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VIACTIV(R) Brand Partners with the Susan G. Komen for the Cure(R), Continuing its 'Style and Strength for Life' Campaign
Date:4/21/2009

Campaign Designed to Educate Women about Calcium, Vitamins, and Healthy Beauty

NEW YORK, April 21 /PRNewswire/ -- The role that vitamin D plays in contributing to overall bone health has long been proven -- the essential vitamin promotes calcium absorption and helps to form and maintain strong bones. Now, vitamin D is being investigated for breast health benefits, and as emerging science suggests, there may be a correlation between adequate levels of vitamin D and breast health. More research on this topic is needed and is currently underway. Fittingly, the VIACTIV(R) Brand -- which has recently increased vitamin D levels to 125% of the Daily Value in each of its VIACTIV(R) Calcium Soft Chews -- signed on to support Susan G. Komen for the Cure(R), the world's largest breast cancer organization, by pledging a sponsorship of $100,000 between August 2008 and July 2009. The Brand's sponsorship fits nicely with its yearlong "Style and Strength for Life" campaign, which is built on an innovative platform uniting the VIACTIV(R) Brand with breakout fashion designer Ashleigh Verrier and her mother and business partner Jude Verrier. The initiative was established to educate women about the connection between adequate calcium, essential vitamins (particularly vitamin D) and healthy beauty.

As part of its "Style and Strength for Life" campaign, and serving as the cornerstone of its Susan G. Komen for the Cure(R) partnership, the VIACTIV(R) Brand will also appear as one of the "silver-level" sponsors of the Komen Philadelphia Race for the Cure(R) this May. The race will take place on May 10 at 8:15 a.m. at Eakins Oval at the Philadelphia Art Museum. The VIACTIV(R) Brand, along with Ashleigh and Jude Verrier, will inspire walkers to pledge their "daily promise to be strong." Each promise, written on a special hangtag, will come together to create a powerful display of strength.

Additionally, limited-edition "My Daily Promise" bracelets, designed by Ashleigh Verrier, will be awarded to participants and spectators via a random drawing during the race. Consumers will also have the opportunity to enter an online contest in May at www.viactiv.com for their chance to win a limited-edition bracelet. The "My Daily Promise" bracelet, a ring of silver beads and one standout bead encrusted with brilliant purple Swarovski crystals accompanied by a chic "V" charm, was developed earlier this year -- and gifted to various celebrities during Mercedes-Benz Fashion Week -- to bring the message of healthy beauty to life. The "My Daily Promise" bracelet serves as a stylish reminder to take VIACTIV(R) Calcium supplements each day as a commitment to healthy beauty and wellness.

For the past 19 years, the Philadelphia Race for the Cure(R) has been heralded as a Mother's Day tradition, inspiring families, co-workers and friends of all ages to gather together in the movement to eradicate breast cancer. For more information on the race, including how you can participate, visit http://www.komenphiladelphia.org/.

Later this year, the VIACTIV(R) Brand may sponsor additional Susan G. Komen Race for the Cure(R) initiatives. Each race offers another opportunity for the brand and the Verriers to educate consumers about the health benefits of adequate calcium and vitamin D intake.

About VIACTIV(R)

Consumers might recognize the VIACTIV(R) Brand as the innovators who offer alternative delivery methods for incorporating calcium and multivitamins into a daily diet. VIACTIV(R) Calcium and Multi-Vitamin Soft Chews provide convenient, great-tasting ways for women to supplement a healthy diet and help them obtain the recommended amount of essential vitamins and calcium each day. More information about VIACTIV(R) Brands is available at www.viactiv.com. VIACTIV(R) Dietary Supplements are marketed by McNeil Nutritionals, LLC.

About McNeil Nutritionals

McNeil Nutritionals, LLC is a global marketer of innovative nutritional products. The company's mission is to give people the ability to actively manage their own health. McNeil Nutritionals, LLC markets SPLENDA(R) Sweetener Products, new SUN CRYSTALS(R) All-Natural Sweetener with Stevia, VIACTIV(R) Dietary Supplements, LACTAID(R) Milk and Dietary Supplements, and BENECOL(R) Products. McNeil Nutritionals, LLC is headquartered in Fort Washington, PA.

About Verrier

After graduating from Parsons School of Design in 2004, having been named Parsons' "Designer of the Year," Ashleigh Verrier's entire senior thesis collection was purchased by Saks Fifth Avenue, and was placed alongside labels Balenciaga, Marc Jacobs, Chloe, and Marni in an unprecedented show of industry support. Verrier's elegant and uncomplicated clothing has continued to impress fashion and style insiders-a fact that has launched her top-quality line into the hottest showrooms in the global marketplace.

About Susan G. Komen for the Cure(R)

Nancy G. Brinker promised her dying sister, Susan G. Komen, she would do everything in her power to end breast cancer forever. In 1982, that promise became Susan G. Komen for the Cure and launched the global breast cancer movement. Today, Komen for the Cure is the world's largest grassroots network of breast cancer survivors and activists fighting to save lives, empower people, ensure quality care for all and energize science to find the cures. Thanks to events like the Komen Race for the Cure, we have invested nearly $1 billion to fulfill our promise, becoming the largest source of nonprofit funds dedicated to the fight against breast cancer in the world. For more information about Susan G. Komen for the Cure, breast health or breast cancer, visit www.komen.org or call 1-877 GO KOMEN.

    Press Contacts
    Laura Thomas
    Brand Building Communications
    (212) 343-8917
    lthomas@brandbuildingnyc.com

    Jennifer Minder
    McNeil Nutritionals, LLC
    (215) 273-7602
    jminder@its.jnj.com


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SOURCE VIACTIV
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