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DOUBLE X – a true Hollywood star

Nutrition & Wellbeing

A famous family helped raise awareness of this legendary product – with amazing results.

We’ve seen many changes since the 1950s. The role of women in the family and society has certainly developed from the committed “homemaker” towards a more equal level with their male peers and partners.

High-profile endorsement

With this in mind, it’s therefore with affection that we can look back on some of the initial promotional material, disseminated across the United States for a leading Amway product. In 1954, Americans unfamiliar with NUTRILITE™ DOUBLE X™ food supplement had only to open the most popular magazine of the day, LIFE. Inside, movie star husband and wife team, Alan Ladd and Sue Carol, posed with their children as they recommended every family read the booklet FACTS. The advert corresponds with the attitudes of the decade, but the main message is still relevant today – that we strive to ensure “families receive every benefit available through the discoveries of modern nutritional science”.

Eye-opening facts

Health-conscious consumers reading this national magazine were invited to learn about vitamins, minerals and food supplements simply by contacting a Nutrilite distributor. It was a stroke of marketing genius, increasing product sales by over 50 percent from the previous year.

The promoted FACTS booklet opened America’s eyes to the idea – and importance – of taking food supplements to fill gaps in our nutrition due to poor dietary habits, as well as excessive cooking and processing of ingredients, which destroy some vitamins and phytonutrients. It published health claims related to vitamin A, calcium, and 15 other vitamins and minerals known to be essential for our wellbeing – as discovered by Nutrilite founder Carl F. Rehnborg and later confirmed by the Food and Drug Administration.

Continued legacy and success

Carl’s enthusiasm was infectious – even after retiring from public life, he continued to carry around a container of DOUBLE X, as pictured above, left! He also readily gave spontaneous speeches to delighted audiences about the important role of plants on human health. His son, Sam Rehnborg, Ph.D., President and CEO of Nutrilite, and his wife, Francesca, continue this legacy. Sam is pictured above, right, in a promotional photo shoot from the past.

The exact formula of DOUBLE X has continually progressed over the past 70 years and is the perfect food supplement to help us get through physically demanding or stressful periods of life. This highly successful product* has kept its place at the cutting-edge of science, yet stays true to Carl’s original vision of bringing balance to the diet by filling nutrient gaps with a daily food supplement rich in plant materials.

* Source: Euromonitor International Limited; retail value in RSP terms; all channels, 2016

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