The chromium specialist Nutrition 21 has signed an exclusive agreement with Leiner Health Products under which Leiner will market Lite Bites Nutrition Bars, Nutrition 21's flagship weight loss product, into national mainstream retail channels.
"For the past seven years, we have sold Lite Bites solely via electronic retailing and, in fact, it is one of that medium's longest running success stories. With nearly 90 per cent of nutrition bars sold through mass-market channels, this represents a natural expansion for our company's Lite Bites products," said Gail Montgomery, president and CEO of Nutrition 21.
"We chose Leiner because of their excellent reputation, their reach into the food, drug, mass market and club channels, and their genuine enthusiasm for the Lite Bites product line," she continued.
Bob La Ferriere, executive vice president of LHP, commented: "We have already taken orders for a January test market in several club store chains, and fully expect to reach the agreed-upon criteria that will insure our continued retail channel exclusivity objectives we have jointly established to expand distribution and build market share for the Lite Bites brand in food, drug, mass and club channels."
Montgomery added that increased availability of Lite Bites products would enable the company to build upon an already strong brand presence within electronic retailing and allow the brand to reach a whole new audience.
Leiner Health Products, headquartered in Carson, California, makes vitamin, mineral, nutritional supplement and OTC pharmaceuticals. Brands include Natures Origin, YourLife and Pharmacist Formula.