SANTA CRUZ, CALIF. (March 7, 2007) – SPINSscan reports confirm continued sales leadership from Rainbow Light with #1 selling Men’s, Women’s and Prenatal multivitamins continuing, and multivitamin category ranking at #6, with market-leading 6.9% growth.[1] These consumer trends are smart choices in the face of widespread nutrient deficiencies in the average American diet.

In a surprising report delivered at an international conference on dietary assessment in April 2006, an analysis of national dietary data shows that many Americans’ diets fall short in a number of essential nutrients including vitamins E, A, C, K, calcium, magnesium and potassium.[2] For example, although calcium is critical for supporting lifelong bone strength, the average woman gets only 2/3 of the recommended calcium intake through diet.[3]

When choosing a multivitamin, it’s important to remember that the Recommended Dietary Allowances (RDA), upon which the Reference Daily Intakes (RDI) and Daily Values (DV) are based, were developed in 1941 as guidelines that should prevent gross nutritional deficiencies. However, medical research increasingly reveals that the RDI for many essential nutrients does not provide the evidence-based optimum nutrient levels that offer more far-reaching, protective health benefits. To illustrate: the RDI for certain essential B vitamins is 2 mg of B-6 and 6 mcg of B-12, yet research demonstrating their protective effects against cardiovascular disease is commonly performed at levels of 10 mg B-6 and 400 mcg B-12 or more. Most people get less than 1.6 mcg of B-6 and 3.5 mcg of B-12 from their diets.[4]

Since Rainbow Light introduced its Just Once® Naturals 12 years ago, these formulas have experienced explosive growth, dominating the top 1% of natural supplement sales, including Women’s One™ Multivitamin/Mineral – the #1 selling multivitamin overall for more than four years in a row! This enormous success is based on Rainbow Light’s comprehensive, optimal potency formulations in their multi-tablet multivitamins, such as Complete Nutritional System™, Advanced Nutritional System™, Women’s Nutritional System™ and Complete Prenatal System™ formulas, which began to dominate multivitamin sales soon after their introduction into the natural market in the 1980’s.

“Our formulators were challenged to bring the same aggressive potency, food-based and digestibility health benefits of our market-dominating, premium priced multi-tab formulas to a new consumer with our Just Once Naturals one-per-days,” explains Rainbow Light president, Linda Kahler. “By incorporating the equivalent of a B & C complex for stress & energy support with a complete, food-based multivitamin, consumers were able to feel a difference from their multivitamins. Just Once Naturals went on to revolutionize natural channel offerings and effectively expanded our market to compete with mass market One-A-Day and Centrum brands, winning over customers who had never shopped the natural vitamin aisle before.”

Today, Rainbow Light is introducing a new descriptor, Multi+ Daily Program™, and package design for their three to six multi-tablet multivitamin formulas, which provide a complete nutritional program in one easy-to-take product. Multi+ Daily Programs simplify consumers daily supplement regimen, replacing several mix and match products such as a multivitamin with additional calcium, antioxidant, green food, enzyme and herbal supplements. And unlike pack-a-day multi-tab products, these formulations offer the pack-a-day potency, with the added benefits of flexi-dose and divided dose delivery for maximum customization, digestibility and absorption.

For example, RejuvenAge™ 40+ Multivitamin Daily Program delivers all that science has to offer for advanced nutritional defense against the effects of aging, with maximum support for lifelong health and everyday energy. It provides six products in one, taking the place of these individual mix and match products:

1.)   Anti-aging and detoxification formula

2.)   Broad-spectrum antioxidant supplement

3.)   Hair, skin and nail support product

4.)   Digestive enzyme supplement

5.)   Complete multivitamin

6.)   Complete multi-mineral

Multi+ Daily Programs also offer the perfect up-sell opportunity for retailers to take existing one-per-day customers up to the next level. Complete Nutritional System™ Multi+ Daily Program, the first food-based multivitamin, remains one of the company’s top-five selling multivitamins. It has evolved through research-based reformulations to continually deliver advanced nutritional protection and superior energy support in just three tablets per day. Today’s improved formula delivers an ORAC value equivalent to a full serving of an antioxidant-rich food like spinach or raspberries. ORAC, or Oxygen Radical Absorbance Capacity, is the scientific standard for antioxidant measurement.

Rainbow Light has formulated a complete line of customized Multi+ Daily Programs to provide optimal potency support for a wide variety of consumer preferences and nutritional needs. There are targeted formulas for stress management, anti-aging, detoxification from environmental and food-chain contaminants, men’s performance, prenatal nutrition, women’s hormonal balancing, menopause, children, teens, dieters’ nutritional needs, and support for those on prescription medications or who have specific health concerns.

For the most complete, research-based nutritional protection available in a wide variety of customized formulations to suit every need, Rainbow Light has been helping consumers choose their best for over 25 years. That’s why consumers today are choosing Rainbow Light’s Just Once Naturals and Multi+ Daily Programs multivitamins for superior health benefits and an energizing difference they can feel.