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MilkCal - rival for coral calcium

06-Jun-2003

Creative Enterprises International (CEII), which markets custom formulated dietary supplements and anti-aging products, has entered into an exclusive marketing agreement with Affinity Products to market MilkCal Milk Calcium, a calcium supplement said to be derived from pure milk.

The calcium supplement market is a multi-million dollar business and a growing segment within the dietary supplement industry. Research has shown that calcium may promote weight loss, prevent cancer, lower blood pressure and increase energy levels. Nine in 10 woman and two thirds of all men are thought to be calcium deficient and over 28 million Americans already have osteoporosis.

Aiming to help alleviate this growing problem, the MilkCal tablet is said to contain more calcium than an 8-ounce glass of milk. In addition the supplement is claimed to be fat-free and suitable for lactose-reduced diets, while also containing phosphorus, magnesium and vitamins D and C for maximum absorption.

MilkCal also has several advantages over coral calcium supplements, according to CEII. Derived from the fossilized shells of sea creatures, or dead coral, coral calcium consists primarily of calcium carbonate along with magnesium and numerous trace minerals, such as selenium and chromium. It has proved controversial because of its often 'outrageous marketing claims' recently highlighted by trade association CRN.

MilkCal is not required to be taken with a meal, delivers a more absorbable form of calcium to the body, and contains more elemental calcium per tablet, claims the manufacturer.

Commenting on the supplement's launch Michael Salaman, president of CEII, said: "Milk calcium is being positioned as an alternative natural calcium supplement to the mineral derived calcium supplements."

He added that MilkCal is the first of several dietary supplement products CEII is developing and planning to bring to market this year. The firm will back the launch with a television campaign.

Dominico De Luca, president of Affinity Products, which develops proprietary health, wellness, and anti-aging products, said: "We have chosen CEII to exclusively market MilkCal because of their years of experience in launching new products through television advertising and their commitment and focus on health, wellness, and anti-aging products." He added that the company has other natural and anti-aging products that it will shortly be introducing through CEII .

CEII will be responsible for the production of direct to consumer commercials, the purchasing of the media, and operating all aspects of a direct marketing campaign. Affinity is responsible for the future distribution of MilkCal into all retail channels including retail pharmacy chains, supermarkets and Health and Nutrition stores nationally.

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