Osteo Bi-Flex’s new line targets younger consumers

RONKONKOMA, N.Y. — NBTY earlier this year expanded its Osteo Bi-Flex franchise with a line of joint care supplements “plus” — as in joint care plus energy or joint care plus muscle support. Osteo Bi-Flex edge Joint and Energy is formulated with B vitamins, the proprietary Joint Shield ingredient and glucosamine. Osteo Bi-Flex edge Joint and Muscle is formulated with Co-Q10, Joint Shield and glucosamine. The “edge” SKUs target a younger consumer. According to a survey commissioned by NBTY, 79% of Gen-Xers are concerned about joint health as they age, and 62% are concerned about developing joint issues due to excessive activity.

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