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Release date: 11/10/2012

NORTHRIDGE, CA (November 10, 2012) – For the tenth consecutive year, Progressive Grocer, a leading trade publication serving the grocery and supermarket industry, has awarded Pharmavite LLC the distinguished Category Captain Award for vitamins and supplements. Pharmavite has been a trusted leader in the wellness industry for more than 40 years, as the manufacturer and marketer of Nature Made® vitamins, minerals, herbs and dietary supplements, SOYJOY® snack bars and Voots® veggie-fruit tarts.

“We are honored to be recognized by Progressive Grocer for category leadership and excellence, a position we strive to uphold in all facets of our business,” says Scott Patricki, Divisional Vice President, Category Management for Pharmavite. “At Pharmavite we are committed to setting higher standards and distinguishing ourselves by manufacturing innovative, high-quality products that meet the diverse needs of our consumers, evident by the recent introduction of Nature Made’s newest product lines. Full Strength MINIs offer highly relevant consumer benefits including smaller size softgels that are easier to swallow and deliver the daily required dosage in a one softgel per day formulation. Adult Gummies and VitaMelts offer an enhanced sensory experience and taste profile via flavorful delivery forms. In addition, the recent acquisition of Voots, a product targeted to children, demonstrates our commitment to expand our offerings to consumers of all ages.”

Pharmavite was awarded by Progressive Grocer for driving an increase in sales throughout the vitamin and supplement industry, one of the most complex categories at retail representing over 80 segments with varying health benefit deliverables. The company’s Nature Made brand, the number one selling national vitamin and supplement brand in the Food, Drug, Club and Mass Channels in the US, was highlighted for bringing new buyers to the vitamin category via easier-to-swallow, reduced size technology and alternative delivery forms – evident by the Full Strength MINIs, Adult Gummies and VitaMelts product lines.

Nature Made was the first line of dietary supplements to earn the United States Pharmacopeia's Verified Mark for many of its products. It is also the leading choice of pharmacists in seven key vitamin and supplement segments (Letter Vitamins, CoQ10, Omega-3/Fish Oil, Flax Seed Oil, Herbal Supplements, Diabetic Multivitamin and Garlic Supplements), according to a 2012 broad survey and ranking by U.S. News & World Report Health, in collaboration with Pharmacy Times.

Progressive Grocer’s Annual Category Captain Awards recognizes companies for their excellence in category management and outstanding contributions to the industry. Full coverage of the winners is featured in the November 2012 issue of Progressive Grocer magazine and at

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