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Release date: 6/29/2008

SAN DIEGO (June 29, 2008) – To meet rising consumer demand for a dietary supplement line that addresses ease of swallowing and absorption, Nature Made®, America’s number one-selling vitamin, mineral and supplement brand, introduces two new products to its innovative Nature Made Liquid Softgels product line – Multi For Her 50+ and Multi For Him. Specially formulated for easy absorption, the Nature Made Liquid Softgel family of products contains no artificial flavors or preservatives, and is available in a variety of supplement formulations for men and women. The newest additions were unveiled at the National Association of Chain Drug Stores Marketplace.

“Nature Made Liquid Softgels represents a new way to take your daily vitamins,” says Richard Yoder, marketing director for Nature Made. “The entire liquid softgels line answers consumer need to make swallowing supplements easier and offers even more choices to meet specific nutritional profiles based on gender and age.”

Nature Made is currently the only major brand offering key letter vitamins and multivitamins in convenient, easy-to-swallow liquid softgel form. The Nature Made Liquid Softgel product line includes:

• Nature Made Liquid Softgel Multi Complete
• Nature Made Liquid Softgel Multi For Her
• Nature Made Liquid Softgel Multi For Her 50+
• Nature Made Liquid Softgel Multi For Him
• Nature Made Liquid Softgel Calcium 600 mg with Vitamin D
• Nature Made Liquid Softgel Vitamin C 500 mg
• Nature Made Liquid Softgel Vitamin D 1,000 IU
• Nature Made Liquid Softgel Super B-Complex

Liquid Softgels is supported by a comprehensive integrated marketing program totaling approximately $10MM. National television and print campaigns launched in April. In addition, over 800,000 14-day supply samples of the products are available for consumers online. Other key elements of the program include targeted online advertising, broad-based public relations outreach and national in-store consumer promotions.

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