LAS VEGAS, July 15, 2005 -- Nutrition 21, Inc. (NASDAQ: NXXI) announced today at the National Nutritional Foods Association 68th annual convention and trade show the planned kick-off of its marketing campaign in support of Chromax® chromium picolinate as a stand-alone brand. Nutrition 21 is a driving force behind chromium science and has been selling chromium picolinate, which includes licenses under its patented technologies, to manufacturers and distributors for several years. The company is now making a significant investment in bringing to market a stand-alone brand of chromium picolinate that is recognized for its solid foundation in science, its efficacy and safety, and its contribution to improving public health.
“We are extremely pleased to officially announce the launch of the Chromax brand campaign and offer consumers a product that has undergone significant scientific scrutiny that can be trusted to help them maintain healthy insulin and metabolic function,” said Gail Montgomery, president and CEO, Nutrition 21. “Our marketing efforts, beginning in Fall 2005, will demonstrate our ongoing commitment and investment in driving category growth. To maximize the potential of this brand, we are currently working to secure a national retail distribution partner that will support the brand in the health and natural food channel as well as national food, drug and mass channels.”
The Chromax campaign will officially launch in mid-September and includes national television advertising enhanced by an aggressive, multi-tiered public relations campaign. The brand Web site, www.chromax.com will also be revamped and ready for launch in September.
“This is the perfect time for Chromax to come to market, given the rapidly increasing incidence of obesity and diabetes in America,” said Linda de Seife, senior marketing manager for Chromax. “There is a strong indication that impaired insulin function is at the core of these illnesses, as well as other conditions, such as heart disease, polycystic ovary disease and depression. Since Chromax optimizes the body’s metabolism by naturally supporting insulin function, it is a logical choice for health-conscious consumers who are trying to reduce their risk of metabolic complications. Maintaining healthy insulin function is key to maintaining healthy blood sugar metabolism and both are important to achieving optimum physical and mental health.”
In October, Malcolm McLeod, MD is publishing a book Lifting Depression: The Chromium Connection, which details breakthrough findings linking the physical symptoms of atypical depression (such as carbohydrate cravings, fatigue, and unexplained weight gain) to insulin resistance and chromium supplementation. There is a growing body of evidence suggesting that these symptoms are markers for insulin resistance, which when reduced or eliminated also provide a sense of well-being. The relief of these physical symptoms also applies to non-depressed individuals. Dr. McLeod used Chromax in his pioneering research, and Nutrition 21 is pleased that he chose to write this compelling story of his patients’ life-changing experiences.
Chromium is an essential trace mineral critical to proper insulin function and necessary for carbohydrate, fat and protein metabolism. However, it is difficult to get large amounts of chromium through the diet. Chromax chromium picolinate is the most studied form of chromium, supported by more than twenty clinical studies in more than 1,600 participants. A study recently conducted by researchers at Ohio State University suggests that Chromax is better absorbed by the body than other chromium supplements. Research conducted over the past several years has confirmed that Chromax is safe. An estimated 10 million people consume supplements containing chromium picolinate each year. The recommended daily intake for chromium is 120 mcg, with the efficacious dose being in the range of 200-1000 mcg. Each Chromax capsule contains 500 mcg of chromium, which may be taken one or two times per day. The suggested retail price for a bottle of sixty capsules is $29.95.
About Nutrition 21
Nutrition 21 is a nutritional bioscience company and the maker of chromium-based supplements with health benefits substantiated by clinical research. The company markets Chromax chromium picolinate, which is the most-studied form of the essential mineral chromium. Chromax is available for purchase at www.chromax.com. Nutrition 21 also developed Diachrome, which is available through diabetes educators or at www.diachrome.com. Nutrition 21 holds 36 patents for nutrition products and uses, 27 of which are for chromium compounds and their uses. More information is available at www.nutrition21.com.
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Stacey Antine, MS, RD,