Zila launches chewy vitamin C product

Zila Nutraceuticals has launched what it claims to be the first
soft chew vitamin C product on the US and Canadian markets.

The Ester-C Soft Chew is being marketed by Natrol and Webber Pharmaceutical in Longs Drugs, Rite-Aid, Walgreens and Costco Canada.

It has taken two years to develop the right flavor and texture, according to Zila, which claims it is looking at other new delivery forms for its Ester-C brand of enhanced vitamin C.

Douglas Burkett, chief executive of Zila, said: "The Soft Chew tastes more like fruit candy than a vitamin, but it offers the same advanced protection as other forms of Ester-C. We're actively pursuing additional innovative delivery forms to keep up with consumer demand."

Chews, already available on other markets such as the UK, are often targeted at children or adults with problems swallowing. They will also provide an alternative for those who dislike the chalky taste and texture of chewable vitamins.

An added advantage of the Soft Chew formula is its two-year shelf life.

The 250 mg chew has tangy orange flavor, contains 20 calories and is low in carbohydrates, according to Zila. Its Nutraceuticals unit plans to introduce additional flavors to the line.

Zila generates two thirds of its revenues from its Ester-C and Ester-E products.