SOURCE: Mission Pharmacal

August 22, 2006 05:28 ET

Mission Pharmacal Introduces New Citracal® Creamy Bites in Three Delicious Flavors

Calcium Supplementation in a Completely New Form

SAN ANTONIO, TX -- (MARKET WIRE) -- August 22, 2006 -- Mission Pharmacal Company, the makers of Citracal® calcium citrate supplements, announced today the introduction of Citracal® Creamy Bites, a bite-sized nutritional treat that provides 500 milligrams (mg) of calcium as calcium citrate and 200 International Units (IU) of vitamin D(3) in three appealing flavors: Chocolate Fudge, Caramel and Lemon Cream.

According to the Surgeon General of the United States, the lack of proper calcium and vitamin D nutrition contributes to osteoporosis, a bone-weakening disease currently affecting 10 million Americans.

Despite the evident need for calcium, most Americans do not meet their needs through food and many people resist taking calcium tablets, even when recommended by their doctor. The makers of Citracal® hope that new Citracal® Creamy Bites will increase compliance of consumers taking calcium supplements by offering flavorful options.

Miriam Nelson, Ph.D., leading nutrition expert and best-selling author of the "Strong Women" book series notes, "Seventy-five percent of women don't eat as much calcium as they need each day to keep their bones strong. Calcium supplementation is highly recommended to close this gap. Calcium citrate is absorbed and tolerated well by the body. Finding a tasty way to get your calcium supplementation is important so that you ensure your optimal calcium and vitamin D needs each day."

Chris Evert, tennis legend and Citracal® spokeswoman, identifies herself as a baby boomer and says that maintaining strong bones is important, especially as women age. "Citracal® Creamy Bites are a winner because they taste great and make taking calcium and vitamin D a pleasant treat," explains Ms. Evert. She champions protecting bone health by adapting a "stand strong" lifestyle that includes exercise and good nutrition.

Citracal® Creamy Bites

Each piece of Citracal® Creamy Bites provides half the calcium and vitamin D most adults need every day in a bite-sized treat. One serving of Citracal® Creamy Bites contains 500 mg of calcium as calcium citrate and 200 IU of vitamin D(3) to enhance absorption. Calcium citrate and vitamin D are clinically proven to promote good bone health. The calcium citrate in Citracal® Creamy Bites is known for its unsurpassed absorption, and men and women often prefer this form of calcium because it can be taken with or without food and has none of the gas production associated with calcium carbonate.

Unlike some chewable dietary supplements, Citracal® Creamy Bites are easy to eat and do not stick to teeth or dental work. They are low in calories, with only 35 calories a piece, less than a typical bite-sized candy, and contain no trans-fats. Each piece is individually wrapped and sealed making them convenient to take on-the-go. With three delicious choices, there is a pleasing Citracal® Creamy Bites flavor for every time of the day.

Preventing Osteoporosis

Given the U. S. Surgeon General's grave warnings that half of all Americans may be at risk for osteoporosis as they age, it's important to get adequate calcium and vitamin D daily. For some, it may be hard to obtain the recommended daily allowance (RDA) through food alone, and supplementation is a convenient way to ensure intake.

Women and men of all ages need to be especially concerned about their bone health and take action to stay active and improve their nutrition throughout life. While elderly men and all ethnic groups are affected to some degree, osteoporosis is especially prevalent in Caucasian and Asian women. According to the U.S. Surgeon General's report on bone health and osteoporosis, "One out of every two women over 50 will have an osteoporosis-related fracture in their lifetime, with risk of fracture increasing with age."

A healthy diet with calcium and other preventative measures help maintain good bone health and may reduce the risk of osteoporosis later in life. In addition to osteoporosis, research indicates that adequate calcium intake may also help reduce the risk for hypertension, colon cancer, obesity, and premenstrual syndrome.

"Our research shows that having a great tasting calcium supplement the consumer perceives as a twice-daily treat that they look forward to taking will better help them incorporate the necessary amount of calcium into their diet," said Bennett Kennedy, Product Manager of Citracal®.

Citracal® Creamy Bites come in three flavors, with 30 individually wrapped pieces per box. Mission Pharmacal Company is supporting Citracal® with an aggressive advertising and marketing campaign. The product is now available in the pharmacy aisle of retail stores nationwide. The approximate retail price is $7.49.

About Citracal® Calcium Citrate

Citracal® is the trademark name of a highly soluble calcium citrate supplement. Many physicians recommend Citracal® calcium citrate as one of the best absorbed forms of supplemental calcium. Go to for more information on Citracal®.

About Mission Pharmacal Company

Mission Pharmacal Company, the makers of Citracal® brand of calcium citrate supplements, is a family-owned pharmaceutical company based in San Antonio, TX. Since the Surgeon General's warning on osteoporosis, Mission Pharmacal Company has expanded its efforts to educate consumers about actions they can take to avoid this bone-weakening disease that disproportionately affects women. As a continuation of its endeavors to provide an effective framework of support for women, the company recently created the Web site,

Contact Information

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    Jenny Winters
    Manning Selvage & Lee