PHIL KAPLAN'S THE FITNESS TRUTH - UPDATE

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The Most Supportive Meal Replacement . . .
Ideal For Boosting Metabolism

EAT!, a meal replacement formula specifically designed to meet the needs of exercisers, was brought to the market when Phil Kaplan reached the point of threshhold. He was fed up with all of the phone calls and questions asking which commercial meal replacement was best. The reality Phil would share, was that there wasn't really a "best." In order to sell a Meal Replacement formula through conventional retail avenues, a complex chain of events makes it near impossible for a manufacturer to live up to product claims. Firstly, Research and Development has costs. Once initial research and formulation costs are out of the way, in order to promote the product, an advertising campaign must be developed. Full page ads in some fitness magazines run upwards of $20,000 per issue! Since most products are being overhyped, if the ads are going to "pull," the claims must be extreme. Next comes the financial challenge of "what the market will bear." If the standard Meal Replacement Powder (MRP) is selling for $39.99 for a 20-pack in a retail setting, a distributor must sell to the retailer at under $19 per product. That means the retailer has to buy it from a wholesaler at somewhere near $8 per. The wholesaler has to buy from the manufacturer. When all is said and done, in order to recoup production and advertising costs, a whole lot of product must be sold. The manufacturer has to keep costs down in order to profit with all of those hands in the proverbial pie. There are several way to cut corners. Use lesser quality proteins. Use inexpensive grades of maltodextrin (the carb source in most MRPs). Add fillers and gums. Use only token amounts of nutrients so you can list them on the label although each serving contains a miniscule amount. Some MRPs use more sugars than the ads and labels lead you to believe is in there. Others use large amounts of thickening agents. Some skimp on mineral content. Others simply fail to meet label claims. Some lump in some potentially addictive "herbs" to create a sense of "energy." As each question came in, Phil grew more and more frustrated until he decided to cut through all of the "which is best," and create a product specifically for his Personal Training clients. That's how the EAT! Metabolism Enhancer formula was born.

Today EAT! is cherished as the best tasting (and there's no sugar!), most nutritionally valuable MRP on the market. Well, sort of "on the market." You won't find EAT! sold in retail stores. In order to use the high quality of ingredients, Phil sells direct to you. No wholesaler. No retailer. You'll never even see EAT! advertised. It's all been strictly word of mouth!

Phil's files are filled with testimonial comments from Pro athletes, Personal Trainers, Bodybuilders, and Models, and regular people who have all found EAT! to be the most valuable meal replacement aid in controlling bodyweight, boosting metabolism, and remaining on a program of consistently supportive nutrition. You can order EAT! by calling Phil's offices at 1 800 552-1998 or through the On-line Superstore!