Drink for stiff joints test marketed in Central Kentucky
September 8, 2006 edition - BizBytes
By Staff
Business Lexington
According to the federal Centers for Disease Control and Prevention, Kentucky ranks second in the nation for doctor-diagnosed arthritis, affecting more than 35 percent of the state’s adults. It explains why Procter & Gamble settled on Central Kentucky as a test market for a line of fruit juices containing compounds found to relieve suffering from stiff joints.
Elations, a fruit juice-based dietary supplement drink developed by Procter & Gamble and subsequently sold to The Elations Company, began test marketing in July in Kroger stores throughout Central Kentucky and Southern Indiana. Meijer stores in Kentucky, Indiana, and elsewhere will begin stocking the product in late August, and other leading grocery chains are expected to start selling Elations by October.
According to a press release from P&G, “Elations’ effectiveness comes from a unique 4-in-1 formula featuring: glucosamine and chondroitin at the same levels as triple-strength joint supplements; a patented, more absorbable form of calcium; and 100 percent of daily Vitamin C, which is an essential nutrient in the formation of collagen, the glue that holds joint cartilage together.”
A study funded by the National Institutes of Health, released last November, concluded that a combination of glucosamine and chondroitin is effective in treating moderate to severe knee pain caused by osteoarthritis. The study was published in the New England Journal of Medicine in February.
P&G receives a royalty on Elations product sales.
Copyright: Business Lexington 2006
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