Naturally Vitamins: Immune-Boosters and Magic Johnson a Slam Dunk for the Health Food Industry?

Business Editors

PHOENIX--(BUSINESS WIRE)--April 2, 2004

Immune support, one of the fastest growing areas for dietary supplements in the United States and abroad, continues to intrigue consumers interested in protecting themselves against cellular damage and supporting their body's natural immunity. Now a new awareness campaign featuring Magic Johnson promises to raise interest to new heights. But awareness campaigns can make points or lose points, depending on whether or not they're credible. So industry insiders are hoping Johnson is able to bring clarity to the subject, rather than confusion, over his dual identity as immune-booster spokesperson and as a long-time survivor of HIV infection. Starting in April, the former basketball star is scheduled to appear in ads for a product, which contains Arabinogalactan as the active ingredient for immune support, in national health and fitness magazines.

Other industry leaders with similar products, such as Phoenix-based Naturally Vitamins -- the first to market in the immune support nutritional category with their Super Vita Boost line -- are careful to say their products don't "cure" HIV-AIDS, or other major diseases. "We agree that interest in immune support will grow as people become aware of the benefits of healthy diet, exercise and careful nutritional supplementation. A preventative health campaign will be doing a great service to point that out," said Joe Lehmann, Naturally's president. "But people also need to understand there are no 'magic' pills."

Lehmann explains that with decreased immunity comes increased susceptibility to frequent infections, chronic fatigue, inflammation and a host of diseases. And the strength of the immune system can be greatly improved by good nutrition, adequate rest, regular exercise and high-quality nutritional supplements. "What you're after is balance and support for your body's own natural healing," said Lehmann. "Naturally's supplements, formulated by a proprietary low-moisture, low-heat process (Bio-Perfect), which is known to preserve the nutritive goodness of our supplements, are a part of that."

The Super Vita Boost (SVB) product line was originally marketed as the world's original mega-multiple. SVB contains more than 50 nutrients including Arabinogalactan, which is the key active compound found in echinacea -- known for general immune health support. The SVB formulation also includes patented Beta Glucan and InuFlora(R) fiber, purified extracts recognized for enhanced absorption of nutrients and overall digestive health, which make this megadose multiple more easily absorbed.

The most popular product in the line is Super Vita Boost for Cellular Energy, an advanced immune support formula with Acetyl-L-Carnitine, touted to "ignite the body's own energy source," and Alpha Lipoic Acid/Acetyl L-Cysteine shown to minimize free radical damage. It also contains green tea for an immediate natural energy surge, and B-12 for sustained energy production.

For more information on Super Vita Boost and other Naturally Vitamins' Products, call 888-284-2454 or visit www.naturally.com.