Ricola Introduces New Nature's Protection Orange Mint Vitamin C Supplement Drops

MORRIS PLAINS, N.J., Mar 1, 2004 /PRNewswire via COMTEX/ -- Ricola, famous for its Swiss herb cough and throat drops, now offers new Nature's Protection Orange Mint Vitamin C Supplement Drops for national distribution. The introduction follows the successful launch of the Nature's Protection brand in 2003.

"Ricola entered the Vitamin C Supplement Drop category last year with two extremely unique products: Nature's Protection Elderberry and Cranberry," said Thomas Blaser, president of Ricola USA. "These two new flavors have proven to be enormously popular with consumers. The product is fresh and fruity, with excellent taste and of course Ricola's famous herb blend."

Positioned to compete in the competitive vitamin C supplement drop segment, Ricola Nature's Protection brings the added functionality of five medicinal herbs harvested from Swiss alpine farms. The packaging supports Ricola's premium product positioning and is bright and eye-catching, helping the 24-count bags stand out at retail. Ricola continues to support Nature's Protection with a $10 million marketing campaign including a national TV ad campaign and Trade print ads, as well as numerous retail promotions including FSIs, POS and 25% more Bonus Bags. Significant sampling and promotional activities round out the complete launch program.

Taste is the number one driver in the supplement drop category, and consumers have raved about Ricola's fresh and innovative flavors. New Nature's Protection Orange Mint gets its freshness from Ricola's unique blend of natural Swiss herbal orange mint and natural orange and peppermint flavors.

Ricola Nature's Protection is packaged in 24-count bags with a suggested retail price of $1.99. For more information please visit www.ricolausa.com

About Ricola

Based in Morris Plains, NJ, Ricola USA Inc. is a division of Ricola Ltd., the world's leading supplier of herbal cough and throat drops. Headquartered in Switzerland, its natural herbal throat drops, cough drops, breath fresheners and other herbal products are exported to some 60 countries around the world. For more information about the company, please visit www.ricola.ch

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