Consumer weight-loss product reaches retailers
its Lite Bites Fat Fighting System nutrition bars, with
distribution on a retail test market to begin this week.
New York-based Nutrition 21 has launched its Lite Bites Fat Fighting System nutrition bars on a retail test market, the company announced this week.
The bars, which were previously distributed exclusively through QVC Home Shopping Network, will now be available in 50 Sam's Club stores in 16 states.If successful, the product is to be introduced into all 509 Sam's Club stores nationwide. Leiner Health Products will carry out the distribution.
Gail Montgomery, president and CEO of Nutrition 21, said: "Our initial test market at Sam's Club stores through our Leiner relationship provides an ideal venue for reaching our target audience. Leiner's strong retail network and nationwide distribution capabilities should result in increased Lite Bites sales and lend support to our other strategic initiatives."
Aggressive in-store sampling and signage in Sam's stores, select radio spots and a retail website will support the test market of the original Lite Bites bars, which have been re-packaged for the consumer retail market. The bars will be offered at a competitive price in a 12-count box. The test period will extend for 12-16 weeks with the national roll out scheduled for May/June 2003.
The chromium products specialist is also introducing a new line of products under the Ultimate Lite Bites Fat Fighting System brand name on QVC on February 27, marking the 7th anniversary of the original Lite Bites bar on QVC. The new products have fewer calories, new packaging, a new spokesperson and a new program format, according to Nutrition 21.
"While our yet to be released fiscal second quarter results were adversely affected by a temporary hiatus of airings on QVC, combined with increased development expenses associated with the new QVC product line-up and preparation for test market with Leiner, we expect our efforts to reposition Lite Bites in the marketplace to reflect positively on future results," Montgomery concluded.
