Children's vitamins are showing up on store shelves as lollipops, gummy worms and even gumballs, but one child nutritionist worries that adults who purchase them may be sending kids the wrong message. "Medicine isn't candy. There's a reason we take it," said Pat Hare of All Children's Hospital in St. Petersburg, Fla. Sales of vitamins for children rose 19% in 2003, and manufacturers say their approach is helping to deal with the problem of children refusing to take vitamins.

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