New One-A-Day Vitamins Tailored to Individual Consumer Needs

Article excerpt

The One-A-Day Vitamin line will step out in the spring of 1994 with some new family members and a whole new look. Miles Inc. is currently revamping the entire line with new products and contemporary packaging.

The renovated line, which will include multivitamins and One-A-Day Extras, is tailored specifically to individual consumers, said Greg Decker, speaking to Drug Topics at a recent press luncheon in New York City.

The thrust behind the revamped line is to "demystify and clarify" the vitamin category for consumers. In a recent survey conducted by Miles, about 50% of consumers nationwide said they are confused by what's out there in nutritional products and could use help in selecting vitamins, Decker said.

The new multivitamins will be available in five forms. Three of these were formerly included in the line:

* Essential: These vitamins are formulated for those who want a basic vitamin supplement with 100% of the U.S. recommended daily allowances for 11 essential vitamins.

* Maximum: Vitamins formulated for active individuals and include 12 essential vitamins and 13 minerals.

* Women's vitamins: Formulated with 11 essential vitamins plus extra iron, zinc, and calcium.

The new items are:

* Men's vitamins: A formulation with 11 essential vitamins, including extra C, E, and B. These vitamins contain no iron.

* 55-Plus vitamins: For mature individuals, with all of the essential vitamins, including C, E, B sub1 , B sub2 , B sub6 , and K.

As part of the revamped line, Miles is taking the plunge into the single-vitamin market with new "Extras" vitamins. …