EFoodSafety.com, Inc., a developer and marketers of whole foods and nutritional products, has launched a direct response TV campaign. The 60- and 120-second commercial spots feature two products: Cinnergen, a liquid supplement that helps regulate glucose metabolism, and Cinnecho, a nutritional supplement that regulates cholesterol and triglyceride levels. The spots began rotation on March 31, 2008.

The spots are currently airing Fox News, the Gameshow Network, Discovery Health, and the History Channel, among other stations. According to eFoodSafety, the total reach is approximately 300 million households.

As the campaigns progress, eFoodSafety will continue to work with direct-response advertising agency Respond2 Communications, Inc. to add new networks to the current schedule and determine the most effective outlets on which to air the commercials.

If the campaign goes well, eFoodSafety will launch a similar campaign for its NumaDerm product later this spring.