Vitamins in disguise

NORTHRIDGE, Calif. — Pharmavite’s recent launch of its Voots Veggie-Fruit Tarts may once and for all put to rest the dinner-table drama of enticing a young child to “eat their veggies.” Voots is a chewable supplement packed with a blend of 11 real fruits and vegetables. What’s more, Mom can pack that veggie-punch into her child’s lunchbox with the Voots single-serve packets. It’s a differentiated product launch in a still-growing category. Sales of vitamins are up 8.3%, to $9.1 billion, for the 52 weeks ended Sept. 29, according 
to Nielsen.