PUBLIX STRENGHTENS SUNDOWN TIE

LAKELAND, Fla. -- Publix Super Markets here is expanding its commitment to the vitamin category, with an additional 125 Publix units set to roll out the Sundown brand of vitamins and nutritional supplements.

ns, a division of Rexall Sundown, based in Boca Raton, Fla.

A Publix official declined to comment on the rollout.

The rollout to the 125 Publix units is taking place this spring. In addition to Sundown, Publix carries its own private-label vitamin line. Prior to the signing, Publix carried Sundown vitamins and nutritional supplements at 350 units, Frabitore said.

"Publix is a very fact-based, category management-oriented account, and they spent time and energy analyzing the vitamin category and the people within it, and due to our productivity and contribution to the category, we were awarded a long-term agreement and expansion," Frabitore said.

"Publix is a bellwether account in the food class of trade," Frabitore continued. "You're looking at a relationship that has grown over the past five years and continues to grow based on solid business results."