Pharmavite to debut new product lines under Nature Made brand


DENVER — The maker of Nature Made has expanded the brand to include a total of 20 offerings across three new product lines.

Pharmavite unveiled its new product innovations at the 2012 National Association of Chain Drug Stores' Marketplace conference in Denver. The Nature Made portfolio now includes VitaMelts, full-strength minis and adult gummies, as well as Voots, a recent brand acquisition:

  • VitaMelts are tablets that dissolve in one's mouth without water and is offered in a convenient on-the-go package. VitaMelts will launch with six initial product offerings: Vitamin C Immune Support, Energy with vitamin B-12, vitamin D3, zinc, sleep and relax;

  • Nature Made full-strength minis are the first line of vitamins to provide a full-strength dose in one small, easy-to-swallow softgel. Manufactured with a new proprietary technology, the size of the multivitamins are now 28% to 42% smaller. The minis line features four multivitamins, Multi Complete, Multi for Her, Multi for Her 50+ and Multi for Him and three complementary products: Super Omega-3, Super B Complex and Super D Immune Complex;

  • Nature Made adult gummies are a chewable option for taking vitamins, available in fruit flavors and backed by a "love them or they're free" guarantee. The adult gummies line includes a multivitamin, fish oil, calcium, vitamin C, vitamin D, B-Complex and CoQ10; and

  • Voots is a children's supplement made with 11 different fruits and vegetables that has the antioxidant power of three servings of fruits and vegetables available as a chewable tart, Pharmavite said.

The new products will ship nationwide starting with the release of adult gummies this month, full-strength minis in July, followed by VitaMelts and Voots in fall 2012.

"At Pharmavite we not only work to address consumers' needs, but also to develop quality products that enhance the vitamin experience across delivery form, product size and taste," Pharmavite COO Mark Walsh said. "Our newest line extensions will drive category growth, serve to meet our business objectives and lay the framework for industry-changing innovations."

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