Kemin launches lutein campaign

Des Moines, IA-Kemin has launched a national marketing campaign to promote its brand of lutein (FloraGLO) and educate consumers about the role lutein plays in maintaining healthy vision.

“Nearly half of the U.S. population has low levels of lutein in their eyes, putting them at risk for developing certain eye conditions as they age,” said Linda Fullmer, senior vice president of Kemin. “Too many people are still unaware that there are easy steps, like taking a daily eye vitamin, that can protect, prolong, and improve their visual performance.”

Research indicates that people need 10 mg of lutein every day through diet and eye vitamins, according to the company, and most Americans are getting no more than 2 mg daily through their diets.

The marketing campaign will leverage alliances with the American Optometric Association, Prevent Blindness America, and AMD Alliance International, and will include national programs, doctor education, and consumer outreach. Involved in the campaign will be visually impaired national and world triathlon champion Aaron Scheidies; model Emme; track and field athlete Lolo Jones; and nutritionist and fitness expert Jennifer Galardi.