Novogen's Promensil
Five-year-old Australian firm officially launching product containing 40 mg red clover-derived phytoestrogen isoflavones, designed for menopausal symptoms, at health food stores nationwide beginning April 7. The product was introduced in the U.S. on QVC March 8; Leiner has the electronic marketing rights to Promensil. During the last three months of 1997, the product had sales of $1.3 mil. in Australia; it has been available in the U.S. on very limited basis from physicians and is the company's inaugural dietary supplement. Novogen will spend $5 mil. on advertising and promotion, including print ads in women's books, as well as public relations, health seminars, medical journal ads and point-of-sale materials, according to promotional literature to the trade. Lally McFarland Pantello, New York City, is handling the advertising and Ruder, Finn, New York City, the PR. Novogen showed the product to over 24,000 registered health food/supplement store retailers March 13-15 at Natural Products Expo West in Anaheim, Calif...
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