Kemin Foods Plans Major Consumer Education Effort to Support FloraGLO(R) Lutein

DES MOINES, Iowa, Dec. 11 -- Kemin Foods, the leader in lutein for dietary supplements, personal care products and food and beverages, is launching a major initiative to educate consumers on the growing body of evidence showing how its purified FloraGLO(R) Lutein helps promote long-term eye health.

"We're hearing more and more consumers asking for FloraGLO Lutein in the products they're using," says Steve Hanson, director of marketing. "Working alongside our customers, this effort will generate millions of impressions and highlight the benefits of FloraGLO Lutein compared to other alternative lutein or lutein ester ingredient forms."

"FloraGLO Lutein has 10 published, peer-reviewed studies completed in humans. We're excited to be sharing this information on a broader scale with consumers through public relations, broadcast media and other educational efforts," Hanson says. "In 2002, we generated over 700 million consumer impressions for FloraGLO through co-marketing efforts with Hi-Health on the Paul Harvey radio program. This is just one example of what we've done to build awareness for FloraGLO."

In 2003, the company will be sponsoring a major public television program on eye health and continuing its 4-year-old brand-building work with customers and retailers to educate consumers on the value of FloraGLO. In fact, more than 100 manufacturers worldwide have committed to use the FloraGLO logo on their products' labels or in their communication materials.

Vitamin and dietary supplement manufacturers, such as Wyeth (Centrum(R) and Centrum Silver(R)), Twin Laboratories (OcuGuard Plus(R)) and Bausch & Lomb (Ocuvite(R)-brand products); and food and beverage manufacturers such as Ross Products (Ensure(R) meal-replacement beverage) and Sunsweet Growers (Sunsweet(R) Prune Juice+) have initiated advertising and consumer-education programs to explain how lutein is deposited in the eye to filter blue light and act as an antioxidant. Future efforts will include educational materials, point-of-sale information, training support and other elements.

"We're excited to have these opportunities to provide information about FloraGLO to consumers," Hanson says. "Kemin has always supported its FloraGLO Lutein with science and market support, and we're finding that consumers are responding to these efforts by buying products labeled with FloraGLO Lutein."

(R) FloraGLO is a registered trademark of Kemin Industries. All other marks are owned by their respective companies.

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