NBTY launches mini-tab Osteo Bi-Flex EASE
NEW YORK, – NBTY on Wednesday introduced Osteo Bi-Flex EASE, a daily mini-tab that promotes joint comfort. One Osteo Bi-Flex EASE mini-tab a day supplies Vitamin D3, Joint Shield, an herbal ingredient that helps with occasional joint flare-ups and a natural source of collagen called UC-II that has been shown to improve joint comfort.
"Osteo Bi-Flex EASE mini-tabs are 80% smaller than standard joint health supplements and are free of gluten and shellfish," said Osteo Bi-Flex senior brand manager Albert So. "With Osteo Bi-Flex EASE, we have designed a joint health supplement that is easy to take and provides the benefits of collagen UC-II with our proprietary Joint Shield to support mobility and comfort."
Recent research shows that a daily 40mg dose of UC-II collagen, as represented in Osteo Bi-Flex EASE mini-tabs, can be effective in improving joint comfort.
"As we age, our bodies lose collagen and supplementation with this compound may become more important, as collagen is the main component of our connective tissue and plays an intricate role in joint health. The particular standardized form of type II collagen contained in Osteo Bi-Flex EASE has been shown to promote joint comfort," James Rippe, editor-in-chief of the American Journal of Lifestyle Medicine, said.
A survey commissioned last year by Osteo Bi-Flex found that nearly seven in 10 Americans over 34 years of age experience occasional joint stiffness or other concerns. The survey also found that 62% of Gen Xers – now in their late 30s and 40s – are concerned about their joints.
"Supplementation can serve as an essential part of proper nutrition for your joints," Rippe said. "Blood supply to our joints is poor and it is often difficult to get joint health ingredients like glucosamine, chondroitin and collagen in our diets."
Ad Age: Exclusive vitamin brand Olly shaking things up at Target
NEW YORK — In a story of what good merchandising can do to lift category sales, Target generated more than $1 million in sales over the first two weeks its exclusive vitamin brand Olly was on store shelves, Olly founder Eric Ryan told Ad Age in a report published Wednesday.
The brand is exclusive to Target for one year, according to the report, though an e-commerce site pitching Olly will debut in June, Ad Age reported. The brand is built on its promise, which delivers experience over ingredients, for example, sleep vs. melatonin or beauty vs. biotin.
Ryan drew on his experience revolutionizing the cleaning-products category through design. "I could not find a worse aisle in the store [than supplements] that was difficult to shop or had more uninspiring brands," Ryan told Ad Age. "Shoppers would literally stress out trying to find something healthy for them. It's just a sea of confusion."
‘Real Sports’ takes a look at sports nutrition supplements
NEW YORK — HBO's "Real Sports with Bryant Gumbel" on Tuesday aired an expose criticizing the availability of adulterated sports nutrition supplements to the nation's military in a segement titled "In Harm's Way."
According to the synopsis of the episode, "Real Sports" reported that 70% of U.S. troops take some sort of supplement, "many of them workout supplements marketed with the military in mind." The problem explored by "Real Sports" correspondent Soledad O'Brien is the availability of what the segment defines as under-regulated workout supplements that are causing serious injuries to the liver, heart issues and even death.
In response to the episode, the Council of Responsible Nutrition on Wednesday suggested that the segment wasn't fully balanced.
"We share the concerns raised by HBO’s segment last night about stimulant ingredients like DMAA, and CRN has expressed support for FDA’s position that DMAA and similar ingredients are illegal because they lack adequate evidence of safety and present unreasonable health risks," said Steve Mister, SCRN president and CEO. "On the other hand, we are disappointed that HBO ignored our requests to provide perspective from the mainstream, responsible dietary supplement industry as we would have confirmed our position that the products the segment focused on are being illegally marketed as dietary supplements in violation of the requirements for new ingredients. Further, we would have provided accurate information and a more balanced perspective of the numerous provisions in the law, added with the passage of DSHEA and beyond, that have given FDA more authority than it previously had to remove unsafe products from the market and ample tools to enforce the law."
In the segment correspondent O'Brien compared the Food and Drug Administration's pursuit of makers of tainted supplements to a game of whack a mole, where as soon as the agency is able to ban one ingredient, another suspect ingredient becomes available in its place. "To that end, we are concerned that FDA has not always acted as swiftly as appropriate to remove from the market these kinds of questionable products, and we continue to urge for further resources, financial and otherwise, for FDA to more fully enforce the law," Mister said. "Critics of dietary supplement regulation tend to focus on pre-market approval as the only option, ignoring the fact that pre-market approval is not a full-proof method to safety, nor is it a viable option for the vast majority of products in our industry that don’t receive the same patent protection and financial incentives as pharmaceutical products. Our industry is open to dialoguing with those who are serious — and realistic — about finding ways to avoid the kinds of tragedies shown in this segment in the future.”
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