TV’s favorite DNA test hits WAG shelves

DNA Diagnostics Center recently introduced its high-margin DNA Paternity Test Kit through Walgreens with a unique selling proposition — DNA Paternity Test Kits are not only advertised on television programs including “Lauren Lake’s Paternity Court,” “Maury” and “The Bill Cunningham Show,” they’re the go-to kits those productions use to prove paternity.

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“[With this advertising,] we drive people to the store,” David Silver, VP marketing of DNA Diagnostics Center, told Drug Store News. “That’s a big game-changer in how this category has been promoted.”



DNA Paternity Test Kits also represent a significant value to the consumer, with a $29.99 suggested retail price and an $89 lab fee. Sales of paternity test kits are up 9.8% for the 52 weeks ended Dec. 28, 2014, the company stated, citing IRI data. “The category’s been growing,” Silver said. “Consumers have been migrating to the stores to get their tests.” In addition to drug and mass retailers, DNA Diagnostics Center also is targeting the food channel for expansion.