Nutritional support for joints from Vitabiotics

A new product designed to help strengthen joints has been launched by the UK group Vitabiotics. Jointace Fizz is an extension of the company's existing Jointace brand, and is an advanced new effervescent formula providing high strength glucosamine and chondroitin in an easy and convenient ginger and orange flavoured drink.

Vitabiotics​ claims Jointace Fizz is the first product to combine glucosamine sulphate with chondroitin, ginger extract, vitamin C and magnesium, and is backing the launch with a dual target advertising campaign aimed at both older and younger users.

One version of the advertising, called 'trainer', targets the under 40s who may be prone to joint problems as a result of wear and tear from sport or strenuous exercise. A second version, called 'hinge', addresses older users who are more aware of 'oiling their joints' with products such as cod liver oil as they get older.

The press advertising will be backed by a £70,000 London Underground campaign throughout April, with supporting ads on buses and ongoing press advertising, including specialist running titles for the trainer version.

Jointace Fizz contains high strength glucosamine sulphate (675mg per tablet) which occurs naturally in joint cartilage and is essential to the production of the collagen involved in the cushioning of joints. Because the body's ability to manufacture glucosamine naturally declines with age or over-use, joints can suffer if they are not helped by glucosamine, the company said, adding that an additional boost could be achieved by combining both Jointace Fizz with traditional Jointace capsules.