Bio Calth is a patented bone and joint health supplement, containing calcium and a ‘biocarrier’ – L-threonate – that carries calcium directly to the joints and bones.
The brand is already established in the US and will launch in the UK at the end of September in pharmacies and health food stores.
Some rival calcium supplement products see just ten per cent of the calcium reaching the bones, but the absorption rate of calcium from BioCalth can be as much as 95 per cent, according to CCD.
London-based CCD won the account for the product’s owner BioCalth UK after a three-way pitch last month.
The agency, which is handling trade and consumer media relations, is planning a nationwide promotional tour from January next year offering bone density scans to women concerned about bone health.
CCD associate director Jane Martindale said pharmacy magazines would be targeted, as well as more medical and clinical magazines.
Osteoporosis affects one in three women and one in ten men over the age of 50 in the UK, and the disease is responsible for 200,000 fractures a year.