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Marketers Bulk Up Sales in Gut Health

CNS, Health Plus and Generation Plus reflect on movement in slow changing U.S. digestive category.

U.S. marketers of digestive health products have long had a tough time getting mainstream Americans to think about the function and chemistry of the small and large intestines. While fiber products such as Metamucil (Procter & Gamble) have carved out a strong business in mass market channels, probiotics, enzymes, digestive herbs and other products have had a harder time breaking out of the natural and direct channels.

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