Channahon, Ill., May 28, 2004 - Lipid Nutrition, a global leader in lipid-based health ingredients, announces that in the first year of its public relations campaign for Clarinol(tm) CLA it has reached over 100 million media impressions.
The effort to raise the consumer awareness level for the Clarinol CLA brand began in June 2003 and is still running. It was designed to build credibility for the weight management properties of Clarinol CLA and educate the consumer on its mechanism of action. It has encompassed a six-city summer mobile marketing tour ("The Clarinol Caravan") to reach consumers directly and an aggressive media relations effort focused articles on men and women's magazines, newspapers, and broadcast segments.
In the past several months, Clarinol CLA has been featured on television with the Lifetime's "Today's Woman" program and "The Healthy Solutions" show on CNBC, as well as on 24 radio stations -- including KFI in Los Angeles, WZPT in Chicago, and KLAY in Seattle -- as a key strategy for achieving life goals with expert Laura Fortgang.
"Although there is growing awareness about Clarinol CLA, consumers still require significant research that fully supports the product's key benefits," said Katinka Abbenbroek, global marketing director for Lipid Nutrition "We developed a strategy to reach consumers whom we discovered had previously been unfamiliar with Clarinol. By reaching out through the various media channels, we are helping to educate the consumer about the benefits of Clarinol and building brand awareness"
Clarinol CLA has the highest concentration of the active isomers c9, t11 and t10, c12, which have been scientifically proven to be responsible for reducing body fat and increasing lean muscle mass. An additional benefit is that Clarinol reduces symptoms associated with being on a low calorie diet such as hair loss, irritability, skin rashes and depression. The ingredient is currently used in soft gel capsules, energy bars and protein shakes. Lipid Nutrition expects that Clarinol CLA will soon be available in all kinds of food applications, such as yogurts, frozen foods and salad dressings thanks to its 'self-affirmed' GRAS (Generally Regarded as Safe) status from the Food and Drug Administration (FDA).
Lipid Nutrition, a division of Loders Croklaan is a global leader in the supply of scientifically sound lipid ingredients from natural origin, which improve and maintain health and well-being. The company offers a variety of branded products, including Marinol(tm) concentrated fish oils for heart health, Safflorin(tm) isomerized safflower oil for immune health, Membranol(tm) phosphatidyl choline enriched lecithin for liver health and brain development and Betapol(tm) human milk fat replacement for infant nutrition.