WILD BY NATURE SUPPLEMENTS ADDED TO KING KULLEN LINEUP

MARYELLEN LO BOSCO

WESTBURY, N.Y. -- King Kullen Grocery Co. here has added its own brand of Wild by Nature vitamins, herbs and supplements to the pharmacy or, in some units, to the health and beauty care aisle.

SN visited a unit in Rockville Centre, where a 4-foot in-line fixture of six shelves featured a Wild by Nature Market logo and a laminated booklet called "Vita Facts." Wild by Nature is a natural-food supermarket that King Kullen operates in East Setauket, near the University of New York at Stony Brook.

At another King Kullen unit, in Lindenhurst, the display was placed near the pharmacy and adjacent to a three-sided fixture labeled "Vitamin Center." The retailer declined to comment.

The display holds about 125 stockkeeping units. Herbal offerings include saw palmetto, St. John's Wort, echinacea, goldenseal, hawthorne, kava kava, milk thistle and valerian. Supplements include zinc picolinate, garlic, selenium, fiber tabs, soy isoflavines, soy protein powder and soy lechithin granules. Standard vitamins are also part of the set, along with specialty items like high-potency B vitamins for stress, beta carotene, multivitamins for seniors and antioxidants.

During SN's visit in mid-January, the Rockville Centre display had more than 25 shelf tags on the display announcing "January price cuts." A store-level source said that the fixture had been brought in the previous week. Sale items included 60-milligram tabs of CoQ 10 for $14.39 (60-count).