HEALTH

Twinlab launches TwinCal calcium-rich water

BY Michael Johnsen

PERU, Ind. Twinlab Corporation last week launched its TwinCal water, which is drawn from a glacially-formed aquifer that was originally discovered in 1859.

Water from this aquifer has one of the highest naturally occurring calcium contents of any spring found within the United States, the company stated.

TwinCal also contains magnesium, a compound that helps the body better absorb calcium, and silica, a trace mineral found in bones and teeth.

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NAD recommends ad modifications for Estroven

BY Michael Johnsen

NEW YORK The National Advertising Division of the Council of Better Business Bureaus on Wednesday recommended that Amerifit Brands modify advertising for its Estroven brand dietary supplement.

NAD examined evidence that included a number of studies on ingredients that found in Estroven, including black cohosh and valerian root. However, NAD determined that in the absence of any testing on the product itself, the advertiser’s “clinically proven” claims for Estroven were unsupported and recommended that they be discontinued. 

NAD did, however, find that the totality of the research indicated that these ingredients can “help” accomplish the claimed benefits. Accordingly, NAD recommended that the advertiser discontinue its clinically proven claims, but noted that it may make certain milder, ingredient performance claims—that Estroven contains black cohosh, isoflavones and valerian root, ingredients that may help reduce the symptoms associated with menopause and in the case of valerian root, may help one sleep. 

NAD also found that Amerifit provided a reasonable basis to support its sales and preference claims that “Estroven is the No. 1 pharmacist recommended supplement for menopause…” and “Estroven, with clinically proven ingredients, is the No. 1 choice among women for natural support during menopause,” as well as the claim that “Estroven is America’s top-selling women’s dietary supplement.” 

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Matrixx CEO predicts retailers will stock cough/cold medicines in a timelier manner

BY Michael Johnsen

PHOENIX The purchase of cough and cold items by retailers may more closely correspond with illness rates going forward as opposed to seeing a significant purchase spike just before the cough and cold season in August, Carl Johnson, president and chief executive officer of Matrixx Initiatives, revealed in a press statement Wednesday regarding Matrixx’ most recent quarterly results.

“Over the past couple of years, we have seen our largest retail customers trim the size of their pre-season purchases—which had generally occurred in August and September—and focus on repurchasing inventory as consumption levels increase during the cold season,” he said. “We expect that trend to continue as the consolidation in the industry and growth of several national chains has allowed retailers to manage inventory at tighter levels and replenish store shelves in a timelier manner. We believe this shift in behavior will spread retail orders over the entire cold season compared to the large early inventory buys in previous years, which were sold down throughout the season.”

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