Zila ups Ester-C production
expand capacity for production of Ester-C, its patented vitamin C
product, which is generating strong sales.
Phoenix, Arizona-based Zila said this week that it intends to expand capacity for production of Ester-C, its patented vitamin C product.
The company will invest $200,000 in expanding the facility at Prescott, Arizona, with initial developments expected to be finished by late June. Further expansion may occur during fiscal 2004.
Revealing the news at SupplySide East this week, Zila said that Ester-C is driving strong growth revenue for the firm, with net sales for the first nine months already passing the $19.6 million sales gained during all of last year. The company added that it plans to launch a new 'Ester' vitamin product next year.
"Our consumer marketing and novel business model have created tremendous momentum for our Ester-C brand," said Ron Fugate, vice president and general manager of Zila Nutraceuticals.
Success of the product, sold as a bulk ingredient to vitamin manufacturers, is largely due to a major consumer advertising campaign, using national radio, network and cable ads, said Frank Rossi, eastern regional sales manager.
The campaign, which started in fall 2002, has generated 125 million print impressions and 40 weeks of prime time media coverage, according to the company.
Ester-C is described as a patented formulation containing metabolites which help the product work differently than traditional vitamin C. This differentiation has also boosted sales as well as a broad retail presence.
