P&G launches health-focused offshoot of online 'boomer' destination

NEW YORK A website that caters to baby boomers has unveiled a new health platform that focuses on such key mid-life health concerns as diet, nutrition, mental health, disease prevention, health insurance and more.

The launch of Health Goes Strong -- as part of Life Goes Strong's network of sites -- coincides with the launch of "Healthy Week" -- a week-long event across the networks of NBC Universal focusing on nutritional literacy and fitness. To celebrate this addition to the Life Goes Strong family, Men's Fitness editor-in-chief Roy Johnson will become the site's first guest blogger.

Life Goes Strong is the third lifestyle website created in partnership between Procter & Gamble Productions and NBC Digital Networks. The two companies first came together in November 2007 for the unveiling of Petside.com, which has grown to be a leading health-and-wellness site for pet enthusiasts, reaching more than 1.5 million animal owners a month.

"Boomers are looking for the type of fitness regimen that speaks to their specific stage of life," Johnson said. "I am excited to join Life Goes Strong to focus on this important age group -- my age group -- while also highlighting Men's Fitness' own commitment to addressing health issues for men across all generations."