Kemin keeps up the pace of FloraGlo marketing
initiative to educate consumers on the growing body of evidence
which shows how its purified FloraGLO Lutein helps promote
long-term eye health. The company is to sponsor a public television
program on eye health during 2003.
Lutein supplement company Kemin Foods is launching a major initiative to educate consumers on the growing body of evidence which shows how its purified FloraGLO Lutein helps promote long-term eye health.
"We're hearing more and more consumers asking for FloraGLO Lutein in the products they're using," said Steve Hanson, director of marketing. "Working alongside our customers, this effort will generate millions of impressions and highlight the benefits of FloraGLO Lutein compared to other alternative lutein or lutein ester ingredient forms."
He added that the product has been used in 10 published, peer-reviewed studies on humans. "In 2002, we generated over 700 million consumer impressions for FloraGLO through co-marketing efforts with Hi-Health on the Paul Harvey radio program," continued Hanson.
The company said it will sponsor a major public television program on eye health during 2003 and continue its four-year-old brand-building work with customers and retailers to educate consumers on the value of FloraGLO.
Vitamin and dietary supplement manufacturers, such as Wyeth, Twin Laboratories and Bausch & Lomb and food and beverage manufacturers such as Ross Products have initiated advertising and consumer-education programs to explain how lutein works in the eye as an antioxidant. Future efforts will include educational materials, point-of-sale information, training support and other elements, said Kemin.
"Kemin has always supported its FloraGLO Lutein with science and market support, and we're finding that consumers are responding to these efforts by buying products labeled with FloraGLO Lutein," said Hanson.
