Messier to pitch Cold-fX in U.S. launch

CV Technologies Inc. hassigned hockey legend Mark Messierto be apitchman as the drug company prepares to launch its Cold-fX product in the U.S. market.

The company, which already uses hockey commentator Don Cherry in its advertising campaigns, said Messier, who retired before the start of the 2005-2006 season from the New York Rangers,will act as spokesman for the the U.S. debut of Cold-fX this fall.

In May, CV Technologies won approval from the U.S. Food and Drug Administration to begin selling its product south of the border.

The company has been licensed by Health Canada as a manufacturer of natural health products after clinical testing showed the drug was effective in combatting the common cold.

The company claims that Cold-fX strengthens the immune system.

Shares of CV Technologies slipped 25 cents to finish at $3.21 on the TSX.