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Table of Contents May 2011 • Volume 14, No. 4
28 The Rising of the Green Sun Defying the economic downturn, greenfoods are stronger than ever.
Cover design by: Jessica Carlin
36 Sustainably Yours,Your Favorite Brand
36
Effectively communicating the ‘why’ and ‘how’ of sustainability will lead to a bright future for your brand.
40
40 Through the Looking Glass Eye health ingredients come into focus.
48
48 Minerals: The Next Generation The market continues to evolve in light of consumer demands, new applications and emerging technologies.
Columns 22 • Word From Wall Street by Adam Ismail
26 • From the Corners of the World by Paul Altaffer & Grant Washington-Smith
24 • Healthcare Practitioner Corner by Erik Goldman 4 • Nutraceuticals World
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May 2011
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Table of Contents
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Departments 8 • Top Of The News • Pfizer sells Capsugel for nearly $2.4 billion; boomer market gets better with age 10 • Editorial • a word from the editor 12 • Nutraceuticals World In Print & Online • line-up of expanded coverage @ nutraceuticalsworld.com 14 • Industry News • SymphonyIRI identifies CPG ‘pacesetters’; half of Americans taking supplements 54 • Nutraceuticals Research • a recap of the latest clinical trials 55 • Supply Source • profile on HealthCo. 56 • New Products • recent nutraceutical product introductions 60 • Suppliers Corner • new developments from industry suppliers 62 • People In The News • who’s who and who’s moving where 64 • Calendar • upcoming industry events 64 • Classified Section • classified advertising section 65 • Advertisers Index • cross reference of advertisers in this issue 66 • The Nutraceuticals Multiverse • a quirky look at nutraceuticals in a parallel universe NUTRACEUTICALS WORLD’S circulation is audited by BPA International. Authorization to photocopy items in NUTRACEUTICALS WORLD for internal or personal use, or internal or personal use of specific clients, is granted by Rodman Publishing, provided a base fee of U.S. $1 per page is paid directly to: Copyright Clearance Center, 27 Salem St., Salem, MA 01970 USA. NUTRACEUTICALS WORLD (ISSN 1531 0671) is published 10 times a year (Jan/Feb; March; April; May; June; July/August; September; October; November, December), in addition to a Company Capabilities supplement and Beauty I&O supplement, by Rodman Publishing Corporation, 70 Hilltop Road, Ramsey, NJ 07446 USA. Phone: 201-825-2552. Fax: 201-825-0553. Periodical postage paid at Ramsey, NJ 07446 and additional mailing offices. Publications Mail Agreement No: 40028970: Return Undeliverable Canadian Addresses to Circulation Dept. or PO Box 1051, Fort Erie, ON L2A 6C7;
[email protected]. POSTMASTER: Send address changes to NUTRACEUTICALS WORLD, 70 Hilltop Road, Ramsey, NJ 07446 USA. Printed in USA. Free subscriptions to NUTRACEUTICALS WORLD are available to qualified individuals. Others are as follows: U.S. one year subscription $95.00, Mexico/Canada one year subscription $120.00 (5% GST required on Canadian orders. GST #134451756). Foreign Airmail one year subscription $195.00. Back issues available: $12/issue. Payment must be made in U.S. dollars via U.S. bank or by Visa or Mastercard. The publisher reserves the right to determine qualification of free subscriptions. Missing Issues: Claims for missing issues must be made within three months of the date of the issue. Also publishers of HOUSEHOLD AND PERSONAL PRODUCTS INDUSTRY (HAPPI), BEAUTY PACKAGING, NONWOVENS INDUSTRY, INK WORLD, LABEL & NARROW WEB INDUSTRY, COATINGS WORLD, CONTRACT PHARMA, MEDICAL PRODUCT OUTSOURCING AND ORTHOPEDIC DESIGN & TECHNOLOGY. Printed in the U.S.A.
6 • Nutraceuticals World
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May 2011
Top Of The News
“Healthy 50+ Consumers are far more willing to pay a premium when purchasing ‘better-for-you’ grocery products compared to their peers.” —Packaged Facts
Pfizer Sells Capsugel for Nearly $2.4 Billion
Peapack, NJ-based Pfizer and Kohlberg Kravis Roberts & Co L.P. (KKR) entered into an agreement in early April in which an affiliate of KKR acquired Pfizer’s Capsugel business for $2.375 billion in cash. Capsugel, a world leader in hard capsules and an innovator in drug-delivery systems, generated approximately $750 million in revenue and manufactured more than 180 billion hard capsules in 2010. “The transaction is an endorsement of Capsugel’s consistent success to date and its potential for future growth with KKR, a firm with deep industry expertise and a long history of partnering with market-leading businesses to take them to the next level,” said Guido Driesen, president and general manager of Capsugel. “Capsugel’s employees and I are excited to work with KKR and eager to enhance the value of our business in partnership with our customers.” During the past 34 years, KKR has invested in more than 185 transactions with a total value of more than $435 billion. KKR’s current private equity portfolio includes more than 60 portfolio companies with more than $210 billion of annual revenues and more than 900,000 employees.
Boomer Market Gets Better With Age
Financial and physical wellness have become mainstays of Baby Boomers, as they and other influential older American adults continually discover that some things in life truly do get better with age—including themselves. According to “Healthy 50+ Americans: Trends and Opportunities in the Emerging Wellness Market,” from Packaged Facts, changes in thinking about what it means to get old have occurred alongside a rising concern by consumers of all ages about doing what it takes to improve their health and wellness. The report defines “Healthy 50+ Consumers” as the 26 million Americans 50 years and older who are pursuing a wellness regimen that includes healthy eating and regular exercise activities such as fitness walking or swimming. Healthy 50+ Consumers have an aggregate household income of $1 trillion, and comprise 25% of adults in their age group and 12% of all adult consumers. Packaged Facts projects that the aggregate household income of Healthy 50+ Consumers will total $1.3 trillion in 2015, representing cumulative growth of 29% between 2010 and 2015. The financial strength of Healthy 50+ Consumers makes them a formidable force regarding the nation’s big picture economic stability and recovery. Nearly one in four (24%) Healthy 50+ Consumers has a household income of $100,000 or more, compared to 17% of other consumers in this age group. They are also more confident about the overall economy and their own financial futures. In addition, Healthy 50+ Consumers shop more often, dine out more regularly and travel more frequently. Marketers of consumer goods and services have made Healthy 50+ Consumers prime targets. And because healthy eating is a key aspect of a wellness program for those in the 50+ age group, food companies have begun to aggressively target the cohort, especially since Healthy 50+ Consumers are a critical segment for supermarkets and specialty food stores focusing on organic and natural foods. Further, exclusive data from Packaged Facts’ consumer survey indicate that Healthy 50+ Consumers are far more willing to pay a premium when purchasing “better-for-you” grocery products compared to their peers.
8 • Nutraceuticals World
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May 2011
From The Editor
It’s Not That Easy Being Green Kermit the Frog (arguably the most famous Muppet) sings a popular song about how hard it is to be green. Turns out he’s not alone. Many companies are finding it hard to go green in this day and age of environmental and social responsibility. And consumers are having a tough time with it too. The problem, according to some experts, is that organizing a company’s priorities around a “green” mission is a tall order. Similarly, consumers are finding it challenging to work green into their lives. A report released April 17, five days before Earth Day, said,“Many of the environmental messages are not just failing to close the ‘Green Gap,’ but are actually cementing it by making green behavior too difficult and costly from a practical, financial and social standpoint. Many of the world’s leading corporations are staking their futures on the bet that sustainability will become a major driver of mainstream consumer purchase behavior. Unless they can figure out how to close the gap, there will never be a business case for green.” Published by OgilvyEarth, “Mainstream Green: Moving Sustainability from Niche to Normal” found that most consumers feel green marketing is irrelevant and alienating. Moreover, it said half of Americans think green and environmentally friendly products are marketed to “Crunchy Granola Hippies” or “Rich Elitist Snobs,” rather than everyday Americans. The report also identified a segment of consumers referred to as “Middle Greens”—those consumers who offer the biggest opportunity to create the change the world so needs. But, the report said, “Until green products and services feel normal and adhere to normative pricing, the Middle Greens are unlikely to embrace them.” This segment represents a whopping 66% of consumers, who “are pretty much ignored by marketers,” according to OgilvyEarth. Also problematic, there is a growing sense of skepticism among consumers who just don’t believe companies are being true to their word when it comes to their social and environmental commitments. To counter this, guest author Darrin Duber-Smith lays out a plan for effectively communicating green initiatives to consumers (page 36). At the very least, a green marketing campaign should include truth and transparency. “The key in avoiding ‘green washing’—and the backlash that inevitably comes with overstating your social and environmental commitment—is authenticity,” he said. “Simply changing your logo and brand name for the purposes of exploiting the sustainability trend without a credible commitment and plan can result in major scrutiny and irreparable harm to your brand’s reputation.” I think the other key to success for all involved in the green movement is simplicity. Because whether you’re talking “Green”or “Socially Responsible”or “EnvironmentallyFriendly”or “Sustainable,” the goal is the same: to make the world a better place. And if that’s not enough for companies and consumers, perhaps some advice from Kermit would help.“When green is all there is to be, it could make you wonder why, but why wonder…I’m green and it’ll do fine. It’s beautiful and it’s what I want to be.” And Kermit should know. His swamp is being ruined by pollution.
Editor: Rebecca Wright (
[email protected]) Associate Editor: Sean Moloughney (
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Columnists Anthony Almada MSc GENr8, Inc.
Paul Altaffer RFI Ingredients, Inc.
Paula Brown British Columbia Institute of Technology
Jeff Crowther The Natural Products Association (NPA), China
Erik Goldman Holistic Primary Care
Joerg Gruenwald analyze & realize AG
Todd Harrison Venable LLP
Adam Ismail Global Organization for EPA & DHA (GOED)
Doug Kalman Miami Research Associates
Dr. A. Elizabeth Sloan Sloan Trends, Inc.
Grant Washington-Smith Alticor, Inc.
Editorial Advisory Board Steve Allen Nutrition Capital Network
Nancy Childs, PhD Saint Joseph’s University
Steven Dentali, PhD American Herbal Products Association (AHPA)
Loren Israelsen United Natural Products Alliance (UNPA)
Alex Merolli Nutri+Food Business Consultants
Paul Paslaski BioVittoria Limited
Ellen Schutt LaunchNatural
Scott Steinford ZMC USA
Gregory Stephens, RD (Business Insights Columnist) Windrose Partners
Rhonda Witwer National Starch Food Innovation
10 • Nutraceuticals World
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May 2011
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The New NutraceuticalsWorld.com Nutraceuticals World launched a redesigned website last year, featuring expanded content, enhanced navigational tools and additional resources that streamline access to our comprehensive archive of market information.
Knowledge Center In an effort to help you access more than 10,000 articles from the past 12 years of Nutraceuticals World’s coverage, we have created a “Knowledge Center,” which contains a growing base of information designed to offer you the most relevant news and articles associated with specific categories in the nutraceuticals industry. We have divided the Knowledge Center into two sub-categories—Nutraceuticals Markets and Health Conditions, which are divided further into nearly 50 unique sections, such as Antioxidants, Baby Boomers, Cardiovascular Health, Immune Function and Sports Nutrition.
TrendSense Industry expert Liz Sloan is flexing her marketing muscles, offering analysis on different segments each month using Sloan Trends’TrendSense models. You can find her analysis, complete with downloadable TrendSense Data Charts, under the “Research” tab of our website.
Top Online Stories @ nutraceuticalsworld.com Nestlé Acquires CM&D Pharma Move deepens commitment to products that address kidney disease, IBD and colon cancer.
Foods with Health Claims Regulations for foods and natural health products, and what you can say about them, vary from country to country.
Getting the Joint Health Market Moving Again Growth has been flat for more than a decade—a sign of maturity or a new beginning? Maybe both.
‘Naturally Filtered’ Blog Each month associate editor Sean Moloughney will offer his thoughts on emerging trends. Look for his blog under the “Opinions” tab of our website.
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May 2011
“The top 10 food and beverage product launches of 2010 capitalized on home-based consumption,
Industry News
but simultaneously delivered against consumer desires for health and wellness...” —SymphonyIRI’s New Product Pacesetters Report
SymphonyIRI Identifies CPG ‘Pacesetters’ The most successful food and beverage consumer packaged goods (CPG) brands of 2010 included Powerade Ion4, Chobani, Wonderful Pistachios, Glacéau Vitaminwater Zero, Nature’s Pride, Trop50, Thomas’ Better Start, Green Mountain Coffee KCups, Budweiser Select 55 and Trident Layers, according to SymphonyIRI’s annual New Product Pacesetters report. The theme of this year’s report,“Innovating Growth in a Down Economy,” underscores the suc-
cess that CPG marketers are finding in bringing to market products that raise the bar on consumer expectations around everyday CPG solutions. “These Pacesetter products are forever changing the CPG landscape,” said Larry Levin, executive vice president, Consumer Insights, SymphonyIRI, Chicago, IL. “In spite of ongoing economic and market challenges, the manufacturers of these brands showed their grit in 2010. They invested to understand the roles their products could play in helping con-
sumers navigate difficult financial waters. And they used that knowledge to develop and deliver powerful new products that are filling those roles quite nicely.” In 2010, successful food and beverage innovation heavily catered to home-based eating rituals. Innovation around breakfast solutions and salty snacks accelerated, together representing more than half of new food dollars. The juices, milks and waters, and coffee and tea beverage segments demonstrated similar strength, outperforming, by far, trends witnessed
European Associations Call for Reappraisal of Claims Process—Again
which EFSA is carrying out its assessments; EFSA’s almost exclusive reliance on randomized, controlled trials demonstrating measurable and meaningful improvements of health (also called Responding to a fresh batch of claims opinions, groups the pharmaceutical approach); and the way in which the claims reiterate concerns regarding EFSA’s evaluation process. legislation is being interpreted, which the groups believe is unduly restrictive, making it impossible to acknowledge and assess The European Commission should undertake a discussion reseveral health effects. garding the specificity and limitations of nutritional research and They further addressed EFSA’s focus on isolated food comporeappraise the claims evaluation process benents, which they said often do not exist in fore rejecting claims based on European isolation, rather than on foods; the expectaFood Safety Authority (EFSA) opinions, three tion that evidence should show improvement industry associations have said. Commentrather than maintenance of physiological ing jointly on the fourth batch of claims opinfunctions; the fact that the approach is biions published by EFSA, European ased toward effects on reductions of disease associations EHPM (European Health Prodrisk factors, leaving many more general uct Manufacturers), ERNA (European Rehealth effects unaddressed; and the lack of sponsible Nutrition Alliance) and EBF consideration of existing consensus and (European Botanical Forum) said that continviews or opinions of leading experts in the ued reliance on criteria that are unfeasible various research fields. Industry stakeholders would like the and inappropriate for the majority of claims The groups urged the European CommisEuropean Commission to allow claims to is contributing to the high number of negasion to allow claims to be resubmitted for be resubmitted for evaluation based on an tive EFSA opinions. evaluation based on an alternative and more alternative and more appropriate approach The groups stated that on initial evaluation that considers the totality of the evidence— appropriate approach that considers the torather than the “pharmaceutcal approach.” of the latest batch of opinions, trends have tality of the evidence to provide a balanced remained consistent in EFSA’s assessment view on the strength, consistency and plausicriteria as compared to the third batch published last year, debility of health benefits of food components. spite weaknesses in the approach. EHPM, ERNA and EBF again “The EFSA approach has a number of weaknesses preventhighlighted these weaknesses in a letter to Basil Mathioudakis, ing the recognition of the health importance of many food comhead of the European Commission’s food law unit. These weakponents, and we remain concerned about the high number of nesses include the discrepancy between the way in which the inunfavorable opinions relating to claims on other substances,” formation has been compiled and presented and the way in said Patrick Coppens, ERNA secretary general. “It has now
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Industry News
during the past several years. The top 10 food and beverage product launches of 2010 capitalized on home-based consumption, but simultaneously delivered against consumer desires for health and wellness, with just a little bit of indulgence along the way.
Congressional Dietary Supplement Caucus Outlines Benefits The Congressional Dietary Supplement Caucus (DSC), in cooperation with the Natural Products Association (NPA), Council for Responsible Nutrition (CRN), American Herbal Products Association (AHPA) and United Natural Products Alliance (UNPA)—held its first briefing for the 112th Congress on April 6. A capacity crowd of 60 House and Senate staffers attended the event. The luncheon briefing
featured Mark Blumenthal, founder and executive director of the American Botanical Council.“I’m truly grateful and honored for this invitation to talk about how safe and beneficial dietary supplements support the health of our citizens and save our nation billions in healthcare costs each year,” said Mr. Blumenthal. “The excellent turnout among Congressional staffers demonstrates the increasing interest in and importance of dietary supplements on Capitol Hill.” Among the key points of his presentation: half of all Americans use dietary supplements, according to the Journal of Nutrition; dietary supplements are regulated as foods under the Dietary Supplement Health and Education Act of 1994 (DSHEA); and dietary supplements have an outstanding safety record, with government statistics showing they are one of the safest categories of consumer products.
been widely recognized that the implementation of the claims legislation is a learning process and that consequences only become fully clear as the process progresses. While we appreciate the serious and professional way that the Commission has considered many of these issues, we are observing a mounting concern by the scientific community, which may ultimately affect the credibility of the European system. Many claims, for example, are receiving negative EFSA opinions because the format used to submit them is not consistent with the format adopted by EFSA to assess them. This is the result of no guidance being available for industry on the submission of claims, and as a consequence EFSA has rejected many claims without assessing the evidence.” The Latest EFSA Opinions EFSA’s NDA Panel dealing with dietetic products, nutrition and allergies published its fourth series of “general function” Article 13 health claims proposed for use on food products in April. The 442 claims assessed relate to health relationships in such areas as: protection against oxidative damage to body cells, contribution to either cognitive or bowel function and maintenance of normal blood cholesterol levels. According to EFSA, these opinions will help inform future decisions of the European Commission and EU Member States, which are responsible for the authorization of the claims. EFSA has also said it will finalize the evaluation of the remaining 600 “general function” health claims, which need to be assessed by June 2011. “Experts on the panel have completed the evaluation of about 80% of ‘general function’ health claims, excluding the so-called ‘botanical’ claims, and are committed to finalizing the remaining claims by the agreed deadline,” said Dr. Juliane Kleiner, head of
May 2011
Furthermore, the industry has a strong record of self-regulation, including AHPA’s establishment of standards for nomenclature and guidelines for safety; CRN’s multi-year grants to the Council of Better Business Bureaus’ National Advertising Division to help ensure truthfulness in supplement advertising; NPA’s good manufacturing practices (GMP) program and training seminars; and UNPA’s GMP training initiative, some co-led with the University of Mississippi. Additional briefings will be scheduled on Capitol Hill. This was the first briefing for the 112th Congress and the ninth in a series of briefings since the DSC launched in 2005. The caucus serves as a bipartisan, bicameral group of members to facilitate discussions among lawmakers about the benefits of dietary supplements, provide tips and insights for better health and well-
EFSA’s NDA Unit. Claims evaluated with a favorable outcome include: the relation between walnuts and improved function of blood vessels; the antioxidant effects of polyphenols found in olive oil on LDL cholesterol; and the relation between caffeine and alertness and caffeine and increased physical endurance. The experts also concluded that several claims based on the replacement of certain nutrients were supported by sufficient scientific evidence, including: the replacement of digestible starch by resistant starch to lower the increase of blood glucose levels after meals; the replacement of saturated fatty acids with mono- and polyunsaturated fatty acids to maintain normal blood cholesterol levels; as well as the role of a range of sugar replacers (e.g., xylitol or sorbitol) in maintaining tooth mineralization or lowering the increase of blood glucose levels after meals. Many of the unfavorable opinions in this series were linked to the poor quality of the information provided to EFSA. Information gaps included, for instance: the inability to identify the specific substance on which the claim is based; the lack of evidence that the claimed effect is indeed beneficial to the maintenance or improvement of body functions; or the lack of precision regarding the health claim being made. In addition, some claims were outside the scope of the current legal framework. EFSA and its scientific experts are pursuing dialogue with stakeholders to further explain their work and to provide applicants with additional guidance on preparing applications. Following consultations carried out in 2010, EFSA will launch three additional on-line consultations on guidance for health claims related to: 1) bone, joint and oral health; 2) oxidative damage and cardiovascular health; and 3) satiety, weight management and blood glucose concentrations.
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Nutraceuticals World • 15
Industry News
ness and promote research into the healthcare savings provided by dietary supplements. In addition, the caucus brings Congressional attention to the role of sup-
plements in health promotion and disease prevention, and addresses the regulation of the supplement industry. Senators Orrin Hatch (R-UT) and Tom Harkin (D-IA), and
Getting Ahead of the Curve: Phytosterols
Representatives Dan Burton (R-IN), Jason Chaffetz (R-UT), Jared Polis (D-CO) and Frank Pallone (D-NJ) serve as co-chairs of the caucus.
for a low/lowers cholesterol claim; the 10th most sought after food/drink health claim (FMI, “Shopping for Health, 2010”). Among shoppers who have, or perceive they’re at risk of high cholesterol, 76% have changed their food buying habits. Perhaps, most important the heart market is shifting from one of prevention to risk factor reduction. Interest in cholesterol-lowering has increased significantly among young Gen Yers: 40% are concerned about their cholesterol level vs. 54% Gen X and 65% of Boomers (Hartman Group, 2010).
By Dr. A. Elizabeth Sloan
Market Potential According to Sloan Trends’ TrendSense model, phytosterols, which
Cholesterol-lowering remains one of the most sought after nutraceutical solutions. Ninety-Eight million (44%) of U.S. adults over age 20 have total cholesterol levels higher than 200 mg/dL; more than 33 million with levels higher than 240 mg/dL (AHA, 2011). According to SymphonyIRI’s “2010 OTC Medications Report,” 50.5 million U.S. households have a member with high cholesterol—projecting an annual market potential for cholesterol-lowering OTCs and dietary supplements of more than $8 billion. Moreover, with two-thirds (69%) of adults having had their cholesterol levels checked in the last year, LDL (bad) cholesterol levels are also getting much needed attention. In this vein, 73 million (33%) of adults have LDL levels higher than 130 mg/dL—this includes 8% of male and 7% of female teens. Nearly two-thirds (63%) of adults are now aware of LDL cholesterol, creating high market potential for LDL-lowering ingredients, e.g. plant sterols/phytosterols (AHA, 2011). Sales of low/“lowers” cholesterol foods reached more than $10 billion in 2009 per the Nielsen Co. One-third (33%) of shoppers look
crossed into the Popularization Phase in 2008-09, are currently a highly marketable opportunity only among very health conscious, condition-specific and specialty/channel shoppers. Phytosterols crossed over the Medical Threshold nearly a decade ago, signaling the beginning of a long-term sustainable trend. While Medical Counts have tripled during the past 10 years, they’re still at a relatively low level, and although fast-accelerating, they are not of a magnitude to drive growth in Consumer Counts quickly toward the mass market (Commercialization). If research activity continues at the present rate, phytosterols will likely cross into Commercialization in about one to one-and-a-half years. A waitand-watch posture is best for mainstream marketers. While plant sterols have been flirting with crossing the Medical Threshold for most of the last decade, they are not a viable marketing option at this time; although they’ll likely get a beneficial boost if phytosterols continue to move mainstream. Lastly, with very low awareness surrounding both plant and phytosterols—and recognition of their link to heart health and LDL-cho-
* Although there are many factors that go into determining consumer trends, measuring how medical/nutrition activity levels have risen over the past decade, as well as some of the key milestones that have occurred and how these issues have been understood and embraced by the public are essential in predicting the sustainability of the Consumer trend line.
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Industry News
New Data Show Half of Americans Take Supplements More than half (53%) of U.S. adults take one or more dietary supplements, accord-
ing to a government survey conducted from 2003-2006, up from about 42% in 19881994. Data came from the National Health and Nutrition Examination Survey
lesterol lowering even smaller—they should be supported in formulations with other familiar cholesterol-lowering ingredients. Growth Opportunities/Barriers • 89% of Gen Yers, 82% of Gen Xers and 81% of Boomers are either unaware of the term phytosterol, think it is bad, or don’t know it if is good or bad (The Hartman Group, 2010). • Only 8% of consumers look for phytosterols/plant sterols in a functional food; 7% in a functional beverage (Mintel, 2010). • Cholesterol is the 4th fastest growing consumer health concern after eye health, arthritis and Alzheimer’s (HealthFocus, 2009). • 69% of those who have high cholesterol levels are aware of their condition; only 59% of them are under treatment; 80% of those being treated have their levels under control (AHA, 2011). • 64% want more functional foods that help lower cholesterol (Mintel, 2011). • 43% look at the cholesterol information on the nutrition panel; 44% say it is very important to them (IFIC, 2010). • 51% of those with household incomes less than $35K are trying to lower their cholesterol levels through food (Packaged Facts, 2009). • Among kids ages four to 11, the mean total blood cholesterol level is 165—170 is considered “unacceptable.” The prevalence of abnormal lipid levels in those 12-19 is 20%, or 1 in 5; 14% of normal weight, 22% overweight and 43% of obese kids (AHA, 2011). • The American Academy of Pediatrics recommends conducting lipid profiles in those kids between the ages of two and eight, especially if there is a family history. AAP and AHA support the use of statins in children as early as age 8-10. • Among racial groups, Mexican Americans are at the highest risk from high cholesterol—50% of Mexican American men and 47% of women have high cholesterol levels vs. 37% of Black men and 41% of Black women; and 41% of White men and 47% of women (AHA, 2011). • The number of persons with high blood cholesterol/triglycerides globally will reach nearly a third of a billion by 2015—a clearly underestimated opportunity. • Cholesterol-lowering foods/beverages are best known in Europe. Spain, Italy, Iceland, the Scandinavian countries and Canada are also key target markets, although EU regulations loom overhead.
(NHANES). Multivitamins/multiminerals are the most commonly used dietary supplements, with approximately 40% of men and women reporting use during 2003–
and/or a unique dietary fiber to achieve a cholesterol-lowering claim at this time. With such a low level of awareness and understanding, adding phytosterols to a major brand already making cholesterol claims might actually be perceived as adding an “artificial” ingredient. Dietary Supplements Phytosterol-containing supplements make good sense for dietary supplement marketers, as one-third of consumers plan on selftreating more and going to the doctor less in 2011. With limited awareness, they are perhaps best packaged with other known heart healthy/cholesterol-reducing ingredients. References furnished upon request. About the author: Dr. A. Elizabeth Sloan is president of Sloan Trends, Inc., Escondido, CA, which is a consulting firm that offers trend-tracking and predictions, strategic counsel and business-building ideas for food, supplement and pharmaceutical marketers. Each month she will provide analysis and discuss opportunities of a particular market being covered in a given issue.
SLOAN TRENDS’ TRENDSENSE is a 15-year-old trend tracking system, which identifies and quantifies trends as well as predicts the optimal timing, sustainability and life-cycle stage of ingredients, terms, product opportunities and related market issues. The model displays medical and consumer “activity levels” based on a comprehensive analysis of five critical sources of information— consumer, trade and competitive, legal and regulatory and media coverage. The resulting charts give insight into the market’s changing health issues and concerns, the ingredients that are up-and-coming and those that have just about run their course, as well as what health claims, marketing messages and products will bring your company the most success. • Emerging Phase = Trends begin to appear on the radar screen. Companies should begin to collect literature and market details for those that exhibit continual growth and that might be of interest. • Popularization Phase = Medical/Nutrition crossover to consumer media and marketplace; opportunity for niche or specialty markets.
Functional Foods Phytosterol-containing foods and beverages are currently limited in the U.S. Juice/juice drinks are the leading category with 9 new products introduced in 2010, followed by bars with 4 (Innova Market Insights, 2011). European markets and bars/beverages directed at the specialty market however are other viable options. Mass market food companies would be best served by using whole grains, ancient grains, soy protein, beta glucan/oat bran
May 2011
Marketers/manufacturers should begin a detailed evaluation of the supporting marketing and scientific data and determine if this term/trend offers a good strategic fit and is appropriate to pursue. Appropriate product development procedures should be undertaken. • Commercialization Phase = Mass-market ready. Mainstream consumers have a significant degree of familiarity with the term/trend and there is opportunity for competitive advantage by getting out ahead of the competition or by providing a unique and highly innovative product positioning for success.
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Industry News
2006. Use of supplemental calcium increased from 28% during 1988–1994 to 61% during 2003–2006 among women aged 60 and older. Use of supplements containing folic acid among women aged 20–39 did not increase since 1988–1994. In 2003–2006, 34% of women aged 20–39 used a dietary supplement containing folic acid. Use of dietary supplements containing vitamin D increased from 1988–1994 through 1999–2002 for men and women in most age groups. The percentage of the U.S. population that used at least one multivitamin/multimineral product increased from 30% in 1988–1994 to 39% in 2003–2006, with use more com-
mon among women than men.
Older Adults Consume More Phytonutrients While only one in 10 American adults eats enough fruits and vegetables, new research finds older adults are consuming higher levels of carotenoids, flavonoids and other phytonutrients found in fruits and vegetables that are thought to support healthy aging. Specifically, the new findings suggest that, calorie for calorie, intakes of carotenoids are 20% higher, flavonoids 40% higher and ellagic acid 80% higher among older adults compared to younger ones.
BASF Unveils Integration Plan for Cognis Company to shed 450 positions by the end of 2012. BASF has announced its integration plans for Cognis. The company expects to achieve an additional EBIT of €275 million—more than 10% of Cognis’ 2009 net sales—through the integration. This consists of growth synergy targets to generate an additional EBIT of €135 million by 2015 and cost synergies of around €140 million, which will be achieved by the end of 2013. To achieve the growth targets, 230 additional jobs will be created worldwide, mainly in the Care Chemicals division. At the same time, BASF plans to shed 680 positions due to overlaps in functional and administrative units as well as measures to improve efficiency. This means an overall reduction of 450 positions in the BASF Group, most of which will be realized by the end of 2012. “We see great potential for profitable growth in our Performance Products segment,” said Dr. John Feldmann, member of BASF’s Board of Executive Directors, responsible for BASF’s Performance Products segment and the Cognis integration. “Through the acquisition, we have strengthened our activities in attractive growing markets such as personal and home care, nutrition and health, coating additives synlubes and mining chemicals. The businesses complement each other excellently and allow us to offer our customers a comprehensive portfolio of products and solutions from both renewable and petrobased chemistry.” “Over the past months, the joint integration teams have identified growth areas and defined cost synergies and worked out the plans to successfully integrate Cognis into the BASF Group,” said Michael Heinz, BASF’s global integration manager for Cognis. “We will now work on implementing these measures to create additional value for our customers and for our company. We aim to complete the major parts of the structural integration by the end of 2011.” The growth measures aim to generate an additional EBIT of
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This new phase of ongoing research, funded by Nutrilite Health Institute, compares energy-adjusted phytonutrient intakes between younger (19-44 years), middle aged (45-64 years) and older adults (65+ years) to better understand if and how intakes vary by age. In addition to the carotenoid and flavonoid shortfalls observed among younger adults, new data indicate that energy adjusted resveratrol intake (excluding wine) is 50% higher in older adults versus younger adults, while adjusted intakes of lycopene are similar between age groups, and allicin intake (found in garlic) by older adults is lower. “We know that Americans of all
around €135 million by 2015. They include leveraging the extended customer base, the extended solution capabilities and innovation capabilities, as well as the regional setup of the combined In acquiring Cognis, BASF has strengthbusiness. The cost synened its activities in attractive growing markets such as personal and home ergies of around €140 care, and nutrition and health. million will be achieved by the end of 2013. Main drivers are the combination of procurement activities, the consolidation of administrative structures, the improvement of production efficiency, as well as the consolidation of the IT landscape. Future site footprint and concept for Düsseldorf area BASF plans to maintain 26 of the 28 Cognis production sites. Hythe, U.K., will be sold. For Tromsoe, Norway, future strategic options will be evaluated. Of Cognis’ 37 non-production sites, 26 will be consolidated with existing BASF sites or exited, nine will remain and two are still under review. BASF’s European Regional Business Unit (RBU) Personal Care will be located at Cognis’ former company headquarters in Monheim, Germany. The Düsseldorf-Holthausen production site, which was Cognis’ largest site, will be one of the Care Chemicals division’s key sites within its global production network, the center for global development in Personal Care and an important platform focusing on renewable-based ingredients as part of BASF’s corporate research. “We will continue to focus on our customers’ needs and put the highest priority on ensuring that there are no business disruptions of any kind during the integration process,” said Mr. Feldmann. “In order to maintain high customer satisfaction in the course of the process and system changes within the integration we have already started to implement various measures in close cooperation with our customers.”
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May 2011
Industry News
ages are missing out on the protective benefits of phytonutrients, but most troubling is our new finding that shortfalls are greatest among younger adults—the very ones who could most benefit from a lifetime of consumption,” said Keith Randolph, PhD, technology strategist for Nutrilite.
GNC Makes NYSE Debut Following through with its initial public offering (IPO), shares of GNC Holdings, Inc., Pittsburgh, PA, rose April 1 after debuting as a publicly traded company on the New York Stock Exchange (NYSE). That day, according to Reuters: “GNC shares gained 4.7%, finishing their first day of trading on NYSE at $16.75 after pricing at $16 in the company’s third attempt at a public offering.” The Pittsburgh Post-Gazette reported the IPO was valued at $360 million as the company issued and sold 16 million shares, while selling stockholders sold 6.5 million. “For its part, GNC plans to use its net proceeds of about $240 million, in addition to cash on hand, to pay down debt among other things,” the Post-Gazette said. Goldman, Sachs & Co. and J.P. Morgan Securities LLC, along with Deutsche Bank Securities Inc. and Morgan Stanley & Co. Incorporated, acted as joint bookrunners for the offering, and Barclays Capital Inc., Credit Suisse Securities (USA) LLC, William Blair & Company, L.L.C. and BMO Capital Markets Corp. acted as co-managers. GNC has more than 7200 locations, of which more than 5600 retail locations are in the U.S. (For more details on GNC’s IPO, see this issue’s “Word from Wall Street” column, which starts on page 22.)
Boomers Are Aging Differently Than Their Parents Schiff Nutrition Group, Inc., Salt Lake City, UT, has published “Ten Boomer Trends for 2011,” an exploration of 10 trends that helps to understand the influential Baby Boomer generation. 2011 marks a milestone year for Baby Boomers as they begin to hit the retirement age of 65. With this in mind, Schiff Nutrition wanted to know what is important to these 79 million Americans, so it commissioned a panel of the nation’s most renowned experts on aging and compiled their insights and experiences to produce a white paper that reveals the top trends for 2011. “As Americans age, we recognize that many people are dealing with new issues and health concerns,” said Dr. Peter Bruno, medical director for the Insall Scott Kelly Institute for Orthopaedics and Sports Medicine, and attending physician at Lenox Hill Hospital and Beth Israel Hospital in New York City, NY.“This trends report provides a newsworthy, first-hand account of the physical and psychological concerns that the Boomer generation faces as Boomers approach retirement and beyond.” Some of the more interesting findings include the insight that Boomers are aging differently than their parents—they want to continue living vital lives, and are experts in how to make that happen. They possess greater knowledge of the importance of remaining active and are their own best advocates for the supplements that will help them achieve that goal. The trends addressed in the white paper include: Don’t Call Me a Boomer; Let the Sun Shine; Sup-
plements, the Seventh Food Group; Everyone’s an Expert; The Return of the Extended Family; Movement as Medicine; Matters of the Heart; Dreams Deferred; Make Way for the Elders; and The Big Limp.
NCAA Suggests StudentAthletes Avoid Supplements Entirely A new NCAA rule set to take effect August 1 will require all Division I institutions to designate a staff member to answer student-athlete and staff questions about dietary supplements and NCAA banned drugs. The rule also obligates institutions to educate athletic department staff members who have regular interaction with student-athletes about the NCAA list of banned drug classes and to advise them that any nutritional supplement use may endanger a studentathlete’s health and eligibility. To assist in the effort, the NCAA subscribes to the Resource Exchange Center, a service of the National Center for Drug Free Sport, the NCAA’s third party drug-testing administrator. The service provides both a toll-free number and website for NCAA student-athletes and athletics administrators to contact with questions about medications, supplements and NCAA banned drugs.“The safest approach for student-athlete health and eligibility would be to avoid the use of unregulated dietary supplements,”said Mary Wilfert, NCAA associate director for health and safety. “We encourage institutions to support this approach since there is no way to guarantee purity and safety of any supplement product.”
Recent Certifications & Approvals Denmark-based Fluxome has self-affirmed that its resveratrol product is Generally Recognized As Safe (GRAS), allowing for use in foods and beverages. A panel of independent scientific experts evaluated the product’s safety as a food ingredient. Graminex LLC, Saginaw, MI, has obtained organic process certification from Quality Assurance International (QAI) for its manufacturing facility in Deshler, OH. The certification adds independent verification of the company’s ability to deliver quality flower pollen extracts and other certified natural organic products. Biothera, Eagan, MN, has obtained a “Superior” rating in its recent independent AIB International audit of the company’s Good Manufacturing Practices (GMPs) at its distribution center in Eagan, MN. AIB evaluated Biothera’s facility on five criteria: operational methods and personnel practices, maintenance for food safety, cleaning practices, integrated pest management and adequacy of prerequisite and food safety programs.
May 2011
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Industry News
Researchers Seek to Prove TCM with Computer Science
Unigen Forms Agreement with Estee Lauder
Faced with growing demand to prove the effectiveness of Traditional Chinese Medicine (TCM), researchers at the University of Sydney in Australia are investigating the efficacy of herbal remedies using bioinformatics— the application of computer science to molecular biology—to build a database of effective treatments. According to Dr. Josiah Poon, from the university’s School of Information Technologies, the project applies data mining techniques and builds algorithms to ascertain the two or three core herbs used to treat particular ailments. The university is working with the Beijing, China-based Chinese Academy of Chinese Medical Sciences to build data on the efficacy of TCM treatments for insomnia. So far, researchers have managed to identify two or three herbs that seem to be important for all insomnia treatments. After completing its work on insomnia, the group hopes to turn its research to public health issues of concern in both China and Australia, such as cancer and diabetes.
Unigen Inc. has entered an exclusive product license and supply agreement with a subsidiary of The Estée Lauder Companies Inc., relating to the development and commercialization of Unigen’s proprietary natural ingredients. Under the agreement, Unigen granted the Estée Lauder Companies exclusive rights to groundbreaking discoveries. Financial details of the agreement were not disclosed. “The combination of Unigen’s commitment to developing highly effective cosmetic ingredients with the Estée Lauder Companies’ outstanding product development expertise will result in even better performing products for our consumers,” said Harvey Gedeon, executive vice president of global research, development and product innovation for the Estée Lauder Companies. “We are pleased to have the exclusive rights to important Unigen discoveries—the first of which is now being used in Clinique’s exciting new products,
Soy Market Slumps Facing Strong Competition Registering a 16% decline between 2008 and 2010, the market is unlikely to bounce back in the near future. While it was once the must-have “superfood,” essential for any healthy diet, according to a new report from Mintel and data from SPINS, the soy food and beverage market declined 16% from 2008 to 2010. While some of this fall is due to the recession and consumers cutting back on premium-priced soy items, competition from other heart healthy foods and good-tasting, soy-free milk alternatives are also challenging the industry and hampering soy sales. “Aside from the depressed economy, consumers are experiencing soy burnout,” said David Browne, senior analyst at Mintel. “Not too long ago, American consumers were told soy is a ‘superfood’ that they can’t get enough of, but now they’re hearing that they may be getting too much. With soy aversion now a relevant concern, there are tons of competitive products available that have made it easy to switch to something new.” According to Mintel’s research, at least half of survey respondents use soy because they like the taste. Data suggest that health benefits resonate more with under-35s than their older counterparts. Interestingly, taste is also the main reason non-soy users steer clear of soy (45%). About a quarter of these nonusers also indicate that soy is too expensive. In terms of household usage, soy sauce is the most widely used soy product
20 • Nutraceuticals World
Clinique Even Better Clinical Dark Spot Corrector and Clinique Derma White Clinical Brightening Essence. We look forward to working with Unigen’s scientists to bring additional benefits to our other products and brands.”
Examining European Potential for Botanicals in Food & Drink A new report from Business Insights titled “Targeted Botanical and Herbal Food and Drinks in Europe” analyzes the impact of new health claims legislation on the botanical and herbal food and drinks industry. By examining the current product launch landscape and existing health claims and clinical data, manufacturers can assess the potential of specific botanicals.
Sports Nutrition Market Getting Stronger Worldwide The sports nutrition market is benefitting from a rising global awareness of the importance of exercise, which has fostered
(42%), followed somewhat distantly by soy-based products that feature soy’s flavor/characteristics more prominently, including soymilk (19%), soy protein–based energy bars (15%) and edamame (14%). “Product developers may be able to gain new users by blending soy ingredients with nuts and grains to create innovative, better tasting and possibly more affordable According to Mintel’s research, food and beverages,” added at least half of survey respondents use soy because they like Mr. Browne. “Among those the taste, while, in a strange who prefer alternatives to twist, non-users steer clear of soy, 34% report having a soy because of taste. preference for other nondairy milk, such as coconut milk or oat milk, and 21% specifically prefer almond milk.” Looking ahead, Mintel expects that the market for soy food and beverages won’t perform well, declining another 17% during 2010 to 2012. This is primarily due to several factors, including competitive non-soy-based product threats, higher ingredient prices passed on to consumers, soy burnout and soy allergies.
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May 2011
Industry News
distinct consumer segments, according to a new report from Datamonitor titled “Exercise and Sports Nutrition: Consumer Trends and Product Opportunities.”The report utilizes data from Datamonitor’s Global Consumer Insight survey to identify the drivers of sports nutrition consumption and the key factors that will impact this market going forward. Overall, 28% of consumers among the 20 countries that Datamonitor surveys are potential lifestyle users of sports nutrition products. In addition to generally higher exercise rates, a greater appreciation of health concerns is driving a rising propensity among consumers to purchase food and beverages that can help them achieve their health and fitness goals.
Nordzucker & PureCircle Form NP Sweet Nordzucker AG, Braunschweig, Germany, and PureCircle Limited, Kuala Lumpur,
Malaysia, have formed a joint venture called NP Sweet A/S, a sales and marketing joint venture owned equally by the companies. NP Sweet develops and markets products that combine the natural benefits of both sugar and stevia to meet the growing requirements for reduced calorie naturally sweet applications. The company markets its stevia and steviasucrose portfolio (a combination of stevia and sugar) to food and beverage clients across Northern and Eastern Europe. The joint venture draws upon the resources of both parents, combining access to the scale, distribution and sugar technologies of Nordzucker with the high purity stevia technologies and product innovation of PureCircle. NP Sweet is headquartered in Copenhagen, Denmark. Production of steviasucrose is based in both Scandinavia and Germany. NP Sweet’s management team is drawn from across the Nordzucker operating regions.
Evolva to Acquire Abunda Nutrition Switzerland-based Evolva Holding SA plans to acquire its research and development partner, Abunda Nutrition, San Francisco, CA. The companies have collaborated on the development of Abunda’s nutritional ingredients since 2009. One part of this collaboration, using Evolva’s proprietary technology, succeeded in making the key components of the natural high intensity sweetener stevia via fermentation in yeast. This process bypasses the complex logistics associated with the traditional cultivation, processing and refining of stevia plants, and allows for the production of pure stevia sweetness components. In addition to stevia, Evolva will obtain full ownership of additional development-stage compounds with relevance in cardiovascular health and other nutrition sectors.
CRN Comments on Fortified Organic Foods
An overly restrictive fortification policy may have the unintended consequence of negatively impacting organic businesses, The association believes fortified organic foods offer the certified farmers who produce organic foods and the retailers consumers another choice in meeting nutritional needs. who sell organic products, he added. “Currently, organic foods are routinely fortified with nutrients, vitamins and minerals—best The Council for Responsible Nutrition (CRN), Washington, selling products include infant formula, breakfast cereals, nutriD.C., has submitted comments to USDA regarding its organic tion bars, baby food, milk, dietary and herbal supplements and food fortification policy. Douglas MacKay, ND, vice president, pet food. The Organic Trade Association estimates that fortified Scientific & Regulatory Affairs, said consumers organic foods account for almost half a billion of organic products are increasingly choosing dollars in annual commodity ingredient and retail foods that contain added nutrients, vitamins sales of certified organic products. It is important and minerals to ensure they meet their nutrito protect those consumers who currently tional requirements throughout all phases of choose organic foods that are fortified with eslife. “Age, gender and dietary choices (vegesential nutrients. Furthermore, a federal organic tarian, vegan, etc.) lead consumers to seek a fortification policy that does not allow organic variety of sources of key nutrients such as vifoods to be fully fortified seriously limits the tamin B12, folic acid, potassium, calcium, iron, growth potential of the industry and will limit inor omega 3 fatty acids,” he said. “In fact, the novation of novel products. 2010 Dietary Guidelines for Americans have “CRN supports a policy that continues to identified that intake of several of these key allow for the use of vitamins, minerals and miExamples of organic foods nutrients is low enough to be considered a cronutrients as long as the fortification material is routinely fortified with nutrients, public health concern in the U.S. It would be currently permitted for use in food products by vitamins and minerals include unfortunate if consumers of organic foods the FDA,” said Dr. MacKay. “In addition, it is our infant formula, breakfast cereals were forced by federal policy to choose beopinion that the Handling Committee proposed and nutrition bars. tween the organic foods they desire or non-orrecommendations would harmonize the rules on ganic enriched foods that provide the added nutrients they fortification, supplementation and enrichment of organic food seek. Fortification of organic foods with nutrients, vitamins and products with the rules governing other foods in a manner that minerals allow these consumers choice in meeting all of their avoids unnecessary conflict with other statutes and governmennutritional needs.” tal agencies.”
May 2011
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Nutraceuticals World • 21
Word From Wall Street
On April 1—no joke—GNC went public for the third time, rising almost 5% just after trading. By most measures, the IPO was considered successful. The company even increased its value slightly as of the writing of this column. However, going public three times during a company’s existence is a bit unusual, and it is worth exploring the reasons why.
GNC Goes Public—Again GNC’s third IPO was timed just right.
By Adam Ismail
Adam Ismail is the executive director of the Global Organization for EPA and DHA Omega-3s (GOED), Salt Lake City, UT. He previously worked in business development, mergers and acquisitions, and business strategy at Cargill Health & Food Technologies, Health Strategy Consulting and Health Business Partners. He can be reached at [email protected]. 22 • Nutraceuticals World
Often when a company goes public several times during the course of its history, it is likely because financial problems have caused it to go in and out of bankruptcy. Typically a company will work out a pre-packaged bankruptcy resulting in the company’s value plummeting. On the bright side, it usually comes out of bankruptcy with very little debt and on sound financial footing. General Motors is probably the most recent example of this. The other reason companies tend to go public frequently is because they have demonstrated they can sustain value over the long-term, and this value is attractive to multiple parties. Companies that can generate positive value like this will be snapped up and acquired by competitors, which means they don’t usually return to the public markets. However, GNC is a unique case, because there aren’t too many supplement retailers with deep enough pockets to acquire a company the size of GNC. With $1.8 billion in revenues, GNC is big for the supplement industry, but hardly large enough to be able to defend against takeover threats from www.nutraceuticalsworld.com
bigger retailers in other industries. However, its narrow focus on supplements differentiates its business model significantly from large retail chains in other industries, eliminating most traditional acquirers. So who is left that can capture this value? Private equity and leveraged buyout firms, of course. These firms usually buy companies that generate high levels of cash flow from their operations, and try to acquire them at low valuations. However, these firms usually have to return cash to investors, and so they go into acquisitions with a plan to exit at some point. This usually involves selling the company or taking it public. Again, while GNC might not be the best property to sell to another company, as a standalone entity it has significant value. This value could come from its growth plans. In the case of GNC, the company is growing quite rapidly in countries such as China. In fact, the company generated more than $210 million in free cash flow in 2010, growing nearly 18% over the previous year. This growth is largely a result of double-digit sales and stable administrative overhead. So basically, the company is generating a lot of cash and growing its cash-generation capabilities rapidly with almost no additional investment. Statistics like these make companies extremely attractive. Notably, Ares Management and the Ontario Teachers Pension Plan, the two investment funds that owned GNC, actually tried to sell the retailer to Chinabased Bright Foods Group. However, the business was apparently too complex for Bright Foods, and the acquisition fell apart, with the Chinese company expressing an interest in bringing GNC’s products to China via another route. This could have been a costly way to achieve growth in China, and actually underscores how companies with different May 2011
Word From Wall Street
“The company is generating a lot of cash and growing its cash-generation capabilities rapidly with almost no additional investment. Statistics like these make companies extremely attractive.” business models from GNC may have a hard time taking on such an acquisition. The investment funds that owned GNC had also tried to take the company public twice before, but the IPO markets
were not favorable. With the financial crisis in full swing in the beginning of 2008, very few companies actually ended up going public because there was too much risk that the banks would not be able to
sell the shares. This time, however, the situation appeared to be just right. Notably, the investment funds did not sell all of their shares in the IPO, though, and still controls a majority share of the company. They apparently like the value that GNC has but have managed to get a portion of their initial investment back. The investment funds now have an outlet to reduce their holdings if they eventually choose to do so, but the attractive financial fundamentals remain for GNC. It is a business that is efficiently growing its already-significant cash flow with a leading market position. Many financial buyers are interested in busiNW nesses like these.
Want more financial news? Log on to nutraceuticalsworld.com and click on the “Opinions” section to read past “Word from Wall Street” columns.
May 2011
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Nutraceuticals World • 23
Healthcare Practitioner Corner
Healthcare is about to go through the Looking Glass and into a strange, disorienting universe of reversed incentives— a universe where assets suddenly transmute into liabilities, where yesterday’s carrots becomes today’s sticks, where things that once seemed laughable or of little importance suddenly become essential. I hope you’re ready for it.
Through the Looking Glass Everything is not always what it seems when it comes to healthcare.
By Erik Goldman
Erik Goldman is the co-founder and editor of Holistic Primary Care-News for Health & Healing, a quarterly medical news publication reaching 80,000 primary care MDs, NDs and DOs, and covering the wide spectrum of natural healthcare. Before launching Holistic Primary Care in October 2000, he was the New York Bureau Chief for International Medical News Group, a well-established medical publishing company that produces clinical news publications for various medical specialties. He has been writing for medical audiences about clinical practice and socioeconomic trends in medicine for 20 years. He can be reached at 212-406-8957; Fax: 212-4068959; E-mail: [email protected]; Website: www.holisticprimarycare.net. 24 • Nutraceuticals World
To understand what I mean, you need to understand a couple basic things about how healthcare has been financed, and the way in which for-profit insurers modulate the practice of medicine. For one, you need to realize that up until pretty recently, insurance plans actually made more money when healthcare costs went up. If their profits are a percentage of through-put, the more money that churns through their systems, the higher their net returns. That’s one reason why the insurers— despite the economic downturn, despite mass unemployment, despite soaring medical costs—have continued to turn record profits during the last few years. That’s why—despite all the nice PR and lip-service—there’s been little insurance industry support for true preventive healthcare, nutrition and holistic medicine. Yes, the insurers have had incentive to withhold care, ratchet down on payment to practitioners, and find ways to eliminate plan members who suddenly become expensive. But overall, the insurers have had very little incentive to actually rein in costs. Why? Because they could always pass along the cost increases. www.nutraceuticalsworld.com
The entire system is built on two basic assumptions: 1) that having health insurance is essential for having healthcare, and 2) that insurers can simply raise their premiums to employers and individual plan members whenever they want. The former proviso will likely be with us for a long time. The latter—the assumption that costs can be passed along—is what’s about to change. And when it does, so will a whole lot of things about healthcare. A few months back, I had the opportunity to interview a very interesting fellow named Dr. Garrison Bliss. An internist by training, and a pioneer of direct-pay, noinsurance primary care, Dr. Bliss is currently medical director of Qliance. The company provides attentive, no-wait care, free from insurance constraints, for a monthly membership fee ranging from $45-$125 (depending on age and level of health). Turbo-charged with more than $13 million in venture capital, the Seattle, WA-based company is gearing up for national expansion. Dr. Bliss is one of the most astute observers of healthcare systems I’ve encountered in more than 25 years of medical journalism. In his view, the current healthcare situation is similar to the real estate bubble: runaway costs not tethered to fundamentals and fueling big payoffs on Wall Street and in corporate board rooms at the expense of ordinary people. “Like everyone else living in a bubble, the insurers—and everyone who was benefiting from insurance-based medicine—wanted to believe it would go on forever. But it will not go on forever,” said Dr. Bliss.“The bubble is about to pop, and they know it.” Why? Because employers can’t afford further increases. They’re simply saying “No,” and dropping insurance coverage altogether, or paring back to the most basic major medical plans. Premiums are already so high that many ordinary indiMay 2011
Healthcare Practitioner Corner
“We now have an unprecedented opportunity to educate clinicians on nutrition, lifestyle interventions, herbal medicine, exercise and other aspects of natural preventive healthcare.” viduals are priced out of the market. And then there’s healthcare reform, which, once implemented, will put another 40-50 million Americans, many of whom haven’t had access to care in decades, into insurance plans. The federal government will restrict the insurers’ ability to freely raise premium rates (a big reason the insurance industry went ballistic on Obama). The plans will no longer be able to get the 15%-20% annual rate increases on which they built their empire. Simply put, there’s nobody left to whom insurers can pass the costs. “The insurers have painted themselves into a corner,” says Dr. Bliss. That, he believes, is a very good thing for people working in preventive medicine. Suddenly, the healthcare systems— from insurers to hospitals to the doctor down the street—will have some serious incentive to prevent expensive chronic diseases. Since we’ve already got epidemics of diabetes, obesity and heart disease, there’s going to be a lot of interest in coming up with less expensive, more effective modes of treatment. Hear that nutraceutical people? A lot of interest in less expensive, more effective preventive modalities! In this new healthcare landscape, things like nutrition, botanical medicine, lifestyle modification, stress management—clinical approaches that were more or less marginalized by mainstream medicine— will become increasingly important. Insurers are going to put a lot of pressure on clinics and practitioners to keep
people out of high-cost hospitals and away from expensive therapies. That does carry with it some dangerous implications: insurers will look for any way they can to restrict procedures they deem “unnecessary,” to get rid of people they consider “bad risks,” and to ratchet down on physician payment even further. But at the same time, by necessity, preventive care will move from the margins to the center stage. The health plans, and the practitioners working in them, will suddenly be a lot more open to approaches that actually prevent more expensive episodes of care down the road. The incentives are finally aligning to actually reward—rather than marginalize—doctors who are good at keeping people healthy. That means we’re going to need a lot more practitioners well-versed in lifestylebased medicine, and able to implement preventive care in practical, real-world settings. The good news is that many physicians actually want to go there! In Holistic Primary Care’s recent Physicians’ Survey, which garnered data from a sampling of 2000 primary care doctors all across the country, 75% of respondents— and nearly 80% of these are conventionally trained, mainstream MDs—indicated a desire for more education in diet and lifestyle-based medicine. Further, 91% of respondents agreed with the statement that,“Dietary changes and nutritional interventions are a fundamental part of the care of patients with chronic diseases,” and 62% agreed with the statement that, “Diseases and condi-
tions can be treated or ameliorated with supplements and natural products.” We now have an unprecedented opportunity to educate clinicians on nutrition, lifestyle interventions, herbal medicine, exercise and other aspects of natural preventive healthcare. These things are no longer luxury topics, they’re going to be a necessity. According to Dr. Bliss, the coming years will be characterized by, “a pole reversal, where those higher prices that used to translate into more revenue for insurers, become higher costs that the hospitals and insurers will have to bear. When that happens, the incentives will change. They know this is coming. So they’re going to have big incentives to save money and cut costs. Good, comprehensive primary care can do that—keep people healthy, save money and cut costs.” As the entire healthcare system goes through the Looking Glass, holisticallyminded practitioners and the nutraceutical companies that support them, will have a golden opportunity to step forward and take a rightful place. To be sure, there will be frumious Bandersnatches to avoid, Jabberwocks to slay. We’ll surely run into Jubjub Birds and all sorts of other weirdness along the way. It will take time to adjust to this new world of strange reversals. But for those of us who feel that the old modes of healthcare shut us out, banished us to the hinterlands, or simply humored us with a pat on the head, this new world of reframed incentives might NW feel like Wonderland after all.
Want to learn more about the practitioner channel? Get the details! Holistic Primary Care’s new, “Primary Care Physicians & Holistic Medicine: Transition, Transformation, Opportunity—An Executive Report from Holistic Primary Care’s 2010 Physicians’ Survey,” is a comprehensive analysis of physician attitudes, practice patterns and personal experience with holistic nutrition-based medicine, nutraceuticals and natural products. It is the first survey of its kind to assess a large and representative sampling of conventionally trained MDs across the U.S. The report, complete with charts, graphs and a detailed analysis, is available for purchase at www.holisticprimarycare.net/survey or contact Erik Goldman at 212-406-8957 or [email protected].
May 2011
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Nutraceuticals World • 25
From the Corners of the World
According to chia.org.uk, Chia (Salvia hispanica L) is an annual herbaceous plant, belonging to the mint family, in a group of plants known as “sage.” Cultivation of chia may date back as far as 2600 B.C., and it has been part of the staple diet for these many centuries of the Aztec and Mayan nations in Mexico as well as native populations in America’s south-
Chia: Ancient Crop, Novel Opportunities There is a small but emerging trend in product development toward ancient crops, and leading this trend is chia. By Paul Altaffer & Grant Washington-Smith
Paul Altaffer is on the product and business development team at RFI Ingredients, Blauvelt, NY, a manufacturer of innovative natural ingredients and custom formulations for the functional food and dietary supplement industries. He was previously the founder and president of Nat-Trop, an ingredient company now operated by RFI that develops and trades primarily in South American products. He can be reached at 510-3370300; E-mail: [email protected]. Grant Washington-Smith has over 17 years of experience across a variety of businesses in the natural products industry. He previously worked in business development and brand management for Alticor Inc. Prior to arriving in the U.S., Grant was involved in marketing and business development throughout New Zealand, Australia and the Asia/Pacific region. His focus has been on the commercial development of the novel and the innovative. He can be reached at [email protected]. 26 • Nutraceuticals World
west. The state of Chiapas in Mexico has gained its name from the Nahuatl word “chiapan,” meaning river of chia. Aztec warriors are said to have supplemented with chia to give them energy and vigor on their conquests. A teaspoon of chia seeds may have been the primary source of nutrition to drive a warrior through a 24-hour forced march. The pre-Columbian people of Central and North America are believed to have had a much better diet than our contemporary counterparts. This is in large part due to the consumption of ancient grains like amaranth, maize (corn) and especially chia. From early history on through today, chia is consumed broadly throughout Central America, Mexico and the Southwestern U.S. It is used in a variety of different recipes, including a beverage that blends chia with lime and sugar, known as “chia fresca” or “Iskiate.” Taramuhara: The ‘Running People’ and Chia The fairly reclusive Taramuhara people became known to households around the world, and especially in the running community, because of the book Born to Run by Christopher McDougall. The book dewww.nutraceuticalsworld.com
scribes this incredible people, as well as their diet and passion for running. The people of Taramuhara tribe in the Copper Canyons of Mexico are known to ultramarathon runners for their endurance, speed and resilience under duress. They are a people with a deep and ancient custom for running long distances in the mountains, a skill that is taught young—children learn to run as they learn to walk. A staple in the diet of the Taramuhara is chia. In fact, chia is often carried with runners on their long, mountainous runs. Chia has a combined nutrition value with endurance and post-exercise recovery enhancing properties that make it a perfect food for endurance athletes. What’s in Chia? Chia is often referred to as a“superfood” for its nutritious composition—and for good reason. Most notably, chia is recognized as a valuable vegetarian source of essential fatty acids (EFAs). It is a very rich source of omega 3 (ALA-alpha linoleic acid) and omega 6 (LA-linoleic acid). Chia contains 12-20% by weight omega 3 and 3-7% omega 6. This is important because the ratio of omega 3 to omega 6 is very high, at around 3:1 or 4:1. Chia is also a rich source of dietary fiber (30-40% by weight), and although it is mostly insoluble fiber, the soluble fiber in chia has very interesting properties (more on the gel properties later). Chia is also a rich and complete (containing all the essential amino acids) source of protein—18-25% by weight. Equally important, the proteins are considered easy to digest. It also contains antioxidant phytochemicals like catechins, flavonoids and phenolic acids. Finally, chia contains important minerals, such as calcium, magnesium, phosphorous, potassium, zinc and boron. These are associated with healthy electrolyte levels, bones and immune function. May 2011
From the Corners of the World
EFAs and Chia Goodness There is rising awareness of the health benefits of ancient grains, principally chia, with the publication of many scientific studies linking the benefits with its compounds (principally omega 3 ALA) to a variety of health benefits. Scientific studies have linked the consumption of ALA to reduced risk of cardiovascular disease (CVD). Chia naturally possesses a high content of ALA and a high ratio of ALA to LA (3:1 or 4:1 omega 3 to omega 6). This ratio is important, as significant health benefits, especially cardiovascular benefits, have been demonstrated where the consumption of fatty acids is either similar (1:1) or where the concentration of omega 3s is higher than those of omega 6s. According to Dr. Rudi Moerck, president and CEO of Valensa International, Eustis, FL,“A number of chronic health conditions like cardiovascular disease and diabetes have been related to the excessive consumption of omega 6 fatty acids in the typical Western diet. Even obesity may be affected by this.” In addition to the health benefits associated to the EFA, protein, fiber, mineral and antioxidant content, chia has some other interesting properties that add to its mystique as a “superfood.” Chia has water-absorbing properties, allowing it to absorb up to 12 times its weight in water. Anecdotally, people who consume chia are able to store more water and electrolytes, thereby slowing the depletion during strenuous exercise. Figure 1: Chia Product Launch Activity
Figure 2: Top 10 Market Categories
Source: Innova Market Insights May 2011
Chia also has gel-forming (from soluble fibers) properties. For those who have consumed a beverage containing chia, you would notice the seeds take on a gel-like consistency and suspend in the water base. This gelling property seems to slow the absorption and metabolism of carbohydrates into sugar, thereby extending endurance. Chia Ingredient Development As a leading supercritical fluid extraction company, Valensa International develops and offers a variety of branded, proprietary ingredients based on chia as well as other ingredients with high EFA content. Dr. Moerck claims there are several product development opportunities with ingredients like chia.“Chia seed contains the highest concentration of omega 3 from a single botanical source. The oil extracted from chia is not only high in omega 3 (65%), but the antioxidants that are extracted with it help stabilize the product as well, giving it longer shelf life than fish and flaxseed sources. Additionally, the defatted chia seed flour is a rich source of protein and dietary fiber, making ideal for numerous food applications. Its non-obtrusive, pleasant flavor and odor allow it to be used broadly in supplements as well as foods.” Chia Product Launches The recent growth in product launches containing chia is an indication both of its success and, more important, its potential for product development going forward. According to data collected by Innova Market Insights, global product launches (food and snack only, does not include supplements) containing chia grew from 18 launches in 2007 to 103 in 2010. This is remarkable growth for a product that few people have heard about or know. (See Figure 1.) Most recent product launches have been associated with baked goods, with cereal and nutritional bars as well as bread and savory snacks (like chips) as the principle use for chia seeds. (See Figure 2.) There is a natural potential for development of beverage products with chia, with its traditional use closely linked to beverage applications (i.e., chia Fresca). At the recent Natural Products Expo, there were a couple of beverages in development containing chia that seemed very exciting. Due to its nutritional value and properties, there are many ways to position products containing chia as well as potential claims that go with them. Future Market Trends At a time when functional foods continue to grow in popularity, the regulatory environment is becoming tighter, and the search for novel ingredients is growing, it is hard to imagine an ingredient with greater appeal than chia. Its “superfood” status is growing and the kinds of positioning statements and claims associated with it have been considered to be within acceptable limits, making chia a good candidate for use in product development. Don’t be surprised to find chia in a bottle of supplements, bread, nutritional bar, snack, chip or perhaps in a new energy or recovery bevNW erage product in the near future.
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Nutraceuticals World • 27
The Rising of the
Green Sun
Defying the economic downturn, greenfoods are stronger than ever. By Casey Adams, PhD Contributing Writer
W
hile sales of many supplements have fallen or remained flat during the past few years, greenfood supplements have continued their steady rise into the hearts and minds—make that stomachs and bloodstreams—of consumers. According to data provided by Jennifer Fuller of SPINS, Inc., combined retail channel wheat grass and barley grass sales are up 13% over last year (52 weeks ending February 20), the chlorophyll/chlorella category is up more than 13% and spirulina sales are up almost 7% over last year. More important, mass market sales are up significantly. Wheat/barley grasses were up 19% in the conventional channel, chlorophyll/chlorella sales were up more than 21% and other algae sales have more than doubled from a year ago. This mass consumer growth during times when many have tightened their spending illustrates the value proposition made by greenfoods. “Quality green food supplements are important to the consumer because greenfoods are the one dietary area lacking in almost everyone’s diet,” said Ron Seibold, president and CEO, Lawrence, KSbased Pines International. Greenfoods provide practically every nutrient imaginable, including enzymes, minerals, trace elements, essential and non-essential amino acids, vitamins, antioxidants and various phytonutrients. “Most greenfoods provide at least 1000 nutrients that are lacking in many modern diets,” ex-
28 • Nutraceuticals World
plained Dave Sandoval, founder of greenfoods supplier Organic By Nature, Inc., Long Beach, CA.“Greenfoods are not like isolated synthetic nutrients. They are ancient foods with qualities to feed the world.” A big benefit of greenfoods is their alkalinity.“Acidosis is a major health concern for the vast majority of western nations because of lifestyle and diet choices. Industrialized diets include acidic or acidifying elements such as meat, cereals, coffee, tea, alcohol and sugars, and not enough alkaline foods such as vegetables,”said Jeff Wuagneux, president and CEO, RFI Ingredients, Blauvelt, NY, supplier of a range of greenfoods. “Countering acidification is as simple as reducing the acids the body is taking in, and increasing alkaline foods or alkaline supplements.” Much of this alkalinity comes from greenfoods’ bioavailable mineral content. “Soilbased minerals are metallic and plant derived minerals are colloidal,” said Elmer Heinrich, president of Tulsa Oklahoma’s Liquid Assets, Inc., a supplier of plant derived minerals. “Metallic minerals are hydrophobic in nature, possessing a positive electrical charge. Plant derived minerals have been transformed by the plant into non-metallic, water-soluble colloidal minerals that are easier for the body to assimilate.”
Cereal Grasses Wheat grass is the young grass of the wheat species, Triticum aestivum. In addition www.nutraceuticalsworld.com
to a plethora of vitamins, minerals, amino acids, phytonutrients, metabolic enzymes— including superoxide dismutase and cytochrome oxidase—wheat grass maintains up to 70% chlorophyll. Early research by Dr. Charles Schnabel, Dr. George Kohler and Dr. A.I. Virtanen in the 1925-1950 era found that cereal grasses like wheatgrass achieved their highest nutrient content at around 18 days—right before the first jointing. The Pines Wheat Grass company continues to use this science to this day.“We grow and harvest our product in the manner used in the foundational research,” commented Pines’ Mr. Seibold, referring to Schnabel and Kohler’s 25 years of research. The Pines company launched its products in the U.S. in 1977.“We were the company that coined the term ‘Green Food,’”Mr. Seibold added. Post-harvest handling is critical. “The method used to remove the moisture from
This article in a nutshell: • Cereal grasses • Aloe vera • Green sprouts • Sea grasses • Spirulina • Chlorella • Haematococcus and astaxanthin • Blue-green algae from Klamath Lake • Fermented green foods • The rise of the green sun
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Green Foods
the wheat grass is state-of-the-art and is the most gentle possible, resulting in wheat grass with maximum levels of enzymes, vitamins, beta-carotene, chlorophyll and phytonutrients,” Mr. Seibold explained. Wheat grass can increase blood hemoglobin levels. In fact, wheat grass tablets decreased blood transfusion needs by 25% among 20 children requiring frequent blood transfusions in a recent study. Sales of wheatgrass supplements have continued to grow steadily for Pines, according to Mr. Seibold.“Our sales have had solid or better growth every year for the past two decades, even with recent economic news, probably because people recognize the nutrition-per-penny value of wheat grass,”he said. Barley grass powders are also enjoying steady growth. “We’ve continued to grow over the last few years, and so far, 2011 is growing even faster,” said Bill Atkinson of Green Foods Corporation, Oxnard, CA. Green Foods Corp. introduced its barley grass products to Japan in 1969 and to the U.S. in 1979. “Yoshihide Hagiwara, MD, was the first to develop the process of producing juice powder from greenfoods,” Mr. Atkinson claims.“He held the patent for the process for 30 years.” Before finding his healthy stride in the greenfoods industry, Dr. Hagiwara ran a leading Japanese pharmaceutical company. “Our barley grass is grown on the North Pacific island of Keshu in fertile volcanic soil, giving our grass optimal nutrients,” Mr. Atkinson continued. In fact, research has found that barley grass is a potent free radical scavenger; significantly reduces total cholesterol and LDLcholesterol; and inhibits LDL oxidation. As Mr. Mr. Atkinson pointed out, the nutrient and antioxidant potency may have something to do with this:“Our barley grass juice powder has at least 14 vitamins, 18 amino acids, 15 enzymes, 10 antioxidants, 18 minerals and 75 trace elements.” Greenfoods Corporation juices its barley first.“The juice is then gently spray-dried at low temperatures to retain nutrients and enzymes,” Mr. Atkinson explained. “Because enzymes are hydrolases, they are retained during juicing and spray-drying. They hold their activity when rehydrated.” 30 • Nutraceuticals World
While aloe has long been known for its skin irritation and wound-healing abilities, science on its internal use is still emerging.
Customers can find both dried leaf powders and juice powders in the marketplace. “Juice powder nutrients are a lot more bioavailable because the plant cell walls are broken down during juicing,”Mr. Atkinson said, adding, “Leaf powder is dried first, leaving more fiber content, but since some of the nutrients are trapped inside the cell walls, they are less [bio]available.” Another cereal grass rising to prominence is Kamut grass. According to the Kamut International company of Missoula, MT, the Kamut brand khorasan wheat has higher protein levels than most wheat varieties, and contains higher zinc, selenium and magnesium content. Selenium is known for stimulating glutathione activity. The Kamut variety is also being preserved for future generations. “The Kamut trademark guarantees the preservation of the ancient khorasan wheat variety: it will never be hybridized or genetically modified,” said Trevor Blyth, CEO of Kamut International, owner of the Kamut trademark. “The variety will always be grown certified organic with high standards for nutrition and purity.” Consumers and manufacturers are beginning to recognize these benefits.“In 2010, we saw total annual growth of almost 40%, which was due in large part to consumers looking for high quality, nutritious alternatives to modern wheat,”Mr. Blyth said. One Kamut license-holder and producer of Kamut grass powders is Liquadry of Abraham, UT. “Our Kamut juice powders and other cereal grasses are produced using our proprietary Ever-Raw process,” said Liquadry’s president, Elend LeBaron.“This enables us to classify our juice powders as ‘raw’ because processing temperatures never exceed 106 Fahrenheit.” www.nutraceuticalsworld.com
Mr. LeBaron has watched his company’s sales of Kamut and other cereal grass powders soar during the past few years. In fact, he said, “Our biggest growth has occurred since the recession began.”
Aloe Vera While aloe has long been known for its skin irritation and wound-healing abilities, science on its internal use is still emerging. According to Jeff Barrie of Aloecorp, Lacey, WA,“Consumers drink Aloe vera for gastrointestinal health, immune support and to help maintain healthy cardiovascular systems. Another growing use for aloe is for nutricosmetics.” As another example, aloe may also help prevent kidney stones. A study published in the Journal of the Thailand Medical Association found that 200 grams of fresh aloe gel a day significantly decreased urinary oxalate excretion. In addition, a study from London’s Queen Mary School of Medicine on 44 active ulcerated colitis patients found that internal aloe use resulted in clinical improvement. And double-blind, randomized research using Aloecorp’s Qmatrix processed aloe has shown that it reduces oxidative stress markers and stimulates the immune system. Reaching a significant milestone, Aloecorp recently completed GRAS (Generally Recognized As Safe) certification for its aloe.“We are very excited about the future since more and more consumers are discovering the benefits of drinking Aloe vera,” Mr. Barrie commented.
Green Sprouts Virtually ignored for many years as a May 2011
Green Foods
supplement, sprout powders are now becoming heralded as nutritional greenfood powerhouses. “Sprouts have exponential nutritional value, far greater than those of the seeds or the fully-grown plants,” said Steven Lattey, director of raw materials for Moab, UT, sprout and cereal grass juice powders supplier, The Synergy Company. This was confirmed in 1970s experiments by former Hippocrates Health Institute director of research, Viktoras Kulvinskas, MS, who found that ascorbic acid levels in soybean sprouts increased from zero to 103 mg per 100 grams by day six—about the ascorbic acid content found in lime juice. These levels fall off significantly within days. Each plant has a different nutrient peak. Ascorbic acid content in broad bean sprouts—used to cure scurvy during World War I—peaks in three days, after which the levels fall off. “The sprout appears to produce greater antioxidant levels as a defense mechanism against threats from the soil,” Mr. Lattey explained. The Synergy Company supplies a host of sprouts, ranging from bean sprouts to wheat grass sprouts. Cruciferous sprouts such as broccoli and cabbage are also be-
coming more popular, according to Mr. Lattey.“These provide an extraordinary class of nutrients called glucosinolates. Glucosinolates yield sulfur compounds and indole-3 carbinols. These have been studied for their anti-tumor and anti-inflammatory benefits,” he said. Nutrient availability requires exacting sprouting techniques.“Proper sprouting requires accurate seed selection because unsprouted seeds spoil overall nutrient content,” Mr. Lattey offered. “Most seeds have about a 30% germination rate. We hand select specialty heirloom seeds that have a 98% germination rate.” The Synergy Company uses a special milling and flash freezing technique to preserve the nutrient content of its sprout powders. “We utilize an oxygen barrier process that helps prevent oxidation and nutrient loss,”added Mr. Lattey.
Sea Grasses Kelps might be called “seaweeds,” but these phytonutrient powerhouses are anything but“weeds.”About 1500 species of sea kelps flourish, many in the North Pacific and North Atlantic oceans.
Most kelps are stationary, and sustainably harvested in the wild. This means they must be allowed to regrow to guarantee future harvests. “Wild harvested kelp can be certified organic under the USDA NOP Regulation §205.207, which addresses wild-crop harvesting practices,” said Bill Wolf, president of kelp producer Thorvin, Inc., New Castle, VA. “’Organic Certified’ kelp from Thorvin is harvested sustainably in a pristine Icelandic fjord.” Thorvin’s Ascophyllum nodosum kelp contains an impressive array of vitamins—more than many vegetables.“Kelp delivers over 60 essential minerals, amino acids, vitamins and growth promoters,”said Mr. Wolf. Most kelps also contain fucoidan, a sulfated polysaccharide. Laboratory studies have indicated fucoidan has anti-tumor, anticoagulant and anti-angiogenic effects. It also down-regulates Th2 (inhibiting allergic response), inhibits beta-amyloid formation (implicated in Alzheimer’s), inhibits proteinuria in Heymann nephritis and decreases artery platelet deposits. Preserving these nutrients in kelp is an important consideration. “Thorvin kelp is carefully dried at low temperatures using geothermal energy, which preserves its nutri-
Greenfoods and Radiation
kelp. “Recent interest with kelp as a source of iodine is to help protect against the danger of radioactive Iodine-131—the prodPrevious encounters with nuclear disasters may prepare uct of nuclear fallout or byproducts of the nuclear industry. If ingreenfoods companies to help Japan deal with potential sufficient iodine is supplied by the diet, the thyroid will readily radiation incidents. take up the radioactive isotope form, but if ample amounts of iodine in the safe range are ingested, the thyroid will not take With the recent Japanese nuclear criup the dangerous form. sis, there is good reason (and science) “Iodine-131 has been shown to cause to believe that greenfoods may offer a thyroid cancer, which developed in thoupossible defense against the effects of sands of children following the Chernobyl radiation. disaster. A preventative remedy called for Iodine is one reason for this. “Kelp is a ingesting larger amounts of iodine before natural source of iodine and it has long exposure—almost 100 mg per day in the been used to boost thyroid function,” form of potassium iodide (KI). The danger said Bill Wolf, president of kelp producer, here is that this can be toxic for most Thorvin, Inc., New Castle, VA. “This is people if taken over a period of time, but not the first time Thorvin has seen an kelp in lower dosages has been shown to Spirulina research on people affected by the Chernobyl accident illustrates that it can event-related spike in sales. Following supply bioavailable iodine in safe be helpful for the effects of radiation. the Chernobyl nuclear incident, people amounts, without the toxicity of the purchased kelp for themselves and their higher dosages of KI.” animals with the goal of protecting thyroid function.” But Mr. Quirk added a cautionary statement. “Large amounts of Brien Quirk, director of R&D, Draco Natural Products, San iodine should only be consumed under a doctor’s supervision or Jose, CA, explained some of the science behind iodine and at the recommendation of the authorities if imminent exposure
32 • Nutraceuticals World
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May 2011
Green Foods
ent density,”Mr. Wolf explained. Draco Natural Products of San Jose, CA is another producer of kelp and other seaweeds.“We extract our sea vegetables using a water-only extraction process. Our extraction process is a closed system using proprietary technology to break open plant cell walls to release the actives,” said Brien Quirk, Draco’s director of R&D. “Water is superior in extracting compounds insoluble in a hydroalcoholic extraction, such as polysaccharides, flavonoid glycosides and more polar compounds.” Draco produces powders of kelp, sargassi seaweed, Undaria pinnatifida, sea palm and others. Thorvin and Draco’s sea vegetable sales have continued to rise, even through the recession. “Thorvin’s sales have grown at an annualized average of more than 20% over the last decade—with higher growth anticipated this year. We sell well in excess of 1000 tons per year,”Mr. Wolf offered.
Spirulina Spirulina use dates back to the Aztecs. A good source of carotenoids, vitamins (including vegan B12 according to independ-
A good source of carotenoids, vitamins (including vegan B12, according to independent laboratory tests) and minerals, spirulina contains all essential and most non-essential amino acids.
ent laboratory tests) and minerals, spirulina contains all essential and most non-essential amino acids, with up to 65% protein by weight. It also contains antioxidant phytonutrients such as zeaxanthin, myxoxanthophyll and lutein. “Spirulina contains a high level of antioxidant carotenoids, vitamins and minerals. It also contains a unique blue pigment, phycobiliprotein, which is only found in blue-green algae,”said Gerald Cysewski, PhD, founder and chief science officer, Hawaii-based Cyanotech. “These phycocyanins in spirulina provide significant anti-inflammatory and antioxidant effects,” said Earthrise’s (Irvine, CA)
may otherwise occur. The safe upper limit for iodine is 1 mg per day under ordinary circumstances. The RDA for iodine requires only 150 micrograms.” Thorvin’s Mr. Wolf has already seen kelp sales spike. “In response to the nuclear situation in Japan, Thorvin has seen an increase in sales to our distributors and formulators,” he said. “The Thorvin kelp blend is iodine-rich; moreover, it’s plant-based, so the iodine is bioavailable, making it particularly attractive to formulators and their customers at this time.” Other research suggests that additional constituents in seaweeds may help protect against radioactive elements. A 1968 study from the Journal of the Canadian Medical Association showed that calcium alginate derivatives reduce radiostrontium levels in the body by binding to radioisotopes. The critical components of alginic acid appear to be D-mannuronic and L-guluronic acids. The researchers found that specific menuronic-guluronic acid ratios among different species reduced strontium levels to different degrees, and several kelps were classified in the “highly effective” group. Amha Belay, PhD, chief technology officer, Earthrise Nutritionals, Irvine, CA, said spirulina research on people affected by the Chernobyl accident illustrates that it can also be helpful for the effects of radiation. “In research from Belarus, children affected by
May 2011
chief technology officer, Amha Belay, PhD. More specifically, Mr. Cysewski said,“Phycobiliproteins have been shown to protect both the liver and kidney from toxins. In addition, spirulina contains anti-viral compounds and compounds that stimulate the immune system.” The two leading U.S. spirulina producers are Earthrise and Cyanotech. Earthrise produces its spirulina in sun-drenched Southern California, while Cyanotech produces theirs on the Big Island of Hawaii. Both grow spirulina in huge volumes. According to Dr. Belay, Earthrise’s produces more than 400 tons per year, with demand continuing to increase. Both producers are concerned about the quality of imported spirulinas, which is why cultivation techniques are tantamount.“Our ponds are all lined, and have no contact with soil,” said Dr. Belay. “Soil contact increases contaminants and heavy metals in the final product. [Companies] should assure their spirulina is coming from a lined pond with no soil contact.” “We are one of few spirulina producers with a HACCP program,”Dr. Belay continued.“Our company and Cyanotech are also the only spirulina producers that have
radiation were given 5 grams of Earthrise spirulina a day, which resulted in the reduction of Cesium-137 in their urine by 50%. The spirulina also decreased radionuclide radioaction dose load received from food contamination.” “The c-phycocyanin and polysaccharide extracts of spirulina also stimulate recovery of white blood cells and bone marrow cell counts. These also can effect the anemic condition induced by irradiation,” Dr. Belay continued. Cyanotech’s (Hawaii) Gerald Cysewski, PhD, also weighed in on spirulina’s anti-radiation effects. “Spirulina contains only a small amount of iodine, so I don’t believe this is the cause of spirulina’s protective properties. Rather, I think it is due to the high level of antioxidant carotenoids, which neutralize free radicals caused by radiation—the antioxidant phycobiliproteins in spirulina and polysaccharides in spirulina that chelate radioactive species and eliminate them from the body.” In 1991, the Ministry of Health of Byelorussian SSR sent a letter to Earthrise Nutritionals requesting a donation of spirulina for the children of Chernobyl. The letter stated that the Byelorussian SSR had “concluded that Spirulina promotes to some extent evacuating radionuclides from the human body.” And the Ministry “considers it advisable to use spirulina for the treatment of people who were subject to radiation effects.” —CA
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Nutraceuticals World • 33
Green Foods
achieved FDA GRAS status. Other spirulina producers may have internally-developed GRAS documentation, but not necessarily reviewed by FDA.” Dr. Belay suggested commercial buyers test their spirulina periodically. “Our tests have shown that some imported spirulinas have higher quantities of heavy metals and insect fragments, and reduced nutrient profiles,” he said. Cyanotech recently announced a laboratory study finding one offshore source had seven times the lead of its spirulina. “Hawaiian spirulina has been evolving into a superior strain over the past 25 years. Continuous cultivation, along with a patented Ocean Chill Drying method, helps protect the fragile nutrients in Hawaiian spirulina,”Dr. Cysewski noted. Hawaiian spirulina was used in a new study from the University of CaliforniaDavis on 30 adults over 50 years of age. After 12 weeks of 3000 mg of spirulina per day, hemoglobin concentration and mean corpuscular hemoglobin levels were higher among the subjects. IDO (indoleamine 2,3dioxygenase) enzyme activity—a sign of increased immune function—was also higher among the subjects. E3Live, Klamath Falls, OR, has developed a (patent-pending) process to extract the phycocyanins from spirulina. “Our process utilizes mechanical extraction methods rather than the synthetic extraction used elsewhere,” said E3Live’s CEO Tamera Campbell. The translucent blue E3Live product is called Blue Magic. “This is the only natural blue coloring food dye available, and we are in the process of completing our GRAS certification,” she added. Both Earthrise and Cyanotech report that their spirulina sales have continued their steady rise. In fact, Cyanotech’s president and CEO Brent Bailey announced recently that its branded spirulina sales increased 25% last quarter.
Chlorella More than 800 published studies have verified the safety and efficacy of Chlorella pyrenoidosa. Chlorella’s reputation of drawing out heavy metals and other toxins make it a favorite among health practitioners. 34 • Nutraceuticals World
Chlorella maintains considerable vitamins, minerals and phytonutrients—including chlorella growth factor (CGF), known to stimulate cell growth. It is also a complete protein, with about 60% protein by weight and every essential and non-essential amino acid. Clinical studies have shown that chlorella stimulates T-cell and B-cell activity and contributes to the improvement of fibromyalgia, ulcerative colitis and hypertension. Another study showed that chlorella increases IgA levels and lowers dioxin levels in breast milk. Torrance, CA-based Sun Chlorella is a leading producer.“We harvest our product in fresh water under pristine conditions to ensure maximum quality,” said Guinevere Lynn, director of business development. “One of the most unique qualities of chlorella is its ability to replicate at an extremely high rate.” “As chlorella multiplies, it is transferred into progressively larger outdoor pools,”Ms. Lynn continued. “Eventually, it is placed in the largest of the culturing pools, 36 meters in diameter. The water originates from 3000 meter-high mountains. The chlorella is constantly stirred to ensure maximum sunlight exposure. Repeated centrifuging separates out foreign elements.” Chlorella’s tough cell wall must be broken down mechanically to allow these nutrients bioavailability.“Chlorella cannot be fully digested in its native form by human digestive enzymes,” explained Ms. Lynn. “Our patented process pulverizes this tough outer cell wall, allowing maximum bioavailability and digestibility of the nutrients.”
eye health and even skin health, as it can protect against damage by UV radiation,” Dr. Cysewski added. Charles DePrince, president and CEO of astaxanthin producer Fuji Health Science, Mt. Laurel, NJ, said his company has sponsored more than 50 research studies on astaxanthin during the past 10 years. “The strongest bodies of research include eye fatigue, cardiovascular health and muscle endurance,” he stated. “When Haematococcus becomes stressed it begins to accumulate large amounts of astaxanthin,” Dr. Cysewski said. “It produces high levels of astaxanthin just prior to entering its hibernation state,” Mr. DePrince added.“The natural purpose of the astaxanthin content within the alga is to protect it from lipid peroxidation.” In contrast to Cyanotech’s outdoor cultivation, Fuji’s cultivation process consists of fully enclosed biosystems located in Gustavsberg, Sweden.“Following cultivation, the alga is harvested, dried and extracted via a solvent-free CO2 supercritical process,” noted Mr. DePrince. Both Fuji and Cyanotech report continued sales growth through the recession. “We have seen a sharp increase in the growth of sales over the past six months in response to what we feel is the reaching of critical mass in research and resulting recognition of the value of natural astaxanthin,” Mr. DePrince opined. Further, Dr. Cysewski added, “Health practitioners and consumers are beginning to learn about the many positive benefits of astaxanthin.” Cyanotech announced 40% sales growth in branded astaxanthin last quarter.
Haematococcus and Astaxanthin Another rising microalga is Haematococcus pluvialis, known for its high astaxanthin content. “Astaxanthin is a carotenoid pigment similar to betacarotene—and the most abundant carotenoid in the marine environment,” said Cyanotech’s Dr. Cysewski. “Astaxanthin has been shown to be the most powerful natural antioxidant known; it also has anti-inflammatory properties. As such, it can address a number of health issues, including joint and muscle soreness, cardiovascular health, www.nutraceuticalsworld.com
Blue-Green Algae from Klamath Lake Aphanizomenon flos-aquae, or AFA, grows on the pristine waters of Klamath Lake in Oregon. Commercial AFA harvesting began in the early 1980s. “The rich volcanic Klamath Lake renders our product a good source of protein, with all the essential and non-essential amino acids, as well as many vitamins, minerals and phytonutrients,” said Ms. Campbell of E3Live. AFA contains about 60% protein by weight, and at least 58 May 2011
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minerals at ppm levels, along with significant chlorophyll content. One of the more exciting phytonutrient compounds discovered in AFA is phenylethylamine (PEA). “PEA is often called the ‘love molecule,’ because it increases positive moods. It is found in foods like chocolate—though AFA contains significantly more than chocolate,” explained Ms. Campbell. The E3Live company recently developed a product with enhanced levels of PEA, called BrainON.“BrainON improves brain function and mood, and neuro-enhancement overall,” Ms. Campbell said. “E3Live’s flagship products are fresh frozen, leaving nutrients biologically available. But for long-term shelf life we use a proprietary method of low-heat drying called Hydro-drying, which retains the viability of nutrients and enzymes within the product,”she said. E3Live’s AFA sales have been steadily increasing despite the recession. Ms. Campbell said the company’s customers use it in
May 2011
functional beverages, snacks, greenfood mixes and others.
Fermented Greenfoods This significant effort among greenfood producers to retain nutrients through innovative processing techniques continues to render innovation. One recent innovation is fermentation. RFI Ingredients has developed a unique system of greenfood fermentation. “Fermentation naturally breaks down the nutrients in greenfoods by the action of beneficial microorganisms. The fermented greenfoods are easier to digest, have more nutrients, and are preserved longer,” said Mr. Wuagneux. “We can ferment numerous ingredients, from cereal grasses to fruits and vegetables. In addition to improved nutrient bioavailability, these fermented greens have the added benefit of probiotic bacteria, which help restore and balance intestinal microflora.”
www.nutraceuticalsworld.com
The Rise of the Green Sun The green sun is still rising on the market, with plenty of upward sky to traverse. This comes from the fact that greenfoods resolve fundamental dietary deficiencies. “Even after 35 years of spreading the message of ‘eat more green,’ the average modern diet is still lacking in these foods. Retailers need to look at greenfoods as a staple in the diet. They are foundation supplements that customers should be using before they use anything else,” NW Pine’s Mr. Seibold concluded. See online article for complete list of references.
About the author: A longtime advocate of greenfoods, Casey Adams is a California Naturopath with a PhD in Natural Health Sciences, and the author of several books on natural health. Dr. Adams is also the president of Realnatural, Inc. and can be contacted at [email protected].
Nutraceuticals World • 35
Sustainably Yours, Your Favorite Brand
Effectively communicating the ‘why’ and ‘how’ of sustainability will lead to a bright future for your brand.
By Darrin Duber-Smith President Green Marketing, Inc.
Green. Socially Responsible. Environmentally-Friendly. Sustainable. These terms all mean the same thing. Even the casual observer is no stranger to the fact that these concepts have become integral parts of organizational operations and marketing strategies. Sustainability, the most current and all-encompassing term, is best defined as meeting corporate objectives and consumer needs in a way that demonstrates continuous improvement toward minimizing negative impacts on people and the planet. Thus, businesses have redirected strategies toward health and the environment.
The ‘Why’ of Sustainability This is all well and good, but recent research published in the January/February edition of Nutraceuticals World sheds light on the failure of organizations to communicate sustainability initiatives effectively. According to the Hartman Group, even though 15% more consumers are aware of the term“sustainability” versus three years ago (a total of 69% are now aware of the 36 • Nutraceuticals World
term), only 21% percent can readily identify a sustainable product and an even more disturbing 12% can name companies as sustainable. Obviously what we have here is a failure to communicate, which begs the question: Why would organizations engage in resource-consuming sustainability initiatives if they do not plan on communicating them effectively? First we will address the drivers behind sustainability initiatives and then move on to how such a program can be initiated. Sustainability plans are developed and implemented for the following reasons, which fall under an umbrella category known as the “Green Imperative”: Target Marketing: A sustainable marketing strategy, with products that are properly positioned, will address the growing target market for goods that are green, natural, etc. (well over 50% of the population). Sustainability of Resources: Insuring the availability of resources to continue to make and sell goods is another imperative that suppliers and manufacturers must embrace. Cutting down all of the trees www.nutraceuticalsworld.com
does not help the shareholders of paper companies, let alone everyone else. Lowered Costs/Increased Efficiency: There are countless ways to save money and increase efficiency so that marketers can enhance the bottom line and stave off the narrowing of margins that occurs in every industry as it reaches the maturity stage of the lifecycle. Product Differentiation and Competitive Advantage: Every marketer knows that in this hyper-competitive business environment it is crucial to maintain demonstrable advantages over competitive and substitute offerings. Competitive and Supply Chain Pressures: When competitive organizations and their products adopt sustainable business models and green positioning, it often pressures other com-
This article in a nutshell: • The ‘why’ of sustainability • The ‘how’ of sustainability • Sustainability strategies
May 2011
Sustainability
panies to follow suit, especially in the case of market leaders. Wal-Mart and its recent environmental and social initiatives illustrate how powerful supply chain members can force companies around the world to adopt more favorable social and environmental policies. Regulation and Risk: Regulations at all levels of government are on the rapid rise, so organizations need to not only remain in compliance, but also be proactive with regard to impending legislation. This practice reduces shareholder risk. Other Stakeholder Demands: Activist shareholders, NGOs, the financial sector, and the media all work independently and sometimes in concert to ensure that companies are cognizant of their impact on people and the environment. Brand Reputation: Any marketer worth his/her salt knows that a brand’s reputation is of paramount importance, and being sustainable enhances that reputation among the majority of stakeholders. Global Market Forces: Global concerns about climate change, looming energy problems and a recent growing backlash against globalization, among many others factors, all point toward the necessity of addressing sustainability issues. Customer Loyalty: A brand’s attitude toward sustainability is just one of the many variables that factor into the decision-making processes of the majority of consumers. Employee Morale: A wide body of research points to the fact that adopting a more sustainable business model actually enhances employee morale. The Ethical Imperative: This concept is simple. It is not ethical to degrade the environment and the people in it in the name of commerce. Embracing sustainability is simply the right thing to do, and stakeholders are sensitive to this. A careful examination of the reasons for building a sustainability model into your business and marketing strategy reveals that all can lead to the magic words, “Return on Investment.”
The ‘How’ of Sustainability This important business model and marketing strategy revolves around two primary May 2011
concepts: Front End Sustainability and Back End Sustainability. If processes are to meet sustainability objectives, measures must be taken regarding: Front End: Reducing, managing and eventually eliminating pollution throughout the product development process. Back End: Re-designing systems so that resources are recovered to be re-used, reconditioned and/or recycled to avoid terminal disposal into a landfill. Sustainability can be easily assimilated into a product’s brand Application of this concept identity and crafted into a message that incorporates involves an A-to-Z environa concern for people and the environment. mentally and socially friendly • Distribution Issues such as Packaging approach, which follows the product from and Transportation its inception all the way to the end-user. • Cause-Related Involvement The days of choosing from a “green buf• Human Resources and Vendor Partner fet” are fast coming to a close. Competitors, a growing consumer environmental and so- Policies Commitments to any of these areas can cial awareness, rapidly increasing government regulations, the often-coercive be easily assimilated into a product’s brand influence of socially or environmentally ori- identity and crafted into a message that inented NGOs, the media in all of its splendor corporates a concern for people and the enand influential supply chain partners in- vironment. The key in avoiding “green creasingly demand that organizations per- washing”—and the backlash that inevitably form environmental and social audits and comes with overstating your social and endevelop comprehensive plans for continu- vironmental commitment—is authenticity. In addition to complete transparency with ous improvement in several areas. Sustainability efforts should be woven into regard to your annually updated sustainevery aspect of the organization to optimize ability plan, all marketing communications its competitive advantage. Shallow efforts at must be truthful and non-misleading. Exagpositioning products, let alone entire organi- gerated claims, half-hearted attempts at enzations, fall on increasingly deaf ears and, vironmental stewardship and social more importantly, open the organization up responsibility, as well as outright falsehoods to the growing backlash against“green wash- will only expose your company to risk. In no ing”—a species of puffery that is rapidly gain- way can you achieve a sustainable competitive advantage through engaging in such being scrutiny among stakeholder groups. In the name of complete transparency, the havior in this age of information availability best way to utilize a green marketing strat- and viral communication. Simply changing egy is for the sustainability audit and plan to your logo and brand name for the purposes be available on a company’s website and up- of exploiting the sustainability trend without dated annually with measurable objectives a credible commitment and plan can result in major scrutiny and irreparable harm to for improvement in the following areas: • The Nature of Raw Materials and your brand’s reputation. Composition of Products Offered • The Nature, Consumption and Recapture of Energy Sustainability Strategies • The Use of Water Sustainability is a business model FIRST • Impact on Land and Biodiversity and a marketing strategy SECOND. The • Reduction and Recovery of Emissions, sustainability plan should be integrated Effluents and Waste into the brand’s identity and corresponwww.nutraceuticalsworld.com
Nutraceuticals World • 37
Sustainability
This shallow communications effort leaves an organization open to backlash and is no longer appropriate for any target market due to this increasing scrutiny. Please don’t over use images of nature. This has also become hackneyed. Green as a Secondary Benefit: Often called“the tiebreaker,” this strategy, which encourages the consumer to see a brand that meets or exceeds all of his/her expectaThe process of sustainability auditing, planning and implementation tions and also enjoys the is an ongoing effort—a journey and not a destination. benefit of being a “greener” option, will win among the majority of consumers. Clorox has recently ding image in a way that blends the brand’s key benefits with an assurance that adopted this strategy with its GreenWorks you are monitoring and improving your line of household cleaning products. This is the predominant strategy currently emsocial and environmental “footprint.” Why then do so few consumers know ployed since it is often used for consumers which organizations and brands are doing who do not place environmental concerns what to address this important social among their key determinants in making trend? The answer lies in a failure to em- purchase decisions Green as a Primary Benefit: Compabrace sustainability as part of the organizational identity, and therefore nies operating in the natural and organic communications are fragmented and do products marketplace have been using not effectively define a brand or organiza- this strategy for years. The product may tion’s image. The result is most often a lack not be quite as effective as a more mainof brand awareness and a failure to recog- stream option, so it is more suited for connize products and organizations posi- sumers who consider health and the tioned as more environmentally attuned environment to be key factors in their decision-making process. Communications than competitors. Cause Related Marketing: The initial using terms like natural, organic and fair attempts at incorporating sustainability trade are common and have proven very into policy and marketing strategy in- effective. These communications are for volved partnerships between not-for- those consumers more concerned with profit, cause-related organizations and the nature of the ingredients than they are well-meaning for-profit enterprises. Sim- the entire business model. Sustainability as Part of Mission: This ply put, a company would ideally align with a cause that resonates with its target is the new frontier and therefore affords market and other stakeholders. This is why the most opportunity for well-intended orso many companies that market products ganizations to embrace the Green Imperato a female dominated audience focus on tive and the benefits that will help reduce health efforts that are important to women costs and expand the market for their such as breast cancer. These efforts are no products. It involves the entire audit and longer enough by themselves, but are still plan, absolute transparency and a commitment to people and the environment as expected by most stakeholders. The Green Buffet: Formerly seen as part of the top-line vision. No process or “Hey, it’s a start,” these efforts to pick and product can be immune from this effort to choose the easiest and most obvious from maximize efficiency and appeal to the the various greening options with no at- global shift in overall values toward organtempt at improvement, transparency or a izations, the products they make and the commitment to continuous improvement. effect business practices have on stake38 • Nutraceuticals World
www.nutraceuticalsworld.com
holders, society and the environment. A failure to embrace multiple initiatives simultaneously with measurable objectives will expose the product and perhaps organization as a whole to much unwanted scrutiny. Pizza Hut learned this lesson the hard way when the company introduced “The Natural.” The inevitable market response was, “Well, what does that make your other pizzas? Unnatural?” Did simply changing BP’s name and logo to a more environmentally-friendly looking image really help the organization in the long run? These are not well thought out initiatives. The process of sustainability auditing, planning and implementation is an ongoing effort—a journey and not a destination. Begin with an audit, set measurable goals for continuous annual improvement and then endeavor to communicate your efforts to stakeholders via website, annual reports and institutional advertising. NW
About the author: Since 2000, Darrin Duber-Smith, MS, MBA, has been president of Green Marketing, Inc., a Colorado-based strategic planning firm offering marketing and sustainability planning, marketing plan implementation and other consulting services to companies in all stages of growth. He has more than 25 years of specialized expertise in the marketing and management profession, including extensive experience in working with natural, organic and green/sustainable products and services. He is a co-founder of the Lifestyles of Health and Sustainability (LOHAS, c. 1999) market concept and leader of the first U.S. industry task force that helped frame an industry definition of natural (c. 2004). He has published more than 60 articles in trade publications and has presented at scores of executive-level events during the past 15 years. Mr. DuberSmith is also visiting professor of marketing at the Metropolitan State College School of Business in Denver, CO, and affiliate marketing professor at the Leeds School of Business at the University of Colorado-Boulder. Mr. Duber-Smith was the recipient of the Wall Street Journal’s In-Education Distinguished Professor Award for 2009. He can be reached at [email protected]. May 2011
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Through the
Looking Glass
Eye health ingredients come into focus. By Brenda Porter-Rockwell Contributing Writer
Lately, there has been increased media attention on new research highlighting the benefits of alternative therapies for maintaining healthy vision. Whether it’s trying to manage the effects of damaging eye diseases or simply becoming proactive in preserving healthy vision, consumers are starting to focus on eye health ingredients. Harry Rice, PhD, vice president of regulatory and scientific affairs for the Global Organization for EPA and DHA Omega-3 (GOED), Salt Lake City, UT, commented on omega 3s in particular.“In the last year, the body of evidence continued to grow in the areas of age-related macular degeneration (AMD) and Dry Eye Syndrome (DES)/Dry Eye Disease (DED),”he explained. AMD is a disease associated with aging that gradually destroys sharp, central vision, needed for seeing objects clearly and for 40 • Nutraceuticals World
common daily tasks such as reading and driving. AMD affects one-third of all adults over age 40. It used to be that AMD targeted those over 75, but the disease has started to scale younger. With DES/DED tear glands produce fewer tears. The March issue of Cornea offered promising results from a pilot trial of dry eye patients taking Advanced Vision Research’s (Woburn, MA) TheraTears Nutrition supplement. The trial demonstrated a reduction in dry eye symptoms and an increase in tear volume and tear flow for those patients taking TheraTears, which contains an optimized blend of medical grade essential omega 3 oils, including EPA and DHA, and flaxseed oil. According to Mr. Rice, since the beginning of 2011, results from two other well-publicized clinical studies involving eye health ingredients have been published in www.nutraceuticalsworld.com
peer-reviewed journals.“The first study (Wojtowicz et al.) was a pilot study, but it is worth mentioning because the results suggest a dramatic effect for those suffering from dry eyes. In this study, an omega 3 supplement (compared to placebo) significantly increased tear production and tear volume,” he said. A second study making headlines concluded that women who eat ample amounts of fish and, especially DHA and EPA, have a reduced risk of developing
This article in a nutshell: • The evolving role of lutein • The right combination • Looking ahead
May 2011
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Eye Health
AMD. This last study, published online in the Archives of Ophthalmology, set out to examine whether or not the intake of omega 3 and omega 6 fatty acids and fish affect the incidence of AMD in women with no prior history of the disease. According to the researchers in this study, “These prospective data from a large cohort of female health professionals without a diagnosis of AMD at baseline indicate that regular consumption of DHA, EPA and fish was associated with a significantly decreased risk of incident AMD and may be of benefit in primary prevention of AMD.” Because this study was observational in nature, the authors are not ready to definitively associate a reduced risk of AMD with increased intake of fatty acids. They did, however, go so far as to say the evidence lends itself toward establishing a clinical trial. Mr. Rice agreed. “While the results are promising, such findings need to be confirmed in double-blind, randomized, placebo-controlled trials. In addition to these two clinical trials, positive results from a handful of well-designed, well-executed pre-clinical (i.e., animal) studies have been published. It’s interesting to note that in the last year, six reviews have been published in peer-reviewed journals on the ocular benefits of omega 3s for eye health. Clearly, this is an area of research that is receiving a great deal of attention. In the coming years, we will likely see the publication of many studies in this area,”he said. In fact, new data indicate a growing, albeit slowly, consumer interest in using natural solutions to improve eye health. The Natural Marketing Institute’s (Harleysville, PA) 2010 Health & Wellness Trends Database (HWTD) revealed that some 71% of consumers polled are concerned “a lot” about preventing vision/eye health problems. Additionally, 27% of consumers indicate that they, or someone in their household, is actively managing/treating vision/eye health problems. However, the number of consumers choosing supplements to support eye health remains small, at around 8%. But that 8% is making a significant dent in terms of dollars and cents. Retail sales of omega 3 and 6 fatty acids (fish oil concentrate) supplements targeted at eye health, according to SPINSscan Natural, totaled more than $64 million for the 52 weeks end42 • Nutraceuticals World
ing February 19, 2011, representing an increase of 8% over the same period a year ago. (SPINS, Schaumburg, IL, is a market research and consulting firm for the natural products industry.)
The Evolving Role of Lutein Lutein, said Katherine Bond, director of business development, Cyvex Nutrition, Irvine, CA, plays an important role in maintaining healthy vision because it neutralizes free radicals and increases the density of eye pigment, thereby shielding the eyes from the destructive effects of sunlight. The down side is the concentration of these pigments decreases with age and has to be supplemented through diet because the body does not synthesize these carotenoids, thus adding to the need for eye health supplements, she said. Until recently, consumers looking for an eye health supplement often first turned to lutein, a $2 million category in the natural channel (or a combined natural/conventional channel total of nearly $23 million), according to SPINS. But the role of lutein alone is looking like a thing of the past as several new introductions add other helpful nutrients to the product mix. Besides lutein, some of the other top ingredient performers in the market include astaxanthin, beta-carotene, blueberry, fish oil concentrate and vitamin A. (See Table 1.) Data from NMI’s 2008 HWTD study placed lutein as the number one ingredient consumers associated with eye health. Responding to a question about which nutrients consumers would like to have more of
in their diet, 18% of NMI respondents said they want more lutein. In March, experts convened in Schloss Hohekammer, Germany to laud the vital role of lutein in eye health. The conference, titled“Lutein and its Benefits to Eye Health,” was sponsored by DSM Nutritional Products Europe Ltd. and Kemin Industries, Inc. DSM markets Kemin’s FloraGLO lutein, which is naturally derived from Marigold flowers, and OPTISHARP zeaxanthin, which are contained in many consumer eye health supplements. These ingredients are also being tested in the National Eye Institute’s AREDS2 study for their role in AMD. At a Boston, MA, conference, titled “New Developments in Carotenoid Research,”also held in March, Dr. Randy Hammond from the University of Georgia presented studies showing that lutein and zeaxanthin from the diet and from supplements are preferentially accumulated in the macula where they function to filter out damaging blue light to protect the visual receptors and to enhance visual performance, reported James Elliott, PhD, director nutritional science, Global Nutritional Science at DSM Nutritional Products, Parsippany, NJ. Those ingredients, he said, increase visual performance by significantly reducing the discomfort of glare, reducing the recovery time from photostress and increasing color contrast. He pointed to Bausch + Lomb’s (Madison, NJ) PreserVision Eye Vitamin and Mineral Supplement Age-Related Eye Disease Study 2 (AREDS2) formula as an example. The product, launched last year, builds on the original, clinically proven AREDS formula, replacing beta-carotene with lutein and zeaxanthin and adding omega 3 fatty acids.
Table 1: Sales & Growth of Eye Health Ingredients in Combined Natural/Conventional Channel, U.S. (52 week period ending 2/19/11) Combined Channel (Natural and FDM)
Current Dollars
Dollars Year Ago Dollars
$ % Change
Astaxanthin
$333,000
$141,000
135%
Beta-Carotene
$4.1 mil
$3.8 mil
9%
Blueberry
$170,000
$122,000
39%
Fish Oil Concentrate
$338 mil
$307 mil
10%
Vitamin A
$3 mil
$2.6 mil
10%
Source: SPINS, Schaumburg, IL; Combined channel includes natural supermarkets (excluding Whole Foods) as well as food/drug/mass merchandisers (excluding Wal-Mart). www.nutraceuticalsworld.com
May 2011
Eye Health
Today, however, “…Customers are upgrading their older lutein formulas to include more effective levels of lutein, with a goal to give consumers more efficacious dosages versus just ‘fairy dust’ levels, which [was previously the case],”offered Hiren Doshi, business development director, OmniActive Health Technologies, Short Hills, NJ. From OmniActive comes Lutemax 20/20, an ingredient that provides enhanced levels of zeaxanthin and lutein isomers for convenient and more beneficial nutrient availability to the eyes. Last year Valensa International, Eustis, FL, introduced Eye Pro MD, a new eye health formulation combining the carotenoids astaxanthin, lutein and zeaxanthin, along with a proprietary omega 3/phospholipid delivery system and vitamin D3. The formulation was developed based on results from the CARMIS clinical trial (Carotenoids and Antioxidant in Age Related Maculopathy Italian Study), reported in the journal Ophthalmology in 2008, as well as other studies. Astaxanthin is known to cross the blood-brain/blood-retina barrier and preferentially reside in the central foveal region of the macula. Published research points to astaxanthin’s dramatic reduction of light-induced oxidative stress, which damages cells and associated cellular mechanisms.
The Right Combination Combining established ingredients such as lutein with newcomers like marine oils has become a major trend in the industry, according to Laura Troha, brand management and marketing communications manager, Cognis Nutrition & Health, now part of BASF, Florham Park, NJ.“Ingredient combinations [represent] a trend we can expect to continue. Researchers are finding that nutrients such as lutein and omega 3s may be beneficial in preventing or reducing the lifealtering effects of AMD, for example,” she noted.“As consumers become savvier in their purchasing decisions, they will be examining the product labels more closely to understand the claims and dosage information.” In agreement was EPAX AS’ (Aalesund, Norway) strategic business development and sales manager, Baldur Hjaltason, who pointed out that lutein and DHA both have important functions in the retina, prevent44 • Nutraceuticals World
ing damage from light and oxidation by free radicals. Therefore, he said, a combination of lutein and DHA are very important ingredients in any eye health formula. EPAX is concentrating on the effects of DHA on eye health with its EPAX 1050TG offering. The ingredient contains a minimum 430 mg/g of DHA. To that end, EPAX 1050TG, Mr. Hjaltason said, is well supported in the Archives of Ophthalmology study where regular consumption of DHA, EPA and fish was associated with 35-45% lower risk of AMD. Florida, NY-based Pharmline has been involved in eye health ingredients for several years through long-term partnerships with Industrial Organica SA (Mexico) and EPAX. “But 2011 might be the year where a less recognized carotenoid pigment establishes itself as a key dietary ingredient in the prevention of AMD,” said Pharmline’s brand manager, Greg Berthomieu. He went on to point out that three carotenoids constitute the macula lutea (yellow spot) in the human retina: lutein, 3R,3’R zeaxanthin (RR-Z) and 3R,3’S or meso-zeaxanthin (MZ). “All these pigments are found in nature, in our diet and are safe in dosages used in dietary supplements, but it is important to acknowledge their differences, and this is especially true for the two zeaxanthin isomers (RR-Z and MZ) that are very often classified under the same ‘zeaxanthin’ term. Recent new research from the University of Utah Medical School reveals that the protective effect of the combination of MZ, lutein and RR-Z is more potent than any of those carotenoids individually,”he explained. Further, according to Mr. Berthomieu, this suggests synergistic antioxidant effects between these pigments. However, when compared individually, he said MZ seems to be the one providing the strongest antioxidant protection, which might be the reason MZ is the most concentrated pigment in the central part of the macula. Offering another view, Melanie Bush, science/quality communications, Artemis International, Fort Wayne, IN, said, “With the onslaught of electronic devices—computers, smartphones, Kindles, I-Pads, etc.— we are becoming a culture that is dependent on video display terminals (VDT) and there is no end to this trend in sight. As a result, we are suffering from inwww.nutraceuticalsworld.com
creased vision stress and fatigue.” The American Optometric Association (AOA) reports that “computer-vision syndrome” affects more than 70% of the approximately 143 million Americans who work on a computer on a daily basis. “We may likely see age-related vision deterioration diseases like AMD starting to affect even younger eyes as they are subjected to stress and fatigue on a daily basis. Luckily, black currant may provide some muchneeded relief,”Ms. Bush said. In fact, a human pilot study conducted in 2000 by Nakaishi and his team of researchers concluded that black currant anthocyanins showed improvement in VDT-induced visual fatigue as well as dark adaptation.“Since then, we are seeing an increase in black currant products being formulated for vision support, many in combination with bilberry,” said Ms. Bush. Linnea, Inc. provides standardized black currant extracts under its Artemis line of high-anthocyanin berry extracts, among other vision supporting ingredients. Similarly, Cyvex Nutrition, offers a black currant extract that is Generally Recognized As Safe (GRAS).“In the past, eye health formulas have focused more on carotenoids, particularly on lutein and zeaxanthin because they are both naturally present in macula of the human eye. However, an optimized way to protect one’s eyes is to have another antioxidant-rich source that is scientifically supported to have a positive effect on the eye, in addition to lutein and zeaxanthin,” said Cyvex’s Ms. Bond. ZMC-USA, The Woodlands, TX, carries a wide range of eye health ingredients, including vitamins A, E and beta-carotene, as well as lutein and zeaxanthin. The latter two ingredients were recognized in the August 2008 issue of Journal of Lipid Research. The study showed the protein SR-B1, or scavenger receptor class B, type 1, plays a central role in transporting lutein and zeaxanthin from the bloodstream to cells in the eye. Study author Earl Harrison, introduced the xanthophylls lutein and zeaxanthin, along with beta- carotene, to human retinal pigment epithelial cells. The cells absorbed much more of the xanthophylls than the beta-carotene, which was predicted from previous experiments. Most notably, absorption of the two xanthoMay 2011
The National Eye Institute is putting our best to the ultimate test. The National Eye Institute (NEI) is using DSM eye health nutrients in a major study. Scientific evidence suggests that nutrients such as lutein, zeaxanthin and omega-3 fatty acids can play a beneficial role in maintaining eye health. The National Eye Institute is conducting its second comprehensive Age-Related Eye Disease Study (AREDS2) to assess the effects of these nutrients on the progression of age-related macular
degeneration and is using DSM’s FloraGLO® Lutein, OPTISHARP® Zeaxanthin and Ropufa® Omega-3 fatty acids in this key clinical trial. A recognized global leader in eye health, with more than 100 years of experience in health and nutrition, DSM is proud to participate in this groundbreaking NEI study. To find out more about how DSM solutions and our protective Actilease® beadlet technology can enhance your eye health products, visit www.optisharpandfloraglo.com or call 1-800-526-0189.
See our new website at www.optisharpandfloraglo.com
© 2011 DSM
®
FloraGLO is a registered trademark of Kemin Industries, Inc.
Eye Health
phylls was reduced by 41-87% when the SR-B1 protein was blocked. This, Mr. Harrison concluded, helped to explain the process by which these nutrients are transported to the retina—findings that may lead to methods for slowing the progression of macular degeneration. Astaxanthin offers a health benefit for asthenopia (i.e., eye fatigue) supported by research. In fact, Fuji Health Science, Burlington, NJ, has sponsored 10 human clinical studies demonstrating this benefit by showing the positive effect of natural astaxanthin on accommodation and visual acuity. The mechanism of action for this benefit is the improved endurance and resulting performance of the tiny muscles of the eye known as the ciliary body. Steve Siegel, vice president of marketing and sales, Ecuadorian Rainforest, Belleville, NJ, said the trends in eye health formulas include omega 3 supplements, as well as a variety of new supplements that pair two powerful eye health foods, such as spinach and collard greens, or carrots and turnips. Researchers, Mr. Siegel said, are also pointing toward the mineral zinc. The specific eye health ingredients available from Ecuadorian Rainforest include apricots, carrots, sweet potatoes, collard greens, kale, spinach, papaya, red bell pepper and cantaloupe.
Looking Ahead A great deal of research is centered on diseases of the eye, which affect an already aging or aged population. However, with many of the diseases trending younger, most experts believe it’s never too soon to start thinking about eye health. “Eye health should be considered along with many other health parameters from infancy forward,” said Angela DorseyKocklar, RD, product manager, BI Nutraceuticals, Long Beach, CA. “Eye health for children should be focused more on building good vision and preventing eye conditions/diseases, whereas eye health for Baby Boomers and seniors may focus more on maintaining vision status or treating problems that have developed.” BI offers a wide range of ingredients to cover eye health strains, including ocular stress arising from the glare of video/moni46 • Nutraceuticals World
tor screens. BI’s grape seed extract, for example, is said to help to decrease some of this stress. A range of ingredients like bilberry and Pycnogenol also show potential in the vision health area. The latter, produced by Geneva, Switzerland-based Horphag Research, is extracted from pine bark. Current research on this ingredient suggests its mechanism of action is to supply antioxidant protection to the retina (with documented synergistic effects in combination with lutein) and strengthening retinal capillaries and blood circulation. As for bilberry, there is a folklore account of British Royal Airforce pilots consuming bilberry preserves during World War II and reporting improved night vision. “Whether there is documented proof of this story is debatable, but there are indications that anthocyanins—the bluish pigment in bilberry and blueberry—may provide important protection for vision,” explained Hartley Pond, vice president of sales for Van Drunen Farms/Futureceuticals, Momence, IL. Wild bilberry (Vaccinium myrtillus) and its cousin wild blueberry (Vaccinium angustifolium), both ingredients available from Futureceuticals, are rich in anthocyanins. The retina contains a purple pigment, visual purple, and an anthocyanin-rich diet may help maintain retina health. Beyond anecdotes, Mr. Pond said studies have shown that bilberry extracts improve night vision in pilots, drivers and air-traffic controllers. NMI’S HWTD from 2009 revealed that 39% of consumers concerned about preserving vision health would be interested in functional foods; a close second to supplements. In one instance, Ecuadorian’s Mr. Siegel recalled an experiment published in the Journal of Agricultural and Food Chemistry where a high-lutein wheat and corn flour was used to prepare luteinenriched baked goods, with “reasonable amounts”of the carotenoid still measurable in the final products. “Despite the significant losses of lutein during processing, the developed fortified baked products still contained reasonable concentrations (up to 1.0 mg/serving) of lutein and would hold promise for the development of high-lutein functional foods,” he said, quoting researchers from Guelph Food Research Centre, Agriculture and www.nutraceuticalsworld.com
Agri-Food Canada. In the same vein, Cognis Nutrition and Health, together with BASF, offers Xangold natural lutein esters for functional beverage development.“Waters with added lutein esters, for example, are gaining in popularity,” said Ms. Troha.“We work with our customers to create new products from conception to market based on our extensive range of science-based ingredients that address today’s most pressing eye health concerns.” Coca-Cola’s Glaceau Vitamin Water “Focus” SKU contains lutein for eye health and is one of the top selling products in that line. “Historically the market for eye health has been around dietary supplements— largely because of the benefits around agerelated eye disease. However with emerging science around visual performance (as with lutein and zeaxanthin), and its applications in activities of daily living…we can expect a younger audience for this market,”explained Aparna Parikh, MBA, RD, DSM’s senior marketing manager, FloraGLO Lutein and OPTISHARP Zeaxanthin. Maintaining a cautiously optimistic stance, BI Nutraceuticals’ Ms. Dorsey-Kocklar said the reason behind the scarcity of functional foods for eye health is likely twofold: most ingredients and formulas are popular in the dietary supplement space and are most often focused on the condition of AMD. Also, there are not many food or beverage products that have yet positioned themselves around eye health specifically. This is probably because eye health is not as high a priority compared to some other benefits like healthy hearts and joints, which consumers can achieve with foods, she said. Further, Ms. Dorsey-Kocklar said the many options for quick-fix corrective procedures for the eyes, do not endear consumers to make long-term change with food choices. There could also be a lack of understanding or association between foods/nutrients and eye health. “That said, with the paucity of functional food products proffering eye health on the market, this does give a manufacturer a first-mover advantage if they put a product on the market first and capture the most engaged and loyal conNW sumers,” she concluded. References furnished upon request. May 2011
Minerals: The Next Generation
The market continues to evolve in light of consumer demands, new applications and emerging technologies. By Rebecca Wright Editor
Minerals continue to function as a solid sales generator for the dietary supplement market, especially as increasing numbers of consumers add them to their health and wellness regimens. But it doesn’t stop there. Mineral fortification has also generated interest and loyalty from consumers demanding more nutrition from their foods and beverages. Recent data from the National Health and Nutrition Examination (NHANES) survey show that multivitamins/multiminerals are the most commonly used dietary supplements, with approximately 40% of men and women reporting use during 2003-2006. More specifically, use of supplemental calcium increased from 28% during 1988–1994 to 61% during 2003-2006 among women aged 60 and older. Basic messages have been heard and consumers have obviously responded with increased usage. So what’s next? 48 • Nutraceuticals World
Well, the next generation of minerals is on deck. And this one improves upon the last with better solubility, bioavailability and efficacy, according to industry experts. It seems the next level of consumer awareness won’t be about minerals in general, but rather the form in which they are delivered. These new forms are causing an evolution of functional products. And in many cases, said Sam Wright, president and CEO, The Wright Group, Crowley, LA, this is causing a blurring of the lines between supplements, foods and beverages. “Consumers, especially Baby Boomers, make food over supplement as their first choice for nutritional benefits, mainly driven by ‘pill fatigue,’ while food manufacturers continue to focus on product innovation,” he said. “The latest market trends show that the last three years have been about functional beverages, but the next three years will be www.nutraceuticalsworld.com
functional foods.” According to Nutrition Business Journal (NBJ), Boulder, CO, the minerals segment makes up about 8% of the dietary supplement market in the U.S. The good news, according to SPINS, is that mineral sales were up 7.5% in the natural channel in 2009, and according to Symphony IRI, sales were up 4.5% in the food drug and mass (FDM) channel. NBJ estimates that the minerals category in terms of finished product sales totaled more than $2.1 billion in 2009. On the raw material side, minerals brought in $240 million, a growth of 5% compared to the previous year.
This article in a nutshell: • The next generation: it’s all about form & function • New launches & opportunities
May 2011
Minerals
Table 1
Mineral
2009 Sales
Calcium
$1.2 billion
Magnesium
$340 million
Iron
$300 million
Source: Nutrition Business Journal (NBJ), Boulder, CO
NBJ cites calcium, magnesium and iron as the top three minerals in the market in terms of sales. (See Table 1.) “Sales of mineral ingredients averaged 4% growth from 2000-2009, with 2009’s growth of 5% being much closer to the norm than the 7% growth experienced in 2008,”NBJ said in its 2009 Nutrition Industry Overview. Further, “Input pricing remained stable, and the market belonged mostly to European and U.S. suppliers, as China continues to focus elsewhere.” Once again, NBJ pointed out, growth was strongest for magnesium supplements, which spiked 10% to $340 million. From 2000-2009, magnesium supplement sales posted a CAGR of 14%, while the CAGR for all mineral supplements during this time period was just 5%, NBJ claimed. The second largest segment for sales growth in 2009 was iron, which also posted nearly 10% growth and $30 million in new sales dollars, according to NBJ. This was followed by calcium, which grew by $60 million (or 5%) to $1.2 billion in 2009. On the not-so-bright side, chromium sales dropped nearly 3% to $96 million in 2009, while selenium dropped 8% to $57 million.“Chromium sales have been in decline for the last four years, with sales peaking at $125 million in 2005,”NBJ explained. Calcium, NBJ said, garnered the most media attention with the release of a meta-analysis out of New Zealand in August 2010 linking calcium supplementation to heart-attack risk.“The mainstream media covered this study broadly, but industry advocates and various scientific experts found ample reason to doubt and disparage the results, given calcium’s broad-based support among medical professionals in supporting bone health,” the market researcher said.“Time will tell, but vitamin E suffered mightily from a 50 • Nutraceuticals World
similar study published in 2005 and has yet to recover.” In fact, NBJ research indicates that vitamin E sales have dropped 61% during the last decade. Similarly, as this issue went to press, British Medical Journal (BMJ) published another study showing that calcium supplements, with or without vitamin D, modestly increase the risk of cardiovascular events, especially myocardial infarction. Researchers say this finding was obscured in the Women’s Health Initiative CaD Study by the widespread use of personal calcium supplements. “A reassessment of the role of calcium supplements in osteoporosis management is warranted,” they concluded. Time will tell, but the potential impact of these studies on calcium sales should not be overlooked.
The Next Generation: It’s All About Form & Function While still a large market, the minerals segment is no longer posting the high growth numbers seen in years past, according to Kathy Lund, business development and marketing director, AIDP, City of Industry, CA. As a result, companies are exploring other opportunities in an effort to carve out new growth and market share. “Right now solubility and bioavailability seem to be key areas, along with providing ‘tasteless’ minerals, especially in the case of formulations geared toward children,” Ms. Lund said. “There has also been some compelling research in the area of bioavailability. Over the years the chelating process has improved the bioavailability of various minerals, which has brought positive changes to the market.” Formulators need minerals they can work with, whether they are designing an energy drink, a children’s gummy product, a bone health supplement or a fortified cereal. But what do they pay attention to most when deciding on the selection of a particular mineral form? AIDP’s Ms. Lund said it varies, depending on the company, the product being formulated and the target audience for that potential product. “Some companies are more price sensitive than others. Some are more quality conscious than others. Regardless, functionalwww.nutraceuticalsworld.com
ity, taste and bioavailability are very important to all of them,”she said.“These are the requests we are seeing most often these days.” Offering a similar but more detailed view, Jeremy Moore, global business director, Stratum Nutrition, St. Louis, MO, suggested companies take several factors into consideration. “Once the reason for inclusion [of minerals] is clear, then the next series of considerations differs whether we are talking about foods and beverages or supplements,” he said. In the case of food and beverage applications, taste will obviously weigh heavily in mineral selection. Some of the other parameters include performance and cost.“It is also important to consider the impact [minerals] will have on performance (i.e., texture, shelf life, solubility, etc.),” Mr. Moore said.“Any time we are talking about foods and beverages, cost in use is going to be a major consideration, and there is certainly an upper limit on how much per serving a company can pay.” As for supplements, Mr. Moore said, “Other important considerations include the amount of space available in the product for the mineral(s), whether or not the form of the mineral is bioavailable, and what potential interactions might occur between the mineral(s) and the other ingredients in the product.” “Because most supplements in North America are in pill form and contain multiple ingredients, there usually is some restriction on the available space for the mineral,” he added. “This can impact the choice of what form of mineral to use because the percentage of elemental mineral can vary depending on whether we are talking about a salt form or an organic form.” Mr. Moore went on to say that salts tend to have higher elemental mineral and less expensive cost in use, but the bioavailability, solubility, taste, etc., tend to be poorer compared to organic forms.“It is also important to realize that minerals catalyze many oxidative reactions and this should be considered when formulating a multi-ingredient product,” he explained. “The reactivity of a mineral can vary depending on its form, but in general there are certain ingredients— such as omega 3 fatty acids—that just don’t fit together well with minerals.” May 2011
Minerals
Patrick Stano, vice president, Sales & Marketing North America, Dr. Paul Lohmann Inc., Islandia, NY, agreed, adding that reactivity, metal content and color are also crucial determinants of mineral selection.“These factors may differ in importance depending on the end product and the delivery system,”he explained.“For example, in the case of liquid supplements, solubility, taste and reactivity are the primary factors to consider, while in tablets, color, taste and metal content are probably considered to be more important.” Mr. Stano said he has also seen an increase in the demand for direct compression (DC) grade products for tablets—primarily for calcium, magnesium and iron salts. “We have also seen an increase in the demand for micronized minerals for improved liquid supplements due to the ease at which these finer particles go into solution, as well as microencapsulated products to help mask the taste of some products and prevent interaction with other ingredients,”he added.“ We have also seen an increase in the demand for more soluble mineral salts, such as lactates and gluconates.” Beside form and function, minerals are sometimes judged by the company they
keep. In other words, especially in the case of fortification, the synergistic effect between minerals AND vitamins needs to be considered during formulation, according to The Wright Group’s Mr. Wright, who offered some examples. “Vitamin D has been scientifically proven to help the body to effectively absorb calcium, the same as vitamin C can help the absorption of iron. Studies have also shown that besides vitamin D and calcium, vitamin K and magnesium also play important roles in bone mineralization,” Mr. Wright said. “Properly selecting the combination of minerals and vitamins often provide advantages in marketing new functional food and dietary supplement products.” “Using microencapsulation technology, micronization technology and nanotechnology, minerals’ properties can be altered,” Mr. Wright added. “Microencapsulated minerals provide formulators options to prevent taste and reactivity issues, while micronization and nanotechnology make the application of insoluble minerals in beverages possible.” Regardless of what the next generation of minerals looks like, quality will obviously
play a big role, according to Mr. Moore. “Some of the mined starting materials for different minerals can have certain contaminants and it is important to be confident of the quality of the product you are buying.” Going into more detail on heavy metal contamination, Kevin Ruff, PhD, MBA, director of scientific and regulatory affairs, ESM Technologies, Carthage, MO, said, “Since most minerals are mined from the ground, they can be alarmingly high in heavy metal contaminants if not further purified. ESC (eggshell calcium) [from ESM] is one of a select few all-natural (non-mined) mineral sources that is also essentially free of heavy metals. Lead, mercury, arsenic and cadmium are tested down to parts per billion (ppb) levels for every lot of ESC that we sell.” Importantly, he added, “That makes ESC 50-450 times below California Proposition 65 limits for these four heavy metal contaminants at the full Daily Value of 1000 mg per day for calcium.”
New Launches & Opportunities At AIDP, things are starting to heat up in
New Report Shows Wide Cost Variation for Iron Supplements
most common in menstruating women but also is commonly seen in children, pregnant women, and among people taking drugs that reduce stomach acid. Even mild iron deficiency may cause fatigue ConsumerLab.com says consumers must choose wisely and impair learning, memory and sports performance. Individual when it comes to iron supplements. needs for supplemental iron vary and different forms may be better tolerated than others. According to Nutrition Business Journal, sales According to a new report from ConsumerLab.com, White of iron supplements in the U.S. have grown steadily over the years, Plains, NY, the cost to get an equivalent dose of iron from supreaching more than $300 million in 2009, up 10% from the prior plements varies by more than 100-fold. “A 25 year. mg dose of iron can cost as little as $.02 or “It is great that all of the iron supplements in more than $2, depending on the product,” this review were found to be of high quality, the company said. but people using iron supplements must In addition to the cost analysis, Consumerchoose carefully to be sure they are getting the Lab.com conducted laboratory tests and label right form, the right dose and are not spending reviews on iron supplements. In contrast to more money than necessary,” said Tod CoopConsumerLab.com’s 2008 report on iron superman, MD, president of ConsumerLab.com. plements—in which 20% of selected suppleThe report includes results for 16 products Mild iron deficiency may cause ments failed to meet quality standards—all made with a variety of forms of iron, including fatigue and impair learning, products in the current review contained their carbonyl iron, ferrous bisglycinate, ferrous fumemory and sports performance. listed amounts of iron and did not exceed conmarate, ferrous gluconate and ferrous sulfate, tamination limits for lead. However, one prodas well as heme iron polypeptide, iron protein uct violated FDA labeling requirements by displaying a heart succinylate, polysaccharide iron complex and plant-based iron. symbol on its label, representing an unapproved health claim. Dosage forms include: regular capsule, vegan capsule, liquid, Iron is required to prevent and treat anemia. Iron deficiency is time-release tablet and plain tablet.
52 • Nutraceuticals World
www.nutraceuticalsworld.com
May 2011
Minerals
the magnesium department. “We are currently working with a company to develop a new form of magnesium indicated for cognitive support, particularly memory and focus,” Ms. Lund explained. “Human studies are pending, but what we know now is that this form of magnesium crosses the blood-brain barrier more readily compared to other forms of magnesium.”The company expects to release this product in the coming months. Undoubtedly, according to Paul Dijkstra, CEO, InterHealth Nutraceuticals, Benicia, CA, one of the “hottest” minerals to grab attention over the last decade has been chromium, an essential trace mineral required for normal insulin function. “The diabetes epidemic and associated metabolic syndrome (pre-diabetes) have further increased interest and attention,” he said. “However, there are many forms of chromium on the market and they differ tremendously in terms of safety and efficacy.” To address this need, InterHealth recently launched Zychrome, a patent-pending
chromium dinicocysteinate (a complex of niacin, L-cysteine and chromium). “Zychrome was shown to significantly reduce insulin levels as well as insulin resistance by 30% after three months in a randomized, double-blind, placebo-controlled study. Zychrome was also shown to significantly reduce inflammatory cytokine TNF-α by more than 20%. This is an important marker as TNF-α is associated with insulin resistance,” Mr. Dijkstra explained. Changing gears, The Wright Group’s Mr. Wright highlighted some recent finished product releases. “A calcium-fortified cookie was launched to the market last year by Dr. Siegal & Son, with 30% of the Recommended Daily Intake (RDI) amount of calcium,” he said. “It is being positioned as a snack food that provides calcium supplementation and relieves occasional heartburn.” “In addition, last month the Wrigley Company launched a calcium-fortified gum in Australia and New Zealand, claiming its ‘on-the-go’ delivery can help address
the reported calcium intake deficiency among 90% of Australia’s population,” Mr. Wright said. “The gum is designed to deliver 10% of the RDI for the mineral per two pieces after 20 minutes of chewing. The calcium with the act of chewing together will promote the benefit for dental health.” On the supply side, Mr. Wright said interest in minerals from natural sources has increased due to consumer demand. “Besides traditional sources such as eggshell, milk and whey, ingredient companies are exploring other alternatives. Last year, a magnesium concentration was created by extracting magnesium from mineral water, then adding it to a lemon balm by France-based Activ’Inside,” he explained. “The ingredient allows manufacturers to make magnesium-related health claims approved by the European Food Safety Authority (EFSA) and can be used in products for sports nutrition, performance and energy, stress, sleep disorders NW and bone health.”
Mineral Salts for Nutritional Supplements • Very wide range of minerals • Food and Pharma grades • Low levels of Al, Cd, Hg, Pb • Special grades for - Soft-gelatine Capsules - Hard-gelatine Capsules - Tablets, Microtabs, Dragees - Sachets, Sticks - Liquids, Syrups Dr. Paul Lohmann Inc. [email protected] www.lohmann-inc.com T +1-877-4DPL-USA May 2011
High value mineral salts www.nutraceuticalsworld.com
Nutraceuticals World • 53
“…astaxanthin supplementation improved erythrocyte antioxidant status and decreased PLOOH levels, which may contribute to the prevention of dementia.”
Nutraceuticals Research
Nutraceutical: Astaxanthin Indication: Dementia Source: Br J Nutr, January 2011;1-9. Research: This study included 30 healthy volunteers between the ages of 50 and 69 years who were randomly assigned to receive either 6 mg or 12 mg of astaxanthin or 0 mg placebo every day for 12 weeks. Researchers wanted to investigate the effect of astaxanthin on phospholipid hydroperoxides (PLOOH), which are known to accumulate abnormally in the red blood cells of people with dementia. Results: After 12 weeks of treatment, erythrocyte astaxanthin concentrations were higher in both the 6 and 12 mg astaxanthin groups than in the placebo group. In contrast, erythrocyte PLOOH concentrations were lower in the astaxanthin groups than in the placebo group. In the plasma, somewhat lower PLOOH levels were found after astaxanthin treatment. According to researchers, these results demonstrated that astaxanthin supplementation improved erythrocyte antioxidant status and decreased PLOOH levels, which may contribute to the prevention of dementia. Nutraceutical: Black cohosh Indication: Menopause symptoms (in breast cancer patients taking Tamoxifen) Source: Gynecol Endocrinol, Jan 13, 2011:[Epub ahead of print]. Research: The anti-hormonal therapy of breast cancer patients with the anti-estrogen Tamoxifen often induces or aggravates menopausal complaints. As estrogen sub-
stitution is contraindicated, herbal alternatives, such as extracts of black cohosh, are often used. Researchers at the Institute of Complementary Medicine, University Hospital, Zurich, Switzerland, conducted a prospective observational study in 50 breast cancer patients undergoing Tamoxifen treatment. All patients had had surgery, most of them had undergone radiation therapy (87%) and approximately 50% had received chemotherapy. Every patient was treated with an isopropanolic extract of black cohosh (1-4 tablets, 2.5 mg) for 6 months. Patients recorded their complaints before therapy and after 1, 3 and 6 months of therapy using the menopause rating scale (MRS II). Results: The reduction of the total MRS II score under black cohosh treatment from 17.6 to 13.6 was statistically significant. Hot flashes, sweating, sleep problems and anxiety improved, whereas urogenital and musculoskeletal complaints did not change. In all, 22 patients reported adverse events, none of which were linked with the study medication; 90% reported the tolerability of the black cohosh extract as very good or good. As a result, the researchers consider black cohosh extract a reasonable treatment approach in Tamoxifen-treated breast cancer patients with predominantly psychovegetative symptoms. Nutraceutical: Nutritional supplements Indication: Infantile colic Source: Pediatrics, April 2011;127(4):720-33. Research: Complementary and alternative
—Nutraceuticals Research is brought to you in part by Natural Standard. The Natural Standard© database is an evidence-based decision support tool that is designed to help users navigate research on the safety and efficacy of herbs, supplements, vitamins, minerals, diet and exercise and nutrition products. It also assists in: Structure/Function Claims • Regulatory Affairs & Product Registration Research & Development • Employee & Consumer Education
www.naturalstandard.com To have your products listed in the brand name database, subscribe to the full professional database, or ask content licensing/custom report questions: contact 617.591.3341 or send your inquiries to [email protected].
54 • Nutraceuticals World
www.nutraceuticalsworld.com
medicines often are advocated for infantile colic, yet there has been no synthesis of the evidence to inform current practice about their use. The goal of this study was to evaluate all randomized clinical trials of nutritional supplements and other complementary and alternative medicines as a treatment for infantile colic. Five electronic databases were searched from their inception to February 2010 to identify all relevant randomized clinical trials of complementary and alternative medicines and supplements for infantile colic. Data were extracted by two independent reviewers, and methodological quality was assessed using the Jadad score and key aspects of the Cochrane risk of bias. Results: Fifteen randomized clinical trials met the inclusion criteria and were included. Thirteen studies were placebo controlled. Eight were of good methodological quality. Eleven trials indicated a significant result in favor of complementary and alternative medicines. However, none of these randomized clinical trials were without flaws. Some encouraging results exist for fennel extract, mixed herbal tea, and sugar solutions, although researchers stressed that all trials have major limitations. Thus, the notion that any form of complementary and alternative medicine is effective for infantile colic currently is not supported from the evidence from the included randomized clinical trials, the researchers concluded. Further, they said additional replications are needed before firm conclusions can be drawn.
Log on, learn more @ nutraceuticalsworld.com Find out everything you wanted to know and more about Astaxanthin when you visit our online “Research” section and download the Natural Standard monograph from our “Monograph Center.”
May 2011
Supply Source
HealthCo: Pairing Quality with Affordability Committed to offering quality products and services at affordable prices, Bloomingdale, IL-based HealthCo, a division of NOW Foods, supplies raw materials, finished capsules and tablets, private labeling, as well its Life Balance brand to the nutraceuticals industry. Established as an offshoot of the Fruitful Yield chain of health food stores, NOW Foods was founded to fill a need for highquality, affordable vitamin supplements, according to Peter Sokoloski, sales manager with HealthCo. “The HealthCo division was created in order to service smaller manufacturers and retailers by offering
of nutritional products at very competitive prices,” the company maintains. HealthCo supplies raw materials, finished goods in bulk (tablets, capsules and soft gels), and offers private labeling services for many of its popular dietary supplements. In 2010 the company launched Life Balance Certified Organic Stevia. “This extract is Generally Recognized As Safe (GRAS) and goes through a unique enzyme-treatment process in order to remove the bitterness that can sometimes be found in other stevia extracts,”said Mr. Sokoloski. HealthCo has also developed a comprehensive private label program that allows
“Direct importing, state-of-the-art manufacturing capabilities and long-standing vendor relationships allow us to offer a wide range of nutritional products at very competitive prices.” them the same quality raw materials, finished goods and private label supplements,” he noted. Staying cost competitive without sacrificing product integrity often presents a common obstacle for businesses in the natural products industry. HealthCo strives to provide bulk products and private label formulas at fair, competitive prices. Continually building on past success, the company seeks unique ways to pass savings on to its customers. “Direct importing, state-of-the-art manufacturing capabilities and long-standing vendor relationships allow us to offer a wide range May 2011
customers to tailor their own line of dietary supplements, completely personalized to fit a company’s unique image. Additionally, popular personal care products include moisturizing lotions, natural butters, antiaging creams, firming serums, pure essential oils and more. From raw materials and bulk orders to private label and personal care products, HealthCo understands that offering quality requires starting with only the finest, freshest raw ingredients. The company tests raw materials and finished products at its 263,000-square-foot manufacturing and testing facility to ensure purity, potency and www.nutraceuticalsworld.com
The company tests raw materials and finished products at its 263,000-square-foot manufacturing and testing facility to ensure purity, potency and the absence of microbial contamination.
the absence of microbial contamination. While many companies, across varying industries, have taken a hit from a turbulent economic environment, HealthCo has seen positive growth, Mr. Sokoloski noted. “There is a tremendous need for quality manufacturers and for private label services in order for retailers to remain competitive.” Looking forward, he added, “HealthCo will stay at the forefront of the nutraceuticals market as we offer an ever-growing number of unique and innovative new products. Our focus will be on increasing capacity for production, maintaining our strict quality levels in a highly-regulated environment and working with retailers and manufacturers in order to bring contemporary products to market.” —S.M. HealthCo 395 S. Glen Ellyn Rd. Bloomingdale, IL 60108 Telephone: 800-477-3949 Fax: 630-545-9080 E-mail: [email protected] Website: www.healthco-intl.com Nutraceuticals World • 55
New Products
Iron Girl Energy Bar Glendale, CA-based Nestle Performance Nutrition, under its PowerBar brand, has debuted Iron Girl Energy Bar in a co-branding effort with the Athleta Iron Girl Event
Series. Iron Girl is part of World Triathlon Corporation (WTC), producers of the Ford Ironman World Championship. Iron Girl bars contain calcium, iron and B vitamins. They are available in two flavors: Strawberry & Cranberry and Cocoa Crunch.
Kellogg’s Eggo FiberPlus Waffles Kellogg Company, Battle Creek, MI, has launched Kellogg’s Eggo FiberPlus Calcium and FiberPlus Antioxidants waffles, which contain 35% of the Daily Value (DV) for fiber in each two-waffle serving. The Calcium Buttermilk variety also contains 35% of the DV for calcium and the Antioxidants Chocolate Chip variety offers 20% of the DV for vitamin E and zinc.
Organic Acai Pomegranate Juice Bossa Nova, Cincinnati, OH, has added Organic Acai Pomegranate to its line of superfruit juice beverages. The company uses acai berries that are picked by hand at the peak of ripeness. The organic berries are harvested from sustainably grown acai palm trees in the Brazilian Amazon rainforest. The product is lightly sweetened with organic agave nectar.
56 • Nutraceuticals World
Metabolic Support Line & pTeroPure Life Extension Foundation has launched a line of dietary supplements geared toward the middle-aged population struggling with weight control issues and blood sugar con-
Purina ONE beyOnd Nestle Purina PetCare Company has launched Purina ONE beyOnd, a line of natural pet foods featuring real meat along with vitamins, minerals and whole grains accented with fruits and vegetables. The product line includes two adult dog recipes: Chicken & Whole Oat Meal Recipe Accented with Carrots, Tomatoes & Apples; and Lamb & Whole Barley Recipe Accented with Blueberries, Sweet Potatoes & Spinach. Two adult cat varieties include: Salmon & Whole Brown Rice Recipe Accented with Cranberries, Tomatoes & Spinach; and Chicken & Whole Oat Meal Recipe Accented with Carrots, Sweet Potatoes & Apples.
V8 V-Fusion 100% Campbell Soup Company, Camden, NJ, has added two new varieties to its V8 V-Fusion 100% vegetable and fruit juice line: Concord Grape Raspberry and Concord Grape Raspberry Light. Each 8-oz. serving provides one full serving of vegetables and one full serving of fruit. Both varieties are available in 46-oz. bottles, and V8 V-Fusion Concord Grape Raspberry will be available in 8-oz. slim cans starting in July. The company is also expanding the number of V8 V-Fusion juice varieties available in singleserving, 8-oz. slim cans to include Strawberry Banana Light and V8 V-Fusion + Tea Raspberry Green Tea. The entire line offers antioxidant vitamins A, C and E, with no added sugar.
supplement contains 1000 mg of proprietary Neptune Krill Oil.
Arctic Wonder Bayer Healthcare, LLC Consumer Care Di-
vision, Morristown, NJ, has launched Arctic Wonder krill oil. This omega 3 dietary www.nutraceuticalsworld.com
cerns. Calorie Control Weight Management Formula contains Phase 2 Carb Controller, a white kidney bean extract that inhibits the amylase enzyme in the digestive tract. Optimized Irvingia with Phase 3 Sugar Controller provides support to reverse the age-related metabolic changes that predispose middle-aged individuals to weight gain. The product features Phase 3 Sugar Controller, a patented L-arabinose compound. Natural Glucose Absorption Control serves as a companion to a fiber-rich, nutrient-dense diet to manage healthy blood sugar levels. It contains Phase 3 Sugar Controller, featuring a blend of L-arabinose and chromium to support healthy blood sugar and insulin levels, as well as healthy glycemic metabolism. The company has also released pTeroPure, which contains 50 mg of pTeroPure brand pterostilbene, a compound naturally found in blueberries that is similar to resveratrol but offers a higher potential for cellular uptake due to its better absorption and longer half-life in the blood, according to the company. May 2011
New Products
FUZE Whitestone, NY-based FUZE, part of glacéau, a business unit of The Coca-Cola Company, has re-launched its line of flavored beverages. Each of the 12 different flavors is an“excellent source”of antioxidant vitamins A, C and E. FUZE is available in seven base flavor varieties (Banana Colada, Peach Mango, Strawberry Guava, Orange Mango, Mixed Berry, Black & Green Tea and Green Tea) and five FUZE Slenderize flavor varieties (Tropical Punch, Strawberry Melon, Blueberry Raspberry, Cranberry Raspberry and Pomegranate Acai Berry). Slenderize varieties contain Super Citrimax, L-carnitine and chromium.
Cool Cups Cool Cups, Los Angeles, CA, has introduced a new single-serving, grab-and-go version of its all-natural, gelatin-free, gel snack. Made with carrageenan (seaweed), Cool Cups are a gluten-free, fat-free, dairyfree, GMO-free gel snack. They are high in vitamin C and contain 95 calories per serv-
ing. Products are available in Orange, Peach Mango and Black Cherry flavors.
CocoaWell Reserveage, Gainesville, FL, has launched CocoaWell, a line of dietary supplements based on the antioxidant-rich superfruit
Eye, Lung & Vein Formulas Vita Logic, Columbus, GA, has added three new products to its supplement line: Eye, Lung and Vein, all featuring vegetarian capsules. Eye Formula contains alphalipoic acid, bilberry, astaxanthin, zeaxanthin and lutein. Lung Formula contains anise, thyme and astragalus, as well as English ivy, elecampane and adaptogenic herbs. Vein Formula assists in normal blood viscosity, movement and restoration, according to the company. It contains grape seed extract, gotu kola, horse chestnut and butcher’s broom.
Collagen Sport cocoa. Products include Maximum Potency Organic Cocoa, with 450 mg of pure plant flavonols; True Energy with AdaptoStress3, which contains ashwagandha, rhodiola, schisandra and all-natural caffeine from InnovaTea; as well as Advanced CoQ10 Heart, which contains 200 mg of CoQ10 per serving and a high-potency flavonol complex with green tea and acacia catechu.
NeoCell Corporation, Santa Ana, CA, has reformulated its Collagen Sport protein powder, which is designed to help people recover between workouts. The new Collagen Sport is all-natural and gluten-free and contains more L-glutamine, vitamin C and fiber. It is also available in a new Belgian Chocolate flavor. The product contains whey protein isolate, collagen peptides, L-
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A Leading Supplier of 5-HTP For More Information: Website: www.sanherb.com Phone Number: 718-855-2013 E-Mail: [email protected] or [email protected]
May 2011
www.nutraceuticalsworld.com
Nutraceuticals World • 57
New Products
glutamine, L-lysine and pomegranate, along with 20 types of vitamins, minerals and amino acids. One serving offers 123 calories and 30 grams of protein.
added Fish Oil Plus to its line of nutritional supplements. The product contains 1000 mg of omega 3 fatty acids in each soft gel (540 mg of EPA and 360 mg of DHA).
NutraSea DHA
Terry Naturally Product Line
Ascenta, Nova Scotia, Canada, has introduced NutraSea DHA, an omega 3 dietary
EuroPharma, Green Bay, WI, has expanded its Terry Naturally product line of natural dietary supplements, introducing more than 25 new botanical formulations—each developed by industry icon Terry Lemerond—over the past year. The brand now offers a full product line of more than 100 nutritional supplements in every major health category, including: blood sugar balance, brain and mental health, cold and flu, digestion, energy, hair and skin, heart health, immune/allergies, pain and inflammation, sleep, thyroid, weight loss and women’s health.
supplement sourced from wild squid that contains 800 mg of DHA and 400 mg of EPA. It is available in Citrus flavor and utilizes a unique green tea antioxidant to protect against oxidation. The oil is derived from the parts of the squid not used in the calamari industry, allowing for maximum utilization of the resource. Wild squid is a sustainable species and the eco-friendly catch method has no impact on the marine environment, according to the company.
Collagen Glucosamine Complex Jamieson Laboratories, Toronto, Ontario, Canada, has released Collagen Glu-
Jelly Vitamins U.K.-based Healthsmart Solutions Limited has introduced a line of Jelly Vitamins designed for children. Products include Omega 3, Calcium with Vitamin D3, Multivitamin and a Vitamin A, C, D & E combination. The “Teddy Bear” shaped jellies are also available for private labeling.
Fish Oil Plus Pacific Health, Inc. Bellingham, WA, has 58 • Nutraceuticals World
Forgiven Alcohol Burner Forgiven Bottling Group LLC, Las Vegas, NV, has introduced Forgiven, an all-natural alcohol metabolizer designed to eliminate hangovers. The product contains 150 mg of vitamin B1 (Thiamine mononitrate), a proprietary blend of organic acids (L-cysteine, L-glutamine) and Rhodiola rosea extract.
Collagen Enhance Chews ResVitále, Tampa, FL, has launched Collagen Enhance Chews, which contain BioCell Collagen II, hyaluronic acid (HA) and antioxidants. Designed to boost skin hydration, firmness and elasticity, the product is available exclusively at GNC.
Quick Beverages Sleep & Relax ViVa Beverages, Southfield, MI, has launched Quick Beverages Sleep and Quick Beverages Relax, 2-oz. liquid shots that contain a proprietary blend of all-natural botanical ingredients, including melatonin, GABA, valerian root, lemon balm, chamomile and passionflower. Available in Berry flavor, the products are zero-calorie and sugar-free.
and reduce muscle damage, the company claims. The product is available in two flavors: Double Expresso and Chocolate. The company has also released Accel Recover, a nutritional bar designed for muscle recovery. The formula features a blend of three carbohydrates to replenish depleted muscle glycogen stores; a proprietary combination of three proteins enriched with glutamine, arginine and leucine; medium-chain triglycerides, which rapidly convert into energy rather than fat; and antioxidants to protect muscles from free radical damage and to regenerate the body’s natural antioxidant pathways. The product is available in Chocolate Peanut Butter flavor.
Slimple cosamine Complex, a once-a-day joint-support dietary supplement that contains 40 mg of UC-II undenatured type II collagen.
2nd Surge Ultra Energy Gel & Accel Recover PacificHealth Laboratories, Matawan, NJ, has launched 2nd Surge Ultra Energy Gel, an all-natural product designed to delay the onset of both muscle and brain fatigue, according to the company. The product contains a proprietary formula that includes rapidly acting carbohydrates, specific proteins, caffeine and selected antioxidants to increase the delivery of critical nutrients to brain and muscle cells, maintain metabolic energy needs, inhibit the release of fatigue signals in the brain www.nutraceuticalsworld.com
MB Innovations LLC, Hollywood, FL, has released Slimple, a weight loss dietary supplement that contains MaCoca—a proprietary blend of ingredients that includes decocainized coca leaf. The product is designed to promote satiety, boost energy and burn calories, according to the company. MaCoca also blends maca root, citrus bioflavonoids, glycomacropeptide (GMP), guggul (gum extract), green tea, lotus leaf extract and annatto leaf powder.
FemCo Standard Process Inc., Palmyra, WI, has added FemCo to its MediHerb Female Health Essentials line of dietary supplements. Designed to support female health on multiple levels, the product contains white peony, shatavari and May 2011
New Products
schisandra. According to the company, the product is intended to support women’s general well-being and vitality; support normal reproductive function in women; ease the effects of cramping associated with menstruation; encourage healthy menstrual cycling; ease the effects of everyday tension and stress; and support healthy liver function.
Superfruit Gummy Vitamins Genesis Today, Austin, TX, has launched a new line of superfruit gummy vitamins. Acai Energy contains acai berry and B complex vitamins, as well as vitamins C and E. One bottle includes Grape, Berry and Citrus flavors. Superfruit Omega 3 contains omega 3 fatty acids EPA and DHA. One bottle contains a mix of Citrus, Peach and Mango flavors. Superfruit Immunity contains zinc, vitamins, A, C and E and echinacea. Each bottle contains Strawberry, Cherry and Citrus flavors.
and available in four flavors: Blueberry Lemon, Cranberry Almond, Chocolate Chip Coconut and Raisin Walnut Spice. Sweetened with agave and coconut sugar, the bars are a “good source” of fiber and contain 9 grams of whole grains per serving.
Omega 3 Kettle Corn From Farm to Table Canada has introduced omega 3 fortified Kettle Corn. Each 21gram serving contains 32 mg of MEG-3 brand omega 3 EPA/DHA. The product is free of GMOs, gluten, trans fats, artificial flavors and colors.
Hype Energy Organic Hype Energy, New Haven, CT, has added Hype Energy Organic to its line of energy drinks. The lightly carbonated beverage contains apple juice, aloe vera, tea and guarana extract, as well as natural flavors, vitamins and antioxidants.
Natural Hibiscus Tea Whenever Bars Pamela’s Products, Ukiah, CA, has released Whenever Bars, all-natural, gluten-free, sugar-free snack bars that are low in sodium
The Republic of Tea, Novato, CA, has released Natural Hibiscus Iced Tea, a caffeine-free herbal tea that contains red hibiscus and no artificial flavors, sweeten-
Research Highlights Omega 3 Effervescent Formula Absorbed More Rapidly Than Soft Gels A research study conducted on two Nordic Naturals Arctic Cod Liver Oil products concluded that the effervescent formulation is more rapidly absorbed than gelatin soft gels, and suggested that the effervescent form is equally palatable, making it an acceptable alternative to the popular soft gel form. The study was conducted by Gerald Tramontano, PhD, at Exodon Clinical Research Unit in Mt. Arlington, NJ. A total of 30 subjects between the ages of 21 and 60 completed the study. Blood samples were drawn hourly after the fish oil preparations were taken. The average time to maximum concentration of EPA and DHA was shorter for the effervescent preparation group (2.7 hours) than for the soft gel group (3.5 hours), a 23% reduction in absorption time. Significant change from EPA and DHA absorption was noted as early as 1.5 hours after intake of the effervescent, while the change in absorption for the soft gel occurred 4.5 hours after intake. Overall amounts of EPA and DHA absorbed were similar for both preparations. Participants also rated the palatability of the delivery methods. More subjects rated the effervescent as “pleasant,” but the difference was not statistically significant, suggesting that both formu-
May 2011
ers or preservatives.
Nightly Beauty Beauty Foods, LLC has launched Nightly Beauty, a nutricosmetic drink mix that contains BioCell Collagen II along with a proprietary blend of natural ingredients, including vitamins A, B, C and E, biotin, magnesium, AlphaWave L-theanine and AlphaWave calming blend. The product is designed to promote healthy skin, relaxation and restorative sleep, while also supporting overall well-being, according to the company. It is available in Chocolate Bliss, Chocolate Chai Renewal and Vanilla Dream flavors.
BrainShiner Multifunction Supplements, Plano, TX, has released BrainShiner, a dietary supplement designed to increase memory retention, concentration and alertness while reducing fatigue. The product contains GABA, ginkgo biloba, choline, ginseng, Lglycine, L-glutathione, phenylalanine, Larginine, vitamin B1 (thiamine), vitamin B2 (riboflavin), vitamin B12, vitamin C and zinc.
lations meet consumer expectations for taste. The two products used in the study were: Omega-3 Effervescent, an Orange-flavored, water-soluble drink mix; and Arctic Cod Liver Oil Lemon-flavored soft gels, made from 100% Arctic Cod livers. BCM-95 Curcumin Shows High Absorption In a recent comparison analysis conducted by EuroPharma, researchers analyzed differences in absorption of curcumin products, including BCM-95 curcumin from EuroPharma, plain curcumin and phytosome form curcumin. Researchers sought to understand what level of full-spectrum curcuminoids can be detected in the blood, and how long the curcuminoids remain in the bloodstream within the therapeutic range. Researchers compared the average increase of curcumin in the bloodstream following use of BCM-95 curcumin, curcumin phytosome and plain curcumin, as determined by published human absorption data. Each 1 mg of BCM-95 curcumin = a 0.34 increase in curcumin in the bloodstream, measured as nanograms per gram (ng/g). Each 1 mg curcumin phytosome complex = 0.15 ng/g. Plain curcumin was less than 0.04 ng/g. The highest serum increase was seen with BCM-95 curcumin, which raised the blood levels of curcumin more than twice as much as the phytosome form.
www.nutraceuticalsworld.com
Nutraceuticals World • 59
Suppliers Corner
Q-Naturale SF & CL National Starch Food Innovation has introduced two encapsulation matrices for foods, beverages, health and dental care products: Q-Naturale SF for sugar-free applications and Q-Naturale CL for natural/clean label products. Both products encapsulate and protect flavors, nutrients and actives, including omega 3s and beta-carotene color. Q-Naturale SF is targeted at applications where sugarfree/no-cavity-causing spray dried flavors are used, including powdered puddings and gelatin desserts; chewing gum and coatings for chewing gums; oral care (including toothpaste and denture adhesives); powdered beverages; vitamins and nutrients; and pressed tablets. CL is in-
tended for flavors, nutrients and spices that go into various instant foods and powdered beverages. For further information: www.foodinnovation.com
Go Easy Valensa International has introduced Go Easy, a patented formulation that combines the natural properties of plantbased waxy policosanols and omega 3 fatty acids in a synergistic formula designed to promote regularity. The formulation features a patented microdispersion of natural, plant-based, nonGMO policosanols, cranberry seed extract and Tresalbio chia seed extract in a soft gel. For further information: www.valensa.com
Research Highlights Superba Krill Oil Impacts Fat Signaling Markers in Obese Humans New research published in Nutrition & Metabolism indicates Superba krill oil from Aker BioMarine offers positive benefits on the endocannabinoid (EC) system in humans. The EC system is comprised of a group of lipids and receptors that act within the nervous system to help modulate several physiological processes, including appetite and mood. In this study, normal weight, overweight and obese subjects were given 2 grams of krill oil, menhaden fish oil or olive oil each day for four weeks. Results demonstrated that less than 400 mg EPA + DHA had beneficial effects on EC levels in obese persons when given in the form of krill oil. For further information: www.akerbiomarine.com Testofen Imparts Anabolic Activity in Rats Furostanol glycosides isolated from fenugreek (Fenu-FG) appear to impart anabolic activity in male rats, according to a study published in the journal Phytotherapy Research. Gencor Nutrients’ Testofen fenugreek extract was used in this study, titled “Effect of Furostanol Glycosides from Trigonella foenumgraecum on the Reproductive System of Male Albino Rats.” The rats were treated with testosterone (10 mg/kg) or FenuFG (10 and 35 mg/kg) once daily for 4 weeks. At the end of the
60 • Nutraceuticals World
Omega-Natural Salmon Denomega has introduced Omega-Natural Salmon, a cold-pressed Norwegian salmon oil. The taste- and odor-free oil comes from sustainable Norwegian sources and is refined locally, according to the company. Denomega’s patented, cold-press technique allows for a light mouth-feel that makes the ingredient ideal for dietary supplements. For further information: www.denomega.com
Erysta 3656 Corn Products International has released Erysta 3656 co-processed, directly compressible erythritol. Using proprietary integration technology designed to
study, blood was drawn and serum testosterone was measured. Animals were killed and reproductive organs were excised and weighed. Fenu-FG (35 mg/kg p.o.) showed anabolic activity without androgenic activity. For further information: www.gencorpacific.com Cranberry Powder May Reduce Urinary Tract Infections A study published in the journal Current Bioactive Compounds showed that proanthocyanidin standardized whole cranberry (Vaccinium macrocarpon) powder may reduce the presence of E. coli and support urinary tract health. The randomized, double-blind, controlled, dose-dependent study examined the effects of supplementation with PACran, from Decas Botanical Synergies, LLC (DBS), on women volunteers prone to recurring urinary tract infections and with a confirmed presence of E. coli in the culture of urine samples. At the end of the 90-day treatment period, a daily dose of 500 mg of PACran was shown to significantly reduce the presence of E. coli and can be advocated for the support of urinary tract health. For further information: www.decasbotanical.com Review Confirms Phase 2 Helps Reduce Weight & Blood Sugar Spikes A review of more than a dozen studies, published in the March issue of Nutrition Journal, has concluded that Phase 2 Carb Controller, a proprietary extract of the white bean from Phar-
www.nutraceuticalsworld.com
May 2011
Suppliers Corner
maximize the performance and versatility of polyols in formulation, the ingredient offers all the advantages of erythritol in a directly compressible form for sugar-free tablets and confections. For further information: www.cornproducts.com
Have a new ingredient, technology or service you want to share?
Natural Choice Lanxess AG has introduced Natural Choice, a flavor that also increases the shelf-life of beverages. Typical applications include non-carbonated soft drinks containing fruit juice such as still lemonade and isotonic sports drinks. Natural Choice is a fruity, lemon-tasting formulation, consisting entirely of natural ingredients. The main constituents are citrus fruit peel oil, lecithin and beeswax. For further information: www.lanxess.com
Ultra Fiber DX BarnDad Innovation Nutrition, a division of Angle Foods, has launched Ultra Fiber DX, which features a shrink sleeve label printed on RB Dwyer Group’s IVCO (Infinitely Variable Cylinder Offset) web press. The “8-layer soluble and insoluble matrix” is designed to support lean muscle maintenance and weight management, according to the company. For further information: www.kurtanglefoods.com
machem, has the potential to induce weight loss and reduce spikes in blood sugar caused by carbohydrates. Phase 2 Carb Controller has demonstrated the ability to cause weight loss with doses of 500 to 3000 mg per day, in either a single dose, or in divided doses. It also has the ability to reduce the post-prandial spike in blood glucose levels, according to study authors. Research also indicates Phase 2 can be incorporated into food and beverage products without losing activity or altering the appearance, texture or taste of food. For further information: www.phase2info.com Review Supports Diverse Benefits of CoQ10, Examines Absorption Variability A review published in the January issue of the Journal of Evidence-Based Complementary and Alternative Medicine has concluded that CoQ10 supplementation has potential therapeutic value for several diseases and health conditions. However, clinical efficacy could be limited by a lack of absorption and ability to reach high plasma concentrations. CoQ10 has been implicated as a potential therapy for a large number of health conditions and diseases, especially those that result from reduced mitochondrial function. This review discussed recent clinical research in the areas of neurodegenerative disorders, cardiovascular disease, statin therapy, reproductive health, cancer and periodontal diseases. In addition, the article provided an overview of the fundamentals of CoQ10
May 2011
Send us the details and we will publish it in a future Suppliers Corner section. Email us at [email protected]
absorption and reviewed the latest clinical research comparing various enhanced formulation technologies used to improve the bioavailability of CoQ10. The authors conclude that, at first glance based on clinical studies on healthy subjects, more sophisticated CoQ10 formulations show great potential. Yet, with additional scrutiny of the reported data, it appears that some studies have high intersubject variance, which means a percentage of the population will not experience the improvement in bioavailability. It is recommended that improvements in the standards of reporting the bioavailability of CoQ10 be made to help clinicians and consumers decide whether or not a product is likely to be effective. For further information: www.bioactives.com Artinia Suppresses Weight Gain in Mice Research published in the Journal of Nutritional Biochemistry indicates that Artinia, a novel chitin-glucan fiber ingredient from Stratum Nutrition, may suppress weight gain/fat deposition and improve glucose tolerance. The study examined the ability of Artinia to alter the composition of gut microbiota associated with the development of obesity. Results provide evidence that in high-fat, diet-induced obese mice, Artinia promotes the growth of beneficial bacteria (Roseburia) while suppressing weight gain, fat deposition and improving glucose tolerance. For further information: www.stratumnutrition.com
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Nutraceuticals World • 61
People in the News
Jarrow Formulas, Inc., Los Angeles, CA, has appointed Rory Lipsky as marketing director. An acupuncturist and author of the book One Trip Around the Sun, Mr. Lipsky previously served as marketing manager for Jarrow Formulas. He has nearly 20 years of experience in marketing and natural medicine. John Bond has joined Physician Recommended Nutriceuticals (PRN), Plymouth Meeting, PA, as senior vice president of operations. He will be responsible for supervising all of the company’s day-to-day operations while providing oversight and guidance for PRN’s financial functions. He brings 30 years of experience in the life science field, previously serving as CFO for Cytokine PharmaSciences and Biotechnology General Inc. (now Savient Pharmaceuticals). Pharmavite LLC, Northridge, CA, has named Bill Tullis executive vice president, Sales. He will be responsible for accelerating the growth of new products in the U.S. in conjunction with Pharmavite’s parent company, Otsuka Pharmaceutical Corporation, and maintaining a continued focus
on the financial health and effectiveness of Pharmavite’s overall business. Mr. Tullis previously served as area vice president for alternate channels, Del Monte Foods. Trygg Pharma Holding AS, Oslo, Norway, has appointed Terje Bakken CEO. He previously served as senior vice president, head of supply and trade, with Yara ASA. Mr. Bakken replaces Aaron Kramer, who has been the CEO of Trygg Pharma since its inception, including the transitional period since the establishment of the joint venture between Aker BioMarine and Lindsay Goldberg in November 2010. Mr. Kramer will continue to serve as CEO of the company’s U.S. subsidiary, Trygg Pharma, Inc., as well as the executive vice president of Pharmaceuticals and Business Development for the group. Kyowa Hakko USA, New York, NY, has named Mary Murphy Southeastern sales manager. She will be responsible for supporting and expanding Kyowa Hakko USA’s position with customers in the Southeast, as well as growing the company’s customer base within the region. Ms. Murphy has been with the company
Coming Next Month 62 • Nutraceuticals World
for nearly 15 years, most recently serving as manager of strategic logistics. Stratum Nutrition, St. Louis, MO, has hired Kimberly Austin as national sales manager. She will be responsible for identifying and developing business with manufacturers and marketers of dietary supplements utilizing the Stratum portfolio of branded specialty ingredients. Ms. Austin has more than 13 years of sales, marketing and procurement experience working in the dietary supplement, consumer healthcare and pharmaceutical industries. She previously served as vice president of sales and marketing at Natural Health Science, Inc. Paul Coates, director of the Office of Dietary Supplements (ODS) in the National Institutes of Health (NIH), recently received the Conrad A. Elvehjem Award for Public Service in Nutrition from the American Society for Nutrition. The award recognizes distinguished service to the public through the science of nutrition. In addition to directing ODS, Dr. Coates serves as acting director of the NIH Office of Disease Prevention (ODP).
- Soy Trends - Flavors & Colors - Nutraceuticals for Oral Care
www.nutraceuticalsworld.com
May 2011
2011 Calendar
Sep. 7-9: Vitafoods Asia, Hong Kong: Vitafoods, Contact: Phil Hawkins, 44-207240-2444; E-mail: [email protected]; Website: www.vitafoodsasia.com Sep. 22-24: Natural Products Expo East, Baltimore, MD: New Hope Natural Media, 866-458-4935; E-mail: [email protected]; Website: www.expoeast.com
Bridge2Food, Contact: Gerard Klein Essink, 31-30-225-2060; E-mail: [email protected]; Website: www.bridge2food.com/emc2011 Oct. 16-19: 2011 AACC International Annual Meeting, Palm Springs Convention Center, Palm Springs, CA: AACC International, Contact: Rhonda Wilkie, 651454-7250; E-mail: [email protected]; Website: http://meeting.aaccnet.org Oct. 19-22: CRN Annual Conference & Workshop, Rancho Palos Verdes, CA: Council for Responsible Nutrition (CRN), Contact: Katie Stevenson, 202204-7682; Fax: 202-204-7701; E-mail: [email protected]; Website: www.crnusa.org
OCTOBER
NOVEMBER
Oct. 8-12: Anuga, Cologne, Germany: Koelnmesse, 773-714-0063; E-mail: [email protected]; Website: www.anuga.com Oct. 10-14: SupplySide West, Las Vegas, NV: Virgo Publishing, Contact: Amy Sharman, 480-990-1101; E-mail: [email protected]; Website: www.supplysideshow.com. Oct. 12-13: Elderly & Medical Foods 2011, Amsterdam, The Netherlands:
Nov. 12: Nutrition Issues in Codex: Health Claims and Nutrient Reference Values, Bad Soden, Germany: CRN-International, 202-204-7682; [email protected]; Website: www.crn-i.ch Nov. 14-17: International Society for Nutraceuticals & Functional Foods (ISNFF) Annual Conference, Sapporo, Japan: ISNFF, 709-864-4000; Email: [email protected]; www.isnff.org
MAY
JULY
May 26-27: Sports & Performance Nutrition 2011, Amsterdam, The Netherlands: Bridge2Food, Contact: Gerard Klein Essink, 31-30-225-2060; E-mail: [email protected]; Website: www.bridge2food.com/emc2011.asp May 30-31: Health & Nutrition Claims, Cologne, Germany: Die Akademie Fresenius GmbH, 49-231-75896-50; E-mail: [email protected]; Website: www.akademie-fresenius.de
Jul. 19-22: The 14th Annual NBJ Summit, Dana Point, CA: New Hope Natural Media, New Hope Natural Media, 866-458-4935; E-mail: [email protected]; Website: www.nbjsummit.com
JUNE Jun. 11-15: IFT Annual Meeting & Food Expo, New Orleans, LA: Institute of Food Technologists (IFT), 312-782-8424; E-mail: [email protected]; Website: www.ift.org Jun. 15-17: 5th Food Proteins Course, New Orleans, LA: Bridge2Food, Contact: Gerard Klein Essink, 31-30-225-2060; E-mail: [email protected]; Website: www.bridge2food.com/emc2011.asp Jun. 28-30: HBA Global Expo & Conference, New York, NY: HBA, Contact: Ellen Evers, 609-759-4700; E-mail: [email protected]; Website: www.hbaexpo.com
SEPTEMBER
Classifieds Nutraceuticals World CLASSIFIED ADVERTISING RATES Ruled Box $100 per column inch (1x) $95 per column inch (4x) $90 per column inch (8x) Blind Box $4 additional Situation or Help Wanted Ad 75¢ per word with a $30 minimum
64 • Nutraceuticals World
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Deadline to place ads or send materials is the fifth day of the month preceding issue. For more information: Tel: 201-825-2552 Fax: 201-825-0553 E-mail: [email protected]
May 2011
Advertisers Index
Advertiser
Page No.
Telephone
Fax
Website
Biotropics Malaysia
3
+ 603 2245 8000
+603 2245 8008
www.biotropicsmalaysia.com
Capsugel
Cov. 3
888-783-6361
864-942-3079
www.capsugel.com
Cargill Health & Food Technology
5
866-456-8872
952-742-7573
www.cargill.com
Cognis Nutrition & Health
41
800-673-3702
513-482-5516
www.cognis.com
Dr. Paul Lohmann, Inc.
53
877-4DPL-USA
631-851-8815
www.lohmann-inc.com
DSM Nutritional Products Inc.
45
800-526-0189
973-257-8414
www.unlimitednutrition-na.dsm.com
Ecuadorian Rainforest
7
973-759-2002
973-759-3002
www.intotherainforest.com
Food Ingredients Europe
39
+31 20 4099 544
HBA
11
212-600-3322
Improve USA
31
972-230-9155
972-230-8824
www.aloewholesale.com
iTi tropicals
23, 35
800-223-5484
609-987-0252
www.iTitropicals.com
Jost Chemical Co.
49
314-428-4300
314-428-4366
www.jostchemical.com
Kyowa Hakko
Cov. 2
212-319-5353
212-421-1283
www.kyowa-usa.com
Natural Health Science
47
877-369-9934
973-926-4719
www.pycnogenol.com
OmniActive Health Technologies
Cov. 4
866-588-3629
877-588-3629
www.omniactives.com
Pharmline Inc.
43
845-651-4443
845-651-6900
www.pharmlineinc.com
SanHerb
57
917-887-0262
Terry Laboratories
29
800-367-2563
321-242-0625
www.terrylabs.com
UAS Labs
9
800-422-3371
952-935-1650
www.uaslabs.com
51
888-452-6853
815-472-3524
www.futureceuticals.com
57
847-455-4235
847-455-4315
www.walterjelly.com
www.ingredientsnetwork.com/fieurope www.hbaexpo.com
www.sanherb.com
Van Drunen Farms/ Futureceuticals Inc. Walter H. Jelly Ltd.
May 2011
www.nutraceuticalsworld.com
Nutraceuticals World • 65
Nutraceuticals Multiverse A quirky account of what could/may be happening in parallel universes/dimensions.
Inset: Fit n Trim Trade Show, Orbitron Convention Center, 17 July 2011. Erica Herbert, MD, JD, moderator: “Good morning ladies and gentlemen. I’m Dr. Erica Herbert and I’m on faculty at the University of Orbitron, Department of Molecular Medicine and Nutrition. This year we’re going to do something different for the next 90 min-
Abstract Artistic License What if errant labeling statements and descriptions led to public excoriation and regulatory seizure?
By Anthony Almada
Anthony L. Almada, BSc, MSc, FISSN, is the president and CEO of GENr8, Inc., an innovator/marketer of evidence-based performance nutrition products, and of Fein Innovations, LLC, an innovator/marketer of taste-free caffeine food products. He has worked throughout the entire value chain in the nutrition industry since 1975. Mr. Almada can be reached at 32565 B Golden Lantern, PMB 477, Dana Point, CA 92629; 949-218-9779; E-mail: [email protected]; Websites: GENr8speed.com; GetFein.com 66 • Nutraceuticals World
utes of Inside Informant. We have selected some advertising campaigns that claim to be ‘science-backed’and given them to our three independent judges to validate the claims. They went through the scientific references, called the companies and asked for any more evidence (posing as a medical doctor who was checking up on a nutritional product one of their patients had asked about), and then evaluated the claims against the evidence. We selected products whose advertising campaigns were focused on the actual product. One product we chose was Lipoduction, which claims to selectively reduce body fat and not muscle. Stefan Ulf, PhD, of the University of Orbitron, Department of Molecular Medicine and Nutrition, will review this product. Dr. Ulf…” Dr. Ulf: “Good morning! Looking at the registration composition we have about 50% trade/industry professionals, and 50% consumers. Excellent. How many of you have seen the advertisements for Lipoduction: ‘Forget the suction—get Lipoduction!’ (More than two-thirds of the audience raises their hands.) Well we performed a deep dive on the product and its evidence—namely two published studies on the actual product. What was quite striking was the disparity between what the study abstracts stated and what was www.nutraceuticalsworld.com
actually described inside the article. An ‘abstract’ is a one-paragraph summary of the results of a scientific study—usually at the beginning of a research article—intended to provide the key findings and even describe the implications. As background, several excellent research articles have appeared during the past decade, showing that up to 40% of medical research articles have abstracts that either describe data that are NOT found in the study, errantly report what is described or omit what some would deem as key findings that are present in the body of the article. For you medical and nutrition journalists out there—BEWARE if you rely solely upon abstracts to do your ‘research.’ “The abstract from one of Lipoduction’s published studies claimed 4.4 kilos of fat loss over a two-month period of time, which indeed was corroborated by what was reported in the heart of the article. However, the egregious omission was that this applied to 14 of the 20 subjects who were assigned to take Lipoduction. The other six were‘conveniently’ excluded from the statistical evaluation because they admitted to taking pain relievers—for different reasons e.g. PMS, tension headache, muscle strain—through the study. If these subjects were added in to the statistics then the effect of Lipoduction would be slightly inferior to the placebo group. Is it ‘coincidental’ that five of these six ‘excluded’ subjects lost only 0.6-1.2 kilos of fat or that one of them actually gained 0.7 kilos of fat mass? The authors of this study— one being a consultant to the company, we found out—did not provide any evidence indicating a mechanism as to how over-thecounter pain relievers could ‘block’ or blunt the fat-reducing effects of Lipoduction. The second study was rejected because there was no placebo control group. This product should be sucked off the shelf and given a proper label and advertising campaign. How about ‘Forget Lipoduction—try exercise and NW calorie reduction!’” May 2011
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