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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