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MARKETING

Chew Chew

Vitamins packaged like Life Savers are now marketed at the cash register.
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Several companies package chewable vitamin-C tablets in Life Savers-like rolls, but White-Williams Vitamins Inc. is building its whole business around the concept. The Boulder, Colo., company has begun marketing rolls of chewable B-complex and a kids' multivitamin, along with rolls of chewable C. The packaging puts the product up by the candy at the cash register -- the ideal spot for impulse buying.

-- Leslie Brokaw




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