Biotab Nutraceuticals wakes up sleep category with launch of Alteril Plus

MONROVIA, Calif. Biotab Nutraceuticals is bringing the supplement L-tryptophan back to supplement aisles with the introduction of Alteril Plus, with the hopes of waking up an underdeveloped sleep category.

One of the greatest points of differentiation, according to company officials, is that the more-concentrated, natural formulation requires a regimen of only one pill taken at bedtime that helps people fall asleep fast.

To help support the launch, Biotab is spending between $100,000 and $275,000 per week across national television and print media to target women between the ages of 35 and 64. While a secondary target market includes men over the age of 45, women who fall into this age range are more likely to buy sleep remedies, according to Biotab research, as they have more likely used an over-the-counter or prescription sleep aid in the past six months.

In addition to L-tryptophan, Alteril Plus contains melatonin and valerian to help support healthy sleep habits.