Natrol expands child nutrition scheme

- Last updated on GMT

Related tags: Nutrition, Advertising

Natrol, the US supplement manufacturer, has added the Vitamin Angel
Alliance, a non-profit organisation dedicated to fighting child
malnutrition around the world, to its Care for Kids initiative.

Natrol, the US supplement manufacturer, has added the Vitamin Angel Alliance, a non-profit organisation dedicated to fighting child malnutrition around the world, to its Care for Kids initiative.

Care for Kids is a programme, launched in February this year, to provide money and support to organisations dedicated to helping improve the lives of children. The Vitamin Angel Alliance is the second organisation to benefit from the Natrol​ scheme after the Children's Hunger Fund​ .

"Our Care for Kids programme is a very personal commitment that I, and every member of the Natrol family, has made to do our part in alleviating hunger, disease and suffering from the lives of innocent children around the world,''​ said Elliott Balbert, CEO & president of Natrol.

The programme was launched with a national marketing plan, including a print advertising campaign in such publications as Reader's Digest, Family Circle and Parenting, in-store displays and signage at thousands of retail outlets, and a direct mail campaign.

"One important element of the programme is to build awareness of the plight of millions of children, and then to get our consumers actively involved in helping,"​ said Mike Jamerson, Natrol's marketing director. "So, we have committed a $3.00 donation for every consumer who sends us proofs-of-purchase for any two Natrol products. With about ten million units of Natrol products purchased last year, we are hoping that consumers will share our passion, and sign-up in large numbers."

Natrol has donated $100,000-worth of its Ester-C supplement to the Vitamin Angel Alliance​ as part of the Care for Kids programme, and Balbert pledged to continue to expand the programme in the years to come. "We get to make a difference in thousands of lives [...] we get to save lives,"​ he wrote in a letter to Natrol's employees. "And isn't that why we work so hard everyday."

Related topics: Suppliers

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