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Apparently Tesco, Boots and Seven Seas are misleading the public with what they say goes into their dietary supplements, such as cod liver oil and Omega 3. This is the message from Manchester’s Brazen PR, which has just been taken on to promote new ‘consumer champion’ website Whatsinit.com.
According to the agency, and its new client, the nutritional supplement business is not strictly regulated – as is, for example, the pharmaceutical trade – and therefore it’s not always simply a case of ‘it does exactly what it says on the tin.’Independent site Whatsinit.com, which has apparently spent millions on equipment to analyse dietary supplements, claims that some of the leading manufacturers and retailers of these products ‘water down or “adulterate” the key ingredients’ in a bid to save money on the typically expensive active components. Brazen has been taken on board to help disseminate this message to the media and consumers, as well as positioning whatsinit.com as a consumer champion and a ‘one-stop-shop’ for nutritional supplement advice. Speaking of the firm’s choice of agency, Dr Heidi Normanton of whatsinit.com said: “We needed a PR partner that would be able to both communicate our offer to the mass media and also stand up to the huge commercial pressure that retailers are able to bring to bear when their credibility is called into question. “Brazen had the guts and the experience to do just that and we’re delighted to be working with them.” There are currently over 24,000 dietary supplements available in the UK - an industry that is now worth around £330m a year. www.brazenpr.com www.whatsinit.com Something to add? Then leave a comment below or email us now.
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