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Nestle USA launches probiotic supplement LC1

The product began reaching shelves at GNC stores during the first week of March, and will also be sold on Nestle's website www.lc1.com and on drugstore.com. The company hopes to expand distribution to drug and mass outlets nationwide by mid-2000. The powdered supplement contains Nestle's patented Lactobacillus johnsonii, a type of "friendly bacteria" that survives the digestive process. Nestle began a print ad and direct mailing campaign in early March to support the product launch. The company will also focus heavily on Internet advertising, in addition to a smaller scale campaign targeted at health practitioners. Current health claims for the product refer to immune health; however, Nestle's ongoing research may pave the way for future claims in the areas of gastritis, peptic ulcers, and diarrhea. In related news, the Dannon Company is currently test-marketing their Actimel probiotic beverage in Colorado.

The Tan Sheet, March 6, 2000.

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