In Brief: Heritage's AcuTrim, Allerest
This article was originally published in The Tan Sheet
Executive Summary
Heritage's AcuTrim, Allerest: Boston-based pharmaceutical start-up plans to begin limited national radio and TV ads for the OTC diet aid and the allergy relief product in December. The products are among the 14 brands Heritage acquired for $20 mil. from Novartis in August ("The Tan Sheet" Sept. 1, p. 7). The company plans to begin Hispanic-targeted ads for Ting antifungals and is making final ad plans for its other products. The ads will be created in-house, the company says. The Heritage logo will begin appearing on products throughout 1998; the first product to bear the logo will be Vitron-C, an iron supplement with vitamin C, which will begin shipping in January. On Dec. 1, Heritage will begin taking orders and invoices for the products, which are currently ordered through Novartis...