Nature Made launches Rx Essentials supplement line

NORTHRIDGE, Calif. Nature Made announced the launch of its Rx Essentials, a complete supplement line formulated to replenish and supply key nutrients for people taking specific prescription drugs, the company announced Wednesday.

“Rx Essentials is creating an entirely new segment for the vitamin category, and it has already generated high interest among pharmacists and leading retailers” stated Gary Kuchta, vice president, branded new product development at Nature Made. “Considering the fact that over 140 million Americans take prescription medications, and while doing so may be lacking key nutrients, we saw a great opportunity to address this important consumer need with Rx Essentials.”

Rx Essentials will be supported by multi-million dollar comprehensive integrated marketing program—national television and print campaigns launch on Oct. 15. Other key elements of the program include Health Care professional outreach, including pharmacy education kits, targeted online advertising and national in-store consumer promotions.

There have been supplement offerings addressing the nutrient needs of patients taking prescription medicines in the past, but none from a supplement manufacturer as large as Pharmavite.

Each product in the Rx Essentials line offers key nutrients that are normally found to be in low levels in people taking prescription drugs for high cholesterol, heartburn and acid reflux, depression, arthritis and diabetes.

Rx Essentials shipped to food, drug and mass merchandise stores nationwide in August 2007.