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Release date: 1/28/2009

NORTHRIDGE, CALIF (January 28, 2009) – The American Public Health Association (APHA) recently adopted 12 new polices associated with public health issues, with vitamin D deficiency and insufficiency as a leading concern. APHA’s new policies, approved during their 136th Annual Meeting in San Diego, seek to support the major public health concerns for both children and adults in the United States. Always at the forefront of innovation, Nature Made anticipated this public health threat four years ago and responded to the growing body of science and public health concerns regarding vitamin D deficiency by being the first company to increase the amount and potency of vitamin D offered in their products.

Researchers have estimated that nearly half (40-50 percent) of adults and more than 30 percent of children in the United States are at risk of vitamin D deficiency. And, according to APHA, black Americans are at the highest risk for vitamin D deficiency. Vitamin D deficiencies are also more common in those who are over the age of 50, get very little sun exposure, have lactose intolerance, are vegan, or infants who are fed only breast milk.

APHA’s focus on vitamin D deficiency as a top public health issue is supported by other leading health care organizations. In the past year, the American Medical Association, the American Academy of Pediatrics and the American Academy of Dermatology have all issued position statements or communication efforts stressing the need for increased intake of vitamin D.

In addition to the importance of vitamind d intake for bone health, recent research shows optimum levels have been linked to maintaining colon, breast, prostate and ovarian health, benefiting the heart health and colorectal health, and enhancing immune system strength in adults. The best source of natural vitamin D is sunlight, yet many people don’t get the needed 10 to 15 minutes of exposure without sunscreen a couple of times a week. Vitamin D is naturally found in butter, eggs, and fish liver oils, as well as fortified foods like milk and cereal. Since it is difficult for most people to meet their vitamin D needs through foods and sunlight, vitamin D supplements are extremely important.

Recognizing that vitamind d deficiency and insufficiency are major public health concerns for both children and adults in the United States, Nature Made was the first multivitamin line to include 1,000 I.U. of vitamin D to ensure consumers could meet their dietary requirements for this important vitamin. Most multivitamins offer only the basic level of this nutrient in their formulas, but Nature Made Multivitamins with Optimized Nutrient Levels includes the level required for more optimal health.

Vitamin D is sold in two forms, vitamin D2 and vitamin D3. All Nature Made vitamins and multivitamins provide high-strength vitamin D in the D3 form, which is more potent and active than the D2. One tablet of Nature Made Vitamin D 1,000 I.U. is equivalent to: 5 cans of tuna (3 oz. cans), or 10 cups of fortified milk, or 50 egg yolks, or 25 cups of fortified cereal.

Nature Made offers several products to help consumer fulfill the vitamin D shortfall, including:

Nature Made® Liquid Softgel Vitamin D 1,000 I.U.

Vitamin D has emerged as the “star supplement” because of its many nutritional benefits for both men and women, namely the proper absorption of calcium for strong bones and teeth as well as support of colon, prostate, and breast health. Nature Made Vitamin D 1,000 I.U. is the optimal amount for maximum strength bone and joint protection and is recommended for all adults, particularly those who don’t get enough sun, darker-skinned individuals and the elderly.*

Nature Made Liquid Softgels are available nationwide at food, drug, and mass stores. Prices vary and are determined by individual retailers. For more information, consumers can visit or call the consumer affairs hotline toll-free at 1-800-276-2878.

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