UK: Natural-source vitamin E a hit with US consumers

ADM Nutraceuticals has reported a 20% increase in volume sales of its natural-source Vitamin E, following a high profile, in-store promotional test market campaign in the Chicago area. Designed to raise consumer awareness of Vitamin E itself, and the difference between natural-source and synthetic Vitamin E, activity focused on promoting the ‘d-Alpha’ terminology (natural-source) and the difference in bioavailability between the two forms.*

Consumer research carried out prior to the campaign showed a clear lack of understanding; only 6.3% of respondents specifically looked for ‘d-Alpha’ on the ingredients label to ensure purchase of natural-source Vitamin E. However, of those who did buy the natural form, 39.4% mentioned that “natural vitamin E is more effective than synthetic.” Post campaign research, scheduled for completion in January 2001, is expected to confirm a significant increase in consumer awareness of ‘d-Alpha’ and preference for natural-source Vitamin E.

ADM Nutraceuticals joined forces with Walgreens and GNC stores to launch the campaign in summer 2000; both chains carry products featuring the new ADM natural-source d-Alpha vitamin E logo on the packaging. Promotional activity included in-store point of sale material, information leaflets and details of ADM’s dedicated website; www.d-alpha.com. Based on the success of this test campaign, ADM Nutraceuticals plans to roll it out to other key cities in 2001.

ADM is the world’s largest producer of natural-source Vitamin E and, with a strong commitment to nutraceuticals, has expertise in the fields of research, production and marketing. ADM is dedicated to developing healthful food ingredients from a wide range of natural sources.

* References

Research indicates that natural-source Vitamin E has twice the biological availability in the body as compared to the synthetic form. (Burton GW, et al. Human plasma and tissue alpha-tocopherol concentrations in response to supplementation with deuterated natural and synthetic vitamin E. AM J Clin Nutr 1998; 669-84.) (Traber MG, Elsner A, Brigelius-Flohe R. Synthetic as compared with natural vitamin E is preferentially excreted as alpha-CEHC in human urine; studies using deuterated alpha-tocopheryl acetates. FEBS Lett. 1998; 437: 145-8.)

For further product information please visit ADM’s dedicated natural-source Vitamin E website: www.d-alpha.com Or contact: ADM Nutraceuticals, Church Manorway, Erith, DA8 1DL, UK. Tel +44 (0)1322 443008. Fax +44 (0)1322 437536 Email nutraceutical@corp.admworld.com

For further press information, please contact: Emma Edwards, Barrett Dixon Bell, Craig Court, 25 Hale Road, Altrincham, Cheshire, WA14 2EY, UK. Tel +44 (0)161 925 4700

Fax +44 (0)161 925 4701 Email: emma@bdb.co.uk

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