Celestial Seasonings supplements launch brewing with $20 mil. in marketing support.

CELESTIAL SEASONINGS DIETARY SUPPLEMENTS LAUNCH BREWING WITH $20 MIL. in introductory advertising and promotional support. The Boulder, Colo.-based company plans to leverage its well-known herbal tea franchise with the launch of Celestial Seasonings brand single ingredient dietary supplements and combination herbal and vitamin products. Scheduled to begin shipping to mass market, grocery, chain drug and health food stores before the end of March, the products are expected to be on-counter in late April. Consumer and trade print and TV advertising, handled by Minneapolis-based Campbell Mithun Esty, will support the launch.