature Fusion is labeled for adults and children 12 years of age and older. Suggested retail price for all formulations falls between $6.99 and $8.99.

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LiveWire launches three new energy chews

BY Michael Johnsen

ANAHEIM, Calif. — LiveWire Energy on Tuesday announced the line extension of its energy chews with three new flavors: cinnamon fire, sour apple and dark roast coffee. LiveWire Energy chews are a portable and pocket-sized alternative to energy drinks or shots.

“The energy products category is estimated to grow to more than $19.7 billion by 2013," stated Bill Hodson, LiveWire CEO. "Within that sector, there is an evolution taking place. Consumers that embraced energy drinks and supplements are looking for an energy boost that is more convenient and less expensive. … With our chews, there is no need for refrigeration; they taste great, and at about 50 cents a piece, they are the best value on the market today.”

LiveWire Energy chews are made from a proprietary blend of B vitamins and taurine (an organic amino acid), ginseng and caffeine in a format that is low in sugar, calories and carbohydrates.

The three new flavors will be available for purchase in October. Suggested retail price for a two-piece package is $1.19, and an eight-piece matchbox is $3.99. Additional sizes and packaging are available, the company reported.

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