The leading edge of healthcare product marketing is beginning to tap the power of the package as a marketing vehicle.

Nutrex Research is another recent brand owner to join the parade. Its Nutrex line of encapsulated liquid anabolic workout formulas and fat burners has discarded pressure-sensitive labels on its containers and replaced them with full-body polyvinyl chloride shrink-sleeve labels from Seal-It Inc., a division of Printpack.

Nutrex Director of Sales Billy Amicarelle says, "In addition to the built-in tamper-evidence, we found the additional printable surface of the full-body labels very appealing. It gives us the opportunity to market the uniqueness of our products and helps us update the package appearance with a clean, fresh look."

Alpha Packaging supplies the PET containers, ranging in size from 250 cc to 600 cc. TricorBraun provides the PET closures.