Ensure is the brand name of liquid nutritional supplements and meal replacements manufactured by Abbott Laboratories. First produced in 1973 as a medical nutrition product, Ensure beverages are formulated to provide calories, protein and essential vitamins and minerals. Ensure is intended for supplemental use with or between meals and for interim sole-source nutrition. Ensure is not for parenteral use.
In the 1990s Ensure and other nutritional drink brands like Sustacal, Boost]] and Resource were fiercely competing to capture market share among healthy adults. In 1996 Ensure had sales of about $300 million and accounted for 80% of protein supplement sales; Abbott spent $45.4 million to advertise Ensure during the first nine months of 1996, around 70% more than it spent during the same period of 1995. In 1995 the Center for Science in the Public Interest said that ads for Ensure were "the most misleading food ad" of that year. In 1997 Abbott settled charges from the Federal Trade Commission that it was falsely marketing Ensure as having a similar amount of vitamins as multivitamin supplements, as being recommended by doctors more than any other nutritional supplement, and as being recommended by doctors as a way to stay healthy and active for people who were otherwise healthy.
Ensure has been used in the force feeding of hunger-striking prisoners at Guantanamo.
- Wright, Steven. "5 Real Food Weight Gain Shakes (Paleo & SCD)". SCD Lifestyle. SFK LLC. Retrieved 2 April 2014.
- Burros, Marian (8 January 1997). "Eating Well". The New York Times.
- Gellene, Denise (3 January 1997). "Ensure Maker Settles Ad Charges". Los Angeles Times.
- "Docket No. C-3745: In the Matter of ABBOTT LABORATORIES, a corporation." (PDF). FTC. May 30, 1997.
- Photos from Guantanamo’s force-feeding facilities, Washington Post 10 May 2013
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