GNC weighs in with new diet aid supplement

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GNC weighs in with new diet aid supplement

By Michael Johnsen - 01/30/2018
GNC this month introduced an innovative range of supplements aimed at the large, fast-growing weight management category.

"Our vertically integrated model and R&D strength gives us the unique ability to anticipate and understand consumer needs and pioneer new products and formulas," Ken Martindale, GNC CEO, said. "That's a tremendous competitive advantage and a pillar of our strategy. As we continue to develop new and innovative offerings, we believe we can drive differentiation and profitable growth."

The addition of Slimvance extends GNC's leadership position in the $6.1 billion weight management market, which is expected to grow at a compound annual growth rate of more than 4% through 2020. The company believes Slimvance has the power to attract new customers, build basket size and deliver incremental sales growth, and plans to add new products to the line during 2018.

The company's new Slimvance Core Slimming Complex is an all-natural, non-stimulant weight management botanical blend. Consumers' initial response to the product has been strong, the retailer stated. And it further differentiates its shop from the competition.

"This company was built on giving consumer products and solutions that they can’t get anywhere else, on pioneering new formulas and new ideas and on anticipating customer needs," Martindale told investors during his first conference call last year. "In this shifting retail climate, it’s a legacy strength that we can leverage."

Martindale joined the specialty supplement retailer from Rite Aid in September.

The product line is available in stores, online and in the company's Amazon Marketplace. GNC is supporting the launch with a multi-channel marketing strategy that includes a direct-to-consumer campaign, social media, digital video, display and a dedicated site where customers can purchase Slimvance with a single click.