NBT July 2011

www.nutraceuticalmag.com CARDIOVASCULAR HEALTH

A Recipe for Success in Functional Foods and Beverages

Three Steps Forward in Heart Health

VITAMINS AND MINERALS The Fading of the Vitamin D Star Volume 7 Number 4

July/August 2011

And the winners are...

SCIENCE VERSUS POLITICS

Asia The global nutraceutical event

Let’s get this show on the road!

Vitafoods ASIA

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ingredients • functional foods • nutraceuticals • supplements • raw materials •

contents

Volume7 Issue4

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July/August2011Contents

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30 Guest Editorial 05 Let’s Get this Show on the Road Chris Lee

W IN E R P R O FN IL E p14 S

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60 Asia

The global nutraceutical event

NBT Roundtable Highlights 06 Can Companies Remain Neutral About Nutra Health?

Ewa Hudson

NBTA Review 08 And the Winners Are …

Charlotte Hodgson

Executive Q&A 26 NBT Awards Celebrate Green Biotech Innovation Dr Kevin Robinson with Roberto Dal Toso

GOED Report 28 Science Versus Politics

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blog fortitalk.com

Monica Feldman

Executive Profile

42 New and Exclusive Effervescent Products

Dr Kevin Robinson with Matts Johansen

Cardiovascular Health 32 Two Nutrients Your Heart Will Appreciate

62 Analytical Chemistry Basics Cheri M. Turman

News 64 The Latest News and Updates

Larissa Kiefer

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Technology 44 Calcium Carbonate Provides Increased Tablet Film Opacity Steve Strickland

Todd Whitthorne

34 Proven Cholesterol Maintenance: A Recipe for Success in Functional Foods and Beverages Olivier du Châtelier

follow us

40 The Fading of the Vitamin D Star

Adam Ismail and Harry Rice

30 To Serve and Protect: Sourcing Sustainable Omega-3

EVERYDAY ENDURANCE MEANS OPPORTUNITY

Vitamins and Minerals Regulatory Review

38 Three Steps Forward in Heart Health Steven Moon

46 Optimizing Manufacturing Using the Overall Equipment Effectiveness Metric

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Kevin Duffy

Event Preview 60 Hong Kong Plays Host to New Vitafoods Asia Event

AL TIC UNO TRACECH LOGY NU SINESS & TE BU

Chris Lee

July/August 2011 www.nutraceuticalmag.com

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Asia

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The global nutraceutical event

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guest editorial

Volume 7 Issue 4 July/August 2011 ISSN 1745-8307

Contributors

One berry

Editorial Director

General Manager

Kevin Robinson +44 (0) 1392 202 591 kevin.robinson@via-medialtd.com

Miranda Docherty +44 (0) 1372 364 122 miranda.docherty@via-medialtd.com

Assistant Editor

Sales

Charlotte Hodgson +44 (0) 1372 364 130 charlotte.hodgson@via-medialtd.com

Gill Healy +44 (0) 1372 364 128 gill.healy@via-medialtd.com

Art Director/Production

Heba Hassanatou +44 (0) 1372 364 127 heba.hassanatou@via-medialtd.com

Paul Andrews +44 (0) 1372 364 126 paul.andrews@via-medialtd.com

Financial Controller Web Design/Marketing Claire Day +44 (0) 1372 364 129 claire.day@via-medialtd.com

Catherine Swainson +44 (0) 1372 364 123 catherine.swainson@via-medialtd.com

Editorial Advisory Board Susanne Fässler Marketing Communication Manager Frutarom Switzerland Ltd Jörg Grünwald President Analyze & Realize ag Dr Michelle H. Jones Manager, Regulatory and Scientific Affairs Archer Daniels Midland Company John Kurstjens Marketing Manager Lipid Nutrition Chris Lee Event Director IIR Exhibitions Ulla Freitas Manager Scientific Affairs, Nutrition Lonza AG

Theodor Graser Head Pharma Industry DSM Nutritional Products Ltd Denzil Phillips Founder Denzil Phillips International Pedro Vieira Marketing Manager Kemin Health Europe Robin Ward Managing Director Excelsa Pharmaceuticals Sagl John Wilkinson Consultant Phytochemist and Director Herbal Sciences Int. Ltd Dr Paul Berryman Chief Executive Leatherhead Food International Norbert Weitkemper Managing Director Vital Solutions GmbH

To subscribe Professionals working within the industries we cover may purchase a year’s subscription by sending a cheque for £100.00 made payable to Via Media UK Ltd, Wesley House, Bull Hill, Leatherhead, Surrey, KT22 7AH No part of this magazine may be reproduced, stored in a retrieval system or transmitted in any form without permission.

Copyright © 2011, Via Media UK Ltd. All Rights Reserved The publisher endeavours to collect and include complete, correct and current information in Nutraceutical Business & Technology, but does not warrant that any or all such information is complete, correct or current.

The publisher does not assume, and hereby disclaims, any liability to any person or entity for any loss or damage caused by errors or omissions of any kind, whether resulting from negligence, accident or any other cause. Nutraceutical Business & Technology does not verify any claims or other information appearing in any of the advertisements contained in the publication, and cannot take any responsibility for any losses or other damages incurred by readers in reliance on such content.

www.nutraceuticalmag.com July/August 2011

Let’s Get this Show on the Road

If someone had said — when the very first Vitafoods exhibition took place in 1997 — that by 2011, the show would have gone global, I wouldn’t have been surprised. After all, the show has a completely unique proposition that no other event in the industry can lay claim to. So it was only a matter of time before other continents caught on.

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n just a couple of months’ time, the doors to our newest addition will open in Hong Kong (7–9 September at AsiaWorld-Expo) to welcome leading lights from the Asian nutraceutical, functional food, drink and dietary supplement industries. And although it’s only the first time Vitafoods has taken place in the Asia-Pacific region, it’s already expected to be a success. According to the figures, there is huge demand for nutraceuticals on the continent and startling potential for growth. Asia-Pacific is the second biggest global market for functional foods, behind the USA, and contributes more than 40% of global sales for products such as vitamins, dietary supplements, botanicals and tonics. An increasingly ageing population combined with a growing awareness of health and well-being issues has led to a heightened interest in the benefits that these products deliver. So when it came to launching the show, we felt we had all the right ingredients to make it a success.

But we didn’t take the decision to break new ground lightly. We undertook extensive research amongst potential visitors and exhibitors to find out exactly what they would want from a Vitafoods event in this area. And, not surprisingly, the response resembled exactly what we deliver in Geneva, but tailored to the Asian audience. Naturally, some elements will work better than others, so there will be changes to the programme to make it as market-relevant as possible … but the differences will be subtle. But what will Vitafoods Asia bring to the region that other shows will not? First, all of the Vitafoods events are unique in their focus, and the Asian edition will be no different. Our exhibitors focus exclusively on ingredients for nutraceuticals, functional foods, functional drinks, dietary supplements and nutricosmetics.

Of course, we have attracted Asian subsidiaries of the global organizations that exhibit at Vitafoods Europe — the show wouldn’t be complete without them. But we have also made it our mission to draw in some

Chris Lee

of the more local players, whose products are unique, innovative and, as yet, unknown to most of the industry. Our network of contacts in Hong Kong has been invaluable in helping us achieve this. We wanted to create an exhibition that attracts serious exhibitors and senior level visitors — from all the different markets — so we can begin to develop the potential that the Asian market has to offer. And although quality is important, we will also make sure we deliver on the quantity front too. To date, we have more than 75 companies showcasing the very best products that the Asian market has to offer. So many companies in one place offers a real time, and cost, saver for visitors, especially from a research point of view. With such a large, relevant and keen audience, it is almost impossible to get as good a return on investment anywhere else.

The People Factor But it’s not just the numbers that make the argument so powerful. Exhibitions are all about human interaction. Inevitably, a great deal of business is done online these days, but it is essential from an ingredient buyer’s point of view to have direct face-to-face communication. In

such a wildly competitive industry, being able to discuss and ask questions about a product’s USPs is paramount. And the show won’t just be about products. Naturally, they will form a large part, but we are also aiming to make Vitafoods Asia a hub of knowledge so that people from every corner of the industry can come together and share best practices. Tried and tested features such as the Supplier Seminar Theatre — in which exhibitors can present their latest research — and EAS Advisory Sessions — which offer companies the opportunity to meet with international food and nutrition policy consultancy, EAS, to get advice on any aspect of product formulation, will enable industry experts to update their experience and get to grips with different ideas and concepts that will help them to build their business for the future.

The show also has the backing of some of the region’s most well respected associations.

The ASEAN Alliance of Health Supplement Associations (AAHSA), Asian Food Regulation Information Service, the Health Supplement Ingredients Association of Singapore (HSIAS), Herbs and Herbals Export Promotion Association of India and the Philippine Association of Food Technologists (PAFT) have all pledged their support to the event in its inaugural year. As the sector knows, the Vitafoods shows are all about healthy innovation.

Formulators in the food manufacturing industry are highly focused on this element and know exactly what they want. And, there is no better way to understand and gain an insight into a product’s value than to meet with its originators to discuss its heritage. Which is why a visit to Vitafoods Asia could help add that all-important point of difference to your business this year.

For more information Chris Lee Event Director, Vitafoods Asia Tel. +44 207 017 7036 chris.lee@informa.com www.vitafoodsasia.com/register

July/August 2011 www.nutraceuticalmag.com

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roundtable review

roundtable review

Segmented Nutrition: Can Industry Afford to Ignore Low-Income Groups?

Can Consumer Product Companies Remain Neutral About Nutra Health?

Highlights from the NBT Roundtable event held at Vitafoods Europe 2011.

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he Nutraceutical Business and Technology (NBT) Awards 2011, held at Vitafoods Europe in Geneva (11 May 2011), featured an exclusive roundtable event, organized and recorded by Via Connect, a specialist provider of campaigns and events to the bio/pharmaceutical, nutraceutical and personal care industries. The NBT roundtable forum, moderated by Ewa Hudson, Head of Health and Wellness Research at Euromonitor International, focused on the challenges facing the healthy nutrition industry and was attended by more than 50 senior executives from prominent consumer product, retail and food research companies The top table boasted an ensemble of highcalibre panellists: Werner Klaffke, Director of Unilever’s Global Nutrition and Vitality Platform; Leatherhead Food Research’s CEO, Dr Paul Berryman; Dr Henglong Hu, Director of GSK’s Nutrition Sciences; Tata

www.nutraceuticalmag.com July/August 2011

Global Beverages’ Global Head of Research and Development, Sri Kameswaran; and Dr Michele Kellerhals, Coca-Cola European Union Group’s Research and Innovation Director, Functional Ingredients. What made this NBT roundtable event such an outstanding success was that panellists and attendees alike shared their experiences with extraordinary openness and did not shy away from addressing some very difficult issues, which are often swept under the carpet at such events.

Weight Management: Still Hungry for Satiety First up on the agenda was a spirited and extensive discussion about the global obesity issue, new developments and the role of weight management products. Dr Berryman informed the audience that Leatherhead Food Research had shown that satiety enhancing

ingredients were indeed capable of inducing a higher degree of fullness and satisfaction after consumption, and Unilever’s Werner Klaffke agreed that the high satiety avenue still offered plenty of opportunities for further R&D and product innovation. Looking further into the future, Werner Klaffke delivered a very exciting new prospect for new weight management product development by envisaging the launch of products that affect the body’s fat distribution pattern in more targeted ways. So, there might soon be a shift from conventional diet and weight management offerings to ‘body shaping’ products. Dr Kellerhals added an interesting dimension to the discussion, by pointing out that his company’s biggest weight management product, namely Diet Coke, had moved from being perceived as a dieting aid to being part of women’s daily beauty routines, and that a company could gain new consumers by repositioning its products in this way.

Next up for deliberation was the role of segmented nutrition in the future of nutraceuticals and, in particular, how this might apply to consumers in lower-income groups. Tata Global Beverages’ Global Head of Research and Development, Sri Kameswaran, brought up India as a poignant example of an emerging market, where the bulk of the consumer base was concentrated at the bottom end of the socioeconomic pyramid and an estimated 300 million people live below the poverty line. He said that although the world’s food and beverage companies were concentrating their efforts on coming up with “cool” functional foods targeted at the tiny, welloff top strata of the socioeconomic pyramid, a large part of the Indian population did not even have adequate access to basic foods.

In response, audience participant Peter Wennström, owner of Swedish-based consultancy company, HealthFocus Europe, spoke about the “democratization of health,” a concept that envisages health-promoting ingredients and foods cascading downwards into the socioeconomically disadvantaged segment of the mass market, helping those consumers who cannot afford to pay extra, but who are, at the same time, most at risk from disease. Historically, such considerations were largely viewed as falling under governmental public health responsibilities and addressed, for example, through the mandatory fortification of flour and salt with vitamins and minerals. In the future, however, appropriate measures aimed at enhancing the nutritional status of the lowest income groups will increasingly shift into the realm of corporate social responsibility programmes.

Making Innovation Sustainable The third roundtable discussion point focused on how to go about selecting innovation directions and achieve commercial sustainability and viability for new product launches. As panellist Dr Kellerhals pointed out, nine out of 10 innovations fail when they enter the market … and they fail quickly. Unilever’s Werner Klaffke revealed to the audience that his team considered four key areas when creating health and wellness-oriented product innovations with commercial sustainability in mind. The first requirement is an evidence base; that is, sufficient scientific backing to support the premise upon which the product is built.

Next, it is important to examine consumer trends to see whether a potential product is in

alignment with these developments, and then there has to be a careful examination of the different demographics that exist in a location for the purpose of product targeting. Most important, however, is that the innovation fits in with the natural behavioural patterns of the target consumer; experience and research have shown that lasting behavioural change is tremendously difficult for consumers to achieve.

Time for a New Business Model?

One point that surfaced again and again throughout the NBT roundtable event was the call for a new business model that could deliver health and wellness products to a much larger consumer base in a sustainable way. Unilever’s Werner Klaffke put it very poignantly when he revealed that, by 2050, there would be nine billion people globally to feed and keep healthy.

To accomplish this, he said, the food industry needs to affect a shift from the current focus on animal-derived foods back to plant protein, which would entail large-scale portfolio-wide product reformulations and the remodelling of entire supply chains.

With regards to product innovation, Leatherhead Food Research’s Dr Berryman pointed out that the food and beverage industries were trying very hard to come up with products that were as efficacious as drugs, while, at the same time, they needed to be cheap and, on top of that, they did not enjoy the same kind of protection that guaranteed novel drugs high profits once they entered the market. No wonder, he remarked, that the current business model was not working in favour of innovation for the food and beverage industries. Alain Giraud, Business Development Manager at Euromonitor International, raised the issue that the high degree of control exerted by retailers, particularly in the European setting, significantly constrained the success of innovative products carving out a market for themselves.

After demanding substantial listing fees, retailers also expected these novel offerings to turn into rampant sales successes within the space of 3 months … which was unrealistic in many cases. But, because retailers were unwilling to wait for 2–3 years until a product had established itself and was able to generate appreciable volume sales, many innovative, healthy products stood no chance of carving out a mainstream consumer following.

Robert Orr, Chairman of Ocean Nutrition Canada, brought up the uncomfortable conundrum that food and beverage companies

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were faced with when addressing the economic realities of tackling escalating obesity rates — selling less food for more money — a more than problematic business strategy when applied to the mass market. He pointed out that the current business model struggled with a fundamental disconnect between marketing and research and development departments where weight management and other functional products were concerned. No matter how exciting and innovative a product the R&D department could come up with, if it was not going to cost less and sell more, marketing departments would not take an interest. In other words, cheap-to-produce, highly palatable calorie-dense foods, which can easily be shifted in great quantities, are still the most attractive type of product for FMCG companies.

Clearly, the discussion provided plenty of food for thought, calling for an overhaul of longstanding but perhaps no longer appropriate business practices for companies along the food and beverage supply chain. It is hoped that the roundtable event will be a regular feature at Vitafoods Europe from now on, helping the industry to explore these issues further. The next NBT roundtable event has been scheduled for 23 May 2012.

For more information To view the full podcast of the 11 May 2011 NBT Roundtable Event, produced by Via Connect in collaboration with Vitafoods Europe 2011, visit www.nbtawards.com/nbta/roundtable.html.

July/August 2011 www.nutraceuticalmag.com

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NBTA review

NBTA review

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And the Winners Are …

The evening of 11 May saw the hotly anticipated Nutraceutical Business & Technology Awards (NBTA) announce its winners to an audience of 250 of the finest industry professionals. The calibre of the attendees was complemented by the five-star setting of the Starling Geneva Hotel and Conference Centre — an environment in which guests, sponsors and industry professionals were able to network and enjoy a splendid evening.

No one, however, forgot the purpose of the evening: to celebrate new and significant developments in the functional food and drink sector and reward successful companies for their outstanding contributions to the industry. After a buzzing champagne reception and a much-enjoyed gala dinner, it was time to get down to business. A short speech from event organizer Miranda Docherty and an introduction to the event from compère Tony Hines, MBE, Head of Food Security at Leatherhead Research, later, and the crucial question was finally addressed: which names would be enclosed in the gold envelopes?

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he first judge to take to the stage was NBT Editor-in-Chief and head judge, Dr Kevin Robinson, to present the award for the Best New Plant/Process/ Technology. A hush fell over attendees while the comments of the judges were read out as a prelude to revealing the winner. It was the name “Banner Pharamacaps” that was announced as having triumphed with their entry, “Entericare Anti Reflux Softgels,” a technology that targets issues related to fish oils and problems with reflux. Emerging on top of an extremely competitive group of finalists that included impressive entries from Atlas Filtri, Genosa and IRB SpA, Banner Pharmacaps was praised by the judges for having identified a commercially significant market segment and subsequently applied a cross-functional and well co-ordinated approach to the project. In response to this clear approach to addressing consumer need, one judge commented: “It will be very hard for companies marketing omega-3 and other products where reflux taste/odour is an issue

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to ignore this innovation.” Another warned that “Competitors better be working on equally effective solutions!”

Most Improved Product Safety and Quality Next up was Victor Ferrari, CEO of NBTA sponsor, Horphag Research, to present the award for Most Improved Product Safety and Quality. After an introduction to the winning product that was listened to with bated breath, IRB SpA was named as winner in recognition of its “Biotech Echinacea angustifolia Extract with Improved Safety and Quality.” Not only was this project innovative in its own right, it addressed a longstanding issue; namely that, as a result of the production processes available, the required safety, availability and purity standards of plant ingredients cannot be guaranteed. Rather than let this obstacle hinder their progress, IRB SpA overcame it by developing and optimizing an exclusive industrial culture method that allowed — under strictly controlled conditions — the

cost effective production of metabolites from non-GMO plant cell cultures to be included in food applications. Judges were convinced that this High Tech Nature process deserved to win the award because it facilitates the more rapid production of purer botanicals in an environmentally friendly way. Judges also drew attention to the strong submissions in this category supplied by Ingredia Nutritional, Trace Minerals and Chr. Hansen.

Most Effective Marketing Campaign Following this, it was time to discover the winner of the award for the Most Effective Marketing Campaign, which was presented by the Research and Innovation Director of Functional Ingredients at Coca-Cola European Union Group, Dr Michele Kellerhals. This category, in which nominations were evaluated against criteria that included market penetration, innovation and creative flair, was the scene of a closely fought battle between the eventually victorious Croda, who described themselves as

“honoured” at receiving the award, and Cognis.

It was Croda’s “Promax as the Industry Leading Omega-3 Brand” — described as a “great entry” — that impressed most, taking advantage of both traditional and newer channels and employing a multimedia approach to develop a marketing campaign that had a real impact. A relevant and engaging character was created in “Percy,” an anthropomorphized puffin that represents the values of the brand and ensures its relevancy. One judge commented: “Reading the entry engaged me with the character and activity so much that I was keen to watch the online video footage afterwards!” Boasting excellent tools for supply chain partners and a unique, family friendly plea, the nomination was, according to head judge Kevin Robinson, a “worthy winner.”

Most Effective Strategic Product Development Focus then turned to effective planning and project management, in anticipation of the award for the Most Effective Strategic Product Development, presented by Catherine Lehmann, Marketing Manager EMEA at Capsugel. Again, this was a close run contest; indeed, the leading entries were separated by only a few points, a testament to the exceptionally high quality of received submissions. Particular pride should therefore be taken by the winner, Gnosis Spa, who distinguished themselves from the competition in their thoroughly and cogently prepared nomination, “Quatrefolic,” described as “the fourth generation folate, ready

to provoke a 10 year revolution through evolution.” The entry displayed excellent evidence of innovation and offered strong grounds for the product’s role in the market and the need for its development. In addition to being a high quality product, the judging panel also noted that the innovative and patented design provides both flexibility and choice for the customer. Special mention was also given to VSI, Chr. Hansen and Intermed Discovery, who provided some stiff competition.

Outstanding Application in Health Management Next on the agenda was the award for Outstanding Application in Health Management, presented by Ewa Hudson, Head of Health and Wellness at Euromonitor International, which focused on, amongst others, issues of innovation, quality of implementation and customer/consumer focus. The impressive winning entry was supplied by CreAgri Inc., who put forward “Hidrox: A Natural, Organic Product Derived from Olive Juice with Unique, Clinically Proven, Multiple Therapeutic Benefits.”

“Clear and credible,” said one judge, “an excellent, comprehensively completed submission,” remarked another. All said, CreAgri provided an impressive entry that detailed

not only the creation of what they describe as “the most powerful antioxidant,” but also the development of a cutting edge, patent-protected technology to produce hydroxytyrosol and, furthermore, to reduce the environmental impact of olive oil production by utilizing one of its key waste products. The company firmly believes that its “novel, natural and organic nutraceutical product” represents an important milestone in the development of natural products with broad ranging and powerful human health benefits. The NBTA judges were inclined to agree! Close competition came in the form of entries from Naturex, Gumlink and Cognis.

July/August 2011 www.nutraceuticalmag.com

R EG TO FR IS ATT EE TE EN R D N O W

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strap review NBTA

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Discover the world of ingredients for Nutraceuticals Functional foods Functional drinks Dietary supplements More than a trade show...

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NBTA review

Environmental Excellence The ceremony then turned its attention towards the question of sustainability as Dr Sybille Buchwald-Werner, Managing Director at Vital Solutions and an NBTA judge, took to the stage. The Environmental Excellence award was not only the most closely contested award of the night, but served to address an issue that is of ever increasing importance to the industry and a founding principle of many of the companies in attendance. Aker BioMarine, a company that claims to have sustainability in its DNA, submitted the winning entry, which comprised an excellent explanation of its project plan and targets, reflecting the increasing need to focus on the vital issues of sustainability and ecoconsciousness. Since its inception, Aker BioMarine has focused on environmental issues, investing heavily in relevant certification and traceability, and its efforts to go above and beyond the norm to achieve best practices in harvesting, processes and production secured its position as an NBTA winner. Matts Johanssen, Executive VP of the company professed to be “extremely proud” of the award and delighted that Aker BioMarine’s “commitment to sustainability and best practices is being recognized in this manner.” Commendable entries were also submitted by EPAX, Ocean Nutrition and IRB SpA.

Best New Finished Product Representing the NBTA’s partnership with Vitafoods Europe and Finished Product Expo, it was Chris Lee, Event Director for Vitafoods Europe, Asia, South America and Finished Products Exhibitions, who presented the award for Best New Finished Product. It went to a particularly delighted Ingredia Nutritional who described themselves as being “very happy” to have won the award and “comforted” in its efforts to compete with companies that are dedicated to the manufacturing of finished products. Focusing on the development of new products, this was one of the most popular categories, with Lallemand, Laboratoires PYC and Live Life trailing by only a few points.

Ingredia’s winning entry offered a clear vision and a reason to believe in the product, overcoming difficulties in technical formulation and demonstrating a good insight into the role of protein in physical activity. Although the company initially developed such end products to demonstrate the possible applications of their ingredients, the judges found this nomination to be a very interesting example of product innovation in a highly competitive and evolving marketplace, with excellent supporting

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NBTA review

evidence. One judge drew attention to a key advantage of the nomination, commenting that: “The challenges overcome were very specific and targeted to the product, rather than the generic challenges faced in the industry, which was very good.”

Most Innovative Ingredient The final award of the night — Most Innovative Ingredient — was presented by Dr Henglong Hu, Director of Nutritional Sciences at GSK Nutritional Healthcare Futures, and went to OmniActive for their entry, “Harnessing the Power of Hot Red Peppers Without the Burn.”

Hiren Doshi, Vice President of OmniActive Health Technologies, remarked that the company was “extremely proud to be selected as the winner,” particularly considering the “outstanding companies” that had also made it onto the shortlist, and rightly proud they should be; although a clear winner, fantastic nominations from Carotech, Lallemand and Biotivia were hot on their heels. The judging panel was particularly impressed with the “interesting story” behind the application and its ability to facilitate that which cannot be achieved through normal dietary consumption.

Utilizing a patented beadletting technology, OmniActive is able to deliver the scientifically validated health benefits of the active component of hot red peppers, capsaicinoids, while avoiding oral or gastric irritation.

Furthermore, manufacturers can utilize high strength capsicum in their formulations without handling challenges; almost anyone is now able to benefit from the thermogenic and lipolytic properties of hot red peppers — a major technical achievement and a true breakthrough that will no doubt be employed across the nutraceutical industry in a variety of weight management, diet control and sports nutrition formulas.

Until Next Year With the awards handed out and the celebrations under way, it was time for all involved to enjoy the post-awards drinks reception and, eventually, depart into the night, some clutching awards, others harbouring high hopes of victory next year. Despite being a launch event, the extraordinary turnout of senior executives from the nutraceutical and wider business communities, coupled with the high volume and quality of submissions received, has placed the NBT Awards firmly on the map as a key industry event. Those involved in the nutraceutical sector have waited too long for the recognition of their hard work and groundbreaking projects, but this wait is

now over: a new benchmark has been set.

This attitude was echoed by Dave Chambers, Sales Manager at Trace Minerals Research, who remarked: “This show (Vitafoods Europe) really needed an event to bring everyone together after show hours … I am glad the NBT Awards did just that. It was a great evening and good to see companies being recognized.” Proving that the awards were a platform for both winners and nominees he continued: “Even though we didn’t win the award we were nominated for, it was still great to be recognized for the accomplishments we have had during this last year. We hope to be a finalist again next year.”

Miranda Docherty, Event Director, emphasized that “with more than 250 industry professionals in attendance, an impressive list of finalists and award winners, it was hard to believe that this event was the first of its kind.” The fierce competition and exceptional standard of entries was highlighted by Dr Kevin Robinson, head of the NBTA judging panel and Via Media UK Ltd’s Editorial Director, who commented: “As chair of the judging panel, I was delighted with the number and quality of the submissions. The reaction and buy-in from the industry has been impressive ... this has been a great start for what I sincerely hope will become an established must-attend event. The calibre of the nominations, the credibility that the judging procedure brings and the rigorous process of assessing the submissions that we put in place have all contributed to event’s overall success.”

The organizers would like to extend their sincere thanks to the 32 sponsors who supported this year’s event and single out headline sponsor, Naturex, primary sponsors, Ingredia Nutritional and Biotivia, champagne reception sponsor, Cognis and Ocean Nutrition Canada for sponsoring the gala dinner. We are extremely grateful for their involvement and endorsement. As regulation, competition and demands for innovation continue to increase, the event offers companies the opportunity to showcase more efficient operations and innovative products. This trend, coupled with the extraordinary submissions received this year, paves the way for an outstanding 2012 NBTA next year on 23 May.

For more information Kevin Robinson Editorial Director Via Media UK Ltd Tel. +44 1392 202 591 kevin@via-medialtd.com www.nbtawards.com

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winner profiles

100% Krill Oil Small Size No Aftertaste No Burps Traceability More Bio-Efficient Greater Stability Healthy Skin Healthy Heart Healthy Joints Healthy Brain Eco-Friendly From the Purest Waters on Earth

NBT Award Environmental Excellence

Winning Entry Sustainability Award

The Environmental Excellence Award is given to the company tha demonstrates a significant focus on corporate social responsibility and the environment. The criteria used by the judges include evidence of leadership and innovation in responsible sourcing, supply chain efficiency, carbon reduction and cultural awareness.

About Aker BioMarine Aker BioMarine is an integrated biotechnology company dedicated to the sustainable harvesting of krill and development of krillderived biotech products. The company supplies biomarine ingredients through an optimized value chain from raw materials to customers. Aker BioMarine‘s Superba Krill products are provided with 100% traceability from the Antarctic sea to the end user. Only Aker BioMarine’s krill fishery has been awarded Marine Stewardship Council (MSC) Certification.

“Sustainable harvesting of krill in the Southern Ocean around Antarctica is the core principle of Aker BioMarine’s efforts, it would be impossible for us to approach it in any other manner,” said Matts Johansen, Executive VP. “We are extremely proud of this award and that our commitment to sustainability and best practices is being recognized in this manner. Indeed, Aker BioMarine is the only krill supplier to earn Marine Stewardship Council (MSC) certification and now our customers can use the MSC ecolabel on their Superba Krill products, ensuring consumers of sustainable sourcing.”

About Superba Krill Oil SuperbaKrill Oil is a pure, natural source of the health-promoting EPA and DHA omega-3 essential fatty acids and the naturally occurring antioxidant astaxanthin. The uniqueness of SuperbaKrill Oil is that the omega-3 fatty acids are provided in phospholipid form.

In vitro, in vivo and human clinical research has demonstrated the safety and efficacy of Superba Krill Oil. Aker BioMarine utilizes its unique krill harvesting process to develop its own downstream operations within the high value added nutraceutical and aquaculture feed markets. Krill-derived products such as oil and meal have a high content of bioactive ingredients, including omega-3-bound

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phospholipids and astaxanthin, which have documented positive effects on both humans and animals.

Aker BioMarine has registered Superba as the company’s brand name for nutraceutical applications and Qrill for its krill meal and krill aquaculture oil products. Qrill has proven benefits compared with competing products in the aquaculture market.

Following the merger with Natural in June 2007, Aker BioMarine has a wide set of capabilities within nutraceuticals (dietary supplements and functional foods) and is an experienced player in lipid applications, product development, intellectual property rights (IPR), R&D and product commercialization. www.superbakrill.com

Sustainability Aker BioMarine and WWF Norway cooperate in the Antartic. The responsible and sustainable management of krill, a key species in the Antarctic ecosystem, is important.

Krill harvesting is regulated by CCAMLR, the treaty-based organization responsible for preserving the resources of the Antarctic.

Aker BioMarine co-operates closely with CCAMLR and WWF to protect the region’s ecosystems and the environment. EcoHarvesting, Aker BioMarine’s krill harvesting technology, brings krill on board alive — and processing begins immediately. Eco-Harvesting results in minimal environmental impact. This innovative, sustainable krill harvesting will allow future generations to reap bounteous harvests of krill for yet-to-be-developed uses of this tiny but nutrition-packed crustacean.

Aker BioMarine works with WWF to • promote the sustainable management of marine resources in Norwegian waters and in the oceans of the world

So little.

• ensure that today’s and tomorrow’s harvests of krill and whiting by Aker companies are consistent with sustainable practices • foster dialogue with experts to keep Aker’s fisheries operations at the forefront of environmentally sound and sustainable performance.

So much.

Superba™ Krill Phospholipid EPA/DHA Omega-3s

Environmental Responsibility Statement Aker BioMarine seeks the highest environmental standards in all aspects of our operations and our policy is only to operate within fisheries with sustainable harvesting regimes. Aker BioMarine aims to develop new environmentally friendly harvest technologies and utilize the valuable marine resources we harvest to the fullest of their potential. Aker BioMarine aims to innovate the fisheries we operate in, heightening the level of sustainable conduct.

Contact details Aker BioMarine ASA Fjordallèen 16, PO Box 1423 Vika, 0115 Oslo Norway superba@akerbiomarine.com T. +47 24 13 00 00 F. +47 24 13 01 10 www.superbakrill.com www.akerbiomarine.com USA Subsidiary Aker BioMarine Antarctic US E: info.us@akerbiomarine.com T: +1 206 855 6736

Superba™ Krill Oil is an excellent pure source of marine omega-3 fatty acids. The omega-3’s EPA & DHA from krill are present in the highly bio-efficient phospholipid form, which provides unique health benefits. Superba™ Krill Oil is also extremely tolerable and free of repeating or “fishy burps”.

Omega-3 Phospholipid EPA & DHA are important building blocks for healthy cell membranes.

The ratio of EPA & DHA to other fatty acids in the membrane is called the Omega-3 Index – a strong indicator of cardiovascular health. In a recent human study, Superba™ Krill Phospholipid EPA & DHA had a significantly improved Omega-3 index compared to ordinary fish oil.

AkerBioMarine is the only krill harvester that has been awarded the prestigious Marine Stewardship Council certification for its eco-friendly harvesting and traceability from sea to shelf. www.superbakrill.com superba@akerbiomarine.com Phone: +47 24 13 00 00

The superior omega-3

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HIDROX®, HARveSTInG THe AnceSTRAL LIFe pOweR OF OLIve.

NBT Award Outstanding Application in Health Management

Winning Entry HIDROX®: A Natural, Organic Product Derived from Olive Juice with Unique, Clinically Proven, Multiple Therapeutic Benefits.

This award will be presented to an individual, team or organization that has made a significant contribution to a specific area of healthcare and well-being. Submissions could cite a scientific breakthrough, a novel formulation or delivery technique, clinically proven results, regulatory approval, a new indication or route of administration in, for example, gut, cardiovascular, joint/bone, cognitive or infant health.

About the Company CreAgri is the world leader in the discovery and development of olive polypenols and hydroxytyrosol-based applications for dietary supplements, functional foods, beverages, cosmeceuticals and other industrial formulations. CreAgri’s principal product, HIDROX ®, is the result of more than 10 years of innovative scientific research and creative technological solutions. Clinically proven to be effective in the management of many age- and stress-related conditions, HIDROX ®, CreAgri’s internationally renowned formulation, is the only organic, GRAScertified, solvent-free, Halal and Kosher hydroxytyrosol-rich composition bringing the healthy benefits of the Mediterranean diet to the industry and the consumer in a highly bioavailable form.

HIDROX® Creagri’s patented formula brings you the Olive’s best kept secret, HYDROXYTYROSOL! Produced exclusively from the juice of organically grown olives, HIDROX® is the most natural and safest form of Hydroxytyrosol for dietary supplements, cosmetics, beverages and Functional Foods. Clinically proven in many countries, HIDROX®, is the only olive Hydroxytyrosol formulation with GRAS certification.

What is HIDROX? HIDROX ® is the only natural, olive-derived polyphenol formulation produced with a totally environmentally compatible process from the juice of organic olives. HIDROX ® is GRAS-certified, which means that it has been subjected to the most comprehensive set of safety tests recommended by the health authorities in the USA. It contains antioxidant polyphenols, particularly hydroxytyrosol, obtained from the juice of fresh, organically grown olives ( Olea europaea ). Scientific research during the past 15 years indicates that olive polyphenols help to promote joint health and cardiovascular wellness, and are being studied for their ability to support healthy colon, brain, skin and immune functions.

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Olive polyphenols are believed to fight the toxic effects of cell damaging free radicals.

HIDROX ® is a proprietary food/ dietary ingredient that contains high concentrations of olive polyphenols, especially hydroxytyrosol, a potent compound with the highest level of free radical protection activity ever reported for any natural antioxidant. HIDROX ®, originally formulated by CreAgri as a blend of naturally occurring olive polyphenols, is covered by the largest number of patents for applications that include inflammatory processes, immune stimulation and antimicrobial benefits. HIDROX ® has been

HIDR

successfully sold for the last 8 years on the international market for dietary supplements, skincare products, foods and beverages. Its uniquely broad range of health benefits have been clinically proven in numerous human studies all over the world.

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®

Add life to your products!

Contact Details CreAgri, Inc. 25565 Whitesell Street Hayward, California 94545, USA. T. +1 510 732 6478 info@creagri.com www.creagri.com

HIDROX® patented Hydroxytyrosol. visit: www.creagri.com CreAgri, inc.

25565 Whitesell Street Hayward, CA 94545 USA

Tel: 510-732-6478 Fax: 510-732-6493

CREAGRI, INC.

“Creative Balance of Nature & Technology”

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NBT Award Most Improved Product Safety and Quality

Winning Entry IRB won the Nutraceutical Business and Technology Award 2011 for its entry IRB Echigena PluS™ — the first Echinacea angustifolia cell culture extract — with Improved Safety and Quality. This innovation comes as a result of IRB-owned HTN™ technology, which enables the production of the first and only biotech plant extracts to be authorized as food supplement ingredients in Europe, with a superior level of quality and safety and a dramatically reduced environmental impact.

For this award, the judges looked for evidence of investment in new technologies, processes, practices or employee training to improve product safety and/or quality. Entrants were expected to provide tangible proof that this outlay in quality assurance provided a positive financial return, compliance with known standards and/or other value-adding benefits.

Key Features of all Products Obtained by IRB Technology • An absence of pesticides, heavy metals, aphlatoxins and other environmental pollutants.

• A defined, standardized and reproducible composition profile.

• Unlimited availability.

• A huge saving of natural resources, such as water and land.

In addition to Most Improved Product Safety and Quality, IRB was also a finalist in two other NBT Award 2011 categories: Environmental Excellence and Best New Plant/Process/ Technology.

The Product Echigena PluS™ is the only biotech Echinacea angustifolia extract with a defined and standardized composition profile that guarantees a batch-to-batch reproducible efficacy. Alongside its proven antioxidant and anti-inflammatory activity, a clinical test performed on endurance athletes has demonstrated that daily consumption of Echigena PluS™ significantly limits oxidative stress damage by reducing the plasma liperoxide levels by more than 30% after a 30 day treatment. According to Regulation (EC) 258/97 on novel foods and novel food ingredients, the Commission for Nutrition and Dietetics has recognized the “substantial equivalence” of the extracts from plant cell cultures compared with the commercially available and traditional extracts from plants, following an evaluation of the results of a metabolomic phytochemical analysis.

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The Problem Plants have always been the main source of medicinal ingredients; even today, nutritional and health sectors use a myriad of active ingredients and products of botanical origin.

However, despite a number of agricultural and technological improvements in plant cultivation and product manufacturing procedures, the required safety, availability and purity standards of natural ingredients cannot be totally guaranteed owing to the nature of the traditional production process itself.

HTN Technology The HTN™ (High Tech Nature) process physiologically orientates the production of specific substances, such as phenylpropanoids, which are involved in the defensive responses of the plant against environmental, physical and biological stress. It is an alternative to producing food metabolites (such as plant extracts) and holds a number of advantages compared with open field plant cultivation. An essential issue is the overall ecosustainability of this process: the technology can reduce water consumption and soil occupation to make them available for food crops and avoid the presence of environmental contaminants, such as herbicides and heavy metals. In addition, as a result of the simple composition and high metabolite content of the plant biomass, relatively simple extraction procedures can be used to reduce the use of organic solvents with a high environmental impact. These benefits have been recognized in IRB’s winning of the 2011 Italian Business Award for the Environment.

By avoiding obstacles such as the plant’s natural biological cycle and the desired material’s seasonality, HTN™ technology guarantees continual high availability of the constituents without quantitative limits or price variations.

The degradation of active ingredients, which usually occurs during storage, is also greatly reduced as extraction is performed immediately after the fermentation cycle, causing minimal loss of the desired substances. Therefore, the final result is the production of plant extracts in a rapid and flexible manner, without limitations on quantity and with a greatly improved safety profile and a highly standardized composition.

The technology, finely tuned by IRB, offers the potentially unlimited availability of natural ingredients that may be rare but highly active substances to be used as nutritional supplements with truly significant benefits for both environmental and human wellness.

IRB’s Mission Using its exclusive and ecosustainable biotechnological processes, IRB’s mission is to research, produce and ensure the availability of plant active ingredients with excellent quality standards for dermocosmetic, nutritional, animal feed and pharmaceutical use.

Contact Details Francesca Melandri Product development, IRB T. +39 0444 371463 f.melandri@irbtech.com www.irbtech.com

Thanks to 10-year investment in research, today, IRB produces and ensures the availability of plant active ingredients with excellent quality standards for dermo-cosmetic and nutritional use.

Through its exclusive and eco-sustainable biotech processes, IRB has found the ideal profile for plant active ingredients: > free from any type of pollutant, since plant stem cells are grown in a sterile and protected environment, without pesticides, heavy metals and aflatoxins

> no GMOs, as the DNA of plant cells remains intact > with guaranteed high titre, thanks to ongoing selection of cells that produce more of the active ingredient > unlimited availability, using a biotech process that fully respects the environment and biodiversity.

Echigena PluSTM Most Improved Product Safety & Quality

Our innovative philosophy passionately oriented to excellence: the quality of the active ingredient, the human wellbeing, the eco-sustainability.

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NBT Award Best New Finished Product

Winning Entry Ingredia Nutritional won the NBT Award 2011 for Best New Finished Product for their entry Refuel & Repair: 30 g Proteins in a 250 mL Sports Recovery Drink to Combine Pleasure, Convenience and Efficacy All at Once.

This award was presented to an individual, team or organization that had made a significant contribution to a specific area of healthcare and well-being. Submissions could cite a scientific breakthrough, a novel formulation or delivery technique, clinically proven results, regulatory approval, a new indication or route of administration in, for example, gut, cardiovascular, joint/bone, cognitive or infant health.

About Ingredia Nutritional

Major Products

Ingredia Nutritional specializes in the development, manufacturing and marketing of natural, premium, innovative nutritional ingredients and solutions with scientifically proven effectiveness. Ingredia Nutritional ingredients are intended for use in the nutrition and health industries and are designed to be included in the composition of products contributing to the maintenance of health. Our goal is to provide customers with ingredients that ensure the success of their future products.

The Unique Bio Actives range features ingredients — most of which are patented and benefit from health claim authorizations that comply with the new regulations — with proven efficacy in clinical and/or in vitro studies. These ingredients can readily be used in dietary supplements and/or be incorporated into food and beverage recipes to provide a guaranteed health benefit. This range includes major innovations with a clinically proven efficacy: Lactium® is a natural stress moderator; Starchlite® helps to lower the glycaemic index of starchy foods; Carblite™ aids weight body measurement reduction and Cranmax® assists in reducing the occurrence of urinary tract infections.

Ingredia Nutritional also offers specialty nutritional solutions — mainly premium native milk protein isolates or hydrolysates — to the clinical, infant, sports and dietetic nutrition industries. Owing to its reliable manufacturing

Corporate Description Ingredia Nutritional is a division of the international food ingredients group, Ingredia, and is dedicated to the nutrition and health markets. Its team focuses on developing, manufacturing and delivering innovative ingredients with scientifically proven efficacies that anticipate market trends.

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processes and expert know-how, Ingredia Nutritional can also offer customized solutions that combine a broad range of technological and nutritional functionalities to suit a variety of applications, such as beverages, bars, powders and son on.

Customer Service Ingredia Nutritional is more than a supplier of revolutionary nutritional ingredients. We offer real, ready-to-use, innovative nutritional solutions through strong partnerships with our clients and continuous support throughout end-product development.

Ingredia SA 51-53 Avenue F. Lobbedez B.P. 60946 62033 Arras Cedex France.

• T. +33 3 2123 8000 • ingredia-nutritional@ingredia.com • www.ingredia-nutritional.com • No. of Employees: 400 • Year Founded: 1991

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® www.quatrefolic.com

The 4 generation folate th

NBT Award Most Effective Strategic Product Development

Winning Entry Quatrefolic

Entries for this award had to demonstrate the implementation of a project at the front end of the innovation process that incorporated new product strategy, market analysis, opportunity identification and the alignment of technology and research to overcome development challenges and respond to market needs. Entries also provided evidence of the identification and commercialization of technologies that addressed emerging trends and new product requirements.

Gnosis won the Nutraceutical Business and Technology Award 2011 for Most Effective Strategic Product Development for the unique and superior folate derivative Quatrefolic®, a new generation of folate derivative.

Quatrefolic® is a new generation of folate derivative and a new option to the older generation 5-methyltetrahydrofolate calcium salt, up to now the only derivative of folate able to penetrate the body cells without being metabolized. Made up of glucosamine salt of (6S)-5-methyltetrahydrofolate, the new product offers the following benefits to formulators and consumers; • Manufactured under cGMP • Greater bioavailability than the 5-methytetrahydrofolate calcium salt form • Able to penetrate cells without being metabolized • Greater solubility to facilitate improved formulating flexibility • Greater stability to facilitate improved formulating flexibility • Ability to formulate in combination with vitamins and minerals • Proprietary (patents granted) • Trademark registered The product is patented and has achieved GRAS (generally recognized as safe) status

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for use in conventional and medical foods. in 2010, the Food and Drug Administration (FDA) also recognized Quatrefolic® as a New Dietary Ingredient (NDI).

Regulatory applications have been filed in several countries. the safety dossier has been submitted to the European Community for Novel Food Approval. Before long the product could be requested by medical professionals to recommend to patients as a novel food.

“We are very honoured to receive this award that reinforces our belief that Quatrefolic®, the 4th generation of folate, will represent a real award for the final consumer”, commented Paolo Malesani, Gnosis’ Commercial Director upon receiving the award and recognition.

About Gnosis Primary focused on natural ingredients and API’s production and commercialization, Gnosis is a biotechnology company, established in 1989, specializing in the manufacturing and sales of fermentation raw materials and natural finished products used in the pharmaceutical, nutraceutical, cosmetic, veterinary, and agricultural industries.

Successfully integrating consumer needs with R&D and GMP manufacturing enables the company to constantly work to develop

and introduce innovative and market leading products to our customers.

With a leading position in innovative processes of selection and isolation of microorganisms, production of free as well as immobilized enzymes, Gnosis offers tailor-made industrial manufacturing of intermediates and active ingredients.

Closely connected to the scientific community of Universities and Clinical Centres Gnosis experts are constantly engaged in the support and definition of health claims of products likely to sustain effectiveness and safety through clinical studies.

Gnosis Group includes a European manufacturing network made up of three operating divisions and two Commercial Operations located in Italy and in North America.

Gnosis has integrated the value chain from the development to the commercialization of its products by combining outstanding R&D with advanced manufacturing capabilities.

Contact Details Gnosis S.P.A. Via Lavoratori Autobianchi, 1 20033 Desio (MB) - Italy T. +39 0362 48 841 info@gnosis-bio.com www.quatrefolic.com

• Long lasting stability • High water solubility • Improved bioavailability • Established safety

As The Most Effective Strategic Product Development

Gnosis USA Inc.

169 N. Main Street Doylestown, PA 18901 - USA Tel 215.340.7960 info@gnosis-us.com www.gnosis-bio.com

Quatrefolic is a registered trademark of Gnosis Spa ®

advanced biotech

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NBT Award Most Effective Marketing Campaign

Winning Entry

Croda won the NBT 2011 Award for most effective marketing campaign for their entry : PureMaxTM as the industry leading omega 3 brand.

Submissions catalogued the aims of the campaign or communication, how it linked to the brand’s wider commercial strategy and indicate to what extent each target was achieved. The judges looked for product and service promotions targeting the healthcare industry and/or the general public. They also expected innovation, effective execution or interpretation and creative flair.

Omega 3 industry leader Croda was honoured to accept the award for Most Effective Marketing Campaign at the NBT Awards held at Vitafoods, Geneva on 11 May. A panel of judges evaluated Croda’s PureMaxTM nomination against criteria such as market penetration, innovation and creative flair when deciding on the winner.

According to Kevin Robinson, head judging panel and editor of NBT, the nomination was viewed as “a great entry”, with Croda developing an innovative and progressive marketing campaign that took advantage of both traditional and newer channels using a multimedia approach to make a real impact.

With excellent tools for supply chain partners and a unique, family friendly message, the nomination was a worthy winner.”

Laura Kelly, Marketing Manager at Croda, explains more about the winning marketing campaign. “A key objective of Croda’s nutritional business is to develop its consumer brand PureMaxTM to be the leading quality omega 3 brand. To support our customers who are promoting PureMaxTM on their omega 3 nutritional supplement packs, Croda invested in

a PureMaxTM communication campaign in 2010.

Croda created an animated video that would educate families with young children about the importance of including omega 3 fish oils as part of a healthy diet and lifestyle. The objective of the animation was to create consumer pullthrough by generating awareness about the benefits of omega 3, while urging consumers to seek out available products containing Croda’s fish oils that are listed on the consumer website www.PureMax.com.

Croda looked to generate a script, focusing on a humanised bird character named “Percy Puffin” who interacts with a family and explains how PureMaxTM omega 3 fish oils contribute to a healthy diet. The puffin was chosen as the leading character as he already enjoyed a diet of oily fish and could be a true advocate of the health benefits it offered.

Laura Kelly concluded: “Percy Puffin is leading the way in innovative co-branded advertising.

He is an icon for the PureMaxTM brand and resonates well with our customer base, who are keen to adopt him as part of their own marketing campaigns.”

About the PureMaxTM Brand For the end consumer PureMaxTM is a seal of quality, guaranteeing confidence in their nutritional purchase. Croda and its customers are proud of the unique benefits that the PureMaxTM process delivers, hence the appearance of the PureMaxTM quality seal on over 40 omega 3 end product packs around the world. www.PureMax.com has been launched as a fun and informative consumer website.

The site aims to educate consumers about the benefits of omega 3 and also showcases our PureMaxTM partners’ products.

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08.06.11 15:50

About Croda Croda is a global leader in speciality chemicals sold to a wide range of industries. The Croda Health Care division provides high quality ingredients for nutritional and pharmaceutical markets, with particular expertise in speciality lipids. High investment in GMP, API technologies and R&D ensures Croda is well positioned for the continual delivery of exceptional ingredients.

Croda manufactures the industry leading Incromega™ range, omega 3 marine oil concentrates that offer enhanced potency, purity and efficacy for specific conditions.

The lipids are concentrated and purified to pharmaceutical grade requirements using proprietary PureMax™ technology in order to selectively concentrate the key fatty acid actives, EPA and DHA.

FILLER OR STRAGGLER

Contact Details Croda Health Care Laura Kelly, Marketing Manager T. +44 1405 860 551 hc-europe@croda.com www.croda.com/healthcare, www.puremax.com

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We’re on a hot streak.

Add award-winning innovation to your next product We have to admit, we aren’t the stars here. The innovative technology in Capsimax would make any company look good. As the recent winner of

• Help manage appetite*

technology that delivers the thermogenic power of red hot peppers

NBT’s 2011 Most Innovative Ingredient award at VitaFoods in Geneva,

• Support healthy metabolism to burn

(a global diet staple for centuries) without the burn. A proprietary

Capsimax technology continues to receive global recognition. In addition, Capsimax won the 2009 SupplySide Scientific Excellence Award. All of this attention provides an excellent reason to consider what Capsimax can do to ©2011 OmniActive Health Technologies

What’s so innovative about Capsimax™?

Capsicum and capsaicinoids have been shown to:

calories* • Help induce thermogenesis (an increase in energy expenditure)* • Help reduce body mass and body fat*

shape your next new product or enhance an existing formulation.

Capsimax™ is ideal for use in:

Capsimax is created using OmniBead™, a beadlet encapsulation

formulation, Capsimax encapsulates a highly concentrated and intensely hot natural capsicum fruit extract to provide highly effective levels of active capsaicinoids—without the oral and gastric irritation of unprotected red hot pepper. So add ingredient innovation to your next winning product with Capsimax—the coolest form of red hot peppers... on earth.

• Diet and weight management • Exercise and sports nutrition

Turn our innovation into your win. Stand out and succeed with Capsimax.

For more information about Capsimax visit www.capsimax.com www.nutraceuticalmag.com July/August 2011

*These statements have not been evaluated by the Food and Drug Administration.

This product is not intended to diagnose, treat, cure, or prevent any disease.

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GOED report

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Science

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f the three DHA (docosahexaenoic acid) Article 14 claims authorized for use in Commission Regulation (EU) No. 440/2011 of 6 May 2011 on the authorization and refusal of certain health claims made on foods and referring to children’s development and health, none sparked more debate than the claim “DHA intake contributes to the normal visual development of infants up to 12 months of age.”

Under the co-decision process that health claims approvals go through in the EU, various parliamentary committees have the right to object to a claim, which then allows the full parliament to vote whether to approve or deny the claim. On 16 March 2011, the European Parliament (EP) Committee on the Environment, Public Health and Food Safety (ENVI) voted against authorizing the health claim that had already received a positive opinion from the European Food Safety Authority (EFSA) and proposed by the European Commission (EC) and the EU Standing Committee for the Food Chain and Animal Health (SCFCAH). The resolution incorrectly asserted that there was a lack of scientific consensus on the effect of DHAfortified formula on infants, that more research was needed on the possible effects, both beneficial and harmful, of DHA supplements and that the health claim could be misleading.

The results of the vote were 30 in favour and 28 against the proposal that the EP should not authorize the health claim. Given the co-decision process, the ENVI vote in favour of the resolution meant that it (the claim) would be the subject of a plenary vote by the full European Parliament on 6 April.

In advance of the 6 April Strasbourg Plenary Session, there were lobbying efforts from both those opposed to the claim and those

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Versus

Politics

in favour of the claim. Included in those

for such an erroneous assertion was the

lobbying efforts were those from GOED who wrote an open letter to members of the EP urging them to recognize the scientific consensus and rigorous review conducted

by EFSA, and vote in favour of the claim by not supporting the resolution.

On 6 April 2011, the full European Parliament (EP) supported the claim when they rejected the move to block it. The resolution opposing the claim did not achieve the necessary qualified majority of votes (388), so it was not passed. The vote was 328 in favour, 323 against and 26 abstentions. By default, with one more hurdle to go, the EP approved the plan under which the health claim could be added to the annex of permitted health claims.

Fortunately, any last attempts to kill the health claim by the 21 April deadline did not happen.

Thus, the science prevailed and the claim has been authorized for use since 26 May on foods on the EU market. According to the Regulation published on 6 May 2011, the claim is associated with the following conditions of use: • i nformation shall be given to the consumer that the beneficial effect is obtained with a daily intake of 100 mg of DHA. •w hen the claim is used on follow-on formula, the food shall contain at least 0.3% of the total fatty acids as DHA. Although the resolution to oppose the authorization of the health claim was authored

by MEP Glenis Wilmott and three other members of ENVI, the campaign against the claim appears to have been initiated by breast milk advocates, including Baby Milk Action.

This organization has repeatedly criticized the industry saying that the science does not support the role of added or “synthetic” DHA in infant formula and only supports a benefit when delivered via mother’s milk. The basis

conclusion of a 2008 Cochrane Review — “feeding term infants with milk formula enriched with LCPUFA had no proven benefit regarding vision, cognition or physical growth.” However, the Cochrane Review did not consider the dosage level of DHA in infant formula; EFSA specifically evaluated this aspect and found that 0.3% of fatty acids from DHA was necessary to obtain a visual benefit, and that lower doses had no clear effect. In addition to Baby Milk Action’s criticism, Wilmott claimed a lack of consistent peer-reviewed evidence demonstrating a benefit, but EFSA’s favourable opinion suggested otherwise. That is, every randomized, controlled trial conducted with 0.3% DHA or higher has shown a benefit for visual acuity in infants.

Clearly, this was an emotionally charged political issue, rather than one grounded in science. Had the resolution to block the health claim received enough support, not only would parents have lost out on receiving critical nutritional information that is relevant to the development of their babies, but EFSA’s credibility as an adviser to the Commission would have been undermined. Not authorizing the extensively vetted claim would have established a precedent by which the EP is able to overrule scientific opinions, essentially rendering EFSA’s ability to advise obsolete.

For more information Adam Ismail, Executive Director and Harry Rice, VP, Regulatory and Scientific Affairs Global Organization for EPA and DHA Omega-3 (GOED) 1075 East Hollywood Avenue Salt Lake City, Utah 84105, USA Tel. +1 801 746 1413 www.goedomega3.com

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executive profile

executive profile

To Serve and Protect Sourcing Sustainable Omega-3 Dr Kevin Robinson spoke with Matts Johansen, Executive Vice President of Sales and Marketing at Aker BioMarine, to discover more about the company and its product for the nutraceutical market: Superba Krill.

NBT: Matts, what is your role at the biotechnology company, Aker BioMarine?

MJ: As the Sales and Marketing EVP, my job is to help nutraceutical and other health and well-being product suppliers to access the health-promoting properties of Superba Antarctic krill products.

NBT: What makes Aker BioMarine a special resource for the global nutraceutical market?

MJ: Aker BioMarine owns the entire sustainable value chain that produces Superba Krill phospholipid-bound omega-3 krill ingredients for nutraceutical producers worldwide. The company wields innovative biotechnology expertise in R&D, processing and formulation that facilitates the incorporation of the bioactive ingredients found in Antarctic krill into superior omega-3 products. Since our days as a startup, we have been proactive in protecting the delicate Antarctic environment; manufacturers can rely on our detailed product traceability documentation, right down to the location at

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which our ship harvested the Antarctic krill found in their end products. As the market leaders of our nutraceutical niche, we are working to prove the value of Superba Krill by driving clinical documentation of the health benefits that result from the intake of the phospholipid-bound omega-3 contained in it. This kind of reliable scientific evidence is sought by both producers and the public, and further boosts confidence in omega-3 nutraceuticals.

Aker BioMarine is also driving a fundamental rethink about the type of omega-3 that is most beneficial to human health and drawing attention to what distinguishes our pure Superba Krill omega-3, which is rich in EPA and DHA in phospholipid form, from popular omega-3 triglyceride products. What are these differences?

First, our marine-sourced omega-3 has different physical properties that improve its uptake by body tissues and, although this is another story, also make it a superior additive for functional foods. The second, and vitally important, difference is that the omega-3 fatty acids found in Superba Krill are more closely analogous

to the body’s own phospholipid-bound fatty acids, which are fundamental components of cell structure and neurotransmitters. In other words, products incorporating Superba Krill can be considered to be more bioeffective. Greater awareness of these benefits could generate product market success that far outpaces the already strong omega-3 sales trend. Finally, consider the market potential inherent in launching unique omega-3 products formulated in collaboration with Aker BioMarine that feature Superba Krill in combination with other soughtafter bioactive ingredients.

NBT: Greater use of marine-derived ingredients is a functional food industry trend. What makes krill an attractive raw material for nutraceuticals?

MJ: There are both physical and chemical properties possessed by krill that facilitate food making and a host of functional foods, ranging from juice to bread, are good candidates for Superba Krill supplementation. The improved bioefficiency of phospholipid-bound omega-3

means that intended health benefits can be delivered in a small dose. It also disperses in water and mixes well with main ingredients.

Superba Krill is heat-tolerant, very stable and contains the powerful antioxidant astaxanthin as a natural component; this imparts a deep red colour, which is used as a marketing differentiator by certain popular dietary supplement brands.

Aker BioMarine is currently in discussions with potential customers who anticipate a huge market for functional foods featuring phospholipid-bound omega-3 ingredients.

NBT: Describe some benefits to nutraceutical manufacturers of krill-derived products in terms of purity and quality.

MJ: Every 5 years or so, the industry must respond to the discovery of yet another toxin that resides in its raw materials. Aker BioMarine harvests its krill (Euphasia superba) in pristine Antarctic waters, far away from sources of industrial, chemical and other anthropogenic pollution. Moreover, krill occupy a relatively low position in the marine

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food chain, unlike commercial sources of marine omega-3, which are derived from fish and marine mammals and therefore require treatment to remove accumulated PCBs, heavy metals and other toxins.

with strict regimes for raw material gathering and handling. Moreover, Aker BioMarine’s Superba Krill imposes its own stringent standards that are stricter than applicable regulatory and industry wide requirements.

NBT: Does omega-3 derived from Antarctic krill deliver health advantages compared with omega-3 from other sources?

MJ: Omega-3 supplementation is widely believed to improve cardiovascular, neurological, bone, joint and skin health, to mention just a few aspects of general well-being. Aker BioMarine is fostering a range of research investigations and specific clinical studies to document the health benefits that are attributable to Antarctic krill-derived Superba Krill phospholipid-bound omega-3. A good example is a clinical study published in Lipids — other references are available on our website.

NBT: What is special about raw material harvesting in the Antarctic Ocean?

MJ: The Antarctic’s distance from major population centres means that we harvest in pristine, unpolluted waters. We also deploy an ultra-modern fishing vessel and use our advanced, Eco-Harvesting system. Frankly, the cost of staffing and operating a first-rate vessel — and the investments involved throughout the value chain that we control — present a natural economic threshold that few would-be competitors could undertake. Aker BioMarine urges all Antarctic fisheries participants to vigorously protect marine species in the delicate Antarctic marine environment.

NBT: Your corporate philosophy embraces sustainable harvesting and environmental responsibility. How do you act on these values in day-to-day operations?

MJ: Our efforts to protect the environment are among our proudest achievements.

Early on, we asked WWF-Norway, other environmental NGOs and fisheries experts how Aker BioMarine could establish new performance standards in Antarctic harvesting. As a result of this, we launched our patented Eco-Harvesting technology; this catches krill while effectively blocking bycatches and, crucially, avoids the dangers of traditional trawling techniques that ensnare fish, birds and marine mammals.

We have independent observers on board our advanced harvesting and processing trawler who report on catches directly to CCAMLR, the international authority that sets conservative krill quotas and specifies where harvesting can take place. Furthermore, Aker BioMarine is the only krill supplier to be awarded Marine Stewardship Council certification for sustainable, ecofriendly harvesting.

NBT: The traceability of raw materials is a key requirement for manufacturers and a discerning public. Describe Aker BioMarine’s vertical integration and global product traceability systems.

MJ: We document every production step, starting with the GPS location of where each batch of krill is harvested by our Saga Sea vessel and manufacturers receive detailed product traceability reports. Major retail chains are increasingly demanding verifiable information regarding product traceability and compliance

NBT: What can we expect of Aker BioMarine in 2011 and beyond?

MJ: During the last few years, we have been building a world-class, integrated marine biotechnology company. Supported by research and clinical documentation, we will tilt the nutraceutical industry agenda toward widespread acceptance of the superior properties of the krill-derived, phospholipidbound omega-3 found in Superba Krill.

What does it mean to the company to have won the inaugural NBT Award for Environmental Excellence?

MJ: “The Environmental Excellence award is great recognition of all the time and effort we have invested in ensuring the sustainability of our operation in Antarctica. Guaranteeing sustainable harvesting of Krill has been in the company’s DNA from its conception and has remained everybody’s — from the crew on board our vessels to the senior management of the company — top priority. We strive to set the gold-standard for the sustainable harvesting of natural resources and this award confirms to our customers and their consumers that the krill product they purchase from Aker BioMarine is harvested in a 100% sustainable way.”

For more information Matts Johansen, EVP Sales and Marketing Aker BioMarine ASA Fjordallèen 16 PO Box 1423 Vika NO-0115 Oslo, Norway Tel. +47 2413 0000 www.akerbiomarine.com

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Two Nutrients Your Heart Will Appreciate It has been more than 200 years since Scottish philosopher David Hume wrote: “A wise man proportions his belief to the evidence.” This is advice that holds true today, particularly in the multibillion dollar nutritional supplements industry, in which there is often more ‘sizzle’ than ‘steak.’ However, if one takes the time to evaluate the research, it becomes apparent that, for most people, supplementation with appropriate nutrients makes sense, especially in relation to heart health.

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lthough most Western diets are sufficient to prevent vitamin deficiency diseases such as scurvy, pellagra, beriberi and rickets, studies indicate that a large proportion of adults and children fall short of the appropriate levels of many vitamins and minerals. In 2002, the Journal of the American Medical Association stated: “Recent evidence has shown that suboptimal levels of vitamins, even well above those causing deficiency syndromes, are risk factors for chronic diseases such as cardiovascular disease, cancer and osteoporosis. A large proportion of the general population is apparently at increased risk for this reason.” When it comes to heart health, there are two nutrients in particular that we should pay close attention to: omega-3 and vitamin D.

Omega-3 Fatty Acids The fact that omega-3 fats provide cardiovascular benefits is not a recent discovery; in the early 1970s, Jørn Dyerberg and his colleagues sought to understand why the Greenland Eskimos, with their high fat diet, boasted one of the world’s lowest death rates from cardiovascular disease, and their findings were subsequently published in The Lancet and The American Journal of Clinical Nutrition. There are now more than 18,000 published studies documenting the benefits — particularly in terms of heart health — of omega-3 fats, which help to lower blood pressure, resting heart rate and triglyceride levels, and reduce the risk of arrhythmia and sudden death. In addition, they improve the HDL:LDL cholesterol ratio and reduce the risk of developing metabolic syndrome.

Harvard cardiologist Bernadine Healy believes that raising levels of omega-3s could be “as important to public health as lowering cholesterol.” Dr Healy is not alone in her belief;

www.nutraceuticalmag.com July/August 2011

noted omega-3 researcher William Harris also extols the cardiovascular benefits stating that: “There is no nutrient more important for decreasing the risk of cardiovascular death — and more lacking — than omega-3.”

Educated Consumers As with most things in life, when it comes to buying nutritional supplements, it pays to be an educated consumer. This is particularly pertinent to omega-3 fatty acids, which are often referred to, almost interchangeably, as fish oil, omega-3s and/or polyunsaturated fatty acids (PUFAs). It is important for consumers to note that not all omega-3 products are created equal; it is the amounts of EPA (eicosapentaenoic acid) and DHA

(docosahexaenoic acid) contained in the supplement that should be closely attended to.

EPA and DHA are the “long chain” omega-3s — actually derived from the microalgae consumed by fatty fish such as salmon, trout, mackerel, anchovies and sardines — that are so beneficial for the heart, in addition to the brain, eyes and immune system.

To derive the maximum benefit, most experts recommend at least 1000–2000 mg of combined EPA+DHA every day. Eating fatty fish at least 3–4 times a week will probably supply enough dietary omega-3; however, studies indicate that the majority of consumers rarely eat fish more than once a week and would thus benefit from supplementation. More than half of all omega-3 products provide only a 30% concentration of EPA and DHA; every 1000 mg (1 gram) softgel will therefore provide 300 mg of EPA and DHA (30%), meaning that four soft gels must be consumed per day to receive 1200 mg (4 x 300) of EPA/DHA. The higher quality, and often best value, fish oils provide a 50–60% concentration; obviously, only half the amount of supplement need be consumed to reach the target dose of at least 1000 mg.

Vitamin D Another nutrient receiving plenty of positive press, and deservedly so, is vitamin D, which is not actually a vitamin at all, but a steroid hormone. The human body cannot ‘make’ vitamins, they must be consumed as part of the diet, but vitamin D is actually manufactured or synthesized when UVB light from the sun hits our skin. Some vitamin D may also be obtained as part of the diet, for example in fish, milk and fortified cereal, although it is difficult to get the proper dosage through food alone.

Vitamin D was first ‘discovered’ when many children in New England were developing rickets — a softening of the bones in children

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The benefit of vitamin D is as clear as the harmful link between smoking and lung cancer. (similar to osteomalacia in adults) that can lead to fractures and deformity — during the winter months. The limited sunshine during the day and extensive clothing worn to combat cold temperatures resulted in it being very difficult for the young bodies to synthesize enough vitamin D, which regulates the uptake of calcium into the bones; without enough, the bones simply won’t calcify.

More than Bone Health As it transpires, however, vitamin D is involved in far more than bone health. Thousands of studies now link low vitamin D status to many conditions that include cardiovascular disease, hypertension, several cancers, depression, diabetes, chronic pain, macular degeneration, lung function and arthritis. Unfortunately, studies also indicate that vitamin D levels are dropping throughout much of the world owing to the ever increasing amounts of time individuals spend inside. Furthermore, they are also taught to apply sunscreen to reduce the risk of skin cancer when exposed to the sun.

Although this is sensible advice, we should be mindful not to throw the baby out with the bathwater; a sunscreen with an SPF of 15 or greater blocks 99% of vitamin D synthesis.

Dr Edward Giovannucci of Harvard University suggests that sunlight might prevent 30 deaths for each one caused by skin cancer, and describes the data as “quite

remarkable.” Dr Cedric Garland from the University of California at San Diego and a recognized vitamin D expert contends: “The benefit of vitamin D is as clear as the harmful link between smoking and lung cancer.”

A 2008 study of 1354 men, aged 40–75, published in The Archives of Internal Medicine, showed those deficient in vitamin D (a blood level less than 15 ng/mL) were 2.5 times more likely to suffer a heart attack than those with the highest levels … and those heart attacks were more likely to be of the fatal variety.

The only way of ascertaining levels of vitamin D is by means of a blood test known as 25 hydroxyvitamin D. “Insufficiency” is generally defined by a level of less than 30 ng/ mL and vitamin D “deficiency” as less than 20 ng/mL; “toxicity” does not begin until vitamin D levels hit at least 150 ng/mL. Interestingly, most lifeguards and populations located around the equator, where UVB light is most prevalent, have vitamin D levels of roughly 100 ng/mL. The recommended target level of vitamin D is open to debate. Most experts agree that vitamin D levels should be least 30 ng/mL, but doctors at the Cooper Clinic in Dallas (Texas, USA), recommend that patients aim for a baseline level of 40 ng/mL. One of the best ways to ensure the appropriate vitamin D level is through the use of supplements, bearing in mind that vitamin D(3) is recognized to be more bioavailable than vitamin D(2). The required

amount varies greatly depending, among other factors, on age, skin tone, time of year, sun exposure, geography and weight. Although Dr Garland and other researchers recommend a daily oral intake of 2000 to 2400 IU of vitamin D(3) for adults, individual target intakes are best calculated by a physician based on vitamin D test results and contributing factors listed above.

Two important points should be considered in relation to vitamin D levels; the first of which is that individuals should not be surprised if low levels are registered. Very low (less than 15 or 20 ng/mL) may require prescription vitamin D at a dose of 50,000 IU once or twice a week, known as a ‘hyper dose’ for a period of 8–12 weeks. Secondly, it should be remembered that even a very low level of vitamin D is easy and inexpensive to correct.

Although a number of measures, such as exercise, weight management and preventive screens can generally be employed to maintain cardiovascular health, ensuring appropriate levels of omega-3 and vitamin D levels is certainly an easy place to start.

For more information Todd Whitthorne President/CEO Cooper Concepts, Inc. Tel. +1 972 560 2656 twhitthorne@cooperwellness.com www.cooperwellness.com

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A Question of Cardiovascular Health The Global Organization for EPA and DHA Omega-3 (GOED) is a proactive and accountable association of manufacturers, marketers and supporters of EPA and DHA omega-3 fatty acids that works with government groups, the healthcare community and industry to educate consumers and set high ethical and quality standards. Dr Kevin Robinson caught up with Adam Ismail, Executive Director, to learn a little more about the omega-3 market and, in particular, the latest trends and developments in the cardiovascular health sector.

NBT: Every month seems to produce new study results and subsequent media messages regarding the health benefits of the long-chain omega-3s, eicosapentaenoic (EPA) and docosahexaenoic (DHA) acid. Are you seeing a specific increase in cardiovascular health applications in the industry?

AI: There does continue to be an increase in the number of cardiovascular-focused products being launched in the market each year, but products positioned towards general wellness and brain health are really growing the fastest. The research associated with omega-3s continues to branch into new areas, so the market is following the trend of focusing on a greater number of benefits.

In fact, as we speak, new human intervention studies are being published that focus on traumatic brain injuries, liver diseases, asthma and post-angioplasty recovery. With that said, heart health benefits remain the core take-home consumer message when it comes to omega-3 products.

NBT: You mentioned that the EU has set a minimum omega-3 intake. Do you think the US and Canada will soon follow suit and establish their own official omega-3 recommended daily intakes?

AI: We hope so. Research funded by the US Centers for Disease Control and Prevention (CDC) shows that reaching this minimal level of intake could reduce the estimated 84,000 deaths per year in the US that result from heart attacks and strokes alone. This is more than any other dietary factor, except sodium reduction. In fact, data from the CDC show that the number of lives that could be saved by increasing EPA and DHA intake to 25 mg/day exceeds the total number of people killed each year by Alzheimer’s, diabetes, influenza, murder and suicide — all of which garner much more attention in the media. The sad fact is, the US and Canada are the only major economies in the world that do not have EPA/DHA recommendations for their populations. There are real public health crises facing these two countries, and omega-3s may be able to help blunt the impact.

NBT: Is there any new research that speaks to this omega-3/ cardiovascular health connection?

AI: There continues to be new research into cardiovascular disease treatment, prevention and risk reduction, particularly in patients with coronary heart diseases. However, a new meta-analysis of studies looking at risk reduction of coronary events in healthy people was just published in the British Journal of Nutrition (BJN). Study results show that increasing one’s EPA/DHA intake above 250 mg/day can reduce the risk of sudden cardiac death by a further 35% and the risk of fatal cardiac events by 16%, compared with intakes of just 250 mg/day.

NBT: It sounds like GOED is at the forefront of this issue of getting North America to make recommendations. Have there been any advances to help this process?

AI: There are two recent reports that have advanced discussion on the issue. First, the 2010 Dietary Guidelines for Americans provided some support in that they recommended intakes of 250 mg of EPA and DHA per day, but the Federal Drug Administration does not consider this to be an authoritative statement that would justify establishing a Daily Value for product labels. The second is the new triglyceride guidelines established by the American Heart Association (AHA), which laid out a number of lifestyle and dietary recommendations (including those specific to EPA and DHA) for people with high and borderline-high triglyceride levels. Although this is technically considered to be a “diseased” population, the AHA noted that nearly one third of the US population fell into these classifications. These AHA guidelines provide further evidence that EPA and DHA can play a role in preventing major public health crises.

NBT: What, in your opinion, should the minimum intake of omega-3s be? What is a good starting point for cardiospecific benefits?

AI: It actually varies by age, health and life stage; but, for the general healthy adult population, the BJN study actually highlights that the 250 mg/day intake level should be the minimum. However, as might be expected, there is significant value in increasing one’s intakes above this base level. This is important because the EU Dietary Reference Value and the new US Dietary Guidelines for Americans related to EPA and DHA are both set at 250 mg/ day. However, these are not optimal intakes, although many consumers consider these guidelines to be the best nutrition recommendations available.

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NBT: It’s well known that marine-based EPA and DHA are commonly recommended for heart health. Are there any other fatty acid sources on the horizon that show promise in this area?

AI: EPA and DHA come from many sources, including algae and yeasts. All of these essential fatty acid sources are important because the size and growth of the human population will require more EPA and DHA than the oceans can provide sustainably.

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NBT: There has been some discussion regarding varying purity/toxin levels for fish oils. Does the benefit of taking these products outweigh any potential risks?

AI: Most governments that have looked at the risk-benefit equation say the benefits far outweigh the minimal risks. But this is really a moot issue given the product quality guidelines that most of the industry follows. One example of a product quality standard is The GOED Voluntary Monograph, which sets out a list of quality parameters that ensure that EPA and DHA oils can meet the safety guidelines for contaminants worldwide. In other words, if a company’s product meets the GOED Voluntary Monograph, companies and consumers can have confidence that it exceeds the strictest safety regulations in the world. GOED members have to sign a legal affidavit that they meet these standards before joining, and we are trying to build even more confidence in these products by instituting the randomized testing of products in the marketplace to further ensure these guidelines are being met. GOED members represent more than 85% of the world’s supply, so it is a significant portion of the market that is willing to undergo increased scrutiny to promote consumer confidence.

NBT: Do consumers seem to accept the benefit versus risk of omega-3 fish oil consumption?

AI: Absolutely. There is so much positive press about omega-3s that consumers become skeptical when they hear about a study that did not show a positive benefit, or a report suggesting that there are quality and safety issues. As a whole, consumers recognize that these issues are limited to isolated cases and do not let it affect their decisions.

In Conclusion As a society, we are finally reaching the point when we can say that EPA and DHA are vital to how the human body functions.

At the same time, established intakes in nearly every country are below scientifically backed recommended levels. Governments spend billions of dollars preventing conditions that do not pose the same net benefit as increasing omega-3 intakes, so it needs to be their responsibility to champion consumer education in these areas, similar to public awareness campaigns for checking one’s cholesterol numbers and blood pressure levels.

Carnipure™ Purity You Can Trust

Adam Ismail

Carnipure™, Lonza’s L-Carnitine, is a natural nutrient essential for energy metabolism.

Products displaying the Carnipure™ quality seal on the packaging show the consumer that they contain pure L-Carnitine from Lonza Ltd, Switzerland.

Adam Ismail Executive Director Global Organization for EPA and DHA Omega-3s (GOED) adam@goedomega3.com Tel. +1 801 746 1413 goedomega3.com

www.carnipure.com carnipure@lonza.com

For more information

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Proven Cholesterol Maintenance

the EFSA opinion, Barlív emerges as a significant ingredient for use in the battle for market share in the functional food and beverage industry.

It is the opinion of EFSA that scientific evidence supports statements claiming that the regular consumption of betaglucans contributes to the maintenance of normal blood cholesterol concentrations. The potential Article 13 claim reads: “Three grams per day of barley beta-glucan, as part of a diet low in saturated fat, and a healthy lifestyle, can help to maintain normal blood cholesterol. A portion of this food contains 0.75 g of betaglucan.” (Readers should note that

A Recipe for Success in Functional Foods and Beverages Consumers are increasingly choosing healthier food and drink options as they take greater responsibility for their own well-being. Olivier du Châtelier, Business Development Manager at Cargill Health and Nutrition, EMEA, explains how betaglucan and plant sterol derived ingredients can help to maintain healthy cholesterol levels and deliver valuable health benefits.

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wing to its strong links with cardiovascular disease (CVD), elevated cholesterol is one of today’s most pressing health concerns. There are many types of CVD and thus many different causes of it, the majority of which are associated with atherosclerosis, a condition in which cholesterol, fat and fibrous tissue build up in artery walls — in the instance of coronary heart disease (CHD), the arteries supplying the heart with blood are narrowed.

Heredity, male gender, advancing age, smoking, obesity, diabetes, lack of physical activity and high blood pressure all increase the risk of CHD, but a high blood cholesterol level is another significant risk factor.

Lowering Cholesterol Levels to Reduce the Risk of CVD Cholesterol itself is an essential part of our body’s cells; produced within the body, it is transported around in particles called lipoproteins, which have several different sizes, such as low-density lipoprotein (LDL) and high-density lipoprotein (HDL).

Cholesterol can also be absorbed from food, which means that an unbalanced diet, including an excess of saturated fat, can result a higher proportion of LDL particles, which is strongly linked with the development of atherosclerosis and, consequently, an increased risk of CVD. For many people, elevated cholesterol — and thus the risk of heart disease — can be lowered by changes in diet and lifestyle. The most important and simplest dietary method of lowering cholesterol is a reduction in the levels of saturated fat consumed. Cholesterol may also be reduced, however, by an increase in the intake of certain foods; one proven means of maintaining healthy cholesterol levels is through the consumption of beta-glucan, a water-soluble dietary fibre occurring in certain cereal grains, a claimed effect that is supported by EFSA’s Article 13.1 opinion (http://bit.ly/iUalGU).

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What is Beta Glucan?

Beta-glucan is the soluble fibre component of the dietary fibre found in some cereal grains such as barley and oats, and is a polysaccharide of linear, mixed linkage: (1,3),(1,4)-beta-D-glucans. Clinical studies have demonstrated that beta-glucan can deliver effective cholesterol control; three grams per day significantly decreased LDL cholesterol among subjects with moderately elevated blood cholesterol levels, when consumed as part of a diet that’s low in saturated fat.1 The precise mechanism by which beta-glucan soluble fibre reduces cholesterol has not been identified, but the following mechanisms are hypothesized: • I nhibits production: As a result of fermentation in the large intestine, short chain fatty acids are produced, which may decrease cholesterol production in the liver • Decreases absorption: Beta-glucan may lead to increased intestinal viscosity,

which decreases the absorption of dietary fat and cholesterol • Increases excretion: Beta-glucan may bind bile acids in the small intestine, thus increasing the excretion of cholesterol.

Beta-Glucan: How to Deliver the Benefits Traditionally, it has been a challenge to incorporate beta-glucan in food at effective levels, owing to its low natural concentration in cereal grains — generally around 4–10% — which makes it difficult to consume in quantities sufficient to deliver a cholesterol maintenance benefit. Effective dosage levels of traditional cholesterol lowering ingredients (such as oat beta-glucan) impart high viscosity or other significant organoleptic characteristics that restrict the range of food products they can enhance.

As a result of these adverse functional characteristics, it has until recently been impossible to develop acceptable products, effective in the lowering of cholesterol, except in the dairy beverages sector in which higher viscosity is not a problem.

This difficulty has been a source of great frustration as, thanks to their ease of consumption and portability, beverages are the ideal mode of delivery for a cholesterol lowering benefit.

A Breakthrough in Beta-Glucan Benefits Food and beverage manufacturers have been waiting for a form of beta-glucan that enables a sufficient quantity to be consumed with ease; this is precisely what Cargill has done by developing Barlív barley betafibre. Barlív is a concentrate containing 70% barley beta-glucan derived from specially selected varieties of barley using an extraction process developed by Cargill.

It is invisible to the eye, imperceptible in taste and smell, and does not impact on mouthfeel owing to its lower viscosity.

Furthermore, it blends easily, does not

claims implying a reduction in the risk of CVD would require special submission and approval. Cargill has submitted an Article 14 opinion on these grounds, which is under consideration.)

Plant Sterols and Cholesterol Reduction

clump and is completely soluble; it can therefore be used in a range of beverages, including juices and flavoured waters.

Added benefits are its stability in low pH beverages and its thermal stability in UHT and extrusion. In addition to beverages, Barlív barley betafibre can be used in biscuits and bakery products; its natural provenance as a product derived from barley provides valuable reassurance for modern consumers.

Clinically Proven Health Benefits The most important attribute of Barlív barley betafibre is the scientific evidence supporting its efficacy. Furthermore, emerging research suggests potential for delivering other health benefits in the areas of blood sugar and satiety; increasing epidemiologic evidence suggests that diets rich in cereal fibre and low glycaemic index foods may help to maintain healthy blood sugar levels. 2 Preliminary research also suggests that diets rich in fibre, such as Barlív barley betafibre, may aid in weight management by promoting satiety at lower levels of calorie and fat intake. 3 If this body of evidence is considered alongside

Another weapon in the fight to reduce and maintain healthy cholesterol levels through a wide range of food products can be found in plant sterols, which have been clinically proven to lower LDL cholesterol by 8–15% without impacting on ‘good’ HDL.4 Plant sterols, also known as phytosterols, occur naturally in a range of plants and foods such as fruit and vegetables, and are contained in breads, other whole grain products and most vegetable oils. In a similar manner to beta-glucans, the challenge is finding a means to consume a sufficient quantity of plant sterols on a daily basis to maintain healthy cholesterol levels.

An Effective Plant Sterol Ingredient for Modern Food Applications Cargill’s CoroWise, a non-GMO plant extract, provides a way to incorporate plant sterols into low fat and fat-free milk-based beverages in addition to fruit, soy and yoghurt drinks, without affecting the flavour or texture of the finished product. EFSA has adopted an Article 14 opinion to the effect that plant sterols lower cholesterol; other EU permitted applications (accepted as novel food ingredients by the EU5) include yellow fat spreads, salad dressings and cheese products with a fat content of less than 12 g per 100 g.5,6 CoroWise is available in powder, ester (used

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for oil-based applications) and aqueous dispersible forms to maximize application flexibility; the innovative ES101 free plant sterol powder is used in dairy and non-dairy beverages, where permitted, and is much easier to handle and incorporate than sterol esters. It also contributes half the calories, does not affect taste and, most importantly, includes a higher concentration of plant sterols than any sterol esters instant version.

The Growth in Heart Health Products The growing demand for products that address cardiovascular health is demonstrated by the number of new products launched in this category of functional food. According to market researchers, Innova, in the 2008–2010 period a total of 837 products with a heart health claim were launched across the EU; 316 of these were in 2010 alone, compared with 309 and just 212 launched in 2009 and 2008, respectively. Between them, Cargill’s Barlív barley betafibre and CoroWise plant sterols provide valuable and unique ways to incorporate ingredients with proven cholesterol maintenance benefits into functional beverages and a range of foods without affecting their appearance, taste or aroma. The role that these ingredients could play in assisting consumers to improve their everyday diets as part of a healthy lifestyle, without compromising on taste and enjoyment, means that no food manufacturer can afford to ignore them.

References 1. J.M. Keenan, et al., British Journal of Nutrition 97(6), 1162–1168 (2007).

2. J.M. Keenan, et al., American Journal of Clinical Nutrition 87(3), 627–637 (2008).

3. www.nhlbi.nih.gov/health/prof/heart/hbp/ hbpdiab.txt.

4. www.efsa.europa.eu/EFSA/efsa_ locale-1178620753812_1211902054931.htm.

5. www.efsa.europa.eu/en/scdocs/doc/nda_op_ ej1175_plantsterols_stanols_en.pdf.

6. Foods with added phytosterols as per Commission Decisions 2004/333/EC to 2004/336/EC.

For more information Olivier du Châtelier (olivier_duchatelier@cargill.com) and Roxana Degorce (roxana_degorce@cargill.com) Cargill Europe BVBA Office Park Mechelen Bedrijvenlaan 9 B-2800 Mechelen, Belgium.

Tel. +32 15 400 411 www.cargillhft.com

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Three Steps Forward in Heart Health

Responsible for pumping blood around 60,000 miles of blood vessels and expected to beat 3 billion times during the average lifespan, the heart is an extraordinary organ. However, changes in diet and lifestyle, particularly in developed countries, have placed the average heart under strain and resulted in a huge increase in instances of cardiovascular-related disease (CVD).

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ndeed, experts estimate that by the year 2020, nearly 40% of all deaths worldwide will result from CVD; more than twice the percentage of deaths caused by cancer.¹ When addressing heart health, prevention is better than cure, a fact that health-conscious consumers have caught on to; during the past few years they have begun to recognize the benefits of food and beverage products with substantiated health benefit claims. As a result, the global heart health market is growing at an impressive rate and is projected to be worth $4.4 billion by 2014.² Stephen Moon, Chief Executive Officer at Provexis plc, explained the company’s technology pipeline for cardiovascular health to NBT Magazine. This includes the breakthrough technology Fruitflow, work on a naturally derived ingredient for cardiovascular inflammation and a new protein hydrolysate for the maintenance of healthy blood glucose levels.

The Fruitflow Effect The functional foods market is currently saturated with ingredients designed to either lower cholesterol levels or maintain healthy blood pressure. Despite being important for heart health, such products only combat two of the three major factors that contribute to cardiovascular disease. Discovered at the Rowett Institute in

The global heart health market is projected to be worth $4.4 billion by 2014. www.nutraceuticalmag.com July/August 2011

Aberdeen, UK, in 1999, Fruitflow is the first ingredient to address this third factor: increased blood platelet aggregation. Abnormal blood platelet aggregation can be described as a ‘stickiness’ or spikiness of platelets in the blood vessel, a change in their formation that increases the risk of blood clots and cardiovascular events such as heart attack, stroke or arterial disease.

Fruitflow actively works to smooth blood platelets, thus facilitating the flow of blood around the body. The technology has been established in its effectiveness by rigorous scientific evaluation that has led to the first Article 13(5) health claim substantiated by the European Food Safety Authority (EFSA). This approval from EFSA shows nutraceutical manufacturers that Fruitflow is endorsed by the EC for promoting valid health claims that are backed by strong science. Licensed to DSM Nutritional Products in 2010, the technology is currently available in a syrup format; a powder format, Fruitflow II, which is set to open a route to market for dietary supplement manufacturers, is currently under development.

Tackling Cardiovascular Inflammation Playing a role in all stages of atherothrombosis — the hardening and narrowing of the arteries that has been revealed as the underlying cause of approximately 80% of all sudden cardiac death (SCD) cases — cardiovascular inflammation is an extremely serious condition.3 It has a variety of risk factors including diabetes, smoking, hypertension and a high cholesterol level; these can induce a chronic inflammation reaction that may in turn result in cardiovascular plaque, a cause of heart disease.

Provexis is conducting research into cardiovascular inflammation in collaboration with the Institute of Food Research in Norwich, UK, and has identified that isothiocyanates, contained in certain cruciferous vegetables such as broccoli, mustard seeds and watercress, have a positive effect on heart health. Preliminary clinical trials are now under way to establish effective dosage of the extract prior to refining the formulation ahead of next year’s human trials, planned as part of a cardiovascular inflammation study. The ingredient currently exists as a freeze-dried powder for eventual incorporation into dietary supplements, with a liquid format suitable for beverage applications also a potential solution.

Promoting Healthy Blood Glucose Levels The third heart health ingredient being developed by Provexis is a blood glucose management ingredient; an agreement with DSM Nutritional Products was recently entered into to develop technology for a protein involved in the management of Type 2 diabetes. A prominent form of the disease that affects more than 90% of sufferers, Type 2 diabetes has a number of associated cardiovascular risks — this ingredient will help diabetics to maintain healthy blood glucose levels after meals.

Diabetics are at least twice as likely to suffer from heart disease as non-diabetics and, furthermore, high blood glucose in adults with diabetes increases the risks of a number of other conditions, including heart attacks, stroke, angina and coronary artery disease. As part of this collaboration, Provexis will develop the ingredient, oversee its progression through clinical trials and gain the necessary regulatory approvals, before working with its partner to identify the appropriate commercialization arrangements to ensure that the final product addresses real consumer demand.

Summary Provexis is focused on developing commercially successful technologies that help to keep the heart functioning at optimal levels. Positioned between functional and medical foods, a number of products, including the blood-glucose management technology and the ingredient for cardiovascular inflammation, could be used to aid the prevention of serious clinical diseases. With the medical foods market projected to grow significantly in the coming years, the Provexis portfolio aims to create clinically effective products that succeed in this rapidly developing sector.

References 1. B .E. Shattuck, “Cardiovascular Medicine at the Turn of the Millennium: Triumphs, Concerns and Opportunities,” N. Engl. J. Med. 337, 1360–1369 (1997).

2. I nnova Market Insights (www.innovadatabase.com).

3. C .M. Albert, et al., “Prospective Study of C-Reactive Protein, Homocysteine and Plasma Lipid Levels as Predictors of Sudden Cardiac Death,” Circulation 105, 2595–2599 (2002).

For more information Stephen Moon Chief Executive Officer Provexis plc Tel. +44 1753 752 292 enquiries@provexis.com

July/August 2011 www.nutraceuticalmag.com

vitamins and minerals

The Fading of the Vitamin D Supplement Star

The last decade has seen the rise and rise of vitamin D supplement sales, fuelled by the publication of a multitude of studies examining the risks associated with a deficiency of this important vitamin. Scientific evidence contained in reports published during the last year, however, call the optimism surrounding vitamin D supplementation into question. An insight into the vitamin D controversy is welcome!

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ccording to Euromonitor International, retail value sales of vitamin D supplements reached an impressive $591 million in 2010, a rise of 21% from the previous year using fixed 2010 exchange rates. The United States is the largest consumer of vitamin D supplements, accounting for 76% of total retail value sales in the world in the same year, followed by Canada’s 9% value share.

The increase of vitamin D’s popularity can be attributed to the hundreds of recent research studies extolling its extraordinary health benefits in helping to cure or prevent several diseases. The findings of this plethora of reports, however, had a key complication: cut-points of sufficiency and deficiency were not consistent among laboratories, meaning that different laboratories might classify the same individual as both sufficient and deficient in vitamin D. The effect of this conflicting information has been to create confusion among the medical community and consumers about how much vitamin D they should be taking. To combat this, the

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governments of the US and Canada decided to engage in a comprehensive analysis of clinical research studies to gauge the scientific evidence on vitamin D. The resulting report, “Dietary Reference Intakes for Calcium and Vitamin D,” was released by the Institute of Medicine of the National Academies (IOM) in collaboration with the United States and Canadian governments on 30 November 2010. The dietary reference intakes (DRIs) of vitamin D combined with calcium required to promote bone health are supported by the report; but, crucially, its findings remain inconclusive regarding conditions such as cardiovascular disease, cancer, diabetes and reproductive outcomes. In fact, the IOM revised the recommended DRIs based on more than 1000 clinical research studies and expert opinions, warning that overdose may actually prove harmful; an intake of more than 10,000 international units (IU) per day can cause kidney and tissue damage. Overall, the average requirement for the population is 400 IU/day, rising for

those above 71 years of age and pregnant or lactating women. The recommended dietary allowance for most people is set at 600 IU per day, whereas the upper intake level (UL) is 4000 IU per day. When establishing the revised DRIs, researchers assumed minimal sun exposure to decrease its effects on the daily intake of vitamin D; individuals experiencing more sun exposure consequently obtain a higher dose of the vitamin.

As an addition to the debate, the results of the National Health and Nutrition Examination Surveys (NHANES) on “Vitamin D Status” (Brief No. 59) were published by the Centers for Disease Control (CDC) on 29 March 2011. The survey states that “most persons in the United States are sufficient in vitamin D, based on serum 250HD thresholds proposed by IOM. Roughly one quarter were at risk of inadequacy and 8% were at risk of deficiency.” The report also identifies age, sex and race and ethnicity as contributing factors to deficiency risks,

citing children, males, non-Hispanic white persons and pregnant or lactating women as those at lower risk. Furthermore, it was stated that: “Between” 1988–1994 and 2001–2002, the prevalence at risk of deficiency increased in adolescents and adults of both sexes, but the prevalence at risk of deficiency or inadequacy did not change between 2001–2002 and 2005–2006.”

A cause

EFSA Findings

between the

In findings issued in February 2010, the European Food Safety Authority (EFSA) Panel on Dietetic Products, Nutrition and Allergies concluded that a cause and effect relationship has been established between the dietary intake of vitamin D and its contribution to the normal function of the immune system and healthy inflammatory response, and the maintenance of normal muscle function. It did not, however, find a cause and effect relationship between the dietary intake of vitamin D and the maintenance of normal cardiovascular function. The panel later proposed, in May 2010, that at least 1200 mg of calcium from all sources or at least 1200 mg of calcium and 800 IU of vitamin D from all sources should be consumed daily to reduce the risk of bone mineral density (BMD) loss in women of 50 years or older.

A previous favourable scientific opinion, issued by the panel in October 2008, stated that “calcium and vitamin D are needed for the normal growth and development of bone in children.”

Implications for the Future Demand of Vitamin D Supplements Vitamin D works to regulate the metabolism of calcium and phosphorus in the intestine and bone, and is available naturally through sun exposure and in meat, fish oils, fatty fish, mushrooms and eggs. To address

and effect relationship has been established dietary intake of vitamin D and the normal function of the immune system. nutritional deficiencies in the majority of the population, a range of foods, especially dairy products, breakfast cereals and soups, have been fortified with the vitamin.

Rates of vitamin D intake vary greatly depending on the country and population segment. Those residing in northern latitudes further away from the equator tend to have lower vitamin D levels owing to insufficient sun exposure. As an alternative to sun exposure, populations whose diets feature a greater consumption of meat and fatty fish tend to achieve their nutritional daily requirements of vitamin D. The search for a correct balance is not always straightforward, but the provision of safe and reliable information on DRIs can keep populations healthy.

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Vitamin D supplements are subject to growing competition from fortified foods and other supplements such as fish oils and multivitamins. In addition, the concern of overdose remains should a multivitamin and fish oil supplement be added to a healthy diet. Consider the following example; if an American woman consumes a daily multivitamin providing 800 IU of vitamin D, a standard fish oil with 400 IU of vitamin D and a glass of fortified milk with 115 IU of vitamin D, then her minimum daily intake is 1315 IU — more than double the recent recommended dietary allowance of 600 IU in the United States. This intake can rise even higher should she expose herself to the sun for 15 minutes without sunscreen, eat a fortified cereal for breakfast (40 IU) and meat for supper (50 IU).

When looking to the future, it is safe to say that these recent reports will not signal the disappearance of single vitamin D supplements from the shelves; individuals suffering from a medical deficiency and those faithful to the vitamin craze will continue to support sales. In addition, the nutrients obtained through diet (even some fast foods have been fortified) are often forgotten, meaning vitamin D supplements will continue to be purchased to ‘balance’ nutritional requirements. It will be interesting to see the reaction of the medical community in the United States and Canada to the recent government reports on vitamin D, particularly owing to the impact such reports can wield in countries whose regulatory agencies often look to the initiatives of the United States and Western Europe for guidance.

For more information Monica Feldman Consumer Health Industry Analyst Euromonitor International Tel. +1 321 922 1115 www.euromonitor.com

July/August 2011 www.nutraceuticalmag.com

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vitamins and minerals

New and Exclusive Effervescent Products

THE DIFFERENCE IS CLEAR

A survey conducted by Euromonitor International in 2010 identified the effervescent product segment as undergoing a strong phase of growth in the European retail sector. Several advantages, such as its consumer friendly application, for example, work to distinguish this type of product and result in its considerable popularity. As consuming a preparation in the form of a pleasant-tasting beverage is more enjoyable than swallowing capsules and tablets, effervescent products offer particular benefits to children, the elderly and those with a fear of swallowing. This advantage is added to by the rapid availability of active ingredients and the long shelf-life of moisture-sensitive substances.

A High Solids, HPM C Coating System

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he new effervescent product range from the Aenova Group addresses a broad spectrum of indications: vitamins and minerals, beauty and vitality, bone and joint, immunity, bladder and digestion. Also included in the range is a selection of particularly high quality products that are consolidated to form a premium line. The individual products stand out from the classic, favourably positioned discounted products owing to selected ingredients, innovative and high quality formulations, and attractive packaging solutions. All products are manufactured in Switzerland and therefore bear the “Produced in Switzerland” seal of quality.

*Image for comparison purposes only. Actual results may vary.

Sensient® Pharmaceutical Coating Systems leads the industry in the development and manufacture of innovative coatings for the pharmaceutical and nutraceutical industries.

Innovative Concepts A selection of six different products has been specially designed for the premium sector, including an innovative formulation for pregnant women and a product targeting bone health. Prenatil Fe is an effervescent granule product that is targeted at pregnant women and those wishing to conceive. The product responds to the increased demand for folic acid, iron and iodine during pregnancy and thus contributes to positive embryonic development. Most sources of iron are very difficult to introduce into solid dosage forms and iron enrichment is associated with several problems, including an unpleasant metallic taste and the oxidation of vitamins. These unwanted effects are avoided in Prenatil Fe by the use of a special neutral tasting, highly bioavailable iron source, which has a unique microencapsulation delivery system that

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improves iron absorption. Another essential ingredient of Prenatil Fe is folic acid, of equal importance for the optimum nourishment of the future mother. In addition to ingredients of the finest quality, the tolerability and refreshing pleasant redcurrant flavour of the product adds to its appeal.

Designed to address bone health, Bone Plus is a high quality product containing a source of calcium that offers excellent bioavailability, thus enabling the rapid absorption of the mineral in the body.

Ordinary calcium products can only be absorbed after the calcium compounds have been converted into an available form with the help of gastric acid. This new formulation has the advantage of a calcium complex that displays high water solubility, which means it offers a high

calcium resorption capacity even without simultaneous food intake and may be applied to users of gastric acid inhibitors.

The absorption rates of calcium are boosted further by the inclusion of vitamins D and K in the product. The Aenova Group is offering customers the opportunity to benefit from fast and cost-effective market entry with attractive and up-to-date products and the means to differentiate themselves from the competition with this new effervescent product range.

SpectraBlend II is a patented high solids, HPMC coating system that delivers a premium appearance, uniform coverage and increased stability. Flexible and ready-to-use in 30 minutes, Spectrablend II offers manufacturing advantages including ease of dispersion and the elimination of dust, foam or pan scuffing.

Servicing leading pharmaceutical companies from 35 locations globally, Sensient’s comprehensive range of versatile and novel coating systems offers visual and functional attributes necessary for brand development, product identification and trademark protection.

Define and protect your brand with superior, high-quality coating systems. Visit sensientpharma.com.

For more information Larissa Kiefer Marketing Communication Manager Swiss Caps, part of the Aenova Group. larissa.kiefer@ch.swisscaps.com Tel. +41 71 932 6156 www.aenova.de

SENSIENT ® PHARMACEUTICAL COATING SYSTEMS A unit of Sensient Technologies Corporation, a leading global manufacturer of colors, flavors and fragrances

2515 N. Jefferson, St. Louis, Missouri 63106 | 800.325.8110 Manufactured in the USA

©2011 Sensient Colors LLC, all rights reserved. The SENSIENT trademark and the Sensient Technologies Corporation logo are owned and registered by Sensient Technologies Corporation. All rights in trademarks are reserved.

P H A R M A C EU TI C A L C O ATI N G SY STEM S

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technology

technology

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Calcium Carbonate Provides Increased Tablet Film Opacity With the inclusion of cellulose polymers, fatty acids, xylitol and calcium carbonate, an all natural white coating system can now be offered to health-conscious individuals. By addressing the problematic dissociative mechanisms of calcium carbonate in an aqueous medium, Sensient’s patent pending Spectrablend CC (calcium carbonate) has provided a novel approach to an alternative white tablet film coating system that minimizes heavy metals and achieves desired opacity at low weight gains. Furthermore, Spectrablend CC can incorporate stabilized natural colours, thus affording a dynamically natural coloured tablet film coating system. The development approach has established a scientific paradigm in tablet film coating technologies.

T

he most powerful concept in stabilizing calcium carbonate and affording the brightest and whitest formulation is the addition of a polyol, specifically xylitol. Xylitol is a straightchained hydrocarbon with five functional hydroxyl groups on the chain — commonly referred to as a pentitol derived from pentose. Xylitol — a natural ingredient found in vegetables, fruits, corn cobs and various hardwood trees — increases whiteness in the calcium carbonate film coating system because it has the affinity to complex free calcite ions. White tablet film coatings are widely used in the pharmaceutical and dietary supplement industries. The white film coating opacity is typically derived from the use of titanium dioxide because titanium dioxide, in its powdered form, provides the whitest and most highly opaque film with high refractive indices of greater than 2.5 nD20. The high refractive index correlates to the best light scattering abilities and, thus, hiding powers; the very reason for using this material as a film coating on tablets.

Recent questions have arisen with regards to titanium dioxide as a natural ingredient, irrespective of the fact that it’s exempt from certification. Titanium dioxide is mined from either the natural ores of ilmenite and leucoxene or rutile beach sand. Comparative processing illustrations of titanium dioxide and calcium carbonate are presented in Flow Charts 1 and 2.

Increased consumer health consciousness requires scientists to seek alternative methods of achieving white film coatings that are more natural, yet still afford high opacity; one alternative method to address this trend is to utilize calcium carbonate in the film coating system. However, as a result of the lower refractive index, replacing

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titanium dioxide with calcium carbonate leads to a weight gain of up to and above 10%, compared with weight gains of only 3—4% when utilizing titanium dioxide.

Sensient Pharmaceutical Coating System scientists have developed a novel method to achieve a highly opaque, naturally white film coating system called Spectrablend CC. This system utilizes calcium carbonate as the opaquing agent, which requires only 4–8% weight gains to achieve bright white tablet films on either white or dark cores.

The Novel Discovery Several approaches to the novel discovery of increased opacity were studied utilizing calcium carbonate. In short, the effects of the association of an anionic polymer to calcium carbonate, plating and scavenging and complexing free calcite ions were the

Limestone Mined

substance of increasing high opacities. In comparison, titanium dioxide (TiO2) and calcium carbonate (CaCO3) have the ability to reflect visible light, but their refractive indices are different, thus reflecting light to different degrees. As seen in Figure 1, the opacity of calcium carbonate is poor.1 One way of increasing the opacity of calcium carbonate is to increase its reflection, which can be achieved by understanding the surface area.

Precipitated calcium carbonate’s morphology affords an increased surface

Ilmenite/Titanium Slag

Dry & Mill

Sulfuric Acid Digestion

area; therefore, increasing the angular reflectance creates enhanced opacity.

The difference in crystalline structures between ground calcium carbonate (GCC) and precipitated calcium carbonate (PCC) is depicted in Figure 2, in which precipitated calcium carbonate appears to be uniform and finely distributed, whereas Figure 3 reveals the greater surface area under high magnification. 2 As precipitated calcium carbonate provides an increased surface area, it was also thought that the its potential to dissociate in water was more prevalent. The dissociation of calcium carbonate in water is well known — exhibiting associated Lewis base sites with various dissociation complexes including significant ionic species that are formed in situ (H+, OH-, Ca2+, CO2-3, HCO-3 and CaHCO+3).

Mechanistically, calcium carbonate breaks down in water forming calcium oxide and

Crystallization

nutraceutical and dietary supplement

Conclusion

The premium performance and of this film coating will enable

Limestone Calcined – (heated)

Re-Crystallization Lime added to Water (slaking)

Calcination Calcium Carbonate Precipiates

Dry & Mill — Package

companies to expand their consumer appeal and market

Filter — Dry & Mill — Package Flow Chart 2: Precipitated calcium carbonate’s manufacturing process.

Figure 2: Comparison of ground (GCC) and precipitated (PCC) calcium carbonate.

carbon dioxide (CaCO3  CaO + CO2); and, with the generation of carbon dioxide, further dissociation occurs whereby Ca2+ is coupled with two moles of carbonic acid (Ca(HCO3)2). However, in a basic medium with a pH greater than 8, carbonic and calcite ions will form ordered sites on the calcium surface. Free calcite ions can be stabilized by various methods, including the introduction of an anionic polymer to the system, rendering hydrophobicity to the calcium carbonate as well as forming calcite ion complexes. Rendering hydrophobicity provides a stabilizing effect to increase opacity strength. A process called “plating” renders this hydrophobicity. Plating mechanisms are an association complex mechanism of free calcite ion attractions to the carboxyl functional group of the fatty acid. The addition of fatty acids also offers plasticity to the coating system.

visual enhancements

Limestone Crushed – Powder

Flow Chart 1: Titanium dioxide’s manufacturing process.

Figure 1: Refractive index differentiation of TiO2 and CaCO3.

preference.

Sensient’s patent pending Spectrablend CC provides an alternative way to opacify tablet film coatings comprising pure natural ingredients. The premium performance and visual enhancements developed with this novel film coating discovery are desirable for nutraceutical and dietary supplement companies looking for ways to expand their consumer appeal and market preference.

Figure 3: Precipitated calcium carbonate at high magnification.

References 1. G .M. Schmidt, Personal Communication: permission to use an image, “Dupont Image: Figure 1: Effect of Refractive Index Differences (www.specialchem4polymers.com/tc/ titanium-dioxide//index.aspx?id=benefits_ opacity), 1–2 June 2011.

2. C . Raines, Personal Communication: permission to use a Specialty Minerals image (www.specialtyminerals.com/our-minerals/ what-is-pcc/), 31 May 2011.

For more information Steve Strickland, General Manager, Sensient Pharmaceutical Coating Systems. steven.strickland@sensient.com Tel. +1 313 658 7352

July/August 2011 www.nutraceuticalmag.com

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technology

Optimizing Manufacturing Using the Overall Equipment Effectiveness Metric

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OEE: an emerging metric

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idely used across many plants, the Overall Equipment Effectiveness (OEE) metric is typically employed to track losses in availability, performance efficiency and quality. Its initial emergence, alongside that of the Deming Cycle, occurred in the 1950s, which saw it develop from the Japanese Quality Revolution. Based on the ‘scientific method,’ the Deming Cycle demanded the collection of data to identify and characterize the problem requiring solution. OEE percentages thus became a metric used to compare current equipment performance with a standard, which came to be known as “world class OEE,” defined as a measure of 85% equipment effectiveness or above. A further major emergence in the 1980s resulted in OEE becoming one of the more important and frequently used performance management metrics. Its initial purpose of identifying the major losses in equipment efficacy and reliability meant that the early Toyota Production System focused on eliminating waste to reduce cost.

Calculating OEE OEE is calculated as follows: Availability % (x) Performance Efficiency % (x) Rate of Quality % (=) OEE% Like any other, the OEE metric should inform behaviour, particularly ensuring that improvement activity addresses those problems with the greatest impact on key business objectives. This is typically achieved either by the increase of available production to reduce unit cost or lead times, or better utilization of existing assets to defer the need for expansion capital.

Although relatively simple to calculate, OEE has a fairly complex structure, relying as it does on capturing each reason for time loss or product wastage in detail. In addition to this, data must be presented in an optimal form for analysis.

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Determining the Critical Machine

The first step toward improving OEE is to determine which asset or process stage is the ultimate driver of line performance: this is known as the ‘critical machine.’

The critical machine is usually the most expensive asset, or that which demands most utilization. Any loss in the system that negatively impacts the critical machine, therefore, should be the focus of OEE improvement activities. In most cases, any system loss that does not impact the critical machine is not a priority, unless it is safety or product loss related.

Constructing a Data-Driven Improvement System Upon identification of the critical machine, it is necessary to construct an OEE improvement system based on data-driven problem solving. This system should be designed to overcome the key issues encountered in problem solving activities: • Although an organization can equip its problem solvers with good tools and processes, they will be ineffective without a feed of quality data and information.

• Regardless of how well trained individuals and teams are, if they are placed in a poorly designed process, the process will usually win.

• Many companies invest huge sums of money in technology and enterprise resource planning (ERP) systems to gather, analyse and report data.

Technology alone, however, is rarely a solution; people and processes are critical to extracting its maximum benefit.

• Poor information can result in the misdirection of a tremendous amount of continuous improvement activity toward resolving its own problems. As a consequence, implementation of the solution produces little measured impact on performance improvement or cost reduction. In turn, this may reduce the

desire of individuals to participate in improvement teams, and divert precious time and resources from real issues.

In the worst cases, it may result in the implementation of actions and changes that cause further or future problems.

A Common Case By way of example, consider a filling or packing line wherein stoppages are detected by a downtime-recording device on the relevant machine. An improvement team sets out to reduce downtime and, after working on some of the delays, perceives a slight improvement.

Unfortunately, only details concerning the stoppage time of that machine are available to them; when a system that views overall line performance is employed to undertake further analysis, it is noted that feed disruption from upstream units was the primary cause of low productivity on the packing line. Merely increasing availability on the line without correcting the upstream problem had no true impact on the critical unit’s output performance.

This is not an uncommon scenario: thousands of hours are being devoted to resolving problems that have little or no impact on OEE. As inadequate information can lead to misdirected work efforts through misdirected information, its counterpart — volumes of data — may have an equally detrimental effect. The

systems employed by organizations today can deliver reams of information to those responsible for performance improvement, which is then cut, sliced and diced in bespoke software packages or selfconstructed databases. Problems arise, however, because the information output from this depth of analysis is all too late to enable OEE improvement.

Key Elements Data-driven problem solving operates in four key steps, each of which encourages the organization to focus energy on building the optimal system to promote OEE performance improvement. A central element of this advancement is leadership, which plays an invaluable role in pursuing performance improvement. Information, processes and people constitute the other key components. “What is the biggest barrier to performance improvement?” is a question frequently asked, to which typical responses include the organization’s “culture,” the equipment in the plant or process, the people, and “lack of information.” A significant obstacle observed by consultants is one that is not always favoured by leadership: the “barrier of existing good performance.”

Why is this the case? To truly excel and pursue stretch goals, which if achieved will grant distinction from the competition, an organization must experience discomfort with current operations, or feel a need for improvement. If an organization’s leadership believes it to have a respectable

performance level, through intercompany and perhaps external benchmarking data, it is less likely to create the need for change that will lead to OEE performance improvement. In the absence of this “felt need” for change, the organization will improve on an incremental basis only, unless pressured by external events.

Leadership is central to fostering OEE improvement, both in its ability to establish a felt need for change and its power to provide the resources necessary to build other elements of a data-driven problem solving model: information, processes and people. Any information system is also essential to provide accurate realtime data, ensuring that problem solvers focus on priorities. As noted in the above common case, the information system must present data at an optimal level to

guarantee that the issues restricting OEE performance are highlighted. The role of processes is to ensure the efficient completion of work and the existence of correct operational daily disciplines, such as review meetings, activity monitoring etc.

Processes also harbour problem-solving tools for the resolution of issues and can have a substantial impact on both speed of resolution and the effective capture and communication of information.

The fourth component of a system is its people. People possess the technical knowledge and capabilities to overcome hindrances to the improvement of OEE performance. For these people to be effective, it is critical that skills are maintained and enhanced as equipment and production processes change. It is also necessary for them to be trained in the organization’s systems and processes, operating and problem solving to remain effective. The four elements described in data-driven problem solving are closely connected and the system they comprise must be checked and balanced: it is only as strong as its weakest component.

Each element is vital. With accurate information, the organization will focus on resolving the most pertinent issues, thereby driving improvement. Without it, the wrong problems will be attended to and any positive impact will be negligible.

If processes are robust, improvements will be obtained in a consistent manner and results will be sustainable. If this is not the case, advances will be gained only by the efforts and heroism of individuals, as opposed to those of a co-ordinated organizational effort. If capable, people will address and resolve problems quickly and efficiently. If these abilities are not built and maintained, however, this ability will be diminished, teams will be less effective and confidence will drop.

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technology

The Need for Tactics and Strategies

The Acid Test To establish the degree to which an organization is performing in OEE improvement, it is useful to consider the following acid test: score organization performance in each area between 1 and 10, with 1 correlating to apprentice and 10 to mastery, and then take an average of the four scores. Typically, a score of 8 and above would equate to “world class” OEEs of 85% or greater; the 6–7 range equal OEEs of 70–85% and an average of 5 or less equates to a performance of less than 55%.

A5 quer-4c-D-F-E:Layout 1

07.09.2010

Regardless of an organization’s origins, the process of data-driven problem solving should be applied at both tactical and strategic levels.

The tactical level operates on an hour-to-hour or shift-to-shift basis, with teams focusing on the greatest losses and speedily accessing the root cause by using proven processes.

This results in improved performance consistency. On a strategic level, longer-term issues are identified and initiate improvement projects. These issues are typically addressed through cross-functional improvement teams with a long-term goal of significantly reducing losses in a specific area. Tracking of such improvements is then monitored through the information system.

Intentional Improvement Initiatives In food manufacturing, in which line performance and speed of resolution are critical success factors, building an effective data-driven problem solving 15:23 Uhr

system is key. This will not come about by chance; it will only occur if an organization develops a clear benchmark of its current system and then carefully plans out improvements to be made within each of the four critical areas: leadership, information, people and processes. Success will comprise improved performance across the range of operational metrics that OEE encompasses and will, without doubt, be visible in the financial statements of the business.

For more information Kevin Duffy Global Vice President Kepner-Tregoe www.Kepner-Tregoe.com

Seite 3

www.stolz-concept.de

We’re taking a (super)critical look at extract quality

FLAVEX ® Naturextrakte GmbH · info@flavex.com · www.flavex.com

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corporate profile

corporate profile

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Corporate Description

Corporate Description Fortitech Europe ApS is part of the global network of manufacturing and distribution companies of Fortitech, Inc., the world leader in the development of custom nutrient premixes for the food, drink and pharmaceutical industries. Founded in 1986, Fortitech is the only international company exclusively dedicated to the development and manufacture of nutrient premixes. Located in a state-of-theart facility in Gadstrup, Denmark, the facility provides manufacturing and the development and testing of premixes in a hi-tech laboratory. Fortitech premixes integrate functional ingredients from a comprehensive selection of vitamins, minerals, amino acids, nucleotides and nutraceuticals and are used in a variety of applications including; baby formulas, cereals, bars, dairy products, nutrition and sports drinks, juices, snacks, waters, candies, spreads, supplements and more.

Among the numerous benefits they offer to manufacturers, nutrient premixes, as single sources of multiple nutrients, streamline production processes to result in a saving on labour, cost and testing and also help to meet the nutritional and health interests of markets worldwide.

Offering more than simply premixes, Fortitech provides solutions, delivering multiple nutrients in a single premix while preserving three key elements of successful premixes: taste, stability and texture. Key to our strategy is developing formulations using functional ingredients that serve a dual purpose, i.e. delivering a health benefit while

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providing processing advantages such as better distribution for homogeneity.

Moreover, our nutrient premixes provide manufacturers with a competitive edge with which to drive sales.

An ISO 9001:2008 and BRC certified company, Fortitech Europe manufactures each nutrient premix under the strictest GMPs in the industry. Before shipment, each batch is carefully tested for potency and consistency as well as labelled with a Certificate of Analysis. Fortitech Europe supplies custom premixes in liquid or powder form, in virtually any quantity and company products can comply with kosher and halal standards. Fortitech Europe also meets the requirements for HACCP and Allergen Monitoring program standards. The company serves customers throughout Europe, Russia, the Middle East and Africa.

The company website (www. fortitech.com) is a key focal point for fortification knowledge, offering a global view of nutrition trends, solutions and opportunities. The online R&D Centre enables users to conduct research on markets, nutrients, applications and health conditions to benefit from the latest information for developing a healthier consumer product. Also featuring downloadable technical papers and podcasts, the site offers easy access to information on breaking industry news and regulations and market trends, an online formulation worksheet to initiate product development with Fortitech’s premix experts and other resources to help manufacturers create the optimum product solution. Not just premixes …

Fortitech delivers strategic nutrition!

NUTRACEUTICAL BUSINESS & TECHNOLOGY

Algea was founded in 1937 on the basis of a strong intuition that the use of seaweed for nutrition had great potential. This prompted pioneering activity at the extreme northern latitudes of Norway and just beyond the boundaries of the Arctic Circle, where the ecosystem is still intact and uncontaminated by human presence. Algea has been collecting this unique seaweed for more than 70 years.

NUTRACEUTICAL BUSINESS & TECHNOLOGY

Major Products/Services Ascophyllum Nodosum, is a seaweed that harbours exceptional nutrients that grows where the environment is pure and pristine and the sound of nature is the only audible noise. Immersed in the frigid Norwegian waters in winter and exposed continuously to the force of the sun in summer, this seaweed gathers natural elements of the highest purity and quality.

AlgeaFood products intended for human nutrition come solely from seaweed harvested directly from Algea. Thanks to the presence of iodine, polyphenols, mannitol, vitamins, minerals and alginates, AlgeaFood products are ideal ingredients for functional foodstuffs and dietary supplements.

Today, the entire process is conducted following not only the strict Norwegian regulations, but also the HACCP international procedures reinforcing the protection of the natural virtues of Ascophyllum Nodosum.

Expertise Algea has always invested in R&D, creating highly innovative solutions with the aim of satisfying the various expectations of its customers.

Facilities

Markets Served

The traditional methods of harvesting and drying Ascophyllum Nodosum are now part of the scientific and technological knowhow of Valagro.

Algea serves four markets: ingredients for human nutrition (food supplements and functional foods), ingredients for animal nutrition, cosmetics, and fertilization.

Major Products/Services Custom nutrient premixes for the global food, beverage and pharmaceutical industries.

Facilities Europe, North America, Asia, South America.

Markets Served Fortitech serves the global food, beverage and pharmaceutical industries.

Fortitech Europe ApS Egegaardsvej 9 4621 Gadstrup Denmark.

• T. +45 5824 0500 • F. +45.5824.0580 • infoeurope@fortitech.com • www.fortitech.com • No. of Employees: 450 • Year Founded: 1986

Algea AS PO Box 2143 Løkkemyra, N-6502 Kristiansund, Norway.

• T. + 47 71 58 09 50 • F. +47 71 58 09 51 • info@algea.com • www.algea.com • No. of Employees: 30 • Year Founded: 1937

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corporate profile

Corporate Description

NUTRACEUTICAL BUSINESS & TECHNOLOGY

Introduction Ocean Spray is an agricultural co-operative, owned by more than 600 growers. Ocean Spray cranberries are grown in the United States and Canada, which helps to ensure a stable fruit supply and consistent product quality.

Ocean Spray’s Ingredient Technology Group (ITG) offers an extensive portfolio of fruit ingredients to the nutraceutical, food and beverage industries. Products include cranberry powder, cranberry concentrate, sweetened dried cranberries and BerryFusion ® Fruits.

Latest News Ocean Spray’s Ingredient Technology Group (ITG) and Artemis International, a specialty provider of nutraceutical ingredients, recently announced details of a strategic partnership. Specialists in phytonutrient ingredients for

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nutraceutical applications in the food, beverage, dietary supplement and pharmaceutical industries, Artemis will provide sales and marketing support to Ocean Spray’s sale of cranberry powders and extracts to nutraceutical manufacturers.

Tom Jones, Senior Manager, Business Development, Ocean Spray ITG commented: “We are thrilled that Artemis has agreed to team up with Ocean Spray to combine product expertise and industry acumen to compete in the nutraceutical market.

Artemis will play an essential role in supporting our existing customers and driving Ocean Spray’s continued growth in this segment.”

A leader in cranberry research for more than 65 years, Ocean Spray continues to invest in science to support the role that cranberry can play in whole-body health and wellness. The company’s credentials are underpinned by the stringent quality controls that satisfy the Global Food Safety Initiative (GFSI), including recent certification by the Safe Quality Food Programme, awarded in recognition of Ocean Spray’s comprehensive quality management systems in its dried cranberries manufacturing facilities.

Ocean Spray ITG One Ocean Spray Drive, Lakeville-Middleboro, MA 02349 USA. • Company contact: Tom Jones, Senior Manager, Business Development • T. +1 508 946 7606 • tjones@oceanspray.com • www.oceansprayitg.com • No. of Employees: 2000+ • Year Founded: 1930

Lonza is one of the world’s leading suppliers to the pharmaceutical, healthcare and life science industries, offering products and services that span the needs of its customers, from research to final product manufacture.

It is the global leader in the production and support of active pharmaceutical ingredients both chemically as well as biotechnologically. Biopharmaceuticals are one of the key growth drivers of the pharmaceutical and biotechnology industries. Lonza has strong capabilities in large and small molecules, peptides, amino acids and niche bioproducts that play an important role in the development of novel medicines and healthcare products. The company is a leader in cell-based research, endotoxin detection and cell therapy manufacturing and a foremost provider of value chemical and biotech ingredients to the nutrition, hygiene, preservation, agro and personal care markets.

Lonza has its headquarters in Basel, Switzerland and is listed on the SIX Swiss

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Exchange. In 2010, the company had sales of CHF 2.680 billion. Further information can be found at www.lonza.com.

Major Products/Services Lonza Ltd offers a portfolio of branded health ingredients for the nutrition market: CarnipureTM High quality L-Carnitine, a nutrient essential for energy metabolism.

Extensive research shows that CarnipureTM can play a beneficial role in many areas of health, such as sports nutrition, weight management, infant nutrition, male fertility and pregnancy.

DHAidTM A totally vegetarian source of

NUTRACEUTICAL BUSINESS & TECHNOLOGY

omega-3 DHA that is made from naturally occurring microalgae. Associated health benefits include the support of brain development and function in addition to heart and eye health.

ResistAidTM An immune support ingredient made from North American larch trees that consists of arabinogalactan and bioactive flavonoids, which have antioxidant capacity. Recently published research shows that ResistAidTM selectively enhances the immune systems of healthy adults.

Lonza Ltd Münchensteinerstr. 38 CH-4002 Basel Switzerland • T. +41 61 316 8111 • F. +41 61 316 9111 • nutrition@lonza.com • www.lonzanutrition.com • No. of Employees: 8200 • Year Founded: 1897

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corporate profile

Corporate Description FLAVEX is an independent company and market leader in the supercritical CO 2-extraction of botanicals. All products are developed, produced and certified at the company’s site in Germany, near the borders of France and BeNeLux. FLAVEX serves the food, cosmetic, perfumery, aromatherapy and nutraceutical industries worldwide with innovative high quality flavours, fragrances and bioactive ingredients.

Extraction Technology Supercritical extraction is a gentle, natural and clean method that works with pressurized carbon dioxide. The process eliminates germ count and solvent residue problems, and functions without the stress of high temperatures and without oxygen. The method also conforms to organic production criteria. Using 4000 square metres of office, lab, production and storage space, FLAVEX handles roughly 1000 tons of different plant materials per year. All extraction plants are equipped

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corporate profile

with state-of-the-art control systems and the best equipment for providing reproducible results and validated products.

NUTRACEUTICAL BUSINESS & TECHNOLOGY

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NUTRACEUTICAL BUSINESS & TECHNOLOGY

Product Quality Aside from its technological expertise in supercritical extraction, FLAVEX has long-term experience in selecting high grade botanicals, and comprehensive know-how in phytochemistry and analysis using up-to-date instrumentation. The detailed and traceable documentation of all process validates product purity, consistency and authenticity. FLAVEX offers various specialty oils, flavouring extracts, antioxidants and products with antimicrobial, anti-inflammatory or other bioactive properties from almost 100 different botanicals.

The company is committed to fostering a constructive and trustful working relationship with industrial clients; the qualified members of staff are motivated to act not only as suppliers but as partners and advisers.

FLAVEX Naturextrakte GmbH 7, Nordstrasse, D-66780 Rehlingen, Germany.

• T. +49 6835 9195 0 • F. +49 6835 9195 95 • info@flavex.com • www.flavex.com • No. of Employees: 42 • Year Founded: 1986

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corporate profile

Pharmanager Ingredients is a supplier of herbs, herbal extracts, nutritional substances and bee products. Making full use of our expert knowledge, we have a wide range of functional ingredients available to meet your expectations. We are the company with the highest awareness of the issues and challenges of tomorrow and are capable of rising to the occasion to assist you.

Thanks to our product range, we operate in many different sectors: • Food complements • Food products • P harmaceutical specialties (particularly plant marketing authorization files) • Cosmetics • Animal feed Our technical, scientific and statutory skills work to offer daily support to our customers by means of: • Q uality products that respect

www.nutraceuticalmag.com July/August 2011

corporate profile

European standards (Animal GMP, Organic agriculture certification).

• T he technical adaptation of our products to suit your needs and applications (particles size, dosage, solubility, etc).

• T he provision of scientific and technical advice.

• S upporting your innovative projects.

As a result of its numerous complementary activities —Pharmanager Ingredients, Pharmanager development and Pharmanager Innovation — Pharmanager Group is the ideal partner for your product development. Do not hesitate to contact us to initiate collaboration on joint projects, for which we can provide our technical, scientific, statutory and marketing expertise. www.pharmanager.com

To complete its pharmaceutical services a third pharmaceutical plant was acquired early 2008 for the production of tablets, film- and sugarcoated tablets as well as hard-gelatine capsules. Today, Fine Foods is the biggest independent Italian contract manufacturer for nutraceuticals and one of the most important players in the pharmaceuticals market, boasting more than 270 employees, more than 150 customers (50% of which are in the pharmaceutical industries) and a global turnover of around E64 million.

Production

NUTRACEUTICAL BUSINESS & TECHNOLOGY

PHARMANAGER INGREDIENTS 2, square Lafayette – 49000 ANGERS, France.

• T. +33 241 201 986 • F. +33 241 810 591 • contact@pharmanager-ingredients.com • www.pharmanager-ingredients.com • No. of Employees: 9 • Year Founded: 2004

Founded in 1985 at Brembate (10 km south of Bergamo, 35 km east of Milan and close to Milan and Bergamo’s airports) as a laboratory for the study of fluid bed granulation technology and its applications for the pharmaceutical and nutraceutical industry, Fine Foods NTM quickly became a producer of excipients and semifinished products. The year 1989 saw the company’s transition into a pure contract manufacturer (no own brands) for solid oral forms dedicated to the pharmaceutical and nutraceutical markets. In 1991, new facilities for the production of pharmaceuticals were opened at Brembate and, in 1997, for nutraceuticals at Zingonia-Verdellino.

During the years, plant engineering has followed and was adapted to market requirements, and the company has strenghtened its position in all solid oral forms (powders and granules, effervescent or not; tablets, film-coated or not, effervescent or not; hard gelatin capsules), as well as in virtually every kind of packaging, including sachets, bags, bottles, blisters, jars and so on. Last but not least, Fine Foods NTM has installed lines for the production and packaging of monodose liquid bottles, with or without caps, for powders.

The company’s core technology is still fluid bed granulation, with six lines available: four at the pharmaceutical and two at the nutraceutical plant.

The dietary supplements plant operates according to GMP under USP food 2006 standards. Fine Foods also operates according to ISO 9001-2008 standards and ISO 14001-2004.

Thanks to its international clientele, Fine Foods has a wide knowledge of formulative and regulatory aspects concerning most countries where its customers operate, assisting them with the choice of ingredients and dosage form, and with the documentation that they may require on a countryby-country basis.

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NUTRACEUTICAL BUSINESS & TECHNOLOGY

Fine Foods & Pharmaceuticals N.T.M. S.p.A. Via Berlino 39 I-24040 Verdellino (BG), Italy.

• T. +39 0354 821 382 • F. +39 0354 821 588 • info@finefoods.it • www.finefoods.it • No. of employees: 270 • Year founded: 1985

Services We have a range of other services, including the following: • Complete formulation study and development • Pilot batches • Development and validation of analytical methods • Stability tests • Dossier preparation for registration purposes (CTD Module 3) • Scale-up and process validation • Complete outsourcing from purchasing and raw materials control to finished product release.

July/August 2011 www.nutraceuticalmag.com

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corporate profile

Corporate Description KitoZyme is a European expert and manufacturer of naturally sourced specialty ingredients dedicated to high added-value markets such as; the nutraceutical, cosmetic and medical and pharmaceutical markets, in addition to the food, functional food and beverage industries. Research and development drive KitoZyme to constantly provide these industries with innovative and safe solutions for global health and wellbeing.

KitoZyme’s patented technology enables, for the first time, the production of high-purity chitin-glucan and chitosan from exclusively renewable, non-GMO, safe and traceable fungi, thus responding to the requirements of high performance and safety. KitoZyme’s ingredients

corporate profile

are manufactured in its Belgian ISO 9001:2008 certified facility, following HACCP method.

Corporate Description

NUTRACEUTICAL BUSINESS & TECHNOLOGY

Major Products/Services KIONUTRIME-CS®, THE UNBEATABLE VEGETAL FAT-BINDER! For Weight and Cholesterol Management • Unbeatable fat-binding capacity, at least 800 times its own weight in fat in vitro • Safe and non-allergenic: 100% animalfree, GMO-free, allergen-free • High purity ingredient (>80%) • Leaves all the good nutrients • Scientifically-designed ingredient • Appropriate for use in Kosher, Halal and vegetarian products.

KitoZyme Parc Industriel des Hauts-Sarts, Zone 2 Rue Haute Claire, 4 BE-4040 Herstal, Belgium • T. +32 425 98 500 • F. +32 425 98 409 • info@kitozyme.com • www.kitozyme.com • No. of Employees: 50 • Year Founded: 2000

Cyanotech is a world leader in microalgae technology, producing high-value nutritional products from pure microalgae. Products include BioAstin® Hawaiian Astaxanthin, a powerful antioxidant with expanding applications as a human nutraceutical, and Spirulina Pacifica®, nature’s most nutrientrich superfood.

Hawaiian Spirulina Pacifica has been continuously cultivated for more than 25 years. Combined with innovative processing technologies to maximize nutrient content, Cyanotech has created a superior strain of Spirulina that’s proven to deliver more nutrients than any other Spirulina brand on the market. Studies show that Spirulina benefits cardiovascular, eye and brain health, boosts immunity and increases energy.

BioAstin Hawaiian Astaxanthin is the bestselling global brand of Astaxanthin.

Proprietary processing technology guarantees a stable oleoresin that’s proven to retain Astaxanthin content with time. Cyanotech’s analytical method is the only one accepted by any regulatory body and is now exclusively accepted by the US FDA, Japan, China, Korea and Canada.

Cyanotech Corporation is a GMP and ISO 9001:2008 certified facility. Cyanotech currently holds two patents related to processing and three patents for the use of BioAstin as an internal and external sunscreen, for repetitive stress injury (carpal tunnel syndrome) and for cold sores and fever blisters. BioAstin is clinically validated for joint and tendon health, skin health and eye health.

Products • All-Natural Hawaiian Spirulina Pacifica: The world’s most nutrient-rich superfood.

• BioAstin Hawaiian Astaxanthin: The world’s

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NUTRACEUTICAL BUSINESS & TECHNOLOGY

strongest natural antioxidant and a safe, natural anti-inflammatory.

Located on the edge of an ancient lava flow, our 40- hectare microalgae farm on the Big Island of Hawaii is one of a kind. Our man-made ponds are filled with fresh aquifer water and then inoculated with deep-sea ocean water for the abundant trace minerals available at 600 metres below the Pacific Ocean. We are located in a biosecure zone that’s free of pesticides, herbicides and industrial contaminants. Cyanotech serves the worldwide nutraceutical market.

On May 16, 2011, Cyanotech Corporation was awarded the Presidential E-Award for Exporting.

Cyanotech Corporation 73–4460 Queen Kaahumanu Highway 102, Kailua-Kona, Hawaii 96740, USA. • T. +1 808 326 1353 • F. +1 808 329 3597 • bcapelli@cyanotech.com • www.cyanotech.com • No. of Employees: 70 • Year Founded: 1983

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July/August 2011 www.nutraceuticalmag.com

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Solae is the world leader in the development of innovative soy based technology and ingredients for food and nutritional products, providing solutions that deliver a unique combination of functional, nutritional, economic and sustainable benefits to our customers. At Solae, the journey to innovation begins with nature; we use one of nature’s greatest resources, the soybean, to create nutritious and great tasting ingredients and achieve our goal of providing solutions for today while innovating for tomorrow. With more than 1000 products used by more than 3500 customers, Solae’s soy ingredients are enjoyed by consumers around the world in products such as baked goods, beverages, nutrition bars, meats, vegetarian meals and much more.

Major Products/Services Soy-based ingredients in the form of: • protein isolates • protein concentrates • protein nuggets • fibre • lecithin

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Solae 2 Chemin du Pavillon CH1218 Le Grand Saconnex Switzerland.

• T. 00800 23 452 222 • infoeurope@solae.com • www.solae.com • No. of Employees: approx. 2700 • Year Founded: Formed through a joint venture between DuPont (NYSE: DD) and Bunge (NYSE: BG) in 2003

ADVANCING INNOVATION for 15 years uuu

140+ hours

of educational opportunities • NEW Course – Functional Foods Platform: Hot Topics in Bioactive Compounds

1,300+ booths— The World’s Largest Event for Healthy and Innovative Ingredients

• Omega-3, probiotic, superfruit and aloe workshops • GMP training by NSF-DBA • 3-day Education Program • VendorWorks Presentations on ingredients and technologies Official Media ®

NATURAL PRODUCTS

www.nutraceuticalmag.com July/August 2011

October 10-14, 2011 • Exhibit Hall October 12 & 13 The Venetian & Sands Expo • Las Vegas, NV

www.nutraceuticalmag.com July/Augustand 2011 *Offer does not replace a previously paid registration, is non-transferable, limited to finished-product manufacturers valid through Aug. 31, 2011.

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event preview

Asia event preview

event preview

The global nutraceutical event

Hong Kong Plays Host to New Vitafoods Asia Event

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n response to the growing pan-Asian nutraceutical, functional foods and functional beverages market, the familiar name of Vitafoods will launch itself into a new geography: Vitafoods Asia will have its debut at AsiaWorld-Expo, Hong Kong, from 7–9 September 2011 (www. vitafoodsasia.com). This event will act as the ideal platform for visitors hailing from countries such as China, Japan, Thailand, Vietnam and Cambodia and demands attendance from anyone in the industry keen to source new products, partners and suppliers. Event Director Chris Lee highlighted the opportunity provided for “Asian companies not only to discover new ingredients … but to touch and taste them — something that can really make a difference in determining which best suits your market.”

The event will play host to more than 100 suppliers of nutraceuticals and ingredients for dietary supplements, functional foods and drinks, plus leading industry associations, in one location for three days, which, as Chris Lee remarks, “also provides a great place to network and generate new business leads.” Exhibitors set to showcase their latest innovations include international brands such as BASF, Croda, Danisco, DSM, Ingredia and Naturex. They will be accompanied by regional brands Yigeda Bio-Technology, Shaanxi Jiahe Phytocham, Handan Chen’Guang Precious Oil and Huisong Pharmaceuticals. To welcome visitors to the show, the chairman of the ASEAN Alliance of Health Supplement Associations (AAHSA) will deliver an opening ceremony speech, followed by the world-famous Lion Dance — performed to scare away evil spirits and to summon luck and fortune.

More than Just an Exhibition The Seminar Theatre, run alongside the exhibition, will act as a platform for a variety of exhibitors, who will present sessions on some of their latest research, nutraceutical and functional food and drink innovations to keep visitors up-to-date on their products and services.

Keynote speakers include Daniel Quek, VP of Cerebos Pacific and the President of Health

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Supplements Industry Association Singapore, plus presentations from BASF, Croda, DSM, DECAS, Chr. Hansen, Biotropics and Danisco.

Many others are awaiting confirmation. EAS will offer free individual advisory sessions with its experts; visitors can benefit from sessions tailored to any aspect of their business, including advice on European and Asian regulations, strategy, labelling and claims.

Located in prime position at the show’s entrance, the Vitafoods Asia New Products Zone will have innovation as its determining theme. Companies with innovative new market launches are invited to enter their products for display in this feature, which, as the first stop for many attendees, is a valuable tool in helping visitors to plan their trip during the course of the event. Visitors will also be able to discover what’s new in the market as VitaTrend, from Innova Market Insights, explains the latest trends and business opportunities for companies across Asia.

Leading Industry Suppliers Exhibiting • BASF (Stand 130) BASF, including recently acquired Cognis, will together present their latest Newtrition concepts and finished products in Hong Kong.

• Danisco (Stand 540) Danisco will use Vitafoods Asia as a platform to showcase the latest new addition to its health and nutrition portfolio. Visitors will have the opportunity to sample functional ingredients presented in various food and dietary supplement applications including PinVita Phytosterols.

• Frutarom (Stand 222) Frutarom has announced the launch of its latest campaign to tackle jet lag symptoms in a natural way and will showcase a selection of botanical extracts that target these common symptoms.

• Indena (Stand 521) Indena, dedicated to the identification, development and production of active principles derived from plants, will be showcasing Meriva, its standardized curcumin mixture formulated with Phytosome technology.

• Lallemand Health Ingredients (Stand 252) Lallemand Health Ingredients will be showcasing its premium yeast based minerals and vitamins, selenium, zinc and vitamin B yeasts, from the Lalmin range.

• Naturex (Stand 140) Naturex will be launching an organic grade of Svetol (for weight management) and Cyracos (for relaxation) at the show, alongside its latest results on Cereboost, developed for cognitive performance.

For further information and details about exhibiting Chris Lee, Event Director Tel. +44 207 017 7036 chris.lee@informa.com To register for a free entry badge please visit www.vitafoodsasia.com/register

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regulatory review

Analytical Chemistry Basics

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ealing with the quality of raw materials and finished products requires the use of analytical chemistry. Yet, many of the people involved are not trained chemists. At some point, purchasing, marketing, quality assurance, quality control and management personnel are faced with decisions that rely on analytical chemistry data. Management may also consider implementing an analytical laboratory, increasing the capabilities of a small, established laboratory or outsourcing. This requires budgetary decisions relating to hiring chemists with specific knowledge and qualifications with corresponding salaries, capital equipment investments and/or contract testing costs. For purchasing, it might be choosing what supplier to use; so, it is beneficial to understand the Certificate of Authenticity or laboratory results. Someone in marketing might use chemical data in presentations or brochures comparing a competitor’s product with their own, so understanding the methods used and information gained from them is important, especially when different methods were used on the two products. Anyone in quality routinely analyses laboratory data to gather historical data about a product to set specifications, look for trends and general product information. Therefore, everyone involved should have basic background knowledge of the testing and what information can be gathered from the different types of experiments used in the analytical chemistry laboratory.

Analytical chemistry is used to determine the chemical composition of samples. It can be broken down into two general types of analysis.

Qualitative analysis deals with the identification of a pure substance, of an analyte (component of interest) in a matrix or of components in a mixture. An example is ID tests of raw materials found in USP/EP methods. Quantitative analysis is performed to determine how much of a component(s) is present, which implies that the identity is already known. Examples include USP/EP assays, limit tests and related compound tests. Some methods can provide both quantitative and qualitative results, such as those seen with GC/MS. Analysis is further divided into three categories: physical property analysis, classical wet chemistry methods and instrumentation methods. Physical measurements typically require simple and inexpensive equipment, do not involve chemical reactions and do not require highly trained personnel to operate and/or interpret results.

These methods are generally easy to set up at a manufacturing facility without a large budget to spend on analytical equipment and salaries.

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These include melting point, specific gravity and refractive index. These are commonly used for qualitative purposes on raw materials but may be used to quantitate an analyte in a mixture.

Refractive index for example, the value of which changes with analyte concentration in a mixture can be used to determine the amount. For the most part, these methods are not suitable for finished products owing to interferences from other components present in the matrix.

Finished products often require some type of chemical procedure to separate out the analyte of interest.

Dr Cheri Turman

Wet methods are referred to as classical because they have been used since the 19th century or earlier. The methods involve chemical reactions and techniques that require at least a mid-level chemist to execute proficiently. The analyte is usually separated from the rest of the matrix by distillation, extraction or precipitation.

Once isolated, the analyte can be analysed by the physical methods listed above, gravimetric analysis or titrimetric analysis. If all steps involved in separation are done quantitatively, meaning the exact volumes and weights are controlled throughout the experiment, a quantitative measurement can be made using an appropriate physical method. Otherwise, the analysis may only be used for qualitative purposes. Gravimetric analysis, by contrast, is a quantitative technique by definition as the determination of analyte quantity is based on weight measurements.

A simple example of this concept is moisture determination, in which the original sample is weighed and recorded, placed in an oven to remove the water from the sample and, after a set time period, the sample is reweighed. The per cent moisture is calculated by difference between initial and final weight. Titrimetric or volumetric analysis is another quantitative technique and, as the name implies, involves

controlled volume measurements. A solution with a known concentration is used to react with a solution containing the unknown analyte. The volume of each solution is used in a calculation to determine the original analyte amount in the sample. Titrations range from very general chemical reactions such as acid-base reactions that are pH sensitive to highly specific chemistries that require ion specific electrodes. Depending on the complexity of the wet chemistry method, these can be applied to finished products.

However, it is important to point out the trend for many standards to move to the more advanced instrumentation methods for many reasons, including safer reagents, sensitivity, less analyst error and additional information that may be gained from a single experiment that may go unnoticed in a wet method.

The advancement of computer and electronic technology has really launched the capability and reliability of instrumentation. Chromatographic and electrophoretic techniques substitute for the wet chemical distillation, extraction and precipitation techniques for highly efficient and repeatable separations of analyte from matrix.

These include Gas Chromatography (GC), High Performance Liquid Chromatography (HPLC) and Capillary Electrophoresis (CE). Detection methods again utilize physical properties of the analyte such as conductivity, light absorption or fluorescence but this instrumentation is electronically controlled, finely tuned and very precise. A complete system with a separation device and detector such as conductivity may be used for quantitation only, but the use of a mass spectrometer (MS) in place of a conductivity detector can provide both qualitative and quantitative results. The repeatability and sensitivity of high precision instruments make them very attractive, but they do come with a higher price tag than the aforementioned methods. Moreover, they require highly skilled chemists to both operate and interpret results.

Every method has its advantages, disadvantages and limitations pertaining to costs and quality of results; so, recognizing these should be a priority.

It may take a little time to research but the effort will benefit all involved.

For more information Dr Cheri Turman Director of Chemistry Analytical Food Laboratories Tel. +1 800 242 6494 cheri@afltexas.com www.afltexas.com

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Pyour BV Introduces Pyour Synergy Following many years of in-house product development, Pyour BV has recently launched its product ‘Pyour Synergy’ to international markets.

Pyour Detox is a highly innovative product that purifies the bowels and supports the uptake of essential nutrients. Presented as combinations of bio-active gels and herbal micro fibres, the gel is a formulation containing the patented 2QR-complex — which has the ability to selectively block adhesion of harmful bacteria to the gastro-intestinal mucosa — combined with prebiotic substances. Pathogens are neutralized in a safe and effective way to reduce (pathogenic) microbial colonization.

The influence of the 2QR complex in the formulation has been tested on harmful bacteria such as Helicobacter pylori, Escherichia coli, Salmonella panama, Campylobacter jejunii in addition to beneficial species of the intestinal mirco-flora. Results have shown that the counts of pathogenic bacteria are greatly reduced while those of the beneficial and commensal flora are not significantly affected. Pyour PreBio is a unique prebiotic supplement that combines 20 effervescent tablets with the patented ‘HydraVit’ drinking system. The effervescent tablet dissolves to release healthy substances — ‘power food’ (galacto-oligosaccharides) for beneficial bacteroa — into the water at the moment of drinking. Pyour BV establishes long-term business partnerships with distribution companies experienced and established in the field of OTC Health products. For information regarding possibilities please contact Pyour’s general manager, Melvin Broekaart at m.broekaart@pyour.com

KiOnutrime-Cs® The healthy vegetal fat-binder!

A NEW SOURCE OF CHITOSAN

A POTENT AND WELL DOCUMENTED EFFICACY

SUITABLE FOR A WIDE RANGE OF FORMULATIONS

• Low molecular weight inducing a faster dissolution time

• Binds up to 800 times its own weight in fat (pass/fail in vitro test)

• Easy-to-formulate

• Substantial equivalence to animal-based chitosan (EC/258/97)

• Helps maintaining a healthy level of cholesterol

• High quality and purity

• Extracted from a renewable and traceable vegetal source

• Effective at low dose (1,5g or 3x500mg/day)

• Development of new formulations: sachets, gums, soft-gel capsules, bars…

VEGETAL FAT BINDER

• Halal & Kasher certified

KitoZyme GIVE YOUR WEIGHT LOSS FORMULATIONS THAT EXTRA BOOST : VISIT WWW.KITOZYME.COM

Artenergy Publishing Srl

KiOnutrime-Cs® Contact : Tel. +32 4 259 85 00 I info@kitozyme.com

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The Largest Event for Food Ingredients and Nutraceuticals Returns to Shanghai China is widely recognized as offering a rich tapestry of traditional and functional food ingredients. Fi Asia-China, Hi, Ni China, in conjunction with CPhI China and Nutraceuticals Products China (NPC), is the country’s biggest exhibition that is dedicated to the nutraceutical and pharmaceutical foods industries. The show will feature more than 2100 exhibitors and is expected to attract in excess of 42000 visitors from Asia and beyond.

The show’s organizer has teamed up with IUFoST (the International Union of Food Science and Technology), who have put together an innovative conference that will feature some of the best minds in academia and industry. Speakers will share their experiences and strategies for success, creating and developing a new market niche, and enhancing existing products safely and economically. Speakers include: Professor Paul Singh, member of the US National Academy of Engineering; Dr. Rickey Yada, Canada Research Chair of Food Protein Structure and an expert on Nanotechnology; Dr. Michael Knowles, Vice President of Global Scientific and Regulatory Affairs for Coca-Cola and Dr. Bernhard Van Lengerich from General Mills.

The event will also offer a variety of technical seminars, product showcases, matchmaking programmes and associations’ conferences. For more information and free registration, visit www.ingredientsnetwork.com/China.

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16/04/10 16:16

The healthy vegetal fat-binder!

A NEW SOURCE OF CHITOSAN

A POTENT AND WELL DOCUMENTED EFFICACY

SUITABLE FOR A WIDE RANGE OF FORMULATIONS

• Low molecular weight inducing a faster dissolution time

• Binds up to 800 times its own weight in fat (pass/fail in vitro test)

• Easy-to-formulate

• Substantial equivalence to animal-based chitosan (EC/258/97)

• Helps maintaining a healthy level of cholesterol

• High quality and purity

• Extracted from a renewable and traceable vegetal source

• Effective at low dose (1,5g or 3x500mg/day)

• Development of new formulations: sachets, gums, soft-gel capsules, bars…

VEGETAL FAT BINDER

• Halal & Kasher certified

KitoZyme GIVE YOUR WEIGHT LOSS FORMULATIONS THAT EXTRA BOOST : VISIT WWW.KITOZYME.COM Contact : Tel. +32 4 259 85 00 I info@kitozyme.com

10 PUB KiOnutrime-Cs D.indd 1

July/August 2011 www.nutraceuticalmag.com

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Healthy arteries support a healthy heart.* ARTINIA™ supports healthy arteries.* The heart needs clean, healthy arteries to function at its best.* ARTINIA provides the benefits of both soluble and insoluble fiber to support the body's natural defenses against oxidized-LDL cholesterol.* This all-natural, GRAS, EU Commission Approved novel food ingredient is gluten-free, Kosher, non-GMO and hypoallergenic.

Give your next heart health product an arterial advantage. Choose ARTINIA.

To learn more about ARTINIA visit www.stratumnutrition.com

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.

ARTINIA™ is a trademark of Novus Nutrition Brands, LLC. © 2011.

www.nutraceuticalmag.com July/August 2011