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Naples Company Out To Help Smokers

Brian Feinstein isn’t a smoker. Neither is his business partner, Howard Morgan.

But together the duo has teamed up to create and market a herbal lozenge to pacify smokers when they can’t light up.

The need for their product, the partners say, is ever-increasing.

More and more, smokers face bans at airports, hotels, restaurants, sports arenas and other public places, such as parks and shopping malls.

“The government mandated smoke-free zones are expanding like wildfire across the country, and not only that, across the ‘pond’ in the EU, over the Atlantic in Europe,” said Feinstein, a Collier County resident.

The lozenge – named Quit-litt – is now available for sale, primarily online at quitlitt.com.

Efforts are under way to get the product into retail stores across the country.

“We haven’t been placed in retail stores yet because it’s a very involved process to become an approved vendor in the major wholesale distribution pipeline,” Feinstein said. “We are now in that process.”

There are hopes of selling the lozenges to the U.S. military, through their base exchanges.

“Brian came up with this idea and I thought it was a great idea,” said Morgan, a certified public accountant in Miami. “With that I put together some investors to launch this product.”

About 15 months ago they started their Naples-based business, Choose Health Inc., to develop the product. They were high school friends, growing up in Miami, and they were roommates in college. They are both 47 years old.

The lozenges come in boxes that look like a pack of cigarettes, even down to the plastic seal that’s broken before use. They are in blister packs, so they look like a medicine and have to be pushed out of foil one by one.

“What we are doing is telling the smoker, ‘We are not judging you.’ This is a product for smokers who can’t quit or don’t want to,” Feinstein said.

The lozenge also delivers an “energy zip,” he said. Its ingredients include herbal caffeine, Siberian ginseng extract and vitamin B-12. There is no nicotine in it.

“It’s a cool, refreshing lozenge because of the menthol crystals and the peppermint oil,” Feinstein said.

The product won’t prevent withdrawal symptoms, though its herbal ingredients can help with the jitters, he said.

“We are not saying this is a cure,” Feinstein said.

The product does not need approval from the the U.S. Food and Drug Administration, or FDA, and it has met the requirements under the Dietary Supplement Health and Education Act, he said.

Feinstein once owned Natural Answers, which sold a line of herbal and vitamin supplements. But he lost the company after a long legal battle with an investor. “That’s gone. It’s over and I’ve turned the page,” he said.

An aggressive marketing campaign is planned for his new product, including online advertising through the Google search engine.

The lozenges are being tested in some convenience stores up North. They are manufactured by Atkinson Candy Co. in Lufkin, Texas, which distributes and sells some of its candy to the U.S. military. Feinstein hopes that will give him an in for his lozenge with the Army, Navy Air Force and Marines.

Atkinson’s Chick-O-Sticks were one of the best selling candy bars in Iraq and Afghanistan to military employees.

The lozenges could be helpful in battle, to ease the desire for a cigarette.

Feinstein often carries the Quit-litt lozenges on him, sharing them with smokers and nonsmokers alike.

His company sponsored an adult softball team and whenever he went to the games he made sure to have plenty on him. The players would go through them “like mad,” and he’d share them with their fans too, he said.

Kevin Aizenshtat, the team’s coach and a Naples Realtor, said Quit-litts were often a topic of discussion at games.

“I have never heard anyone say anything negative about it,” he said. “There is no drop, there is no crash.”

He had a lozenge himself the other day, though he’s not a smoker. “It gives you a kick of energy and a little bit of focus,” he said.

He expects the product to do well.

“It tastes great. It’s convenient and you can enjoy them anywhere.”

One or two lozenges can be taken every half hour to an hour, as needed, Feinstein said.

“I wouldn’t go through five or six packs a day,” he said. “Too much of anything isn’t good.”

Each pack has 12 lozenges in it. A pack sells for $5. There is a small discount if they’re purchased in bundles.

“We wanted to make a product and have a very successful business model, no doubt about it,” Feinstein said. “At the same time, one of the things that drives that is filling a niche that is real. There is a real niche here.”

He said Quit-litt won’t be his company’s last product. “It’s our wonderful new product bringing us to the dance,” Feinstein said. “We have something in the works, we do. It’s not something that is going to compete with the Quit-litt lozenge.”

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