AULT BEEFS UP MILK WITH EXTRA CALCIUM
By Adnews Staff
Toronto-based Ault Foods is giving Quebec consumers an extra shot of calcium. The company launched Lactantia Nature Addition milk, which the company says contains 35% more calcium than regular milk. This is the first product available in the Nature Addition line. Other milk products will be announced at a later date. The milk is being promoted using TV and print advertising created by TAM TAM Publicite of Montreal. In addition, Ault has teamed up with the Association of Independent Dietitians of Quebec to launch a nutrition information campaign targeting health professionals and consumers. The goal of the campaign is to inform health professionals and consumers about calcium needs during different stages of life and the most efficient way to meet these requirements. Newsletters will publish the health benefits and nutritional value of the Lactantia Nature Addition line of products. They will be sent to health professionals such as doctors an dietitians. Another publication will be sent to families and especially women aged 25 to 50. In addition, there will be sampling in grocery stores and a hotline number has been printed on the Nature Addition packaging to let consumers get more information from health professionals. The information and education campaign were created by ADAQ and Ault.