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PHARMAVITE DRIVES SEGMENT GROWTH AND EXPANDS NATURE MADE® CHOLESTOFF® FRANCHISE
Release date: 6/29/2008

SAN DIEGO, Calif. (June 29, 2008) — Americans’ concerns over heart health continue to drive growth in the cholesterol reducers segment – accelerating a 41 percent surge in sales in the past year. To address the rising interest in this segment, Pharmavite LLC, the manufacturer of Nature Made, America’s number one-selling vitamin, mineral and supplement brand, announced today the launch of Nature Made Multi+ CholestOff®, a complete daily multivitamin that offers 800 mg of plant sterols and stanols – the same natural cholesterol-lowering ingredients found in Nature Made’s popular CholestOff product. Multi+CholestOff was unveiled today at the National Association of Chain Drug Stores Marketplace.

“Pharmavite sees a real need for a safe and effective solution to address cholesterol health, especially as heart health continues to top America’s list of health concerns,” said Belinda Jenks, Ph.D., RD, director, scientific affairs and nutrition education, Pharmavite. “Nature Made Multi+CholestOff offers a complete multi that addresses your body’s needs while also naturally reducing LDL, or bad, cholesterol levels.”

Multi+CholestOff contains sterols and stanols, natural plant-derived ingredients that are clinically proven to help reduce LDL cholesterol in as little as 30 days. Plant sterols and stanols have been studied for more than 50 years and work by blocking the absorption of dietary cholesterol in the body. Product packaging will carry the FDA Sterol and Stanol Cholesterol Lowering Health Claim: “Products containing at least 400 mg per serving of plant sterols and stanols eaten twice a day with meals for a daily intake of at least 800 mg as part of a diet low in saturated fat and cholesterol, may reduce the risk of heart disease.”

“By breaking into the multivitamin category, Multi+CholestOff will help raise consumer awareness around the heart health benefits of sterols and stanols while growing the segment with new users who are proactively looking for help with their cholesterol,” added Pharmavite brand manager Peter Robakowski. “Furthermore, multivitamins represent more than a quarter of the vitamin, mineral and supplement category so the timing couldn’t be better for this new product.”

Multi+CholestOff is the third product introduced from Nature Made’s popular CholestOff franchise. Other products include:

• CholestOff – Addresses dietary cholesterol using a blend of all-natural sterols and stanols called Reducol™ that is found to lower cholesterol by as much as 24 percent
• CholestOff Complete – Addresses the two sources of cholesterol – diet and genetics – by combining the power of sterols and stanols, and the proprietary ingredient Pantesin™, which affects cholesterol produced by the liver

Multi+ CholestOff began shipping in February and is available in a 60-count bottle.

Dosage

Nature Made recommends one tablet taken twice daily, preferably 15 to 30 minutes before eating a meal. Each tablet provides 400 mg of plant sterols and stanols for a total of 800 mg. In addition to a low-fat, balanced diet rich in fruits and vegetables, Multi+CholestOff helps consumers reach the U.S. government’s National Cholesterol Education Program recommendation of two grams of sterols and stanols per day.


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