Nabisco Extends Into Supplement Market
NEW YORK--Nabisco is extending its reach into the supplement market with its increased marketing budget for its Knox NutraJoint supplement. The supplement uses Glucosamine, and Nabisco sees the extra spending as a good way to profit from a high-growth segment of the supplement market. "In three years, the joint-health segment has grown similar in size to [the] calcium business," said Everette Fortner, vice president-managing director of functional foods at Nabisco. According to Fortner, after testing two specific markets with television ads, sales in those markets rose 20 percent, compared to markets that were not getting the televised ads. Nabisco will continue to market its NutraJoint product on television, due to the response.