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Predosed packets take herbals mainstream

WhiteDove Herbal’s market reach soars in move from glass vials to cartoned packets and in adding bilingual copy.

Pw 6638 White Dove Herbals

Think “herbals” and think medicine bottles—and all that implies. WhiteDove has reinvented both the product and now the packaging to make herbals more palatable to consumers and to mainstream retailers.

“Our concept is to make it easy for people to take herbs, and we make them taste better because they’re flavored with organic honey and natural flavors,” says chief operating officer Pete Hay.

The Boulder, CO, company was started by John Hay, Pete’s father and founder of Celestial Seasonings.

“[John] Hay and his partner Mo Siegel blended herb teas with other flavors and made them taste better,” explains Pete Hay, “and that’s the same concept that we introduced here.”

The new packaging may be a prescription for a category-changing product improvement with much wider appeal, especially against a backdrop of rising healthcare costs and a sputtering economy that has increased consumers’ interest in alternative medicine.

Hay points out that glass-bottled herbals, the core of the do-it-yourself medicine industry, have a negative “medicine-taste” connotation along with confusion about dosage. “Bottles are boring,” he adds, before citing the positives of the WhiteDove Herbals packets:

• The direct-to-stomach tincture is more effective than gel caps
• Bilingual packaging
• Convenient, predosed format

“The packets remove any dosage confusion and break down the ‘barrier’ of compliance,” notes Hay.

The five elixirs are each sold in 8-count paperboard cartons that sell at the company’s Web site for $10.99 and at retail stores for $9.99. The packets can also be sold singly by retailers, adds Hay. Versions include a sinus and nasal remedy and sound-a-sleep elixir. The company’s products have been sold in stores in 1- and 2-oz vials that the company, under another name, has offered for about a dozen years.

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