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Factor Nutrition Labs plans line extension, print campaign

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PORTLAND, Maine — Factor Nutrition Labs, a leading manufacturer and marketer of brain support supplements, is slated to expand its product roster and broaden its media efforts.

Plans call for Factor’s complete line of seven supplements to be extended with four additional products by the end of this year.

The Portland, Maine-based company also is developing a national print media campaign. Last year, the firm launched an online and community marketing campaign — including Twitter, Facebook and YouTube — to spread the message that the Factor line is an essential component of maintaining a healthy brain.

Factor’s signature product, FOCUSfactor, is the top-selling brain health supplement in the country, with more than 4 million bottles sold. Over 30 different retailers carry its products.

The company bought the FOCUSfactor line in 2008 based on research finding that consumers are increasingly interested in ways to support their cognitive health. At the same time, consumers have grasped the nexus between proper nutrition and the brain’s ability to perform at its optimal levels.

The upshot is that Factor’s sales climbed more than 25% last year, and the company is bullish on continued category growth.

FOCUSfactor contains a proprietary, patent-pending blend of vitamins, minerals, antioxidants, botanical extracts and omega-3 oils. The nutrients and their sources are carefully chosen to support healthy brain function. In addition, the product can double as a premium-quality multivitamin. An all-natural product, FOCUSfactor has no preservatives or artificial colors and is doctor-formulated. It is free of caffeine, ephedra and ma huang.

Factor seeks to remain a leader in the brain support supplements category while broadening its offerings.

“Our goal is to offer a complete line of cognitive nutritional products for the whole family,” says chief executive officer and principal Paul Levinsohn.

To that end, the supplier in 2009 launched FOCUSfactor for Kids to help support a child’s focus, concentration and memory. Like FOCUSfactor, the product is all-natural. It comes in a chewable wafer with a berry taste and is formulated with all-natural excipients and without preservatives, artificial color or caffeine.

The company has also introduced ACAIfactor, which it calls its “antioxidant brain food.” The supplement combines açai with the vitamins, botanical extracts and essential omega-3 oils found in FOCUSfactor. Factor is also working on a product that will be targeted at teenagers.

For joint health, FLEXOfactor is described as the only dietary supplement that combines the nutritional support of five ingredients: glucosamine, chondroitin, MSM, hyaluronic acid and omega-3 fatty acids. These nutrients are blended to work synergistically over time to help support healthy cartilage and joint tissue, while promoting greater freedom of movement, according to the company.

The company says that one of its strengths is that it has the experience and ability to spend working capital to drive retail sales. It has implemented a national television and radio campaign to promote its brands. It has budgeted more than $7 million for regional and national TV and radio advertisements this year. The ads will consist of 15-, 30-, 60-, and 120-second spots.

Chief marketing officer and principal Fern Lee has a strong track record in media campaigns, having coordinated marketing efforts for Richard Simmons, Billy Blanks (Tae Bo), The Firm, Tupperware, Turbo Cooker and GTExpress. All of these campaigns were multifaceted and reached the top of the Infomercial Monitoring Service charts.

“We know retailers understand their customers best, so we’ve tried to be a good listener and a flexible partner,” says Levinsohn. “In addition to our aggressive nationwide advertising campaign, we work with retailers on creating innovative in-store promotional programs. We also have a graphics and packaging department that customizes display units for a number of retailers. And we always try to assist retailers in educating their consumers on the importance of providing the brain with the nutrients it needs.”


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