US supplements maker Improvita Health Products is launching a children's vitamin and mineral supplement in lollipop form throughout the US this autumn. Kangaroo Kids NutraPops are being marketed as a 'safe alternative' to vitamins for children.
The company pointed to a report in the Journal of the American Medical Association this summer which stressed the importance of daily vitamin intake.
Marketing efforts are being targeted at parents and pediatricians with safety, efficacy and child compliance as the key benefits. Improvita said the lollipop form was a safe, friendly and convenient way of ensuring the RDA of vitamins and minerals.
Improvita Health Products, based in Cleveland, Ohio, also manufactures and distributes Runny Rhino Cold Relief Pops and Gassy Gator Tummy Pops.