New vitamin C RDA spurs marketers

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The National Academy of Sciences on April 11 increased the recommended daily allowance of vitamin C from 60 milligrams to 75 milligrams for women and 90 for men. Orange juice marketers are scrambling to capitalize on the new recommendation with public relations and are likely to adjust their ad efforts, too. PepsiCo's Tropicana is launching a satellite media tour pushing its Pure Premium Double Vitamin C With 100% E variety, while Coca-Cola Co.'s Minute Maid Co. in PR materials is touting its entire line of 100% juice products as solutions "to help families meet their daily vitamin C needs.'' The Florida Department of Citrus also is jumping on the bandwagon, suggesting consumers get their newly recommended doses of vitamin C from food sources such as citrus fruits and juices rather than from supplements.

Copyright April 2000, Crain Communications Inc.

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