Nature's Bounty aims to spur incremental sales of vitamins.

BOHEMIA, N.Y. -- Developing products that spur incremental sales in the vitamin and nutritional supplements category has been one of the keys to success at Nature's Bounty Inc. "We don't aim to steal existing sales but instead strive to create product groups," says vice president of marketing and advertising Jim Flaherty.

Women are the leading purchasers of vitamin products, and Nature's Bounty claims that its Feminine Support brand is the first line to address their needs directly. The product line offers six combinations of vitamins, minerals and herbs formulated to address problems commonly encountered by women: iron deficiency, premenstrual syndrome, menopause, stress and low bone density.

"Our goal is not to offer retailers and consumers the same old thing in vitamins but to take advantage of the advancements in nutritional science," Flaherty says.

Although …