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Description: Researching Weight Management, Vision Health, GMO Update, and Nutritional Lipids

Don t miss a single issue of NIE in 2017...go online to renew your free subscription today NIEmagazine.com June17 SO VIS UR IT O em CE UR ag B az OO ON ine K L .co T IN m OD E A VRM Media Publication so ur AY ce ww w. ni bo ok www.niemagazine.com June 2017 Go to www.niemagazine.com sabinsa for info about this advertiser Go to www.niemagazine.com healthco for info about this advertiser TableofContents Proud Supporter of VOLUME 22 NO. 5 JUNE2017 F E A T U R E S 22 Researching Weight Management When addressing weight management those in the natural products industry keep a realistic eye on diet exercise and equipment along with scientific backing of ingredients. 26 As Mother Nature Intended Non-GMO food beverage and supplement products are assuredly here to stay--and grow. 29 A L S O I N S I D E 29 Seeing the Difference With outside factors impacting human eyesight ingredient suppliers and manufacturers are determining new ways to support vision health. C O L U M N S 6 11 16 17 18 19 21 46 47 47 47 48 Industry News Ingredient News Special Report-- E-commerce Cleanup AHPA Update Ingredient Marketplace Wrap-up Association News Science Update Equipment & Packaging Conventions & Meetings Advertiser Index Industry Events Supplier of the Month 4 First Word 33 Nutraceuticals 38 Research & Development 40 Marketing Innovation 44 Functional Foods 44 FREE Subscription (Print Digital or BOTH) & E-newsletter Available www.niemagazine.com Copyright 2017. Nutrition Industry Executive (ISSN 2331-2602) Volume 22 Number 5 June 2017. Nutrition Industry Executive is published monthly (except for bimonthly January February and July August and November December) by VRM Media 431 Cranbury Road Suite C East Brunswick NJ 08816 USA Phone (732) 432-9600 Fax (732) 4329288. All rights reserved including the right to reproduce in whole or in part. Not responsible for unsolicited material. Opinions expressed in by-lined articles or advertisements are not necessarily those of Nutrition Industry Executive or its owners. Publisher is not liable for advertiser product claims or representations. Advertisers assume total responsibility for the contents of their advertisements. Printed in U.S.A. Basic annual subscription rate is 50.00. Periodicals Postage Paid at East Brunswick NJ 08816 and additional mailing offices. POSTMASTER Send address changes to Nutrition Industry Executive P.O. Box 15026 North Hollywood CA 91615-5026. Subscription Customer Service Nutrition Industry Executive P.O. Box 15026 North Hollywood CA 91615-5026 USA Phone (818) 286-3170 Fax (800) 869-0040 niecs magserv.com www.niemagazine.com. Back Issues & Single Copies For order information contact (732) 432-9600 or info niemagazine.com. March issue is 25.00. All other issues are 8.00 each. 2 Nutrition Industry Executive www.niemagazine.com June 2017 Go to www.niemagazine.com plt for info about this advertiser FirstWord Reaching Out to the Exercise Averse hile doing research for the feature article on weight management (see page 22) I came across an article on ScienceDaily.com about a recent study done at the University of Michigan (U-M) titled Rethinking exercise Replace punishing workouts with movement that makes you happy. The article in summary addresses how many women start fitness programs to lose weight and when they don t they feel like failures and stop exercising. In the study researchers analyzed what women say makes them feel happy and successful and how their expectations and beliefs about exercise foster or undermine those things. The findings which will appear in the journal BMC Public Health show that both active and inactive women report the same ingredients for feeling happy and successful Connecting with and helping others be happy and successful. Being relaxed and free of pressures during their leisure time. Accomplishing goals of many sorts (from grocery shopping to career goals). But the study also found that for inactive women their beliefs and expectations about exercise actually thwarted the things that make them feel happy and successful They believe valid exercise must be intense yet they want to feel relaxed during their leisure time. They feel pressured to exercise for health or to lose weight yet during their leisure time they want to be free of pressures. Success comes from achieving goals yet their expectations about how much where and how they should be exercising means they can t achieve these goals. W suggesting that they do an exercise or sport they loved as a child. As a kid I was practically glued to the seat of my circa-1975 Schwinn Continental 10speed and I still love to ride bikes all these years later. Has my suggestion helped anyone No never--at least not that I know of. The researchers have other suggestions. There are important implications from this study on how we can help women better prioritize exercise in their day-to-day life said Michelle Segar director of the U-M s sSport Health and Activity Research and Policy Center and also a researcher at the U-M Institute for Research on Women and Gender. We need to re-educate women they can move in ways that will renew instead of exhaust them and more effectively get the message across that any movement is better than nothing. To increase motivation to be physically active we need to help women to want to exercise instead of feeling like they should do it. This can be achieved by Re-educating women that movement can and should feel good to do. Promoting physical activity as a way to connect with important others. Reframing physical activity as a vehicle that helps women renew and reenergize them to better succeed at their daily roles and goals. Explain physical activity as a broad continuum that counts all movement as valid and worth doing. I mention this study because the suppliers I contacted for the article informed me that a new holistic view of weight management that includes research diet exercise equipment (such as Fitbits) all play a role along with supplements on how the industry can support consumer success. So information on effective motivation is always a good thing. Publisher Daniel McSweeney Editorial Director DanM VRMmedia.com Associate Russ Fields Publisher RussF VRMmedia.com Advertising Gary Pfaff Sales Associate GaryP VRMmedia.com Editor-in-Chief Janet Poveromo JanetP VRMmedia.com Managing Editor Shari Barbanel ShariB VRMmedia.com Associate Editor Nicholas Saraceno NicoS VRMmedia.com Contributing Writers Bruce Anderson Satya Jonnalagadda Todd Pauli Lisa Schofield Art Director Robert Certo Production Manager RobertC VRMmedia.com Production Assistant Bryan Zak Graphic Designer BryanZ VRMmedia.com Circulation Manager Rosie Brodsky Rosie StarkServices.com A PUBLICATION OF VRM MEDIA President Daniel McSweeney VRM Media 431 Cranbury Road Ste. C East Brunswick NJ 08816 Phone (732) 432-9600 Fax (732) 432-9288 Email info VRMmedia.com Website www.niemagazine.com VRM Media publishes Nutrition Industry Executive Vitamin Retailer Natural Practitioner and FitnessTrainer magazines. Subscription Customer Service To order a subscription or manage your account please contact us at Nutrition Industry Executive P.O. Box 15026 North Hollywood CA 91615-5026 USA Phone (818) 286-3170 Fax (800) 869-0040 niecs magserv.com www.niemagazine.com Back Issues See the Table of Contents page for price and order information. Best Motivators Personally I enjoy working out and I have tried to help motivate my exerciseaverse friends and family members by Connect With Us www.twitter.com www.facebook.com www.linkedin.com www.instagram.com www.pinterest.com vitaminretailer vitaminretailermagazine company vrm-media vitaminretailermagazine vrm_media 4 Nutrition Industry Executive www.niemagazine.com June 2017 Go to www.niemagazine.com jiaherb for info about this advertiser IndustryNews Mushroom Wisdom Acquired by Hokuto M ushroom Wisdom Inc. (MWI East Rutherford NJ) has announced that Hokuto Corporation (Hokuto) Japan s top mushroom cultivator has acquired 100 percent of the company shares. The transaction includes the acquisition of Sun Medica Co. Ltd. (SM) MWI s affiliate in Japan. Mike Shirota and Tomoko Nakamura founded both MWI and SM in 1991 and 1995 respectively and Shirota owned the majority of both corporate stocks. Hokuto now owns 100 percent of both MWI and SM. Donna Noonan will remain president of MWI and Nakamura will stay as a vice president of SM in Japan. Shirota will be involved with the operation of MWI as an advisor. According to the company MWI is the pioneer that introduced mushroombased dietary supplements in the U.S. market and has taken a significant role in building the mushroom supplement industry in this country and has been the market leader for the last 25 years. MWI is well known as a research-oriented company who has devoted itself to the basic and clinical studies of medicinal mushrooms to disseminate a variety of health benefits of mushrooms to the American health conscious consumers. Maitake D-fraction is its first proprietary extract of Maitake Mushroom developed by the company in the 1990s and has been regarded as one of the leading supplement products for enhancing immune system function for the last two decades. SXfraction is another proprietary extract of Maitake that has been researched to support healthy blood sugar and insulin function. The latest hit of the company is Amyloban an active constituent extracted from Lion s Mane Mushroom that supports healthy brain function including memory and cognitive support. The right of all intellectual property owned by MWI including various registered patents in Japan U.S. and worldwide is also transferred to Hokuto. Hokuto is one of the biggest Japanese mushroom enterprises listed on the first section of the Tokyo Stock Exchange with annual sales of about 600 (U.S.) million producing a variety of culinary mushrooms such as maitake shiitake shimeji trumpet mushroom Agaricus blazei etc. Hokuto built the General Mushroom Research Institute in Japan in 1983 where various studies on mushrooms ranging from the cultivation of new mushroom species to the development of new culture media have been conducted. The institute has also been involved with studies on various bioactivities of medicinal mushrooms. It claims that the combined expertise on accumulated mushroom research of both companies would represent an important strategic opportunity to get involved with a health care industry including dietary supplement business both in Japan and the U.S. while contributing to maintaining a healthy lifestyle of today s consumers. MWI stated that the acquisition has a strong synergy in terms of the strengthening of its financial basis and utilization of the business resources of Hokuto to further expand its business. The acquisition will help SM to facilitate its sales forces in marketing its products through Hokuto s extensive sales network in Japan. For more information visit www.mushroomwisdom.com. These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose treat cure or prevent any disease. New Qualitas Health Partnership Set to Triple Algae Production exas-based Qualitas Health has announced a long-term strategic partnership with commercial crop producer Green Stream Farms to triple its algae production. With this partnership Qualitas achieves enough critical mass to become a sustainable omega-3 alternative worldwide at commercial scale. We are proud to produce a new category of sustainable omega-3s from algae--Almega PL--at a scale that will give us global impact said Dr. Rebecca White vice president of operations at Qualitas Health. This partner- T ship confirms that we are poised to meet demand at a massive scale and jumpstarts us as we prepare for exciting moves coming up later this year. All of Qualitas Health s products feature 100 percent vegan algae-based ingredients that are specifically designed to deliver highly bioavailable omega-3s in an easy to digest form. The company s flagship ingredient Almega PL delivers the omega-3 EPA naturally bound to polar lipids to provide superior digestibility and absorption. EPA is best known for its cardiovascular benefits though it also has a positive impact on mood skin and joint health. Omega-3 is an essential nutrient that represents an exciting market currently dominated by fish and krill. Many people don t realize however that fish and krill get their omega-3s from algae said Qualitas Health CEO Miguel Calatayud. We are thrilled to be partnerAlgae farm in Columbus NM will expand Qualitas ing with the expert farmers at Healths total acreage to 150 acres in cultivation. Green Stream Farms to bring vegan sustainably produced nutritional products to more people than ever before and to become the truly green alternative in the omega-3 world. We are proud to partner with Qualitas Health to produce algae on a commercial scale added Tom Richard CEO of Green Stream Farms. Our partnership will lead the industry in taking a true farming approach to algae production. We plan to continue to find innovative ways for algae to become a more sustainable product. Qualitas Health s new algae farm in Columbus NM will expand the company s total acreage to 150 acres in cultivation roughly equivalent to 45 000 acres of peas in terms of protein yield. Until recently the nutritional promise of algae remained unrealized as it proved too expensive to farm in substantial quantities. Qualitas has created a global algae-based products platform to deliver vegan highly bioavailable nutritional products with full traceability starting with omega-3 supplements. For more information visit www.qualitas-health.com. www.niemagazine.com June 2017 6 Nutrition Industry Executive Go to www.niemagazine.com omniactive for info about this advertiser IndustryNews Uckele Health & Nutrition Launches New Corporate Website ichigan-based Uckele Health & Nutrition has launched a new corporate website www.uckelecorp.com. The completely redesigned website offers richer insight into the company s key features including a cleaner world-class design a more engaging user experience with enhanced search and navigation and the capability to access the Uckele contract manufacturing process from start to finish from raw ingredients to technologies and packaging. We are excited about our new web- M site launch and the robust information it provides for potential customers and current partners to better understand Uckele s unique manufacturing capabilities and technology said Michael Uckele CEO. We believe this new site will allow visitors to have a very inform- ative experience as we continue to grow and increase our market presence. The site s refreshed and simplified look combined with enhanced content improved search functionality and optimization for mobile devices allows consumers to better interact with Uckele representatives. The newly redesigned website offers quick and easy access to essential information that offers a more comprehensive understanding of the company s innovative products and services. ProcessPro Wins Bronze in Annual Stevie American Business Awards rocessPro (St. Cloud MN) a mid-market ERP software solution company has announced that Blair Schrader scrum master and technical writer was awarded with a Bronze Stevie Award in the category of Technical Professional of the Year in The 15th Annual American Business Awards. The American Business Awards are the nation s premier business awards program. All organizations operating in the U.S. are eligible to submit nominations--public and private for-profit and non-profit large and small--in a wide range of categories. More than 3 600 nominations were reviewed in this year s submissions and more than 190 professionals worldwide participated in the judging process to select this year s Stevie Award winners. The judges were impressed with Schrader s nomination calling her a program manager extraordinaire One judge recognized Schrader s accomplishment over the last year as a team champion and noted Leading development teams through a corporate acquisition is not an easy task. Very impressive For more information visit www.processproerp.com or www.stevieawards.com aba. Ingredion Manufacturing Facilities Win Safety Awards ngredion Incorporated (Westchester IL) a global provider of ingredient solutions to diversified industries recently announced that the Corn Refiners Association (CRA) for achievements has recognized four of its U.S. manufacturing facilities in workplace safety. Two facilities in Bedford Park IL and in Indianapolis IN received the Incident Rate Excellence Award the association s highest award for safety achievement. It recognizes plants that have achieved a superior level of safety performance with a total recordable incident rate of 1.0 or less plus no employee lost workday cases and no workplace fatalities during 2016. Ingredion manufacturing facilities in Stockton CA and Winston-Salem NC received the Zero Lost Workdays award. This award acknowledges facilities with no employee lost workday cases and no workplace fatalities during 2016. Employee safety is a top priority at Ingredion and one of our core values. Each of the employees at our award-winning facilities played an integral role in earning this recognition said Mark Madsen Ingredion s vice president of North American manufacturing. Our teams dedication to safety excellence is a reflection of Ingredion s company-wide leadership in workplace safety. We will continue our vigilance and progress in our safety programs. For more information visit www.ingredion.com or www.corn.org. P I German Trade Court Decides in Sabinsa s Favor he Trade Court in Frankfurt Germany has decided in favor of Sabinsa Europe GmbH in a lawsuit against its German-based competitor BioActives Europe GmbH for theft of proprietary customer lists technical information and other data. According to a Sabinsa press release the court found that a former Sabinsa employee had access to and stole Sabinsa Europe s data and used that information for personal benefit as well as BioActives . The court concluded that the only reason the company hired the former employee T was for his access to a hard disk with Sabinsa s business and trade secrets. Sabinsa stated that the court ordered BioActives to cease and desist from using business and trade secrets belonging to Sabinsa specifically lists of clients price information and analysis certificates that the former employee provided to them. They must destroy the information in their possession and never again hire a Sabinsa employee with the intention of gaining access to trade secrets. Should this happen again the defendant has to pay a fine of up to 250 000 (EUR) or face imprisonment of up to six months. BioActives must also pay Sabinsa compensation for damages as well as court costs according to Sabinsa. German law allows for prosecution if a former or current employee with access to business and trade secrets shares them with unauthorized parties for the purpose of competition and or self-interest with an intention to cause damage the press release stated. For more information visit www.sabinsa.com. www.niemagazine.com June 2017 8 Nutrition Industry Executive Go to www.niemagazine.com olcott for info about this advertiser IndustryNews Kemin Studies Prove Efficacy of its Clean Shelf-life Ingredients emin Industries (Des Moines IA) recently released results of several studies that prove the effectiveness of sophisticated antioxidants and plant extracts that provide shelf stability solutions for fats and oils. Kemin used technology to create single ingredients synergistic blends and proprietary formulas to help keep fats and oils and the multitude of end products they go into--such as bakery and snack products--visually appealing and tasting fresh for consumers. As our industry has moved away from PHOs (partially hydrogenated oils) and continues to clean up and simplify food labels it is important that processors find the most effective and cost-efficient solutions to ensure the shelf life of their products said Mackenzie Russo marketing specialist for Kemin Food Technologies. Kemin has extensive knowledge of oxidation processes and is constantly conducting research which enables the development of new shelflife ingredients. Recent studies showcase how Kemin product solutions for fats and oils provide the optimal color and K flavor protection to the industry. Kemin evaluated the oxidative stability of a variety of oils ranging from less expensive low stability to higher priced more stable oils to better understand how each would benefit from some type of antioxidant treatment. Results showed each oil type benefited from treatment and each oil was unique in the amount of protection it required. By analyzing a variety of treatment options Kemin is now able to offer optimal solutions to meet the manufacturers stability and brand goals. It is also important to note oil stability is not only critical to the oil manufacturer but also the finished food manufacturer. Kemin has tested several solutions in finished food applications such as whole grain crackers. Within this study oil-soluble green tea extract demonstrated that it could replace tertiary-butylhydroquinone (TBHQ) at 2000-ppm inclusion rate. As manufacturers look to reformulate their snack foods to meet the demand for consumer-friendly products replacing synthetic antioxidants such as TBHQ becomes imperative. For more information visit www.kemin.com oxidationcontrol. Ingestible Skin Care Heading for the Mainstream Consumer Study Shows ngestible skin care is on its way into the mainstream with British and French Millennials particularly likely to embrace the category research by global carotenoid leader Lycored (New Jersey) has shown. Two thirds of consumers now say they see the concept of taking a supplement for skin care as normal. Moreover Millennials are more likely to have used an ingestible skin care product than older age groups indicating a shift in attitudes over time. The company surveyed 480 British and French consumers. Two thirds (66 percent) agreed with the statement The idea of taking a supplement for skin health or beauty is normal. Only 14 percent said the idea was not normal. Over four in 10 (43 percent) consumers in the Millennial age group (1835) said they had used an oral product to benefit their skin health at some point. This compared with 39 percent of 36 to 49 year olds 23 percent of those aged between 50 and 69 and 14 percent of those aged 70 or over. For more information visit www.lycored.com. I PureCircle Gains More Global Stevia-related Patents ureCircle (Kuala Lumpur Malaysia) producer and innovator of stevia sweeteners for the global beverage and food industry continues to build on its strong patent protection reflecting its advanced innovation research and development. As a result of its work with stevia PureCircle has been granted more steviarelated patents than any other company globally in each of the last five years. In the year ended April 30 2017 the company was granted 15 new patents globally. In addition during that one-year period it applied for 70 additional patents. Those new patents and patent applications are in addition to the company s already significant patent protection and activity. As of April 30 2017 PureCircle held a total of 72 granted patents and had 205 applied-for patents pending worldwide. These patents--and appliedfor patents--cover stevia-related products and processes. Beyond patents and further enhancing its broad-based intellectual property the company has extensive trade secrets and P know-how. Our intellectual property including the hundreds of patents we hold and have applied for globally--and the additional patents for which we shall apply-- reflect the strength and depth of our R&D and the importance of that R&D to our success noted PureCircle CEO Magomet Malsagov. Given the growing global concerns about increases in obesity and diabetes beverage and food companies are working quickly to reduce sugar and calories in their products responding to both consumers and health and wellness advocates. Sweeteners from the stevia plant are becoming an increasingly important tool for these companies. With PureCircle s extensive R&D on the stevia plant and on its use and applications the company is quickly scaling up its ability to produce the newer innovative and great-tasting stevia sweeteners which will work well in a broad range of beverages and foods and enable an even greater degree of calorie reduction. For more information visit www.purecircle.com. (Continued on page 15) www.niemagazine.com June 2017 10 Nutrition Industry Executive IngredientNews Ingredion Announces Results of Study on Versafibe ngredient supplier Ingredion Inc. (Illinois) announced the results of a new study evaluating the short-term (post-prandial) blood sugar and insulin response of its Versafibe 1490 dietary fiber in the peer-reviewed scientific journal Nutrients. This is the first study to establish the short-term health effect of the ingredient in a food. The clinical study conducted by KGK Synergize and funded by Ingredion evaluated the blood glucose and insulin response of 28 healthy subjects after consuming a cookie made with Versafibe 1490 dietary fiber and refined wheat flour (24.1 g total dietary fiber) compared to a control cookie made I with maltodextrin and refined wheat flour (0.5 g total dietary fiber). In this randomized double-blind controlled trial participants short-term blood glucose and insulin responses were measured for two hours after consuming the cookies. The cookies were matched for total weight total carbohydrate sugars protein and fat. The Versafibe 1490 dietary fiber cookie reduced blood glucose response by 48 percent and reduced serum insulin values by 46 percent versus the control cookie. For more information visit www.ingredion.us. EVTene Mixed Carotene May Help For more information visit www.ingredion.us. Obese Children new study reveals that EVTene (by ExcelVite in New Jersey) palm mixed-carotene is effective in modulating adipokines and abdominal adiposity in obese children. In the randomized double-blind placebo-controlled intervention trial 20 children with simple obesity at a mean age of 10.5 years were given either two tablets of MCS (Mixed Carotenoid Supplement CarotenALL from Jarrow Formulas California) or placebo daily for six months. The supplement consists of 600 g betacarotene 500 g alpha-carotene (EVTene palm mixed-carotene) 10 mg lutein 2 mg zeaxanthin 10 mg lycopene 500 g astaxanthin and 10 mg gamma-tocopherol per capsule. Physical examinations such as waist circumference measurement blood tests (ie serum carotenoids total adiponectin leptin insulin triglycerides high-density lipoprotein cholesterol) and percentage change in visceral adipose tissue (VAT) and subcutaneous adipose tissue (SAT) were performed in both MCS and placebo groups at baseline and after the supplementation period. When comparing to placebo group after six months of supplementation MCS group demonstrates reduced BMI (body mass index) z-score WHtR (waist to height ratio) stable HOMA-2 (homeostatic model assessment of insulin resistance-2) elevated level of beta-carotene total adiponectin and HMW-ADI (high molecular weight adiponectin). Beta-carotene does not only show unique positive association with total adiponectin at baseline but also negative association with waist circumference WHtR visceral adipose tissue (VAT) and subcutaneous adipose tissue (SAT) after adjustment for sex among obese children. For more information visit www.excelvite.com. A Another Agmatine Patent for Gilad&Gilad he U.S. Patent and Trademark Office (USPTO) has granted Gilad&Gilad (Nevada) an additional patent for agmatine use in dietary supplements nutraceuticals and foods. The new patent number 9 585 852 (issued on March 7) a continuation of patent 8 916 612 titled Agmatine Containing Dietary Supplements Nutraceuticals and Foods is a significant and important landmark achievement for Gilad&Gilad according to the company. It broadens the patented use of agmatine beyond just neuroprotection. It now grants the company a unique T market position by providing exclusive rights to tell users that supplements nutraceuticals and foods which contain the effective high amounts of agmatine afford not just protection of nerve cells but can also impart general cytoprotection i.e. protect many other cell types. Agmatine is a metabolite of the amino acid arginine. It is biosynthesized via decarboxylation of arginine and exerts a wide range of unique physiological functions all implicated in its salutary effects on the nervous system. For more information visit www.fornervehealth.com. ADM Introduces Onavita DHA Algal Oil llinois-based Archer Daniels Midland Company (ADM) introduced Onavita DHA algal oil a new DHA produced from a high-quality reliable U.S. algae supply. Onavita DHA algal oil is the newest addition to ADM s Omega-3 product line which also includes Onavita ALA from nonGMO (genetically modified organism) flaxseed oil. Omega-3s are vital for proper cell function and credited with powerful benefits for the brain and body including cognitive development and heart and eye health in every stage of life for humans. ALA is the essential omega-3 which must be obtained through diet since it is not produced by the body. DHA is derived from ALA in the body but scientific experts believe I separate dietary consumption is needed. This latest expansion of our natural health and nutrition portfolio is another exciting measure in our continued commitment to provide product developers the solutions they need to create better-for-you consumer-preferred products said Mike Zora general manager Nutrition and Health ADM. When customers combine the Onavita product line with the benefits of ADM s reliable supply chain and our unrivaled portfolio of ingredients and flavor and color systems we can help them bring new innovative products to market quickly to meet the growing demand from health-conscious consumers. For more information visit www.adm.com onavita. June 2017 www.niemagazine.com Nutrition Industry Executive 11 IngredientNews Cranberex Achieves Positive Results in Two Clinical Studies alifornia-based Ethical Naturals Inc. (ENI) a supplier of botanical ingredients announced the completion of two new studies on their Cranberex cranberry extract. Cranberex is a highly concentrated extract standardized to contain 15 percent of cranberry s most active constituents the distinct A-Type linkage proanthocyanidins (PACs) which don t occur in PAC s from other tannin-rich foods. Its estimated that there are up to 10.5 million doctor visits for urinary tract infections in the U.S. each year and probably at least 800 000 are antibiotic resistant. For these reasons ENI chose to conduct two studies at Rutgers University using peer-reviewed and published methods that focused on quantifying C the anti-adhesion activity (AAA) of cranberry products. The first of these was an in-vitro study that compared the AAA of Cranberex with nine other samples of cranberry extract (including both raw material and finished products). In this study Cranberex met the anti-adhesion criteria at a concentration of only 0.23 mg mL. The other key products tested required much higher concentrations to achieve the same anti-adhesion result. The study concluded that Cranberex has excellent anti-adhesion activity. The second study conducted with 10 human participants was designed to test actual AAA in urine samples after consumption of two doses (one dose in the evening and one dose in the morning) of Cranberex at recommended dosage level. The report states that AAA response increased rapidly in all participants three to six hours after consumption of Cranberex. Half of the participants achieved 100 percent of significant bacterial AAA while half achieved 50 percent resulting in an average of 75 percent AAA. For more information visit www.ethicalnaturals.com. Lutein and Zeaxanthin Isomers Demonstrate Improved Stress Levels utein and zeaxanthin isomers--known as the macular carotenoids-- are traditionally associated with eye health but researchers at the University of Georgia found an interesting connection to their function in brain health showing that they improved psychological stress levels and reduced serum cortisol. The LAMA II (an acronym for Lutein Vision and Mental Acuity II) study was the subject of a recent paper Supplementation with macular carotenoids reduces psychological stress serum cortisol and sub-optimal symptoms of physical and emotional health in young adults which was published in the journal Nutritional Neuroscience 2017 (Stringham et al.). LAMA II further demonstrates the vision and cognitive benefits of lutein and zeaxanthin isomers seen in LAMA I. In LAMA II 59 healthy young adults aged 18 to 25 participated in the randomized double-blind placebo-controlled study in which blood cortisol psychological stress ratings behavioral measures of mood and symptoms of sub-optimal health were measured at baseline six months and after 12months of daily supplementation with either a placebo 10 2 mg or 20 4 mg of lutein zeaxanthin isomers from OmniActive s (New Jersey) Lutemax 2020. The results show that supplementation of both doses for six months significantly improved psychological stress serum cortisol and measures of emotional and physical health compared to placebo which was maintained or further improved after 12 months of supplementation. For more information visit www.omniactives.com. Taiyo s Suntheanine Receives Non-GMO Project Verification aiyo (Minnesota) announced that its patented 100 percent pure L-isomer-theanine has been Non-GMO Project Verified. This Non-GMO Project Verification validates Suntheanine s quality and its compliance with rigorous best practices for GMO (genetically modified organism) avoidance including segregation and traceability to prevent contamination. There is a significant and growing consumer demand for non-GMO ingredients. Taiyo is proud to achieve Non-GMO Project Verification because this is North America s most trusted and recognized seal for GMO avoidance said Scott Smith vice president of Taiyo International. The Non-GMO Project looks at the entire supply chain which provides further validation of Suntheanine s quality and the integrity of our manufacturing process. Most of the major research studies on the health benefits of L-theanine were conducted using Suntheanine. This clinical research suggests Suntheanine helps promote mental focus and clarity during the day while helping to improve sleep quality at night. Additional human clinical research suggests that Suntheanine may have application in diminishing normal symptoms of premenstrual syndrome (PMS) improving learning performance heightening mental acuity promoting concentration reducing negative side effects of caffeine and supporting the immune system. Suntheanine is exclusively represented in the U.S. by Connecticut-based NutriScience Innovations. For more information visit www.suntheanine.com. L T 12 Nutrition Industry Executive www.niemagazine.com June 2017 New Agglomeration Technology Functions Like Lecithin Without the Lecithin lanbia Nutritionals (Ireland) announced a patent-pending agglomeration technology called BevEdge for powdered drink mixes and liquid beverages. This method of agglomeration is entirely lecithin free and is instead based on an all-protein solution. BevEdge can be applied to whey- milk- casein- and plant-based ingredients including hydrolysates. This flexibility provides both sports and lifestyle brands with significantly more opportunities to create highly marketable beverages. And with no lecithin it is a perfect clean label solu- G tion according to the company. For powdered drink mixes BevEdge plant-based proteins are all about functionality with remarkably better dispersibility ease of flavoring and better flavor expression than conventional plant-based proteins. BevEdge dairy-based proteins provide powdered drink mix brands the opportunity to eliminate lecithin from the label while offering high protein lower fat and better clarity thanks to its lack of lecithin. It also offers formulators flexibility to remove a soy allergen. Bottled beverages benefit as well. BevEdge provides bottled brands with quicker dispersibility and better hydration for batch preparation in processing. It also cuts down on dust particles in the air during product handling. For more information visit www.glanbianutritionals.com. NattoPharma Launches MenaQ7 Natto MK-7 attoPharma (U.S. office in New Jersey) strengthens its reputation as the most comprehensive supplier producer and validator of Vitamin K2 as MK-7 going back to its roots by expanding its MenaQ7 line with the introduction of MenaQ7 Natto Vitamin K2 as MK-7 derived by Bacillus subtilis fermentation and soy protein. MenaQ7 Natto provides all-trans isomers of K2 in a range of concentrations including and up to 96 percent active MK-7 or 960 000 ppm concentration. MenaQ7 Natto is the result of Bacillus subtilis fermentation with a soy protein substrate providing MK-7 and a small amount of MK-6. Importantly fermentation provides only active trans isomers of the menaquinones the active form of K2. Other products contain inactive CIS isomers which can be considered contaminants. This new variety joins the industry-leading MenaQ7 Natural (formerly known as Crystals) NattoPharma s natural material derived from fermented chickpeas and its award-winning nature-identical synthetic MenaQ7 PharmaPURE (formerly known as PURE). Research has shown the most important factor for human health is improved vitamin K2 status contributing to unparalleled bone and cardiovascular support. Populations like those in Japan the Netherlands and France obtain a great deal of vitamin K2 from their diets but that is hard to achieve for most Western populations. This makes supplementation a viable alternative said NattoPharma Chief Medical Officer Hogne Vik. For more information visit www.nattopharma.com or www.menaq7.com. N HP Ingredients Appoints AIDP as a Licensed Distributor for LJ100 Tongkat Ali Extract P Ingredients (Florida) announced that AIDP (California) is now a licensed distributor for its patented ingredient LJ100 a proprietary extract of Eurycoma Longifolia and can now legally offer a high quality patented clinically proven Tongkat ali extract to AIDP s customer base. We chose AIDP as a licensed distributor of LJ100 because we are confident that AIDP will present LJ100 with integrity and help expand our reach in the marketplace said Annie Eng CEO of HP Ingredients. AIDP is committed to providing our customers with the highest quality science-proven ingredients said Mark Thurston president AIDP. LJ100 is a great addition to our portfolio as it s one of the most researched ingredients for the sexual health market. LJ100 is validated by 13 clinical trials that demonstrate safety mechanisms of action and efficacy in promoting energy male virility sexual health reproductive health and a healthy anabolic catabolic state in men and in women. For more information visit www.lj100.com or www.hpingredients.com. H Algatech Goes Organic srael-based Algatech (Algatechnologies) Ltd. announced its 100 percent organic Haematococcus pluvialis microalgae powder and astaxanthin oleoresin as part of its AstaPure line. Algatech was granted National Organic Program (NOP) certification from the USDA (U.S. Department of Agriculture) I Agricultural Marketing Service. NOP organic certification means that our products are being cultivated processed--and thus able to be labeled as--organic said Efrat Kat vice president of marketing and sales for Algatech. This certification in addition to our GMP (good manufacturing prac- tice) accreditation and Non-GMO (genetically modified organism) project verification reaffirm our commitment to providing premium quality ingredients that consumers and industry partners can trust. For more information visit www.algatech.com. Nutrition Industry Executive 13 June 2017 www.niemagazine.com IngredientNews XSurge Shown to Support Muscle Recovery After Exercise study conducted at the University of Central Florida showed supplementation with XSurge a sports nutrition ingredient developed by Kemin Industries (Iowa) reduces inflammation after damaging exercise. Findings from this study were published in The effect of polyphenols on cytokine and granulocyte response to resistance exercise in Physiological Reports late last year. The goal of the study was to explore the effect of polyphenols on muscle damage and recovery after resistance exercise in an untrained population. Polyphenols are the natural bioactive compounds found in the tea-based ingredient XSurge. A The study revealed that polyphenol supplementation reduced interleukin-8 (IL-8) protein content in vastus lateralis muscle tissue after damaging exercise compared to placebo. The study was the first to collect fine-needle biopsies at multiple time points to assess the effects of polyphenol supplementation on IL-8 protein content within skeletal muscle in vivo. This publication is important for showing the substantiating benefits of XSurge supplementation and the results contribute to greater understanding of the physiology of recovery after damaging exercise said Emily Pankow PhD CSM EP-C technical services manager for the Kemin active wellness platform which includes XSurge. The inclusion of fine-needle muscle biopsies at multiple time points post-exercise provides novel information on the effects of polyphenols and also provides valuable insights to the field of exercise physiology. For more information visit www.xsurgeperformance.com or www.kemin.com. Colitis Study Shows Curcumin More Powerful When Combined With Turmeric Essential Oil n a first-of-its-kind study published April 11 2017 in Nature Scientific Reports scientists at the Baylor Scott & White Research Institute and Sammons Cancer Center Baylor University Medical Center Dallas TX reported that curcumin combined with turmeric essential oil is significantly more powerful than curcumin alone in attenuating the disease activity in an experimental mouse model of colitis. Ulcerative colitis is a major chronic inflammatory bowel disease affecting the entire colorectum. This is the first study that highlights the superiority of curcumin combined with essential turmeric I essential oils (curcumin-ETO) over standard curcumin. We have shown that although curcumin works in this animal model of colitis the essential oils delivered with the curcumin make it much more effective. There is a growing body of data that indicate that the essential turmeric oils containing compounds called turmerones also possess significant anti-inflammatory properties stated corresponding author Ajay Goel PhD director Center for Gastrointestinal Research and director Center for Translational Genomics and Oncology Michael A Ramsay Chair in Cancer Genomics at the Baylor Scott & White Research Institute and Charles A. Sammons Cancer Center. The study used BCM-95 Curcumin which is a patented complex of curcumin and essential turmeric oils (ETO) compared to Sigma s standard curcumin. While both curcumin and curcumin with essential turmeric oil reduced the severity of colitis the curcumin ETO group was significantly better at maintaining a healthy body weight and showed a significant trend to less severe intestinal bleeding. For more information visit www.nature.com articles s41598-01700812-6. New Palm-free Water-dispersible Phytosterols Lipophytol Phytosterol System Saves Time and Production Costs ipofoods SLU (Spain) launched its palm-free Lipophytol phytosterol system. This highly concentrated water-dispersible source of plant sterols in an easy-to-use format is designed to support cardiovascular health. Grand View Research Inc. reports that the global phytosterols market is estimated to reach 989.8 million by 2020 growing at an expected CAGR of 7.2 percent. Phytosterols are steroid compounds derived from plants. They are comparable to cholesterol in the structural behavior and functionality L and thus compete with cholesterol during absorption in the digestive system. This can help decrease cholesterol uptake and lower cholesterol in the blood. While phytosterols have been shown to help lower total serum cholesterol due to insolubility in water incorporating them into food and beverage for- mulations has been challenging. Lipophytol provides an innovative delivery system with a demonstrated ability to increase phytosterol solubility in food and beverage matrices explained Isabel Gomez marketing manager for Lipofoods. It enables the easy incorporation of phytosterols into a range of food and beverage products. Processors can avoid preparing the emulsion and thus can improve the manufacturing processes in terms of time and costs. For more information visit www.lipofoods.com. www.niemagazine.com June 2017 14 Nutrition Industry Executive Probiokid and Its Specific Probiotic Strains Recognized Safe For Use in Children n expert panel (independent renowned experts in the field of probiotics) has recognized that both the ProbioKid formula (Lallemand Health Solutions Canada) and individual probiotic strains (Lactobacillus helveticus Rosell-52 Bifidobacterium infantis Rosell-33 Bifidobacterium bifidum Rosell-71) are safe for infants and children including their use in infant formula confirming the generally recognized as safe A (GRAS) status for this population category. Canadian authorities had already approved specific heath claims such as Helps to reinforce the body s natural defenses in children for infants over six months but have now extended those claims for infants over three months (NPN 80019993) based on new complementary safety studies. For more information visit www.lallemand-health-solutions.com. IndustryNews (Continued from page 10) Integron Awards Recognize Sensus s Commitment to Customer Service ensus (The Netherlands) a chicory root fiber supplier is celebrating another customer service award. The company received the award Best Performing Organization in the trade and industry category of the Integron Customer Service Awards. The accolade which Sensus also won in 2014 demonstrates the efforts Sensus makes to ensure its service to customers is on a par with its exemplary product quality. Sensus customers and distributors in Europe North America and Asia-Pacific were invited to take part in Integron s research in 2016 and rate the company in areas such as account management technical sales support information supply and value for money. Analysis of respondents feedback resulted in an overall satisfaction score of 8.7 out of 10--an improvement on the company s rating of 8.5 two years ago and the top score within the trade and industry category. Areas of particular note were Sensus s customer focus product knowledge and the professionalism and enthusiasm of its staff. The whole team is extremely proud of this achievement especially because we have now won the award twice in succession. But this success isn t an excuse to sit back said Jolanda Vermulst manager market intelligence at Sensus. Our customers and distributors have told us where they feel we can improve our service-- we ve taken those comments on board and are already working on plans to enhance customer experience further in the future. For more information visit www.inspiredbyinulin.com. You reHired Nellson LLC (Anaheim CA) a full-service nutrition bar and powder provider in North America recently announced the addition of Martha Hudak-Roos as vice president of quality and food safety with Jack Spallone joining as senior director of corporate purchasing. Hudak-Roos will oversee all of Nellson s quality food safety and regulatory activities as well as serving as a member of Nellson s Executive Marty Hudak-Roos Leadership Team. Spallone will lead Nellson s corporate procurement activities while also working closely with the purchasing functions at the company s manufacturing facilities. Viva5 Corporation (Sunrise FL) has appointed Mark Jaggi as chief financial officer (CFO). Jaggi has nearly two decades of financial and leadership experience having served in several C-level financial and leadership roles. Most recently Jaggi served from 2015 through Jack Spallone 2016 as CFO at LifeVantage Corp a public direct seller of supplements. Biova LLC (Johnston IA) a water-soluble egg membrane (WSEM) ingredient supplier has appointed Pat Schneider as chief executive officer (CEO). Schneider is a general management Csuite executive with solid P&L (profit and loss) experience and expertise in turnarounds. Aker BioMarine (Metuchen NJ) has expanded its U.S. sales team to include Kate Pastor and Elise Kaiser. Pastor joins the company as senior vice president of sales. She has nearly 25 years of experience in the natural products industry. Kaiser has been in the natural products industry for nearly 14 years with experience including retail and product sales for a variety of companies. AME Nutrition (Dublin OH) has announced the appointment of two key sales positions within the company. Bill Brickson holds the position of director of sales and marketing and Kayla Puckett joins the company as its new sales representative. Brickson brings more than 15 years of experience in dairy ingredient sales. Puckett joins AME Nutrition with nine years of customer service experience in the private and public sectors. She will focus on servicing existing customers as well as pursuing new account opportunities. Nutrition Industry Executive 15 S June 2017 www.niemagazine.com SpecialReport Tactics and Tricks of Unauthorized Supplement Sellers in Online Marketplaces PART TWO OF A THREE-PART SERIES Vitamin and supplement brands are frequent targets for unauthorized sellers online--learn how these fraudsters threaten your brand. By Bruce Anderson T he vitamin and supplement industry is experiencing explosive growth in online marketplaces. In fact one industry analyst reported that online sales of vitamins and supplements are growing at a rate that is 12 percent faster than the overall growth rate for E-commerce. The analyst further reported that this category now enjoys sales at a volume that outpaces the entire wearables category Not surprisingly more than three-quarters of vitamin and supplement sales online are made through Amazon.com. This is fine when Amazon s third-party retailers play by the rules. Unfortunately this is an industry that has been hit hard by fraudulent sellers. These capitalist rogues are selling counterfeits expired products and other potentially hazardous goods to the public. Worse yet they are doing this using a company s hardearned brand reputation and are employing tactics that make them difficult to stop. unpredictable way. While the company devised a simple reporting system that would shut down counterfeit product sellers immediately the counterfeiters themselves started using the system to instead shut down legitimate manufacturers. This has led many industry watchers to warn consumers against buying vitamins or supplements from Amazon at all. Given that this online marketplace is one of the fastest growing retailers in history the impact of these warnings could be devastating. Unauthorized Sellers of Legitimate Products Also Harm the Industry In addition to counterfeiters vitamin and supplement manufacturers must also be wary of unauthorized sellers peddling their products online. These scoundrels are far more concerned with profit than they are consumer safety. One common scam used by unauthorized sellers is to purchase large lots of vitamins and supplements that are just about to expire. They will then continue to sell the products online well past the expiration date. Employees or distributors of legitimate manufacturers steal other products. The thieves are typically unconcerned with safe shipping and handling procedures for these products. Consequently consumers are disappointed with the products they receive and develop a negative image of the underlying brand. Another commonality between unauthorized sellers and their counterfeiting brethren is that both groups frequently sell vitamins and supplements below the manufacturer s minimum advertising price ( MAP ). These sub-MAP sales have deleterious effects across the industry. For one thing they harm relationships between manufacturers and authorized sellers who are bound to advertise products at or above MAP. Additionally they impact the expectations of consumers who are misled to believe that a certain product or brand should be obtainable at a sub-MAP price. Counterfeiting is a Major Problem in This Industry Gary Collins a former special agent for the U.S. Food & Drug Administration (FDA) U.S. State Department and U.S. Department of Health & Human Resources has battled fraudulent vitamin and supplement dealers on the front lines. According to his website the International AntiCounterfeiting Coalition estimates that legitimate vitamin and supplement manufacturers are losing 600 billion a year to counterfeiters alone. Counterfeiting in the vitamin and supplement category is especially egregious because it not only cuts into the profits of real brands it also carries the potential to harm consumers. In fact counterfeiters are notorious for using fake ingredients or disregarding the intended potencies of the products they re knocking off. To complicate matters these fake producers are often able to make hefty profits by selling counterfeit goods far below the price of legitimate products. This becomes particularly problematic given that consumers can sort related products by placing the lowest-priced items at the top of their search results. This leads customers to believe they are getting a deal when what they re actually getting is a bottle of potentially life-threatening pills. Unfortunately Amazon s initial response to these counterfeiters backfired in an 16 Nutrition Industry Executive Amazon.com sells fake counterfeit nutritional products to unsuspecting consumers. As posted on the website Natural News illicit sellers are able to exploit the Amazon.com e-commerce infrastructure by shifting from one seller name to another in chameleon-like fashion. E-commerce enforcement specialists see these tricks on a daily basis. They know for example that the typical unauthorized seller on eBay remains active for less than seven days. Amazon s unauthorized sellers on the other hand tend to come and go in 15-day windows. They also report that in any given month 1 percent of all online marketplace sellers change their user names. These shell game tactics only serve to complicate enforcement. Some of the more sophisticated sellers will also employ strategies aimed at defeating the efforts taken by a manufacturer s inhouse enforcement team. For example fraudulent sellers will only have their products go live during hours when the manufacturer s legal department is likely to be closed. Others will sell as many products as they can up until the moment they receive a cease and desist notice from the manufacturer. At that point they immediately set up a new seller account and continue selling illegal products as before. Others will temporarily switch from one online marketplace to another (e.g. from Amazon to eBay). This leaves in-house enforcement teams feeling like they re engaged in an endless game of Whac-A-Mole. Fortunately as deception practices evolve so too do the strategies and tactics of E-commerce enforcement specialists. In part three of this series we will explore the methods they are using to successfully put a stop to this ever-growing problem. NIE Part three of this Special Report will be featured in the July August issue of the magazine. Bruce Anderson is the director of e-commerce enforcement at E-Enforce. For more information contact the E-Enforce enforcement team at (800) 892-0450 follow them on Twitter ( eenforcecis) or connect at LinkedIn-E-Enforce. www.niemagazine.com June 2017 Rogue Sellers are Experts at the Shell Game While online marketplaces are undeniably great for the economy they are also breeding grounds for all types of illicit sellers. Hiding behind the internet s veil of anonymity has become a bit of a sport for these rogues. As the article titled AHPAUpdate Leading Industry Association Speaks Directly to Nutrition Industry Executive Readers AHPA Continues Push for a Practical Pesticide Policy for Herbs and Spices I n its latest effort to enact a practical pesticide policy the American Herbal Products Association (AHPA) submitted comments encouraging the Environmental Protection Agency (EPA) to maintain protections for consumers and the environment while reducing burdens on food companies that use specialty or minor crops such as herbs and spices in their products. Under current EPA policy no detectable residue of a pesticide chemical is permitted on a food crop unless a tolerance or tolerance exemption has been established. As a result any raw agricultural commodity or processed food is adulterated if it contains detectable traces of a pesticide for which no tolerance (or tolerance exemption) has been established by EPA for that crop or crop group. tective of public health and consistent with documented levels of unavoidable inadvertent pesticide contamination. Lower action levels may be appropriate for substances of unusually high toxicity or whose toxicity is unknown. Decrease Burdens by Increasing Crop Groups Virtually all herbal crops are specialty or minor crops for which it is economically unfeasible to develop the data necessary for crop-by-crop registration. A crop grouping system was established in 1962 to regulate pesticides by creating tolerances for specifically identified pesticides for a group of crops based on residue data for certain crops that are representative of the group and establishes the maximum level of residue of the pesticide that could occur on any crop within the group. The system was established because the expense and time investment for fulfilling the residue data requirements established under EPA s regulations are limiting factors in making pesticide licensing and tolerance decisions for minor and specialty crops and may preclude a registrant from petitioning the Agency for an individual tolerance for that use. EPA has an ongoing program to amend existing crop group regulations. Any regulatory amendment that adds new crops to a crop group reduces mandatory paperwork requirements under EPA s pesticide regulations due to a reduction in required studies as compared to establishing pesticide tolerances for crops on an individual crop-by-crop basis and provides regulatory relief and regulatory flexibility because the new or expanded crop groups ease the process for pesticide manufacturers to obtain pesticide tolerances on greater numbers of crops particularly specialty crops. AHPA continues to urge EPA to expand the applicability of the crop groups to as many specialty and minor crops including herbal crops as possible and believes such expansive utilization of the crop group regulations will maximize the potential burdenreducing effect of such regulatory amendments with no appreciable costs or negative impacts to consumers minor crop producers pesticide registrants the environment or human health. AHPA recommends EPA add nearly 200 commercially available herbal crops to Crop Group 19 (Herbs and Spices). Adding new crops to a crop group reduces mandatory paperwork requirements and results in no appreciable costs or negative impacts to consumers minor crop producers pesticide registrants the environment or human health. It is essential to ensure that pesticide use on herbal crops when needed is carried out in compliance with EPA s pesticide regulations. Maintaining Clean Air Water and Soil AHPA members manufacture and market conventional foods dietary supplements and other consumer products that contain herbal ingredients and thus rely on the availability of raw agricultural commodities that are not contaminated with excessive levels of environmental pollutants. This requires that clean air water and soil be available for the production of food crops. AHPA s comments reiterate support for regulatory agencies including EPA to establish regulations that are reasonable and that seek to minimize economic burdens on U.S. domestic businesses while simultaneously achieving regulatory goals. AHPA is simultaneously concerned that appropriate regulations be maintained to minimize environmental contamination and avoid disruptions to food companies as well as to preserve environmental and human health generally. NIE Disconnect Between Policy and Reality This zero tolerance policy for pesticides creates a significant disconnect between the occurrence of detectable pesticide residues on foods with no tolerance or a tolerance exemption and the technical requirements of the existing enforcement policies. Pesticide residues are currently ubiquitous in the environment and are routinely found at significant levels even in locations as remote as the Arctic Circle. In addition analytical technologies can now detect pesticides down to the 10 ppb (parts per billion) level. As a result traces of pesticides are commonly found in many food crops even when not the result of direct application spray drifts or inappropriate crop rotation. AHPA continues to urge EPA to use its authority under the Food Quality Protection Act (FQPA) to except trace levels of these substances from the definition of pesticide chemical or pesticide chemical residue. Rather than regulating these traces as adulterants under EPA s zero tolerance policy these traces should be controlled as contaminants regulated by FDA under good manufacturing practices for food. FDA should set appropriate action levels for these contaminants as it has done for other types of pesticides. In general an action level of 0.1 ppm (parts per million) would be proJune 2017 www.niemagazine.com Michael McGuffin President and Board of Trustees American Herbal Products Association (AHPA) Nutrition Industry Executive 17 IngredientMarketplaceWrapUp Ingredient Marketplace Concludes in Orlando Plans Return to New Jersey wo thousand health and nutrition industry professionals gathered at the Orlando World Center Marriott in Orlando FL on April 18 to 20 at Ingredient Marketplace (IM) to gain insights into the latest trends and connect with business partners. Along with a trade show IM featured four education tracks Sports Nutrition Probiotics Beverage and Heart Health Marketplaces. In addition a featured panel discussion covered NDIs (new dietary ingredients) FTC (Federal Trade Commission) and More Navigating the Changes Posed by a New Administration. The speakers were James Hawkins of the Alpine Group Lim Lassiter of Ingredient Identity and Justin Prochnow from Greenberg Traurig LLP. The panel discussed how what is happening now in Washington D.C. and across the country will likely impact business this year and into the foreseeable future and how the priorities of the FDA (U.S. Food and Drug Administration) may change. IM partnered with the Natural T Marketing Institute (NMI) to conduct its inaugural Mind of the Consumer study which explored consumer expectations and perceptions in key ingredient categories and related to top health issues. Beyond consumers the study also explored the perceptions of ingredient suppliers in order to determine what suppliers are doing and whether that aligns with consumer needs. Future Shows Informa s SupplySide West trade show will be held September 25 to 29 in Las Vegas NV for more education and connection in the natural product space. Further next year IM will change its name back to SupplySide East and will return to Secaucus NJ for a two-day exhibit at the Meadowlands Exposition Center on April 10 and 11. SupplySide East was last held in Secaucus in 2011 and was first held at the Meadowlands Expo Center in 2000. The move back has received mixed reviews from exhibitors. Stephen Lukawski director of business development and global sales and partner for for Canadabased Fruit d Or Nutraceuticals said this year s IM show was successful for the company which highlighted its organic water-soluble solvent-free cranberry powder. I m going to miss Orlando Lukawski added. As for going back to New Jersey he said I could understand the benefit for the organizers but not for our company. The show in Orlando is small enough where we can meet and greet walk and talk show and tell and get in and out of the city with convenience. Ramon Luna marketing executive with New Jersey-based Ecuadorian Rainforest said the company spent its time at IM promoting its popular line of ingredients that include beetroot avocado pit blueberry fiber and several plant proteins. We love the return to New Jersey Luna said. As a New Jersey company we are happy to have such a large show right in our backyard. It helps us meet other local businesses plus several others who find it easier to come to the northeast than to Orlando. I look forward to seeing who exhibits at SupplySide East. Blackjack tables at AGG booth 18 Nutrition Industry Executive www.niemagazine.com June 2017 AssociationNews The Supplement OWL Takes Flight ne year after the project was formally announced the Supplement OWL (Online Wellness Library) became a reality as the online product registry is now live. Serving as a resource for regulators retailers and industry the OWL is an industry-wide self-regulatory initiative that will help create a rich and more complete picture of the marketplace and can be accessed by anyone using the internet. According to Steve Mister president and CEO Council for Responsible Nutrition (CRN) During Expo West it was heartening to witness the high level of awareness about the Supplement OWL and exhilarating to be surrounded by the industry buzz. This has been a unique opportunity for our industry working together on a self-regulatory initiative for the greater good. We credit those thought leaders who recognized the importance of an industry-wide registry that would fill a gap for regulators and we commend those companies who wanted to be--and are--part of the first wave of labels available in the product registry. Together we gained consensus around a dietary supplement registry we built it and now we re ready to make it grow. With the launch the Supplement OWL is now widely accessible for examination. All companies can test-drive the product registry and retailers can begin to use it to evaluate products on their O shelves. CRN is confident that the number of companies participating in the Supplement OWL and the number of labels included will grow to the point where users will question why a company s label is not available in the Supplement OWL. Today is just the start but broader engagement that s the end game said Mister. If you have confidence in your product and in your label why wouldn t you want to house it in a free product registry that demonstrates you re willing to help the industry be more transparent and more accountable to our regulators to retailers and ultimately to consumers. If daylight is indeed the best disinfectant then the Supplement OWL helps to clean up the industry by putting products on display. The American Botanical Council the Consumer Healthcare Products Association and the Natural Products Association publicly announced their support for the Supplement OWL. Added Mister We anticipate there will be additional expressions of public support. It s the right thing to do especially at a time when some anticipate government will seek to reduce industry regulation. That s when we have our best opportunity to proactively find ways to raise the bar for this industry. That s what the Supplement OWL does. The Supplement OWL offers two tiers of information. Participation in Tier 1 includes an image of the product a complete product label and other fields of information obtained principally from the label itself. There is no charge to participate in Tier 1. Tier 2 allows companies to upload additional supporting information and documentation about their products and to choose who will have access to that information. Once a label is uploaded to Tier 1 companies can participate in Tier 2 for a nominal charge. Getting started with uploading labels involves a three-step process beginning with outreach to UL the global independent safety science company who is developing and administering the technology that drives the Supplement OWL to learn what product and label information will need to be submitted. Then companies can choose from four options to determine the best method to submit their labels 1) electronic transfer from an existing IT system 2) conversion from the ODS label database 3) manual data entry or 4) a third-party upload service. For more information visit www.supplementowl.org. Associations Applaud New Commissioner s Commitment to Modernizing FDA he Council for Responsible Nutrition (CRN) and the Natural Products Association (NPA) have voiced their support of U.S. Food and Drug Administration s (FDA) plans to reorganize its inspection staff and applauded Commissioner Scott Gottlieb for his efforts to modernize the agency. CRN commends FDA Commissioner Scott Gottlieb and the agency for announcing the implementation of its Program Alignment a major initiative that will help strengthen FDA s ability to protect public health. CRN has long urged FDA to move to commodity-based inspections so that the agency could become more efficient and effective in overseeing dietary supplement manufacturing operations and we are T hopeful that the Program Alignment will achieve this stated Steve Mister president and CEO of CRN. Since FDA issued the good manufacturing practices (GMPs) regulations for dietary supplements nearly 10 years ago both industry and FDA s inspectors who have been previously enforcing as product generalists have been challenged to understand and implement the minutiae of these requirements that are critical to ensuring product safety Mister continued. We are strongly supportive of the Program Alignment as it will allow FDA inspectors to develop expertise in the manufacturing of a particular class of products such as dietary supplements and foster increased collaboration between FDA inspectors and the industry in addressing the challenges of dietary supplement GMPs. Overall FDA s Program Alignment is a positive step in the agency s efforts to fully enforce the law which will ultimately benefit the consumer who deserves the highest quality dietary supplement products. The most effective way to oversee the supplement industry is to enforce the current law and aggressively pursue criminals that break it added Dan Fabricant PhD president and CEO of NPA. We applaud Dr. Gottlieb s commitment to modernizing the FDA and making it more responsive to the consumers and manufacturers of dietary supplements and natural products. For more information visit www.crnusa.org or www.npainfo.org. Nutrition Industry Executive 19 June 2017 www.niemagazine.com AssociationNews UNPA Announces New GMP Training Course and Newest Executive Member he United Natural Products Alliance (UNPA) is launching a new training series Beyond GMPs Mastering The Key Elements Of Dietary Supplement Quality Before Your Next FDA Inspection or Audit to be taught by former U.S. Food and Drug Administration (FDA) investigator Larisa Pavlick UNPA s vice president global regulatory and compliance. The two-day training course will be held on June 27-28 in Provo UT and will address the key elements of dietary supplement quality identity purity strength and composition which manufacturers will need to master to be in full compliance with good manufacturing practices (GMPs) as mandated by the Dietary Supplement Health and Education Act (DSHEA). Pavlick who has been in more than 200 facilities on behalf of FDA in her role as an investigator will share her FDA knowledge and experience to help industry companies achieve the level of quality FDA requires during facilities inspections. The training will cover all pertinent inspection topics. This training is the culmination of UNPA s many years of promoting best practices for the dietary supplement industry said Loren Israelsen UNPA president. To our knowledge no one is offering a comprehensive T GMP training program that includes the experience and insights of a former FDA investigator. We are pleased to be able to offer this unique training to the UNPA membership and to the industry. One of the reasons I joined UNPA was to be able to help companies be prepared for FDA audits and to provide them actionable in-the-trenches resources to do just that said Pavlick. This training will enable industry companies to be fully prepared to complete a successful FDA inspection which will also enable them to be prepared for all customer and certifier audits. In other news UNPA has announced that Phoenix Formulations is its newest executive member. Phoenix Formulations located in Tempe AZ is a full-service custom contract manufacturer of dietary and nutritional supplements. The company s state-of-the-art facility coupled with its seasoned executive team experienced R&D staff and dedicated workforce apply best practices the latest technology and innovative techniques to ensure superior products for its clients. Phoenix Formulations capabilities include production of capsule tablet and powder formulations. It specializes in protein powders pre- and post-workout mixes energy-drink mixes sports nutrition and meal replacements and functional formulas delivered as coated and uncoated tablets chewable and sustainedrelease tablets and gelatin vegetarian and delayed-release capsules. Its quality accreditations include NSF GMP NSF Certified for Sport and SQF Level 2 certifications. Among its other notable capabilities Phoenix Formulations has quickly developed into a major force as a producer of powdered dietary ingredients and supplements said Israelsen. The company consists of a team with a wealth of industry experience who are well known in the industry. We warmly welcome Phoenix Formulations and its entire team to our growing list of Arizona members. Phoenix Formulations is proud to join UNPA an organization that has been in the forefront of influencing the domestic and global regulatory landscape for the betterment of consumers and the industry added Eddie Mendivil the company s chief compliance officer. We are looking forward to working collaboratively with UNPA and its members to achieve a common vision of providing consumers with natural health products of superior quality benefit and reliability. For more information visit www.unpa.com. Homeopathic Manufacturers Explore Next-generation Quality Control ember companies of the American Association of Homeopathic Pharmacists (AAHP) gathered to learn about promising new technologies recently used by the U.S. Food and Drug Administration (FDA) to analyze homeopathic products. Developments in this area could lead to industry-wide manufacturing advancements as well as improvements to the homeopathic drugs that help consumers every day. Mark Land president of AAHP opened the discussion at the association s March 9 biannual meeting in Anaheim CA. In a broad overview Land stated that while most instruments currently used to assess homeopathic medicines can resolve to below one microgram--to less than one part per million--new technologies can resolve to parts per billion. Since homeopathic drug products go through a process of serial dilution to achieve certain potencies these hypersensitive technologies may allow manufacturers to get a deeper look into the makeup of their products than was ever before possible. These technological advancements mark an industry that is growing and getting better. Yet challenges can emerge as new data becomes available for example consistencies at the parts-per-million level may not M hold true at the parts-per-billion level. Dr. Neil Spingarn the meeting s keynote speaker who specializes in chemical analysis and laboratory testing services for pharmaceutical manufacturers is seeing this growing pain throughout the pharmaceutical industry. Routine analysis within our lifetime has evolved from parts per million to parts per billion and even parts per trillion if you know what you are looking for said Spingarn. The challenge is that we find more things as technology gets better but that should lead to exciting developments in homeopathic medicines. In light of new analytical capabilities Spingarn gave members in attendance tips to hone their processes and procedures around quality control. He touched upon potential mechanical issues in the dilution process such as the unpredictability of bubbles and foam accuracy of automated equipment and potential interactions with materials on the surface of succussion containers. Spingarn also instructed attendees on how to perform a step-by-step validation of the dilution process. Further discussion from the membership focused around validations for extreme dilutions the ability to detect memory effects labeling and logistical issues around scheduling and carrying out validation tests. Land and Spingarn both emphasized that in adhering to validation of substances in the parts-per-billion level the homeopathic industry would be reaching a high bar in quality control. In fact such high standards are generally reserved for contaminants not often applied to pharmaceutical products. The FDA s recent use of these hypersensitive technologies on homeopathic products was one of the first for the pharmaceutical industry. By setting a new and very high standard for product testing and quality validation the FDA has given the homeopathic industry an opportunity for growth said Land. In the name of manufacturing excellence we gladly accept the challenge. We look forward to partnering with the FDA exploring these new technologies further and ultimately providing our customers the best products we possibly can. Although current technologies can detect substances at the parts-per-billion level it is important to remember that implications for safety and therapeutic effect at this level are still unknown. There is still much testing to be done but in the end the industry and the consumer should benefit. For more information visit aahp.info. www.niemagazine.com June 2017 20 Nutrition Industry Executive ScienceUpdate New Measurement Technique Lowers Estimated Vitamin D RDA fter re-measurement of vitamin D by improved technology the recommended dietary allowance (RDA) for vitamin D intake drops from 800 to 400 International Units (IU) per day new research reports. The results of the study were presented at ENDO 2017 the annual scientific meeting of the Endocrine Society in Orlando FL. The RDA is easily achievable with a supplement of 400 IU in winter when vitamin D levels are lowest in North America said principal investigator J. Christopher Gallagher MD professor and director of the Bone Metabolism Unit in the Division of Endocrinology of Creighton University School of Medicine. In estimating the RDA for vitamin D intake the laboratory method used for measuring serum 25-hydroxyvitamin D-- 25(OH)D--can affect the results he said. The estimated RDA based on the older immunoassay system was 800 IU daily whereas the newer liquid chromatography tandem-mass spectrometry (LCMS MS) technique estimated that 400 IU A daily would meet the RDA. In their earlier double-blind doseresponse clinical trial in the winter and spring of 2007 to 2008 Gallagher and his colleagues enrolled 163 healthy postmenopausal Caucasian women 57 through 90 years of age with vitamin D insufficiency and followed them for one year. The women were at least seven years postmenopausal and they had vitamin D insufficiency based on the World Health Organization cutoff (serum 25(OH)D 20 ng ml or lower). The participants were randomized to one of seven vitamin D3 doses 400 800 1600 2400 3200 4000 4800 IU day or placebo for one year and all the women were given calcium supplements to maintain a total calcium intake. After analyzing the samples and estimating the RDA using the older immunoassay the authors reported that 800 IU daily would meet the vitamin D intake requirement for 97.5 percent of the population. But now that liquid chromatography mass spectrometry (LC-MS MS) has become the gold standard for measuring 25(OH)D the researchers have reanalyzed the original samples using this new technology. Able to determine a more precise dose-response curve they have calculated the RDA for vitamin D to be 400 IU daily. Remember this RDA is for bone health only Gallagher cautioned. It may be different for other diseases. Although trials looking into cancer diabetes and other diseases are ongoing we do not have information about this yet. For more information visit www.endocrine.org. Zinc Helps Shorten the Common Cold here is no significant difference between zinc acetate lozenges and zinc gluconate lozenges regarding their efficacy in shortening the duration of common colds according to a meta-analysis published in Journal of the Royal Society of Medicine Open. Seven randomized trials with zinc acetate and zinc gluconate lozenges found that the duration of colds was shortened on average by 33 percent. Zinc lozenges appear to influence the common cold through the release of free zinc ions into the oro-pharyngeal region. However zinc ions can bind tightly to various chemical complexes in such a way that little or no free zinc ions are released. Previously zinc lozenges containing citric acid were shown to be ineffective in treating colds because citric acid binds zinc ions very tightly and no free zinc is released. In the meta-analysis Dr. Harri Hemil from the University of Helsinki Finland collected randomized trials on zinc acetate and zinc gluconate lozenges and compared their observed efficacies. Three trials had used zinc acetate T lozenges and found that colds were shortened on average by 40 percent. Four trials had used zinc gluconate lozenges and colds were shortened on average by 28 percent. The 12 percent difference between the average effects of the two kinds of lozenges was explained purely by random variation. Furthermore one of the zinc gluconate lozenge trials was an outlier inconsistent with all the other six zinc lozenge trials. If that outlier trial was excluded the difference between the three zinc acetate and the three zinc gluconate trials shrunk to just 2 percent i.e. a 40 vs. 38 percent reduction in common cold duration. Thus properly composed zinc gluconate lozenges may be as effective as zinc acetate lozenges. Hemil also analyzed the dose response relationship between the elemental zinc dose and the observed efficacy in reducing common cold duration. There was no difference in the efficacy between five trials that used 80 to 92 mg of zinc per day and the two trials that used 192 and 207 mg of zinc per day. Thus zinc doses of more than 100 mg per day do not seem to provide any more benefit. According to Hemil there is no justification for the popular phrase that there is no cure for the common cold because of the strong evidence that zinc lozenges can shorten common cold duration by more than 30 percent. However in future studies the optimal composition of zinc lozenges should be investigated. The optimum frequency of their administration also warrants further investigation. Nevertheless he also considers that the current evidence of efficacy for zinc lozenges is so strong that common cold patients should be encouraged to try them for treating their colds but the patients should ascertain that the lozenges do not contain citric acid or its salt citrate. For more information visit www.helsinki.fi en. Nutrition Industry Executive 21 June 2017 www.niemagazine.com When addressing weight management those in the natural products industry keep a realistic eye on diet exercise and equipment along with scientific backing of ingredients. By Janet Poveromo W eight management makes up a large piece of sales in the supplement market and for good reason. Consumers have come to realize that diet and exercise is the key to sustainable weight management supplements using premium branded ingredients that are safe and backed by science can support weight management goals. Gone are the days of magic bullet pills boasting unfounded claims or using questionable ingredients with potential side effects which fueled the growth we ve seen in this category before 2013 said Lynda Doyle senior vice president of global marketing with NJ-based OmniActive Health Technologies. Post-2013 the category has undergone a market correction as manufacturers rely less on sensationalism and realize that consumers are increasingly savvy when it comes to 22 Nutrition Industry Executive weight-loss claims and want effective formulas. And with greater FDA (U.S. Food and Drug Administration) scrutiny in this category manufacturers are evaluating the science first to support their claims and formulas. That can only lead to better formulas that can prosper in this growing market. Annie Eng CEO of Florida-based HP Ingredients pointed out that the facts about obesity drive the overall weightfat loss management category. According to the CDC (Centers for Disease Control and Prevention) more than one third of U.S. adults are obese (36.5 percent). Even carrying an extra 15 to 20 pounds can increase risks of heart disease type 2 diabetes and stroke. And according to Shaheen Majeed marketing director with New Jerseybased Sabinsa the weight-loss and weight-management market can be divided into different categories--diet (meal beverage and supplements) equipment (fitness and surgical equipment) and services. Amongst the three said Majeed the diet segment accounts for the largest market share in this segment. Various factors that attribute to the larger share include a rise in the number of obese and overweight people lifestyle-related diseases such as diabetes increase in disposable incomes and of course increasing health awareness in people. By 2019 the global weight loss and weight management market is estimated to clock in at 206.4 billion (against 148.1 billion in 2014) growing at a CAGR of 6.9 percent according to a2amarketreseach.com. Category Advancements The biggest advancement in the natural weight management arena has been in www.niemagazine.com June 2017 branded ingredients which are in greater demand than ever before said Rick Antonoff president of Novel Ingredient Services in New Jersey. Twenty years ago Novel was a pioneer in this category with Advantra Z. Now we offer two additional branded ingredients for weight management Kinetiq and Physicor. These are scientifically supported ingredients that not only follow strict quality assurance quality control guidelines but also provide the quality value that is necessary for the long-term viability confidence and stability of a consumer brand. All three are thermogenic ingredients which have consistently out-performed other types of weight loss ingredients--fat blockers satiety agents hormone influencers etc. As more consumers are realizing the benefits offered by natural ingredients in terms of healthy weight loss and or weight management demand for such ingredients is on the rise according to Majeed. Continued efforts by the industry on the research front have also led to discoveries of new and exciting weight-loss supplement ingredients. One of the innovations brought from the pharmaceutical industry to the dietary supplements industry is bi-layer technology Majeed added. The greatest advantage of this bi-layer technology is in the flexibility it offers for formulators in using ingredients that otherwise would be too difficult to deliver in combination. Sabinsa Corporation offers this technology under the name Integrated Nutritional Composites (INC). Several bi-layer INC tablets have been formulated including Sabinsa s science--backed weight management ingredients ForsLean and LeanGard. Other branded ingredients include HP Ingredients CitruSlim a proprietary blend of citrus flavanone-O-glycosides from bergamot and eurypeptides from Eurycoma longifolia that can promote an anabolic state reduce cortisol activate AMPK reduce triglycerides and help balance blood glucose levels. CitruSlim can promote healthy weight loss by helping dieters maintain high energy levels during weight-loss programs prevent the body from storing fat and reduce appetite. Patrick Luchsinger marketing manager nutrition with Ingredion Incorporated in Illinois said Ingredion s Weightain satiety ingredient leverages Ingredion s unique high-amylose resistant starch whole grain hydrocolloids and a proprietary composite technoloJune 2017 www.niemagazine.com gy. It is more than a simple dry blend he said. The technology enables higher resistant starch (RS) comparable (final) viscosity and lower gumminess. Through this proprietary process Weightain satiety ingredient delivers on three of the most validate satiety mechanisms Starch fermentation in the colon triggers satiety decreasing feelings of hunger Increased gastrointestinal viscosity prolongs absorption reducing calorie consumption Whole grains delay digestion helping to reduce hunger pangs digestive discomfort. Due to the consumer shift away from utilizing diet products advancements are more geared toward developing close-to-nature good-tasting and nutrient-dense ingredients and products added Rikka Cornelia product manager with California-based BI Nutraceuticals. For instance several plant-based proteins have popped up in just the last two years including but not limited to faba bean protein lentil protein pumpkin seed protein and sunflower seed protein. What are the Trends According to Innova Research as for the weight-management market weight loss is still the leading category followed by meal replacement. However we notice that botanical and herbal supplements have more than doubled during the last two years said Imperato. Natural products coming from a vegetable source are the most requested ingredients. Consumers also want to know more about the ingredients used where do they come from how and where they are processed. She added that with the global increase of overweight or obesity troubles many people of all ages are interested in losing or maintaining weight-- teenagers adults and seniors males and females etc. The new and major trend of this growing market is that weight management is now even more aligned with global health management. People now take into consideration the fact that being overweight is not only a problem of physical appearance external beauty but is also generally linked to serious health problems (among others cardiovascular cholesterol blood pressure etc.). Ingredients should therefore not only target weight loss but also offer holistic health features. Another trend noted Luchsinger is that there is more of a focus on improving the health of the microbiome (the home of your gut bacteria) through dietary changes prebiotic and probiotic supplements and other lifestyle adjustments such as healthy eating habits. Also the importance of maintaining good gut bacteria beginning in the early stages and throughout the stages of life has become clearer. Consumers are open to the idea of products that can help them meet their nutritional needs or help them manage their health including weight. Nutrition Industry Executive 23 Weightain satiety ingredient is easy to work with across a wide range of formulations and can be utilized across a broad range of on-the-go applications such as smoothies shakes granolatype bars muffins and supplements. Julie Imperato marketing manager with Nexira based in France with U.S. offices in New Jersey said Nexira offers ID-alG a brown seaweed extract which has weight-loss properties. Two clinical studies have been conducted she said. They have demonstrated the benefits of this ingredient on weight loss and on body shape improvement. What is really interesting is that abdominal fat often related to esthetical issues is the most difficult fat to lose especially for women 45-plus. Losing abdominal and visceral fat mass is associated to a better general well being. Another point to be highlighted is that ID-alG is really efficient without any An area of interest to formulators is ingredients that impact how carbohydrates are utilized. Carb blockers can help block the enzymes that the body uses to absorb certain carbohydrates by preventing the process of breaking down the links present in complex carbs by certain enzymes making them unavailable for the absorption. Sabinsa s Fabenol and Fabenol Max are the standardized extracts of Phaseolus vulgaris (common bean kidney bean). Fabenol a natural carbohydrate blocker is an extract with -amylase inhibitory activity. This amylase inhibitor is identified in the protein fraction of the bean. This protein binds with the active sites of -amylase and prevents the starch metabolizing activity offering potential benefits in maintaining healthy blood sugar levels and ideal body composition. The weight management category has seen expansion due to an acceptance of lifestyle management. As consumers adopt healthier lifestyle choices noted Doyle they are also increasingly interested in supplementing with safe and effective ingredients that are easily recognizable and from natural sources. Moreover new market opportunities are being created as the weight management category expands into healthy weight wellness and the proactive lifestyle. Known as the Proactives these consumers aren t necessarily overweight but are still making conscious decisions in their lives to maintain a healthy weight whether it is watching their caloric intake wearing trackers such as Fitbits using monitoring apps such as myfitnesspal.com or supplementing with safe and effective weight management sports nutrition and healthy lifestyle ingredients which are Clean science-backed and efficacious Natural and provide simple solutions Easily able to fit into an overall wellness regimen Able to optimize healthy choices As an example Capsimax an extract of capsicum is a natural stimulant-free ingredient that is easily recognized by 24 Nutrition Industry Executive consumers since it comes from a food source--red hot chili peppers. Red hot chili peppers have been part of the human diet for thousands of years and now a great deal of science corroborates their role for healthy weight management. Capsicum is a great option for those looking for a safe natural and efficacious ingredient. As consumers adopt healthier lifestyle choices they are also increasingly interested in supplementing with safe and effective ingredients that are easily recognizable and from natural sources. -- Lynda Doyle OmniActive Health Technologies At HP Ingredients Eng said The trend we see is really in the area of exercise and fitness as more and more Americans realize that it is not diet alone that spurs weight and fat loss and diet alone does not promote better health and well-being. When you look at exercise trends there are numerous new things out there including equipment. We point this out because we believe that supplements for weight management must follow suit and take into account physical fitness increasing one s ability to gain the most out of their exercise regimens--and key in on promoting lean body mass. And this is where our LJ100 comes in. In one study 14 men took either 100 mg day LJ100 or placebo for eight weeks while also performing a regular intense strength-training fitness program. Results showed that the LJ100 group experienced significant increase in fat-free mass (FFM) reduce body fat percentages (FM) increase in gross muscle power (1 RM) and significant increase in arm circumference. best way to utilize weight management ingredients is however consumers want to consume them said Antonoff. All three of the company s branded weight management ingredients-- Advantra Z Kinetiq and Physicor--offer excellent stability across a range of delivery forms tablets capsules powders beverages as well as functional foods he noted. But more consumers want weight management supplementation to be part of their regular diets Antonoff added. This growth in functional foods for weight management is a major trend that often includes convenience foods--bars stick packs powders gummies and beverages K-cup pods ready-to-drink powdered)--that people can take with them. Gummies in particular are huge right now. Luchsinger agreed stating that bars smoothies shakes and muffins are areas of innovation and are increasingly popular items for weight management and satiety products as these can be taken to the office or another location for on-the-go consumption. Both fiber-rich and protein-rich botanicals work well in bars and supplements offered Cornelia. And fiber-rich ingredients are ideal for baked goods especially gluten-free ones since they provide structure while protein-rich ingredients are ideal for smoothies since they have a thicker consistency. The most recent advancements in delivery involve plant-based proteins which comes as no surprise with their skyrocketing popularity. They have improved in every aspect from flavor (de-flavored versions) to solubility (hydrolyzed versions). Due to these advancements they are making their way into a variety of product applications from baked goods to chips to even water. Another dietary fiber ingredient Ingredion s new Versafibe helps provide the fiber-rich and reduced-calorie products consumers want while delivering good taste and texture in bakery products cereals snacks pastas and more. They also give manufacturers the ability to stand out in the marketplace with claims like good source of fiber or excellent source of fiber as well as gluten free. Science of Note Regarding weight management overall suppliers and manufacturers are strongly interested in research showing mechanisms of stimulating metabolism said Eng. The reason for this www.niemagazine.com June 2017 Delivery Advancements When it comes to delivery format the interest is that millions of people who fall into the overweight category need a boost to their metabolic function in order to keep them on track to transforming to a fit and healthy body. When one s metabolism is sluggish due to aging and in women perimenopause the person feels the need to drastically diet --severely reducing food intake--or over exercise to lose some weight. This almost always leads to failure because it cannot be sustained. Therefore boosting metabolic function while eating a healthy diet and exercising will indeed help millions to stay on track and reach their goals. Luchsinger noted that peer-reviewed published data is often preferred as it provides the scientific support and backbone for many weight management satiety claims. Peer-reviewed data is a critical part of advancing the knowledge and understanding of how these ingredients work in the body. Investing in the peer-reviewed science behind nutritional ingredients such as Ingredion s Nutraflora scFOS prebiotic fiber and Biologo GOS which can help support the gut microbiome to Weightain satiety ingredient for reduction of caloric intake is an important part of the process. Like other responsible suppliers Antonoff said Novel demands--and supports--both safety and efficacy research. Manufacturers should as well. Safety research is especially important for weight management ingredients because of potential cardiovascular and central nervous system issues that have emerged in past weight-management ingredients. According to Antonoff research into all three of Novel s branded weight management ingredients Advantra Z Kinetiq and Physicor has shown that they can be used safely without causing negative cardiovascular or central nervous system side effects. Certainly he said Advantra Z which has been the industry s leading thermogenic ingredient since the 1990s has a proven track record of safety. But clinical efficacy research is equally important he added. To have true value a weight management ingredient must work demonstrating real-life applications. At Novel we continue to invest in research because we want our branded ingredients not only to meet cGMPs (current good manufacturing practices) but also to add value to formulas build interest at retail withstand detractors scrutiny and endure the test June 2017 www.niemagazine.com of time in an ever-changing industry. There s nothing like transparency to build confidence among manufacturers retailers as well as consumers. And given that this category has historically included some products with claims not supported by research today having science that demonstrates safety and efficacy is essential said Majeed. Standardized extracts from Sabinsa have been evaluated by scientific researchers and their mechanism of action very clearly understood even before subsequent clinical substantiation of safety and efficacy was undertaken. Peer-reviewed data is a critical part of advancing the knowledge and understanding of how these ingredients work in the body. -- Patrick Luchsinger Ingredion Incorporated Overcome Obstacles According to Eng a hurdle that still exists [in the weight management category] is to compete honestly against those brands that over-promise and under-deliver. Those give all of us a black eye she said. The FTC (Federal Trade Commission) is doing what it can to get rid of these bad players but we can team up and support the agency s efforts by self-policing and reporting. That is also a matter of using formulas with good science showing good results that consumers are looking for said Doyle. And if possible providing a formula that s effective at a low dose and addresses multiple mechanisms for increased consumer compliance. As an example OmniActive has conducted more than five studies on Capsimax supporting its benefits for increased thermogenesis lipolysis increased metabolism and satiety in healthy human subjects at a low dose of 100 mg. The most successful products in this category have clinical substantial behind the claims provided in the amounts science says impart those benefits added Majeed. Formulators may encounter formulating issues involving multiple ingredients. One such challenge involves chemical incompatibilities between the actives by physical separation when developing tablets with immediate release and sustained release profile. In such a scenario bi-layer technology can solve that problem. Satiety is another obstacle Luchsinger said. With the increasing prevalence of obesity enhancing the satiating capacity of foods and beverages may help people better control and manage their energy intake and weight. Enhancing the satiating capacity of foods requires an integrated approach between various food-related disciplines. Three hurdles to enhance satiety include 1) to change the food composition to develop stronger physiological satiation and satiety signals 2) anticipate and build on smart external stimuli at the moment of purchase and consumption and 3) improve the taste and acceptance of satiety enhanced foods. To summarize innovation effectiveness and safety are the keys for a new product. Lots of ingredients have already been tested and used for this category Imperato said. Suppliers and manufacturers have to find news --new ingredient new activity unique blends etc. As the market is very attractive even for products with no or low effect or associated with discomfort new ingredients have to demonstrate their benefits and their tolerance. NIE Extra Extra Visit www.niemagazine.com to read about a new study that analyzed women s expectations and beliefs about exercise. FORMOREINFORMATION BI Nutraceuticals (310) 669-2100 HP Ingredients (877) 437-2234 Ingredion (800) 713-0208 Nexira 33 2 32831818 Novel Ingredient Services (973) 808-5900 OmniActive Health Technologies (866) 588-3629 Sabinsa (732) 777-1111 Nutrition Industry Executive 25 Non-GMO food beverage and supplement products are assuredly here to stay--and grow. By Lisa Schofield O ften a new suit needs to be altered. Many people like to trick out their cars with after-market parts so that it looks distinguished from the original. In short when something is changed from its original state it much better and more adequately serves the individual. Not so much with foods or supplement ingredients that begin life--as life. Although non-GMO (genetically modified organism) has its roots in the isolation of pure DNA by a Russian scientist in 1935 the fruits of this labor and practice first showed up in produce aisles in 1994 when the U.S. Food and Drug Administration (FDA) approved a tomato called Flavr Savr which was a delayedripening tomato. And so the Frankenfoods generation was born. In 1999 a scant five years following the launch of slow-dying tomatoes 26 Nutrition Industry Executive there were in excess of 100 million acres worldwide that were sown with GMO seeds according to www.gmoinside.org. But since the discovery that man-altered--genetically modified--foods may be harmful the term non-GMO has tremendous value and meaning that is clear and concise unlike the word natural. Going Non-GMO There are many good reasons to formulate a non-GMO consumable not to mention the sheer fact that food with its DNA twiddled with is downright unappetizing at the least and fearsome at most. Jeffrey Brams senior vice president of product development for Garden of Life in Florida pointed to the impassioned educational articles about the need for non-GMO consumables written by food activist Jeffery Smith. Among the multiple reasons cited by Smith Brams finds the most compelling in order of significance are 1. The continued cultivation of GM crops increases the use of toxic pesticides herbicides and fertilizers which leach into soil as well as circulates in the air. Studies show that herbicide use increased by 527 million pounds between 1996 and 2011 other studies project that number to increase 30-fold between 2011 and 2019. 2. While scientists may not fully understand the long-term health impact from consuming GM food we do know that many of these chemicals do several things--corrupt and deteriorate the human microbiome leading to heavy growth of unhealthy bacteria and the displacement of healthy bacteria potentially linked to increasing rates of ADHD www.niemagazine.com June 2017 (glyphosate) and potentially linked to rising rates of neurological disorders (chlorpyrifos). 3. GMOs endure because their seeds can t be removed from the environment and their spreading in the environment can t be fully controlled. So without any true long-term understanding on their safety to human and environmental health we are recklessly forging ahead Brams commented. Courtney Pineau associate director of Washington-based Non-GMO Project observed that from a market opportunity standpoint there is significant demand from consumers for non-GMO choices and this is driving major growth in sales of Non-GMO Project Verified products. Many supplement ingredients are derived from high-risk crops like corn and soy. Vitamins probiotics and enzymes are other common examples of supplement inputs with GMO risk. NonGMO Project Verified products provide consumers the transparency and ingredient integrity that they are seeking she said. Randal Kreienbrink vice president of marketing for California-based BI Nutraceuticals asserted Supplement and functional food beverage makers should use non-GMO ingredients whenever possible. Most botanicals in the marketplace are non-GMO he pointed out because wildcrafted plants by simple design of nature are not GM. Missouri-based RIBUS Inc. produces natural and organic rice-based ingredients and excipients. Steve Peirce company president explained that while U.S.-grown rice is [currently] non-GMO the rising consumer interest in non-GMO products plus the number of companies wanting to avoid international prohibitions on GMO ingredients makes this issue an important conversation for the supplier and its brand marketing partners. Consumers want to know what they re ingesting and be able to pronounce it he quipped and therefore using GMOs raises potential health concerns. If there are ingredients out there that function the same it makes sense for manufacturers to go the clean route while fulfilling the evergrowing demand Peirce advised. Michigan-based NSF International s Non-GMO True North protocol s dietary supplement Annex (Annex D) June 2017 www.niemagazine.com was developed for those supplement and functional food and beverage manufacturers who want to assure the integrity of non-GMO claims according to Sarah Krol global managing director food safety. The NSF NonGMO True North certification combines elements of U.S. E.U. and global GMO labeling requirements including compliance to requirements for segregation traceability supplier approval monitoring and testing. This program also adds risk assessment chain of custody sampling and independent testing as part of the protocol she described. It is up to the manufacturer to decide if they want to certify their product to this non-GMO standard based on their consumer targets. Many consumers are now looking for non-GMO certified supplements and products so the NSF Non-GMO True North protocol provides manufacturers with a trusted third-party certification protocol. This protocol and certification is timely as demand has skyrocketed for non-GMO products. The wave of support and demand for non-GMO products is growing at a feverish pace driven by consumer demand for more natural and organic products observed Hope Hanley vice president of quality and regulatory affairs at Georgia-based Deerland Enzymes & Probiotics. It is evident heavily in foods beverages and now in certain aspects of dietary supplements. I fully expect that the pace of the supplement industry will be just as feverish. Deerland has used non-GMO ingredients enzymes and probiotics which have been driven by consumer demand and market feedback she added. The company has recently obtained Non-GMO Project Verification for its branded probiotic product DE111 and its prebiotic PreforPro. RIBUS according to Peirce has recently worked toward gaining nonGMO verification via the Non-GMO Project. He said Non-GMO Project Verified is the fastest-growing label in the industry and gives additional assurance to consumers that thirdparty testing has taken place. Having this seal helps to speed up the process for many of our customers as they formulate and develop products. Historically noted Pineau there is more complexity and less transparency in the supplement supply chain than we see with food but that is starting to change thanks to the pioneering efforts of some industry leaders. Over the past few years the demand from manufacturers for nonGMO ingredients has driven innovation within the supply chain to develop non-GMO functional ingredient solutions. Pineau reported that more recently the Non-GMO Project has been working closely with the Coalition for Supplement Sustainability and jointly they have made tremendous progress in building a non-GMO supply chain for supplements. The work is meaningfully impactful as evidenced by the growing list of NonGMO Project Verified vitamins and supplements she remarked. Brams however said he generally doesn t see more non-GMO ingredients available for supplement use. In fact he related I still find that most ingredient manufacturers (and brands for that matter) make a self-affirmed claim of Non-GMO. When that claim is not audited and vetted by a rigorous standard like the Non-GMO Project it s virtually meaningless. That said Brams asserted he sees more suppliers are understanding that brand formulators and marketers such as Garden of Life are dedicated to Certified USDA (U.S. Department of Agriculture) Organic and NonGMO Project Verified products that require supreme levels of ingredient transparency. For dietary supplement ingredients this can be a very complex matter when you consider that despite the very small dosage Nutrition Industry Executive 27 size of most supplements the ingredients themselves can be very complex utilizing complex processes like fermentation and extraction with potential risk for GM exposure in many aspects of the supply chain. The increasing consumer demand and media conversation about the ills of GMOs have helped to elevate the demand for such ingredients into a megatrend said Missy Lowery MS senior manager marketing for Capsugel in South Carolina. As a result more organizations have evolved to measure and certify nonGMO ingredients for the growing number of companies that now offer non-GMO supplements. Companies that audited manufacturing facilities in various areas are now investing in procedures for non-GMO certifications. Some new non-GMO certification players on the scene are National Sanitation Foundation and Underwriters Laboratory (UL) she reported. In response to increasing consumer demand for transparency Krol observed retailers and brand owners have made significant efforts to identify the GMO status of ingredients throughout their supply chains. NonGMO transparency services such as Non-GMO Project verification and NSF Non-GMO True North certification are two clear pathways to transparency and non-GMO sourcing. More recently she pointed out these verification pathways have proliferated availability of verified non-GMO ingredients also the Non-GMO Project s program has 43 000 verified products for more than 3 000 brands. The biggest change in recent years has been the awareness of the Non-GMO Project Verified logo said Peirce. It is something that many consumers do not understand but they want to see it on their product label. Kreienbrink agreed noting most consumers are very confused by the nomenclature of non-GMO. Neither side of the GMO discussions has really explained the details of GMO. Clear easy-to-understand information 28 Nutrition Industry Executive on GMO s needs to readily available to the consumer. The consumer will then be able to make non-GMO purchasing decisions. Pineau has a differing observation. Research consistently shows consumers are increasingly aware of the non-GMO movement and are scrutinizing ingredients to source cleaner healthier products consumer demand for non-GMO ingredients and products continues to drive major interest in Non-GMO Project verification she said. In 2016 for example Nielsen reported that 50 percent of people surveyed in North America try to avoid GMOs in the food they eat. Non-GMO True North as well as Gluten-Free and True Source for honey. Transparency is key for the modern consumer she underscored. What to Ask When seeking to include non-GMO ingredients there are a couple of questions that should be asked. According to Lowery requesting copies of the third-party certifications of the non-GMO ingredients serve as objective verifications that provide the necessary credibility. Self-proclamations of non-GMO status carry very little weight if any these days. Kreienbrink advised to elaborate a bit get more into the weeds. Ask to see if your non-GMO suppliers are physically auditing the growers. Are the neighboring fields growing GMO plants crops--as to cause a cross contamination of non-GMO to GMO Does the supplier routinely test for adulterants or contaminated material and what types of tests are being run Trust but always verify all suppliers with your own third party auditing agencies and testing methodologies he offered. Asking a supplier if their ingredient is non-GMO is not enough according to Pineau because there is not yet an international industry standard for non-GMO. A goal for the Non-GMO Project is to create and bring standardization to the industry that will also help create clear consistency in the definition of a non-GMO product. So she said be sure to ask suppliers if their source material--generally the grain or plant material--is tested and proven to be non-GMO in alignment with the Non-GMO Project Standard. Providing consumers with nonGMO products will help create brand loyalty and trust. NIE Research consistently shows consumers are increasingly aware of the non-GMO movement and are scrutinizing ingredients to source cleaner healthier products consumer demand for non-GMO ingredients and products continues to drive major interest in Non-GMO Project verification -- Courtney Pineau Non-GMO Project Lowery agreed adding that consumers understand clearly what nonGMO means and it has increasingly influenced their purchase decisions over the years. According to the NMI Supplement Over-the-Counter Rx Data (SORD) studies in 2009 only a small percentage--if not zero--of supplement users indicated that nonGMO was somewhat important in their supplement purchases. By 2013 that percentage of users catapulted to 42 percent and by 2015 (the most recent data available) that percentage jumped again to 59 percent. So as you can see they understand the meaning of non-GMO enough to purchase one brand over another brand. According to Krol NSF International s Consumer Values Verified division has witnessed increasing popularity of on-pack claims such as Non-GMO Project and Extra Extra Visit www.niemagazine.com to learn about how non-GMO ingredients and products are certified. FORMOREINFORMATION BI Nutraceuticals (310) 669-2101 Capsugel (800) 845-6973 Deerland Enzymes & Probiotics (800) 697-8179 Non-GMO Project (360) 255-7704 NSF International (734) 769-8010 RIBUS Inc. (314) 727-4287 www.niemagazine.com June 2017 One of the most challenging issues with combination products is being able to include therapeutic levels of key ingredients while keeping the daily serving of tablets or capsules to a minimum -- Marci van der Muelen National Sales Manager Nordic Naturals With outside factors impacting human eyesight ingredient suppliers and manufacturers are determining new ways to support vision health. By Nicholas Saraceno A s people age the general notion is that vision declines. In 2017 with the screens of various electronics emitting blue light the question now is how early one s vision will be impacted. Suppliers continue to stay up-to-date on popular ingredients in the field that are implemented via innovative delivery methods--and that are greatly influenced by scientific research. Ingredients & Concerns Vision health has been an area of concern for decades but as the years have progressed so too have the ingredients used in this category. The first group of ingredients used to manufacture eye products were vitamins and carotenes which have been part of our culture for decades said Ivan Mimica vice president of sales and marketing with Maqui New Life Group (MNL Group) in Chile. However over June 2017 www.niemagazine.com the years there has been a specialization in the ingredients that can be used since the surface of the eye is lubricated and nourished by both aqueous and lipid compounds. For this reason it is possible to find ingredients in the supplements corresponding to both categories. Among the ingredients of lipid nature we typically mention lutein zeaxanthin astaxanthin and omega-3 fatty acids. The most known aqueous ingredients are anthocyanins colored compounds found in berries which have a very high antioxidant power. Within the latter group the most used anthocyanins are those found in bilberry extracts (Vaccinium myrtillus) and maquiberry extracts (Aristotelia chilensis) with the anthocyanins of the maquiberry being the most powerful ones. In a National Eye Institute (NEI) article titled For the Public What the AREDS Means for You the NEI cited that in 2001 the Age-Related Eye Disease Study (AREDS) revealed that the AREDS formula (a supplement) could lower the chance of developing what is known as age-related macular degeneration or AMD. While this original AREDS formulation has vitamins C and E zinc betacarotene and copper a 2006 study titled AREDS2 looked to further improve the formulation by adding omega-3 fatty acids lutein and zeaxanthin while removing beta-carotene and lowing the zinc dosage from 80 to 25 mg. According to Lynda Doyle senior vice president of global marketing with New Jersey-based OmniActive Health Technologies ingredients involved with AREDS are vital due to the fact that they address today s most pressing issues surrounding vision. AREDS-based ingredients are the go-to ingredients. But the three macular carotenoids lutein RR-zeaxanthin and Nutrition Industry Executive 29 this new research manufacturers can focus on new applications--improving visual performance. Innovation MaquiBright a vision health ingredient manufactured by the MNL Group is the only standardized extract derived from Patagonian maqui (Aristotelia chilensis) berries according to the company s website. In turn it helps with tear fluid production for dry eyes. The use of originality has ultimately allowed it be more effective. Innovation was essential to ensure peak biological properties of this product noted Nick Bronkema marketing manager with Charles Bowman & Company (Michigan) who exclusively represents the MNL group in North America. The anthocyanins content in maqui berry can oxidize very quickly upon harvest of the fruit we make sure that this can t happen. The berries are stored and shipped in temperature-controlled environments to maintain the amazing biological activity of the maqui. In the initial phases and creation of the ingredient we really had to focus on utilizing the anthocyanins in the most effective way [while] also differentiating the product from other anthocyanin heavy products on the market. Normally when talking about anthocyanins or polyphenols people imagine that all compounds are just generic antioxidants this is a huge misconception. Many products claim their antioxidant power and anthocyanin content as ORAC power the ORAC measurement considers any molecule with an antioxidant capacity as a part of the total value even if it is impossible for the molecule to be absorbed and utilize by the human body. Even more different anthocyanins have different bioavailability values and may be found in different organs in the human body after consumption--maqui berry anthocyanins have the capacity to concentrate in eye tissues to exert their biological effect. NutriScience Innovations LLC in Connecticut suppliers of OptiLut a lutein concentrate from marigold flowers (Tagetes erecta) has ran with the concept of creativity and innovation via its expansion of delivery methods ranging from powders to oils. Innovation is definitely key said Stacey Daigle director of sales and marketing with the company. We are happy to offer customers a rich portfolio of options of lutein esters www.niemagazine.com June 2017 RS- (meso) zeaxanthin are the leading ingredients in the eye health market because of their fundamental role filtering high-energy blue light protecting against oxidative stress and supporting overall visual function she noted. At every stage of life the macular carotenoids support these critical roles that if sufficient amounts are supplied in the diet they will preserve visual function well into old age. However because most people don t get sufficient levels of lutein and zeaxanthin isomers in the diet supplementation is recommended for infants children teens adults and seniors. By keeping up with the latest and most effective ingredients manufacturers are able to address various concerns including the effects of excess blue light. Kemin believes there are opportunities for eye health supplement companies to help consumers at risk for blue light overexposure said Ceci Snyder global vision product manager with Iowa-based Kemin Industries Inc. Sixty percent of adults use digital devices more than five hours daily.1 With the known challenges of eating sufficient levels of these nutrients from food 2 eye supplements can provide an option to increase macular pigment density. Doyle agreed with Snyder and stressed the importance of vision protection but at the same time acknowledged the significance of performance. Protecting vision and preventing the onset of age-related eye diseases like AMD are the most common motivations for manufacturers she said. However prevention is just one aspect. Visual performance is another concern and it s a larger opportunity in this category. OmniActive is exploring this new opportunity with its clinical research and showing that supplementing with macular carotenoids--a key nutrient for eye health--improves visual performance like contrast sensitivity (the ability to differentiate between objects) glare performance (the ability of eyes to perform under bright light conditions) and photostress recovery (the ability of the eyes to return to normal vision after a bright flash like that from a camera). So given 30 Nutrition Industry Executive Lutein Zeaxanthin Complex and Zeaxanthin. We offer extremely customizable options and the ability to formulate with powder beadlets and oils. We also provide cold-water soluble options. Additionally mesh size is very important for customers depending on their applications. We are also able to tailor-make our lutein products based on their mesh size requirements. State of the Market The vision health market is continuing to show an upward trend due to a variety of factors including two that are constantly changing technology and age. The eye health category has consistently grown at about 5.5 percent since 2010 and approximately 450 million annually (NBJ 2015). Traditionally vision health has been a market for the aging demographic at risk for vision-related issues including cataracts and AMD and that represents a global consumer base of about 700 million users noted Doyle. However if we take into consideration other demographics where eye health is a concern--specifically people using digital devices for extended periods of time--the market potential balloons to as high as three billion globally. It s pretty big (Frost&Sullivan 2016). When it comes to shedding light on the blue light issue Bronkema stressed its importance. We have seen a growing trend of companies focusing on vision health he added. Natural and effective ingredients that improve all aspects of eye health seem to have shifted to a top priority within many of the companies we regularly talk with. There is a growing concern on the harms of blue light and we think it has really raised an awareness of vision health in general. As a result manufacturers and suppliers alike have a plethora of factors to consider not only when selecting and formulating new products but when conducting research as well. to best suit the preferences of the individual consumer Daigle said. Newer delivery systems such as functional foods and beverages help to attract a new segment of potential consumers that may not be interested in taking another pill. The wide range of OptiLut Lutein offerings ensures ease of formulating lutein and zeaxanthin into just about any type of product from traditional soft gel and capsule applications to functional foods and beverages. However a successful production process all starts with establishing a good work relationship. When selecting ingredients and formulating new products for long-term success manufacturers need reliable suppliers who have a strong industry background. Manufacturers should ask about the science and ongoing technical support behind an ingredient noted Snyder. Kemin has a track record of science in the eye supplement area with a statement we stand behind Science-Backed Not Borrowed. As stated earlier the development of AREDS and AREDS II helped shape Formulation & Research When it comes to product formulation a fundamental detail to be aware of is how it appeals to the consumer. If it is convenient through its delivery methods it gives customers a chance to choose from various options that suit their specific needs. In order to gain the most benefit from the product it must be taken regularly--therefore it is important to be able to offer different delivery options June 2017 www.niemagazine.com Go to www.niemagazine.com charlesbowman for info about this advertiser Nutrition Industry Executive 31 vision health research to what it has become today. The core study that linked nutrition and supplementation with vision health was the AREDS (age related eye disease study). This mega study triggered a list of scientific investments searching for a better understanding of the relationship between nutrition and vision said Golan Raz vice president of health and nutrition at Lycored (part of the Adama Group) which has a location in New Jersey. The follow-up study known as AREDS II took additional steps in the investigation of the effect of specific nutrients on age-related eye diseases. Also pre-clinical studies added to the overall body of knowledge we currently have in this area. A good exam- ple is the discovery of the importance of tomatoes lycopene for vision health. The insight here is that lycopene plays a major role in the protection of lutein on its way to the macula. Such findings are helping formulators to improve their products and help achieve better efficacy. The range of research development and studies surrounding the largest matters at hand are proving to be effective as the proper professionals are gathering data that could be useful down the road. With a market that includes infants children adolescents Millennials and adults who are increasingly exposed to high-energy blue light we expect the macular carotenoids will be a critical addition to visual health and performance said Doyle. Because of our digital lifestyle people are increasingly exposed to high-energy blue light from sources including computer screens tablets smartphones energy-efficient lights and even sunlight. Consumers and eye care professionals are becoming more aware of high-energy blue light and how it can impact visual health. NIE References 1. The Vision Council. (2016) Eyes Overexposed The Digital Device Dilemma. www.thevisioncouncil.org sites default files 2416_VC_20 16eyestrain_report_web.pdf. 2. Johnson E Maras J Rasmussen H and Tucker K (2010). Intake of lutein and zeaxanthin differ with age sex and ethnicity. J Am Diet Assoc. 110 1357-1362. Extra Extra Blue light doesn t only affect vision but sleep as well. For information on how blue light impacts sleep visit www.niemagazine.com. FORMOREINFORMATION Charles Bowman & Company (616) 786-4000 Kemin Industries Inc. (515) 559-5100 Lycored U.S. (844) 668-2483 NutriScience Innovations LLC (203) 372-8877 OminActive Health Technologies (866) 588-3629 THE NUTRITION INDUSTRY S NEWS & INFORMATION RESOURCE NIE s Upcoming Issue Highlights July August 6 28 17 ad closing 8 10 17 ad closing 9 7 17 ad closing Company Profiles Bone Muscle & Joint Health Compliance and Quality Supply Side West Show Issue Sept. Oct. Washington and the Natural Industry Sports Nutrition Our 2017 Media Planner Is Available At NIEmagazine.com 2017-Media-Planner Contact One of Our Ad Specialists Today Russ Fields at 732-432-9600 ext. 102 or e-Mail RussF VRMmedia.com Gary Pfaff at 732-432-9600 ext. 103 or e-Mail GaryP VRMmedia.com 32 Nutrition Industry Executive www.niemagazine.com June 2017 Nutraceuticals Consumer demand causes ingredient suppliers and manufacturers to create multipurpose skin care products. By Shari Barbanel rom dealing with acne as a teen to addressing the fine lines and loss of tone that come with aging it appears that while skin issues and concerns change they are always there in some capacity. In addition many consumers are also faced with addressing skin conditions such as eczema and psoriasis among others. For these reasons the skin health category is booming. According to Bryan See regional product manager for New Jersey-based ExcelVite Inc. the skin care products market (including anti-aging facial care hair care skin brightening sun protection cream and other conditions under skin health) is currently valued at 121 billion (U.S.) globally and is estimated to reach 179 billion (U.S.) by 2022 according to reports published by Euromonitor International and Allied Market research respectively. At the forefront of the skin health category is the anti-aging segment but according to Lynda Doyle vice president of global marketing for OmniActive Health Technologies Inc. in New Jersey F anti-aging has become a multidimensional term that addresses benefits such as wrinkle reduction hyperpigmentation firming brightening and even skin tone. As a matter of fact for most consumers managing the appearance of their skin rather than looking younger is increasingly the primary motivation driving their skin care purchases. Redefining supplements for age management rather than anti-aging may be more relevant and attractive to consumers she noted. While the anti-aging age-management segment has always been a driving force of the category people of all age groups have become proactive about the health of their skin and are engaging in preventative care. Consumers are looking for products that will address both underlying skin health while also improving the day-to-day surface appearance of the skin said Tim Hammond vice president of sales and marketing for Washingtonbased Bergstrom Nutrition. Everyone is talking about the Millennials these days and companies are formulating products targeting this group of consumers added See. However let s not overlook the older generation whom Tetra Pak estimated to have spending power of 10 trillion (U.S.) by 2020 (one in five adults globally will be age 60 or above). Therefore there are actually two extremes of the spectrum for skin health supplements that companies need to consider when developing products expanding their product lines and revenue and we think that these are positive news for natural ingredient suppliers like ExcelVite as well. Inside Out & Natural While consumers in the U.S. may be spending their dollars on products for their skin it is often topical products that fly off the shelves. And while other countries around the world have embraced the beauty-from-within concept it has taken Americans some time to fully embrace it--but it seems like they are starting to come around. The ingestible skin care market is a long term promise that is just starting to fulfill itself said Golan Raz vice president of health and Nutrition Industry Executive 33 June 2017 www.niemagazine.com Nutraceuticals nutrition at New Jersey-based Lycored (part of the Adama Group). While in several countries around the world such as France and Italy for example ingestible skin care and beauty-from-within is a welldeveloped category for almost two decades. In the United States the potential is just unfolding and it does so big time. Doyle agreed adding that the trend of whole body skin nutrition is a major benefit for the beauty-from-within category as supplements can provide a convenient way for consumers to get skin health and beauty support for the entire body. In addition to coming around to understanding and accepting that there is more to skin care than just topical products consumers are pushing for products that are natural and multipurpose. Dr. David Keller vice president of scientific operations for Ganeden Inc. in Ohio said that shoppers search for natural and organic products because they are looking for products with high-quality clean ingredients. In addition Keller noted that multitasking skin health products are becoming popular with consumers. Instead of buying multiple different products consumers are looking for skin care options that include all the benefits they re looking for--from skin protection and moisturizing to wrinkle reduction and exfoliation. Products such as multi-functional BB creams continue to increase in popularity he said. This shift in interest has encouraged manufacturers to use higher quality and more functional ingredients to provide the most benefits. While in several countries around the world such as France and Italy for example ingestible skin care and beauty-from-within is a well-developed category for almost two decades. In the United States the potential is just unfolding and it does so big time. -- Golan Raz Lycored to a regular tocotrienol oil extract. See noted that ExcelVite s ingredients for skin health supplements are scientifically substantiated and wildlife-friendly. We are the only GMP (good manufacturing practice)-certified manufacturer of palm-based phytonutrients. Our ingredients are non-GMO (genetically modified organism) and have also been non-GMO verified by the Non-GMO Projects he said. As a member of the Roundtable on Sustainable Palm Oil (RSPO) ExcelVite abides by its Principles and Criteria furthermore we support the production of sustainable palm oil through purchasing RSPO Credits. On top of that our ingredients are certified kosher and halal. Lycored entered the skin health category with its most robust and beneficial ingredient Lyc-O-Mato which is its whole tomato extract. According to Raz Lyc-O-Mato naturally includes standardized lycopene beta-carotene phytoene and phytofluene. Lycored s newest innovation Lycoderrm is inspired by the Mediterranean diet and takes the goodness of Lyc-o-Mato and elevates it further with a second generation highly standardized Tomato Nutrient Complex that is optimized to support skin wellness and longevity. This particular combination was found synergistic in our research program. It works as our first line of defense against environmental challenges and oxidative stress Raz explained. It is well known that the antioxidant reservoir in our skin is gradually depleted as we age and ironically UV radiation serves as a catalysis to this harmful depletion process. Replenishing antioxidants into our skin is a good strategy to enhance skin wellness. Tomato carotenoids such as lycopene--the main carotenoid from the tomato giving it the bright red color as well as the colorless carotenoids phywww.niemagazine.com June 2017 Ingredients According to Doyle some of the longstanding ingredients for skin health are antioxidants and nutrients that support collagen production including betacarotene biotin vitamins A and C while ExcelVite s See added that vitamin C lycopene astaxanthin alpha-hydroxy acids and green tea extracts are ingredients often found in skin health products. Collagen and omega-3 oils are also commonly found in many supplement regimens Doyle said. Companies like OmniActive are developing products to address more specific issues like hyperpigmentation skin tone and reducing fine lines and wrinkles. Doyle noted that OmniActive s Lutemax 2020 has shown to be a strong candidate in the skin health space because it addresses several keys areas in one ingredient that interests consumers. The recently completed Beautiful Skin Forever study showed that Lutemax 34 Nutrition Industry Executive 2020--lutein with enhanced levels of zeaxanthin isomers in a 5 1 ratio as found naturally in the diet--significantly improved overall skin tone skin lightening protection against UV light exposure and skin elasticity at a small dose of 10 mg 2 mg lutein and zeaxanthin isomers respectively. This is exciting because Lutemax 2020 can address multiple aspects of skin health in a small convenient dose she explained. As an anchor ingredient the small dose of Lutemax 2020 affords formula flexibility where manufacturers can build a really unique multi-ingredient product. EVNol and EVNol SupraBio are ExcelVite s branded ingredients made of natural full-spectrum palm tocotrienol complex. EVNol is a natural full spectrum palm tocotrienol complex (vitamin E) derived from non-GMO (genetically modified organism) Malaysian palm oil. It contains all four tocotrienol isoforms alpha-tocopherol and also small quantities of phytonutrients naturally existed in palm oil--mixed-carotenes phytosterol coenzyme Q10 and squalene. EVNol SupraBio is a patented and bioenhanced full spectrum palm tocotrienol complex developed and formulated to improve as well as increase tocotrienol s oral bioavailability. According to the company it guarantees an average of 250 percent increase in absorption of each individual tocotrienol isoforms (alpha- gamma- and delta-tocotrienol) compared Go to www.niemagazine.com lycored for info about this advertiser Nutraceuticals toene and phytofluene--are important phytonutrients for complementing topical sun screen with edible sun screens and beauty-from-within. In addition to skin health staples that promote collagen production Rod Benjamin director of R&D and technical service at Bergstrom Nutrition noted that sulfur has been recognized as a beauty mineral since antiquity. Being that MSM is 34 percent sulfur by weight a modest number of skin health products have formulated with MSM for several years. Although supporting scientific documentation has been scarce a recent gene array study ties Bergstrom Nutrition s OptiMSM to a positive influence supporting the structural integrity of skin. These findings are further backed up with clinical studies--changing the playing field for this sulfur-rich ingredient. Hammond added that oral MSM use supports and benefits the skin from a deeper layer. Topical products are often unable to seep into the deeper dermis layer of the skin which contains proteins like collagen and elastin--giving the skin its full and taught characteristics he explained. MSM is able to improve those deeper proteins and benefit longterm skin health. Ganaden s Keller said that there has been an increase of using probiotics in skin health products (orally and topically). However we have also seen many companies use this trend ineffectively. While certain probiotic strains may be beneficial in supporting skin health orally it s very important to note a very common misconception probiotics cannot be applied topically and will not survive when applied directly to skin he explained. Many companies are using dead bacteria and claiming probiotic benefits whether or not they re aware of the fact that the bacteria is dead. Ganeden s Bonicel is the first science-backed probiotic-derived skin care ingredient shown to significantly improve the appearance of seven common signs of aging. According to the company Bonicel is the trademarked name for the supernatant produced during the fermentation process of GanedenBC30 Ganeden s main probiotic ingredient and the formulation is optimized for growth of the metabolites. various challenges. This is why ExcelVite continues to emphasize on research for our branded ingredients in order to strengthen and solidify our position as the leading supplier of tocotrienol vitamin E in the market. OmniActive s Doyle agreed adding Ingredients that have science backing their claims are finding their way into consumer s hands because they can provide specific benefits that resonate with them she said. That is consumers are increasingly looking for how a supplement will benefit their skin beyond general claims like healthy skin or nail skin hair formula. And they want an assurance that the results were borne out of research. According to Raz Lycored is investing a lot into the ingestible skin care category research. We have conducted several clinical trials with our ingredients researching the benefits of carotenoids in the way our skin copes with environmental challenges such as UV exposure. We also research the actual cellular mechanism behind this effect. Those studies are a result of years of pre-clinical research that lead us to the compositions we are researching today. Raz also noted the importance of sharing this information in order to educate the public. Of course we also invest into communicating the credibility of our products to the industry as well as to the end consumers he said. We are doing this by responding to interview requests such as this one and working with our brand ambassadors to get the word out. Another way to expose our science is to publish in respectable scientific journals and not less important--participating in industrial tradeshows and contests. For example one of our major clinical trials around skin wellness was recently published in a peer-reviewed journal and also won the NutraIngredients award at VitaFoods. Keller also emphasized the importance of education. Educating the end-user is crucial in getting a product s message heard he said. The more educated consumers are on ingredients the more easily they ll be able to differentiate products and make a conscious purchase. NIE Research Today s consumer is unlikely to watch a commercial or read an ad and immediately buy into whatever claims are being made. They do their own research look at reviews from other users check studies and look into a product s ingredients. Because savvy shoppers have easy access to this type of information suppliers and manufacturers must have the information readily available or be ready to potentially lose customers. Consumers are getting very resourceful these days and fast to search for information with their mobile devices said See. As such it is only through strong research support that an ingredient may stand up to FORMOREINFORMATION Go to www.niemagazine.com somalabs 36 Nutrition Industry Executive Bergstrom Nutrition (360) 693-1883 ExcelVite Inc. (732) 906-1901 Ganeden Inc. (440) 229-5200 Lycored (877) 592-6733 OmniActive Health Technologies Inc. (866) LUTEMAX (588-3629) www.niemagazine.com June 2017 Go to www.niemagazine.com bergstrom for info about this advertiser Research&Development Innovation is everywhere and affects all of us all the time. And remember what seems or is old now was once brand new--and innovative somehow. By Lisa Schofield ew ingredients are being discovered refined and research is unlocking how they affect human health. Ingredient technology however is sometimes overshadowed. But it is extremely important for the continued growth and health of the dietary supplement industry. Dan Lifton president of Maypro s Proprietary Branded Ingredients Group in New York expressed Human clinical science is the bedrock of everything we do but the promise of clinical discovery needs to be translated into ingredients that work--for ingredients to be optimally effective they need to be in the right form the right delivery system the right dosage and the right application. The best science in the world can t extend that promise if all these requirements aren t met. Emek Blair PhD chief scientist Valimenta Labs of Colorado said he believes that technology innovation is 38 Nutrition Industry Executive N what may reveal the efficacy of an ingredient. There are so numerous ingredients that would have little or no efficacy without innovations such as increased bioavailability and protection from stomach acids. Over the past few years he offered as an example innovations that increase curcumin absorption finally got curcumin a more positive spotlight. Without that innovation curcumin would still largely be rejected by the human body rather than absorbed yielding little positive health results. Sue Finderup business development manager Waitaki Biosciences New Zealand agreed noting that in this industry where there can be significant variations in biologically active components having the right technology to derive the best out of that natural raw material is key. The way the technology influences the final product may not just be in the efficacy or potency of an active she asserted but might also be in improving its physical characteristics for processing such as flowability. This in turn can eliminate or reduce the need for artificial additives that might otherwise be needed saving time costs and ultimately making the product more attractive to the end consumer. It is worth noting that technology innovations are becoming an important addition to our IP just as much as branding and manufacturing knowhow are she added. Risa Schulman PhD president of New Jersey-based Tap Root commented Sometimes the only way to distinguish your ingredient is through a technological innovation. This is true when the same science is applicable to all the versions of a given ingredient even if processed from a different source or in a different manner leaving everyone with the same science-based claims. She added that innovations like a new delivery system that expands usage options an improvement in bioavailability or www.niemagazine.com June 2017 even a new type of packaging benefits the consumer. When it comes to functional foods development in this category uses both traditional clinical science as well as new emerging technologies as nanotechnologies and biomolecular techniques according to Sandra Gillot CEO Benexia Santiago de Chile. Functional food innovation is perceived today as a collective effort by industry and academia in a network of institutions with activities focused on nutrition science and on development of innovative food processes she said. Benexia has used these types of innovation systems for functional ingredients development. We have created a network of universities laboratories and technology centers to be able to expand our business by adding new bioactive ingredients and protocols to our product range and enabling new formulations applicable in food cosmetic and nutraceutical sectors she added. According to Blair Valimenta Labs innovation is to increase the bioavailability of ingredients using liposomal liquid dissolvable tabs and high bioavailability powders once bioavailability is achieved the ingredient is able to perform as expected. Our next release is clinical data showing that glutathione can be absorbed within an hour using liposomal glutathione he revealed. Glutathione is typically broken down by the stomach but can be protected using liposomes. Illinois-based NOW Foods recently installed the Dupont RiboPrinter System which uses DNA-fingerprinting technology to identify specific strains of bacteria as well as unknown microorganisms. While accuracy of DNA testing for herbal products remains somewhat controversial in the industry its use in microbial testing is well established in sterile manufacturing or food processing plants and in hospitals for example. DNA use in verifying probiotic strains is a newer application of the technology and NOW is the first dietary supplement brand to have this advanced quality capability in house. Each specific strain is verified on our RiboPrinter against a database of documented strains to assure safety and efficacy said Rick Sharpee PhD June 2017 www.niemagazine.com NOW s director of science and nutrition. The company can now guarantee that the strain on the label is in the bottle. A special logo on the bottle will show that the probiotics have been verified. This past September New Jerseybased PLT Health Solutions introduced Slimvance Core Slimming Complex a patented synergistic formulation of extracts from three wellknown spices. According to Dr. Barbara A. Davis vice president medical & scientific affairs Slimvance s patented approach works at multiple levels by inhibiting the accumulation of fat into fat cells (lipogenesis) and enhancing the body s ability to break down fat cells (lipolysis). Functional food innovation is perceived today as a collective effort by industry and academia in a network of institutions with activities focused on nutrition science and on development of innovative food processes. -- Sandra Gillot Benexia Slimvance has been studied in two human clinical trials. A 16-week double-blind placebo-controlled study of Slimvance on overweight men and women showed consistent body weight reductions starting with statistically significant weight loss at two weeks with a total weight loss of nearly 12 pounds by the end of the study. These overweight subjects taking Slimvance lost 2 inches in waist circumference in the study. In the case of Slimvance Core Slimming Complex for example hundreds of botanicals were evaluated-- in vitro--that had the potential to affect adipogenesis and lipolysis (fat accumulation and breakdown) she explained. Then combinations of these compounds were investigated to see if there were synergies that improved upon the performance of these ingredients alone. In fact we found several combinations that showed synergy and have brought to market the highest performing of these as Slimvance. Maypro offers a full line of MicroActive (MA) ingredients (CoQ10 curcumin melatonin resveratrol oligonol and PQQ) that Lifton said demonstrate superior uniform absorption and sustained release. The technology behind these ingredients is a proprietary process created by its partner BioActives that is supported by more than 10 clinical studies. During the process he explained ingredients are micronized and encapsulated using natural starches or polymers to fit the individual characteristic of each ingredient. The micronization phase produces a period of rapid efficient exposure followed by the encapsulation phase which produces a lengthy extended release. Absorption is further enhanced with carriers that assist the active ingredient to move through the intestinal wall. This results in a freeflowing powder that offers improved bioavailability when compared to the regular active ingredient. MicroActive technology can be formulated with a variety of active ingredients is ideal for hard capsule and softgel applications and is water-dispersible for food and beverage applications he noted. With the recent completion of an extensive facility upgrade in its Chilean manufacturing location Benexia is working on bringing many new innovations to the omega-3 and protein markets which will open the door for further formulation advances Gillot said. Benexia Xia Powders are the result of an exclusive and unique technology called MicroTech especially designed for chia. It is a natural and organic process that disaggregates the chia in micro-particles and guarantees the best shelf life nutritional content and stability she explained. There are many more innovations that are appearing and being launched all to ensure consumer safety and that consumers can trust that the supplement will perform as its label and educational marketing materials explain. NIE Nutrition Industry Executive 39 MarketingInnovation By Todd Pauli The Shelton Group here are very few mysterious businesses left today given how easily we can access just about any information we want. If you want to sell a house comps can be pulled from your phone in seconds. Data has also completely changed the car buying game. Since invoice prices and recent sale prices are available by zip code car buyers can essentially run reverse auctions straight from their phone until the right dealer texts the right price for the perfect car. I recently bought a car this way and it was fascinating although not as fun as watching that strange ritual of the salesperson traipsing back and forth to the manager s office during the old days of negotiating a new car deal. While data has thankfully eliminated a lot of the secrecy involved in buying and selling the process of negotiating media buys can still seem a bit mysterious as you re looking for ways to spend the ad budget. T Agency vs. Direct Buying Even though certain aspects of buying 40 Nutrition Industry Executive media may not be as transparent as we d all like the reality is that data is available to help guide decisions on reaching a target audience the costs associated with accessing that audience and the expected reach of the ads you run. One of the key decisions everyone faces regarding a media buy is how much time you can afford to invest in the process. Keeping things in-house by building the media plan meeting with all of the media reps and evaluating the myriad of options available is a great way to understand exactly where promotional dollars are spent. On the other hand all of this takes a lot of time. Negotiating the actual placements is only the start of a resource-intensive process that also includes resizing and distributing ads to meet each deadline tracking campaign results and evaluating those results to optimize future spending. Delegating much of the media buying responsibilities to a marketing agency can be a smart decision if the agency fees cost less than the time you spend internally. Agencies that focus in the nutrition industry will also have insight into average rates paid across a number of clients a history of performance metrics and the relative value each media title provides. This knowledge can quickly point to the best place to spend an advertising budget. Relying on this expertise has the potential to improve advertising success as well as save your company money and you telephone calls from ad reps not to mention it removes a lot of guesswork from the buying process. The Zen of Ad Negotiations Let s discuss the car buying process again. We ve all met those people who like to talk about how they marched into a dealership demanded the best price caused a ruckus and threatened to walk out. For me that person was my Uncle Bob. The story always ended with the salesperson telling fearsome Uncle Bob to keep the deal quiet because they re not really authorized to let cars go at www.niemagazine.com June 2017 prices so low. I m fairly certain that 1) the salesperson had no doubt Bob would march out and tell the whole world and 2) Bob got completely hosed on every car he ever purchased. I m positive there are all kinds of similar tactics witnessed by reps when companies negotiate ad contracts. After all there is room to negotiate ad prices and everyone has their own unique spin on how to go about it. Some people go into the process thinking of it like a battle to be won. I prefer taking the long-term relationship approach. Granted as part of an agency handling ad programs for multiple clients I have the advantage of seeing rates across all types of media outlets but even when I didn t have that advantage I still believed working with an ad rep instead of against was always the best way to go. Despite the growth we ve witnessed over the years the industry is still a fairly small tightknit community especially when it comes to the trade side of the business. That quality remains one of my favorite things about the nutrition space. Ad reps are networked into that community like few others and the insights and perspective they can share is invaluable. The vast majority of ad reps in this industry are also consumers and advocates of the products they represent. This part is important because it means they most genuinely want to partner with you to see your business succeed. Take the time to sit down with the ad reps understand what they have to offer and talk about your objectives. Think several steps beyond the fact that you might want to buy an ad. Talk about audience personas you want to reach and the internal marketing strategies you ve pulled together to convert website audiences and email opt-ins to paying customers. Many of the reps will go above and beyond to tailor programs that meet your very specific objectives and we all know in advertising highly targeted messages win every time. Another point to know is that although there is usually separation between editorial and advertising if you are working to get editorial exposure supporting publications with advertising dollars is fair and wise. And most of the trade publications take special care of their best advertisers editorially. June 2017 www.niemagazine.com Money vs. Reach Once you ve formed a great partnership with your ad reps there is still negotiating to be done. Unless inventory is nearly sold out which happens sometimes with digital pieces running close to Expo West and SupplySide West there s usually room to get more for your ad spend. It s no surprise that media sellers are more willing to negotiate if the client is positioned to buy media in higher volumes. For this reason it s usually best to negotiate most of your media at once instead of purchasing single ads or content programs here and there throughout the year. Your job as the media buyer is to decide what you ll ask for as you negotiate media contracts. I typically weigh the choice between asking for a monetary discount or asking for more audience reach. While a discount may be the most obvious option saving a couple hundred dollars on an ad may not be as advantageous as gaining an extra email blast that reaches 30 000 potential customers. Every situation is different. If you have a strong call to action in a well-designed email that has real potential to drive traffic and sales the additional audience reach is usually the way to go. On the other hand if you are working with a small ad budget and just testing the waters negotiating a deeper ad discount makes sense. Beyond volume data is the next best tool for negotiating ad prices. Print buys are tough to measure. While they are still an important part of the mix especially for larger brands we look to digital ad activity to understand what is working with our media strategy overall. Apart from all the results you can glean about the success of your ad campaign by analyzing digital ad results you can also understand how well each separate media outlet is performing for you using analytics. These metrics are extremely important when it comes to negotiating ad contracts year-overyear. One popular digital ad metric to keep track of is cost per thousand which refers to the dollar amount you ll spend to reach one thousand audience members. For digital display ads this would be impressions and for email blasts this would be the number of recipients. Average costs per thousand vary depending on consumer vs. trade media and they can also look very different from one media company to the next. Understanding how much you re paying to access an audience is the first Media Buying Advice S ales reps see it all so who better to give advice on how to get the best deal when buying media Russ Fields associate publisher of VRM Media with a long list of media clients for Nutrition Industry Executive as well as VRM s other titles weighs in. What is your advice to someone buying media for the first time It is important to know your industry by doing your homework research to identify the top publications in the market that will reach your target audience. It is also important to run with some continuity frequency to keep the brand in front of the readers buyers on a regular basis. With rates being negotiable how does a company get the best deal Again frequency offers the opportunity to receive better ad rates per insertion allowing greater exposure to fit within a company s budget. As color is always recommended black and white ads are of course another alternative to keep the cost down. What makes a good ad campaign The thought process which includes promoting around trade shows (taking advantage of bonus distribution) new product launches around editorial tieins to maximize exposure and also issues that offer added value opportunities such as articles to help educate the readers on your product line etc. It is also important to have a well-rounded campaign that includes print as well as digital as cross promoting is always a good thing. From the ad rep s perspective what qualities or practices help clients get the most out of their media buys (besides buying more) Taking advantage of the added value opportunities as well as editorial tie-ins to maximize the company s exposure. Nutrition Industry Executive 41 MarketingInnovation step in evaluating the worthiness of an ad buy. The second step in using metrics as a negotiation tool is to understand the quality of the audience. You can cheaply buy a huge audience but if it s not the right audience the purchase is a waste of money. Given the amount of promotional messaging and content both business professionals and consumers see on a daily basis finding the right audience is critical. The best way to measure audience worth is to track conversions. At this point most ad reps can easily tell you average open rates and click-through rates for the digital media they offer. These metrics are helpful for evaluating the overall worth of the media outlet s audience. If the click-through rates are high it generally means their audience is engaging with the ad content and that s a great first step. Open rates and click rates don t however tell you whether or not the audience is right for your products and that s really what counts from a brand owner s perspective. To truly understand if a certain digital ad buy was successful you ll want to track the clicks through to your website and discover if the visitors converted. Whether you define a conversion as a site purchase an email registration or some other online event really depends on what the goal of enticing them to visit your site is and what your objectives are for the ads you run. Tracking media success is predicated on having your site optimized for the traffic you receive from the ads as well as an understanding of Google Analytics or another site analytics program to tell you if the traffic generated from advertising is the traffic that will ultimately boost sales. Armed with a clear understanding of what digital media or sponsored content programs work for your brand it s easy to leverage that information to make smarter media buys and negotiate against the possible buys that are still too expensive given the success they are delivering. Unfortunately not enough brands in our industry are measuring media from click to conversion yet and those that aren t are missing a huge opportunity to spend their media budget in an informed way that delivers the best value for their dollars. It s the difference between actually knowing the final sales price of the last four black station wagons with a sunroof your local dealer sold vs. walking into the showroom pounding your fist and demanding you get a good deal. NIE The Shelton Group is a boutique public relations and marketing agency working exclusively in the dietary supplements and natural products industry since 1990. Todd Pauli works with clients to develop comprehensive marketing strategies that integrate social media advertising and content marketing. Prior to joining The Shelton Group Pauli led marketing communications efforts for several well-known businesses including NOW Foods one of the largest supplement manufacturers in the natural channel. Contact him at Todd sheltongrouppr.com. Don t miss a single issue of NIE in 2017 ... go online to renew your free subscription today NIEmagazine.com June17 42 Nutrition Industry Executive www.niemagazine.com June 2017 FunctionalFoods The on Nutritional Fat Lipids By Satya Jonnalagadda PhD MBA RD T he marketplace is seeing a growing focus on positive nutrition which is triggering nutritional beverages to play a new role in consumer diets and health. According to Mintel nine in 10 consumers agreed that nutrition and performance drinks help them maintain a healthy lifestyle while 69 percent of consumers agree that nutrition and performance drinks are a more effective source of nutrients (2016). As consumers turn to beverages to maintain a healthy lifestyle research on the benefits of healthy fats and oils is causing a surge demand. And while manufacturers look for functional ingredients to create successful products that meet the call for healthy fats they are faced with several formulation challenges including product stability shelf life management and a call for a cleaner label. Growing Evidence of Healthy Fats As mentioned mounting evidence and health guidelines are changing the way consumers look at healthy fats. For years 44 Nutrition Industry Executive fat was seen as a negative nutrient in the diet causing consumers to switch to lowfat foods. What this lead to was an increase in sugar and decrease in healthy fat intake yet studies have shown this did not make us healthier. Recently the 2015-2020 Dietary Guidelines for Americans emphasized foods rich in monounsaturated and polyunsaturated fatty acids as part of a healthy eating pattern and recommends limiting saturated and trans fats. These dietary recommendations are drawing more consumer attention to how healthy fats can help improve their overall health and reduce the risk of disease. As an example 75 percent of consumers agreed that certain fats and oils are important to healthy eating (Packaged Facts Consumer Insights Survey 2015). What s more is that while most American consumers still have a lower intake of these healthy fats research continues to show healthy fats provide benefits such as weight management heart health and cognitive health. The marketplace is reacting to this shift and new product launches are demonstrating the growing awareness and benefit claims around healthy fats. For example 44 percent of all food and drink launches globally between 2011 and 2015 included good fats in the product description (Mintel 2016). Many of these products target sports and performance nutrition weight management and general wellness. Meeting Demand With more consumers looking for nutritional beverages with functional benefits to help them meet their health and wellness goals ingredients that include healthier fats and oils such as nutritional lipids can help meet the nutritional needs of all life stages and need states. But nutrition is not their only role nutritional lipids also provide a functional role in beverages flavor mouth feel among others. And while manufacturers look to consumer demand there are some challenges and opportunities they need to www.niemagazine.com June 2017 consider when sourcing nutritional lipids for finished beverage products including Having a consistent and replicable fatty acid profile in nutritional lipids. Preventing rancidity in lipid powders is critical for the long-term shelf life of the product. Consumers are demanding cleaner label solutions. Traditional lipid powders often contain added ingredients that might not fit with consumers ideas for naturally functional. types of fatty acids can cause confusion amongst consumers on the role of nutritional lipids in their diets which can be a significant barrier to consumption. Providing fats from a recognizable source could help improve consumers perceptions of fats and communicate their benefits. Shelf Life and Stability vs. Cleaner Label Solutions Ensuring beverages remain stable during the required shelf life is paramount to their success in the marketplace but stability is a major challenge when it comes to formulating with nutritional lipids. Inadequately stabilized lipids could have rancidity issues that can impact the longterm shelf life of the product. Nutritional Lipid 101 Understanding what a healthy fat is is the first step in creating a nutritional beverage product that can target specific consumer needs. Nutritional lipids also known as fats play many important roles in the normal functioning of the body including providing energy insulation and organ protection. Fats also help our bodies absorb and use vitamins and are an important part of our cell walls. In proper amounts lipids are an important part of our diet. However too much fat and the wrong type of fat can have a negative effect on health. As outlined by the Dietary Guidelines for Americans there are two main types of healthy fats --polyunsaturated and monounsaturated fatty acids. Polyunsaturated are long-chain fatty acids and are found in sunflower corn and soybean oils as well as oily fish. Many studies suggest these types of lipids can support cardiovascular and brain health. Monounsaturated fatty acids are the most abundant in the diet and are found in canola oil high-oleic sunflower oil olive oil avocados and almonds. Studies have found these types of fatty acids in the right amounts can help lower blood cholesterol insulin resistance and risk of cardiovascular disease when consumed instead of saturated fat and carbohydrates. A third type of fat or lipid that research suggests has various health benefits are medium chain triglycerides. Medium chain triglycerides (MCTs) have a shorter chain length versus long chain triglycerides (or fats) are more readily digested and absorbed. Evidence suggests MCTs can support weight management energy release and digestive health. Sources of MCTs include coconut oil palm and palm kernel oil. Understanding what a healthy fat is is the first step in creating a nutritional beverage product that can target specific consumer needs. Traditional lipid powders often contain ingredients added for stability. These ingredients include antioxidants such as tocopherols anti-caking agents like silicon dioxide and acidity regulators like phosphates which consumers may wish to avoid. With more consumers wanting more natural ingredients and cleaner labels the push and pull between stability and meeting consumer demand for clean labels becomes increasingly difficult when it comes to creating a product with healthy fats or lipids that stay viable throughout its shelf life. dients. For example to address the challenges of nutritionally healthy choices stability shelf life and cleaner label solutions Kerry has created a range nutritional lipid powders for powdered beverages. NutriVie provides a reliable and consistent fatty acid profile designed to address the nutrition needs of all life stages from growth and development to lowering the risk of chronic disease. This means NutriVie has very strict raw material specifications to ensure that the final product will provide the necessary lipid fatty acid composition for its intended use and targeted benefit. Kerry also has the manufacturing and technology expertise to selectively add choice ingredients to optimize the shelf life of its nutritional lipid powders allowing for NutriVie to remain stable throughout shelf life improving the stability of the final powdered beverage. Meeting consumer demands for a cleaner label NutriVie has been formulated to reduce if not remove artificial additives while maintaining the nutritional and functional qualities. The growing number of people shifting from traditional convenience foods and beverages to nutrition-focused products is providing a strong demand for functional ingredients that provide healthy oils and fats. Nutritional lipid solutions like these are meeting the growing market demand for targeted and unique nutritional beverages to the marketplace. NIE Satya Jonnalagadda PhD MBA RD is currently the director of global nutrition science at Kerry. She is responsible for leading Kerry s nutrition science function strategic nutrition research internal and external nutrition positioning and scientific communications while staying upto-date of proposed food regulations and identifying new nutrition science opportunities. Jonnalagadda leads the Kerry Health and Nutrition Institute (www.kerryhealthandnutritioninstitute.com) a leading resource in for health nutrition and general wellness science and policies in food and beverage product development. The Kerry Health and Nutrition Institute is supported by a Scientific Advisory Council which includes four independent advisors who are recognized leaders in nutrition science and research. Nutrition Industry Executive 45 Nutritional Lipid Solutions As the future of nutritional beverages continues to include more consumer driven functional characteristics and health benefits beverages today will require formulas with innovative and reliable ingre- Reliable Fatty Acid Profiles for Targeted Nutritional Benefits As outlined above the complexity of health benefits associated with different June 2017 www.niemagazine.com Equipment&Packaging New Water-based Flexographic Inks Will Improve the Sustainability of Food Packaging The company Quim vil and AIMPLAS the Plastics Technology Centre both based in Spain have begun a project funded by the Ministry of Economics through the program Retos Colaboraci n to allow the development of new printing water-based laminable flexographic inks for the flexible packaging industry that will allow a reduction of VOC emissions. Currently a high percentage of flexible food packaging is manufactured by using solventbased inks due to the high quality and productivity needs in the printing and lamination processes. These kinds of components have a number of drawbacks such as the VOC emission into the atmosphere security risks due to the flammability of inks and varnishes as well as the high investment and maintenance costs to recover solvents during printing. Through the development of the project Aquaflex coordinated by Quim vil it is expected to get a new formulation of laminable water-based flexographic inks with the same printing and laminating quality properties as solvent-based inks. The new product will allow a reduction of VOC emissions by 90 to 95 percent to a competitive cost. For more information visit www.aimplas.net and www.quimovil.com. Rotary Knife Cutter Reduces Grains Spices Roots Into Controlled Sizes With Minimum Fines A new stainless-steel Rotary Knife Cutter Model 4-SS from New Jersey-based Munson Machinery cuts corn spices roots grains and other foods into controlled sizes gently sharply and accurately with little or no fines or dust. The unit features a rotor assembly with five fulllength knives that cut material against four stationary bed knives until particles become small enough to pass through apertures in two large semi-cylindrical screens. Compared with other types of mills the Munson Rotary Knife Cutter offers greater shear with less impact yielding end product with clean cuts in tightly controlled size ranges. The cutting knives which are milled of hardened tool steel and can be re-sharpened impart centrifugal force that positions particles between cutting edges of the rotating knives and reversible bed knives. An extensive selection of screen sizes allows tight control over end-product sizes making it ideal to cut or crack grains spices roots chips and similar products. Material is gravity fed through the infeed hopper at the top of the cutter into the star-shaped rotor assembly. On-size particles pass through a perforated screen having apertures from 3 64 to 2.0 inches (1.2 to 50.8 mm) and discharge through a flanged outlet by gravity or pneumatically. For more information visit www.munsonmachinery.com. Dedicatedly Gentle Conveying of Delicate Food Successfully solving the problems of using vacuum technology to convey the delicacies of the food industry such as nuts seeds beans candy as well as nutraceutical tablets and capsules Piab s piFLOWt conveyor is dedicated to the gentle handling of delicate ingredients and products. Promising to revolutionize the automated handling of fragile goods the piFLOWt features innovative and groundbreaking new technology (patent pending). A controlled low speed guided entry into the conveyor and the elimination of all sharp edges are the keys to our success ensuring that products are handled with great care in our conveyors. There will be no more chipped candy in plants using piFLOWt stated Jarno Tahvanainen vice president of Piab s Material Handling division. Suitable for transporting up to four million items per hour the piFLOWt conveyor can be used to transport any fragile goods within a processing plant. For the food industry this enables the safe handling of for instance coated sweets candy roasted coffee beans whole nuts and nutraceutical tablets. For more information visit www.piab.com. Cognex Introduces its Newest Vision System Cognex Corporation (Massachusetts) introduced the new In-Sight 7000 series a suite of ultra-rugged highly modular standalone vision systems. The second generation In-Sight 7000 series represents a breakthrough in performance flexibility and ease of integration. This powerful new vision system performs fast and precise inspections that keep pace with increasing line speeds while its compact form factor easily fits into space-constrained production lines. The In-Sight 7000 s unique modular design offers more than 400 different field configurations making it the most flexible vision system available. The rugged In-Sight 7000 is IP67-rated and includes Flexible Image Technology. This complete vision system features a patent-pending LED ring light that produces even diffused illumination across the entire image eliminating the need for costly external lighting. A variety of light colors optical filters and polarizers can easily be swapped in to meet specific application requirements. Plus the wide range of field-changeable C-mount and S-mount lenses and industrial mechanical autofocus lens options enhance versatility. For more information visit www.cognex.com. 46 Nutrition Industry Executive www.niemagazine.com June 2017 New Macrowave CeleroTherm Pasteurization Systems Launched by Radio Frequency Company Radio Frequency (RF) pasteurization of food products was introduced by Radio Frequency Company (RFC Massachusetts) in the 1960s and has since then grown into one of the preferred methods for the pasteurization of dry food ingredients spices and protein supplements including both animal and plant protein powders. Radio Frequency heating provides the advantage of rapid and volumetric heating which increases log reductions and reduces the possibility of heat degradation of the product. RF has the ability to rapidly and uniformly heat bags or deep bed depths of bulk material conveyed on a troughed belt. For temperature sensitive materials where the maximum allowable temperature requires a hold-time according to tradition thermal death time curves insulated holding measures ancillary to the RF heating system were once required to achieve the necessary microbial reductions until now. Introducing the New Macrowave CeleroTherm systems from RFC. These new pasteurization systems feature a hybridized layout where in the first zone a radio frequency heating system provides the rapid and uniform heating of the material immediately followed by an integrated heat retention zone to prevent product cooling during the required hold-time. All HACCP variables are monitored recorded and alarmed as necessary for the development of a validated process. For more information visit www.radiofrequency.com. Conventions&Meetings Simply Spicy Exploration of Botanical and Culinary Medicine in Integrative Practice H osted by the University of New Mexico (UNM) Health Sciences Center and American Botanical Council (ABC) Simply Spicy (July 8-9) is a state-of-the-art two-day symposium on Herbs on Spices in Health and Medicine. Being held at the Sagebrush Inn & Suites in Taos NM presentations include Taking the Spice Route to Health Red Hot Medicine Chilies for Health and Zesty Heart Health among others. Attendees can also visit workshops that range in topics from Herb Show and Tell to Medicinal Chinese Spices and listen to speakers including Mark Blumenthal of the ABC. Early bird registration is available until June 23. For more information visit http som.unm.edu education cme 201 7 simply-spicy.html. Advertiser Index Bergstrom Nutrition Charles Bowman & Company Healthco Jiaherb Inc. LycoRed Corp. Nutragenesis Icon Group Olcott Plastics OmniActive Health Technologies PLT Health Solutions Sabinsa Corporation Soma Labs Inc. United States Pharmacopeia 37 31 1 5 35 C3 9 7 3 C2 36 C4 (360) 693-1883 (616) 786-4000 (800) 477-3949 (888) 542-4372 (877) 592-6733 (802) 257-5345 (630) 584-0555 (866) 588-3629 (973) 984-0900 (732) 7 7 7 - 1 1 1 1 (732) 271-3444 (301) 230-6361 www.niemagazine.com bergstrom www.niemagazine.com charlesbowman www.niemagazine.com healthco www.niemagazine.com jiaherb www.niemagazine.com lycored www.niemagazine.com nutragenesis www.niemagazine.com olcott www.niemagazine.com omniactive www.niemagazine.com plt www.niemagazine.com sabinsa www.niemagazine.com somalabs www.niemagazine.com usp Industry Events June 13-15 EastPack & HBA Global Expo Jacob K. Javits Convention Center New York NY eastpack.packagingdigest.com June 25-28 IFT 2017 Sands Expo Center Las Vegas NV www.iftevent.org July 3-5 Nutraceutical and Functional Food Asia Pacific Summit & Exhibition 2017 Shangri-La Hotel Singapore www.duxes-events.com nfap September 25-29 SupplySide West Mandalay Bay Las Vegas NV west.supplysideshow.com June 2017 www.niemagazine.com Nutrition Industry Executive 47 SupplieroftheMonth Parabel USA Inc. Cecilia Wittbjer Parabel s USA Inc. 7898 Headwaters Commerce St. Fellsmere FL 32948 Phone (321) 405-2130 Websites www.lentein.com www.parabel.com Parabel is based in Fellsmere FL and provides protein ingredients from the plant Lemnaceae--water lentils--to meet the significant Vice President of and growing demand for protein for food and feed in the global markets. The company delivers ingredient solutions as well as Marketing environmental benefits through the sustainable open hydroponic system. Parabel s vice president of marketing Cecilia Wittbjer is a marketing professional with experience leading corporate and product brand image communications for brands across diverse industries and across the globe. NIE How did Parabel get its start Wittbjer Parabel was initially in renewable technologies and had been working with hydroponics for many years. The last few years we have concentrated on plant protein as the market is looking for minimally processed non-GMO (genetically modified organism) protein that can support the soy- lactose- and glutenfree claims so popular with food manufacturers around the world. lentils straight from the farm and they are instantly treated with a clean water extraction process into a finished powder. NIE What are Lentein s attributes and how is it used in finished products Wittbjer Lentein won the Innovations Award at IFT 15 and the industry has since been formulating with the ingredient with the view to incorporate Lentein into their applications of the future. Lentein has a higher level of essential amino acids and BCAAs than other plant proteins and it is a good protein booster for any type of product. Lentein has been successfully incorporated into smoothies and drinks but it also works for dry mix goods such as snacks and bars. Lentein Complete is a whole-food concept that is minimally processed into a green protein which contains not only the complete protein at 45 to 50 percent but also some good soluble and insoluble dietary fibers and other macro and micro nutrients omega-3--ALA lutein beta carotene and polyphenols. and the system is thought of as carbon neutral. Parabel recycles 98 percent of the water in the system and there is no leakage of nutrients or water into nearby areas. In fact the water use per kilo is very low compared to conventional proteins. NIE Where do you see Parabel going in the future Wittbjer Parabel has just completed its first commercially sized facility in Florida. This facility has an initial capacity of 300 MT of protein. At the same time we have started construction of our second commercial facility which will yield 3 500 MT of both green and de-greened protein. We are planning a third facility which is also going to be started this year. Each of the farms will produce 3 500 MT. Parabel s technology permits extraction of various protein densities. There are other Lentein products in the pipeline including an isolate with very interesting functionality. Parabel holds a mixture of patent granted and patent-pending processes which have been worked on for many years. NIE Please discuss the ingredient Lentein. How is it grown and processed Wittbjer Lentein is a protein extracted from the water lentil Lemnaceae the world s smallest flowering plant. The plant doubles its mass in 24 hours which means daily harvest and a yield many times higher than GM soy. The plant has been eaten whole for hundreds of years in Southeast Asia but the protein extraction is only now being realized. The raw water lentils were originally sourced locally to the growing operation this provides a water lentil already adapted to live in that location. The plants are grown in an open hydroponic system with a minimal amount of nutrients and no chemicals. They are then cleaned washed and subjected to a rinsing and draining process. You could describe the production as farm to table as the processing takes the fresh water 48 Nutrition Industry Executive NIE What steps does the company take to ensure sustainability Wittbjer Sustainability is at the core of Parabel s operations. The Aquafarm transforms marginal nonarable land into productive areas. There is no conflict with other crops NIE Is there anything else you would like to add Wittbjer Lentein just had its first commercial launch at Natural Products Expo West as an ingredient in a protein powder--Clean Green Protein by Clean Machine. www.niemagazine.com June 2017 Go to www.niemagazine.com nutragenesis for info about this advertiser Go to www.niemagazine.com usp for info about this advertiser