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Archer-Daniels-Midland Company Message Board

  • kabballahh kabballahh Aug 20, 2000 3:57 PM Flag

    ADM's new Vit E label Part 1

    ADM testing new label on natural vitamin E

    H&R Staff Writer

    Ill. (August 20) -- Sorting through mounds of health
    information confuses many people. But when health-conscious
    consumers go out to buy vitamin supplements, they want to
    know what they're getting.

    ADM is
    test-marketing a new logo for vitamin E that will clearly
    indicate natural, d-alpha vitamin E, as opposed to
    synthetic supplements.

    Although 67 percent of
    consumers who buy supplements prefer natural-source
    vitamins, only 27 percent buy natural-source vitamins
    because labels are misleading and confusing, said ADM
    Vice President Martin Andreas.

    "This is our
    sixth year in the vitamin E business," said Andreas.
    "We have the largest vitamin E plant right outside my
    (office) window. Primarily, we're trying to reposition
    natural vitamin E in the marketplace, and GNC and
    Walgreens agreed to put this new logo on their natural
    vitamin E bottles in all their outlets in Chicago."

    The heart-shaped green logo is marked by white
    lettering that reads "d-Alpha" on a shield, surrounded by
    the words "Natural source Vitamin E." ADM chose
    Chicago-area Walgreens and GNC stores because Chicago is
    nearby and large enough to provide a good indication of
    the potential success of the label, Andreas said.

    "If it is successful, the implications are we'd want
    to go nationwide with it," he said. "This is a very
    expensive program, and we want to test it first."

    Andreas called the practice "co-branding," where ADM
    places their label on Walgreens' and GNC's own brands of
    vitamin E. The company hopes the logo will become
    instantly recognizable, so consumers who want natural
    vitamin E will be able to go straight to it with
    confidence that they are not buying synthetic vitamin E by

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    • On Tuesday, ADM gave a presentation in Chicago
      for health professionals to introduce the new
      labeling program. Maret Traber spoke on the health
      benefits of vitamin E, especially natural-source vitamin
      E. Traber is an associate professor in the Linus
      Pauling Institute at Oregon State University.

      "Natural vitamin E is better than synthetic because the
      body recognizes only one form of vitamin E," she said.
      "We've done studies with the forms labeled so we can
      trace them, and it turns out the natural vitamin E
      doubles the plasma and tissue concentrations. It's more
      effective for the consumer to buy the stuff the body

      Vitamin E is important to the human body,
      Traber said, because a 1996 study in Cambridge, England,
      showed that it helps prevent heart disease by fighting
      bad cholesterol and protecting the cells that line
      artery walls. The chance of a second heart attack was
      decreased by as much as 77 percent when patients took a
      vitamin E supplement, she said.

      An even more
      recent study showed that vitamin E apparently slows the
      progression of Alzheimer's disease by delaying the onset of

      "The jury's still out on Alzheimer's, but
      it's very promising," Traber said.

      Traber is
      also a member of the panel on dietary antioxidants and
      related compounds with the National Academy of Science.
      In April, the panel released new recommendations for
      adult daily intake of vitamin E: 15 mg per day, as
      opposed to the 8 mg previously recommended.

      is just amazing," said Amy Hobbs, spokesperson for
      the Illinois Dietetic Association, who attended the
      presentation on Tuesday. "You'd have to eat 50 slices of whole
      wheat bread a day or 135 peanuts to get that."

      The best sources of vitamin E are fats like sunflower
      oil and wheat germ oil, Hobbs said, and Americans
      just don't use a lot of those. So most people will
      need supplements if they are to meet the new DRI
      (daily recommended intake).

      ADM will test the
      new label in Chicago for six months, and officials
      are contemplating a small test market program in
      Decatur, Andreas said.

      Valerie Wells can be
      reached via e-mail at or by
      phone at (217) 421-7982

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