Nabisco's first nutraceutical

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Nabisco Foods is introducing its first nutraceutical, a dietary supplement called Knox NutraJoint, a gelatin-based product positioned as maintaining joint cartilage and bone structure. Consumed as a powder additive to drinks, NutraJoint isn't far away from the formula of the company's Knox gelatin, a spokesman said. "It's really new scientific news about an old product," he said. Nabisco will market the brand not only in mass merchandisers and grocery stores but also in pharmacies and health food stores, new venues for the company. Although also aimed at recreational sports enthusiasts, initial marketing will focus on seniors, resulting in the first advertising for the Knox brand name in at least three years. Print ads via the Senior Network, Stamford, Conn., break in spring magazines; spot TV is planned for fall.

Copyright March 1997, Crain Communications Inc.

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