Nutrition Firm Leases 800-867-5309; Jenny Probably Not Included

By Richard H. Levey

Nutrition firm Natrient LLC has purchased rights to 800-867-5309 for $25 million. The length of the contract was not revealed.

The base telephone number achieved immortality through the 1981 song 867-5309/Jenny by Tommy Tutone.

The number was leased from 5309 Partners Ltd, which owns and manages the 800-867-5309 phone number. The song’s lead singer Tommy Heath is also a partner in the deal.

“Direct response marketing is at the core of our business model and 867-5309 is a powerful pop-culture icon that will connect us with our customers and establish Natrient as a leader in the natural health category,” said Ira Josephs, CEO of Natrient, in a statement.

Natrient develops and markets branded nutritional supplements via the company’s Web site, direct response advertising and through a variety of retailers. The company’s product line includes SomaDream sleep formula, Ballistic energy supplement, NoHang hangover formula, and SutraMax for male performance enhancement.

The number will debut in SutraMax radio ads later this month.

“We looked at Natrient’s product line, loved the brands and knew this was a good match,” said Heath in a statement. Heath will play an active role in supporting Natrient’s marketing and promotional efforts.

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