NATURE MADE FIRST TO OFFER MULTIVITAMIN WITH 1,000 IU OF VITAMIN D

Expert says adequate intake level of this vitamin is vital for optimal health

NORTHRIDGE, Calif. (February 2, 2007) — In response to recent evidence of the positive effects of vitamin D, Nature Made is launching the first multivitamin line that includes 1,000 IU of vitamin D. Most multivitamins offer only the basic level of this nutrient in their formulas, but Nature Made Multivitamins with Optimized Nutrient Levels includes the level required for more optimal health. Long believed to be an essential nutrient limited to bone health and defense against rickets, vitamin D has been increasingly linked with additional critical functions throughout the body. The level of vitamin D and other essential nutrients in Nature Made multivitamins are optimized to help repair and strengthen muscle tissue for greater mobility, support improved heart and organ function, strengthen the body’s ability to protect against the effects of aging, support mental sharpness and maintain cellular health.

The key changes in the new Nature Made Multivitamin formula include:

• Optimum level of vitamin D (1,000 IU) – Optimum level suggested by vitamin D experts for overall health, including autoimmune protection, heart health, teeth and bone strength, mood health, colon and prostate health and more
• Higher levels of vitamin C (180 mg), vitamin E (50 IU) – Antioxidant powerhouses which help boost immunity and fight against the aging effects of free radical damage, which can impair normal cell function
• Rich in selenium (70 mcg) – Boosts the immune system and neutralizes free radicals
• Enhanced blend of vitamin A (2,500 IU with 60 percent Beta Carotene) – Essential for healthy vision and proper immune function; low levels of retinol and higher levels of beta carotene support bone health and reduces free radical damage in the body
• Higher amount of vitamin K (80 mcg) – Maintains bone strength and heart health

“Recent studies show that many Americans are vitamin D deficient, and that a vast majority are deficient during the winter, mainly due to decreased exposure to sunlight,” said John Jacob Cannell, MD, and executive director of The Vitamin D Council, a non-profit organization that raises awareness for vitamin D deficiency. “Coupled with the fact that food sources for this vitamin are limited, the most practical way to increase our vitamin D levels is from dietary supplements, like a daily multivitamin that offers at least 1,000 IUs of vitamin D.”

According to experts, intake levels for many populations in the U.S. are not adequate for vitamin D. Study findings confirm that at least 40 percent of the U.S. population is deficient, including up to 60 percent of all hospital patients, 76 percent of pregnant mothers, up to 80 percent of nursing home patients and 85 percent of elderly African-Americans¹.

The latest nutritional science has also shown that vitamin D’s role expands beyond bone health. In fact, most vitamin D researchers believe intake levels of 1,000 IUs of vitamin D benefit a wide variety of health concerns including muscle² and joint protection, support for colon³ and prostate⁴ health, and immune system strength⁵.

Cannell adds, “Those who choose to switch from a traditional multi to one with higher levels of vitamin D may experience benefits that extend far beyond bone health.”

Known as the “sunshine vitamin,” vitamin D is made by a natural chemical reaction when the skin is exposed to sunlight. U.S. Dietary Advisory Guidelines state that for individuals who do not get adequate exposure to sunlight, 1,000 IU daily of vitamin D is recommended⁶. These individuals include older adults, people with darker pigmentation, and people who wear sunscreen and lack adequate exposure to sunlight, such as housebound individuals. Adequate vitamin D intake is especially important during winter months when Americans in northern latitudes have less days of direct exposure to the sun’s UVB rays.

The new Nature Made Multivitamin product line, including Multi Complete, Multi For Her, Multi For Her 50+, Multi For Him and Multi For Him 50+ will be available in food, drug and mass stores nationwide starting March 2007 at a suggested retail price of $9.99 for a 90-count bottle. For more information about these products, consumers can visit the Nature Made Wellness Advisor at www.NatureMade.com or call the consumer affairs hotline toll-free at 1-800-276-2878.

Wellness Advisor

For more information on nutritional needs that suit men and women at varying ages, the Wellness Advisor, at www.NatureMade.com, is a consumer-friendly online tool that offers free access to the latest health information and features advice from experts in a variety of areas, including women’s health, men’s health, food and nutrition, fitness and overall wellness. The site also helps visitors create personalized wellness profiles by answering questions about health, diet and lifestyle. Visitors can even obtain customized and confidential answers to personal health questions from health experts.

About Pharmavite

For more than 30 years, Pharmavite has earned and maintained the trust of pharmacists, consumers, and retailers by manufacturing high-quality vitamins, minerals, herbs and other dietary supplements that are safe, effective and science-based. As an industry leader, Pharmavite adheres to manufacturing standards recommended by the United States Pharmacopeia (USP), a not-for-profit organization that has set pharmaceutical and dietary supplement quality standards since 1820. In addition, Pharmavite participates in USP’s Verification Program for dietary supplements. The dietary supplement industry is regulated by the U.S. Food and Drug Administration and the Federal Trade Commission, as well as by government agencies in each of the 50 states.

²American Journal of Clinical Nutrition; 2006,84:18-28

³Journal of the American Medical Association, December 2003

⁴Nutrition and Cancer, February 2005

⁵Epidemiology and Infection, August 2006

⁶Dietary Guidelines Advisory Committee, HHS, USDA