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Seven products of interest coming out of 2014 Nat Expo East

BY Michael Johnsen

BALTIMORE — The Baltimore Convention Center this year played host to more than 23,000 attendees and 1,277 exhibitors at the 2014 Nat Expo East convention for specialty channel operators in the natural food and health space. Each year, DSN highlights some products coming out of the show that could make a splash in the mass market — whether it's an appeal to a particular niche demographic or a trend that's percolating across the specialty space. 
 
Here are this year's products of interest: 
 
Panacea Beverage Company is making a direct play for influential Millennials with its launch of My Cause Spring Water. Five cents from the purchase of every bottle is donated to the local charity of the purchaser's choice. Philanthropic consumers go to the company's website MyCauseWater.com, identify their preferred charity and enter their bottle's barcode. If the consumer does nothing, five cents is still donated to a charity of Panacea's choosing. 
 
 
Millennials, a burgeoning demographic, are interested in altruistic brands, according to Maryellen Molyneaux, president of NMI, in a presentation earlier this year at a GMDC event. “When they know that your company is mindful of its impact on the environment and society, 65% say they’re more likely to try your products; 55% say they’re more likely to talk about you with their friends,” she said. And they’re less price-sensitive, Molyneaux added.
 
Rainbow Light introduced a gummy vitamin to their line of prenatal nutrients in Prenatal Precious Gems, bringing the popular product format to their niche focus on pregnant women. The formulation includes DHA, an omega-3 fatty acid necessary for the development of baby's brain and eyes, along with other prenatal-friendly ingredients like folic acid and zinc. 
 
 
There were many probiotic products on hand. Solgar, for example, showcased its Ohso Belgian chocolate probiotic that contains both Lactobacillus and Bifidobacterium as part of a chocolate bar free from gluten and nuts. Sold individually as part of a checkstand display, the bars retailed for a suggested $1.49. A 7-day pack sells for a suggested $9.99.
 
 
UAS LifeSciences also had a chocolate-like probiotic product geared for children. Featuring the consistency and flavor of white chocolate, UAS launched UP4 Kids Cubes. An 11-count sells for a suggested $11 and a 40-count for $19. And like Panacea Beverage, UAS LifeSciences is tying its new product to a charitable organization. In this case it's Vitamin Angels, for every package of Kids Cubes sold, UAS will donate 25 cents to the organization. 
 
 
Youtheory showcased Mens Collagen ($20.95) and Mens Joint Collagen ($32.95) lines at the Nat Expo East show. While collagen is often associated as an anti-aging supplement, according to Youtheory it also rejuvenates hair and supports bone health. The Joint formula also includes a proprietary Mens Joint Blend ingredient that contains bromelain, cinnamon extract, Boswella Serrata extract, ginger extract and Bioperine black pepper extract. 
 
 
The Nat Expo East convention is well known for the amount of natural food samples that can be had while perusing the aisles. In addition to non-GMO claims, many of the snack manufacturers were touting sprouted ingredients. Seeds, beans and grains each have a natural protective layer. Allowing those ingredients to sprout naturally makes digestion easier and increases nutrient absorption. LivingIntentions had on hand its complete line of Gone Nuts!, nut mixtures that contain raw and sprouted nut blends. Each bag sold for a suggested $4.99. 
 
 
And Way Better Snacks, in addition to its line of better-for-you chips, launched its Way Better sprouted cracker line for early 2015. According to the company, Americans continue to trade traditional meals for smaller eating occasions throughout the day and since 2004, the number of consumers categorized as "healthy snackers" has grown from 29 million to 41 million. The cracker line includes four SKUs:  Rosemarry Me & Olive Oil, Back in Black Bean & Salsa, Beyond the Sea Salt & Cracked Pepper and Mustard & Cheddar Way Better. 
 
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Benefit Cosmetics celebrates beauty and best friends with new ‘Wing Women’ campaign

BY Antoinette Alexander

SAN FRANCISCO — Benefit Cosmetics is taking a bold approach to beauty and friendship with its new “Wing Women” campaign.

National Wing Women Weekend, Sept. 26 to 28, is the first annual weekend dedicated to celebrating the one-of-a-kind bond between a gal and her besties. Just like your real-life wing women who always have your back, the Wing Women campaign celebrates Benefit's eye duo, They're Real Mascara and the newly launched They're Real Push-Up Liner.
 
National Wing Women Weekend will commence with a VIP event unveiling Benefit's spectacular, all-pink pop-up Tattoo Parlor hosted by actress, Vanessa Hudgens and celebrity tattoo artist, Romeo Lacoste. Throughout the weekend, the Benefit Tattoo Parlor will play host to social media maven, Jenna Marbles and a series of celebrity tattoo artists, including Dr. Woo. Here, consumer besties can opt for "fake" custom-designed, temporary tattoos in partnership with Flash Tattoos or, for the most fearless female duos, Benefit invites them to declare their lifelong friendship with "real" ink. For those who decide to declare their love for Benefit Cosmetics with a Benefit branded tattoo, Benefit will provide a year's worth of They're Real Mascara, They're Real Push-Up Liner, plus a beauty bag filled with one of every single Benefit product.

"Benefit has never been shy about pushing boundaries; taking a tongue-in-cheek and oftentimes avant-guard approach to beauty," stated Benefit GM Americas, Aurelian Lis. "This national weekend was designed with our millennial consumers in mind, engaging them through social media, with a modern and playful campaign that has laughter at the core."

Never one for the "traditional," the brand has launched #WingWomen social media badges, including "Gymfluencer" and "Selfie Star", allowing fans to tag in their besties for chances to win beauty swag.
 

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PCAST releases ‘Combating Antibiotic Resistance’ report to POTUS

BY Antoinette Alexander

WASHINGTON — As the evolution of antibiotic resistance in bacteria occurs at an alarming rate, the President’s Council of Advisors on Science and Technology announced that it released to the president last week a report, called "Combating Antibiotic Resistance."

The report was released simultaneously with a National Strategy on Combating Antibiotic Resistant Bacteria, as well as with a Presidential Executive Order emphasizing the importance of addressing this growing challenge

The evolution of antibiotic resistance in bacteria is outpacing the development of new countermeasures. According to the Centers for Disease Control and Prevention, the annual domestic impact of antibiotic-resistant infections to the U.S. economy has been estimated at $20 billion in excess direct healthcare costs, with additional costs to society for lost productivity as high as $35 billion per year and 8 million additional days in hospitals. The safety of many modern medical procedures — including cancer chemotherapy, complex surgery, dialysis for renal disease, and organ transplantation — relies on effective antibiotics. These interventions become significantly more dangerous as bacterial resistance rises. Indeed, the World Health Organization recently warned that we risk entering a “post-antibiotic” era unless we act now.

PCAST recommends measures to strengthen antibiotic stewardship, boost surveillance and facilitate the development of new drugs, diagnostics and vaccines to combat this growing crisis.

Responsible stewardship of antibiotics requires identifying the microbe responsible for disease (ideally with rapid and inexpensive diagnostics); administering the most effective antibiotic at the appropriate dose, route, and time; and discontinuing antibiotic therapy when it is no longer needed. Optimizing the use of our current antibiotics in human health care and animal agriculture will extend the longevity of these life-saving medicines and maximize their benefits, PCAST stated.
 
Increased surveillance for antibiotic-resistant bacteria will enable more effective responses to resistant strains, support earlier identification of outbreaks and limit the spread of resistant organisms. Improved surveillance will help address fundamental questions of where resistant infections originate, practices that contribute to emergence and how resistant microbes are being transmitted, according to PCAST.

Even with improved stewardship and surveillance, PCAST said that it is critical to develop new antibiotics, diagnostics, vaccines and other interventions at a rate that outpaces the emergence of resistant microbes. A robust antibiotic pipeline is essential for creating new antibiotics to replace those being steadily lost to antibiotic resistance. Establishing this pipeline and successfully addressing the rise in antibiotic resistant bacteria will require coordination across governmental, academic, health-related, agricultural and private sectors.

PCAST added that, in the fight against microbes, no permanent victory is possible: As new treatments are developed, organisms will evolve new ways to become resistant. This reality underscores how essential it is to embark on a course of action that will ensure an effective and enduring arsenal of antibiotics. Committing to combating antibiotic-resistant microbes will support patient care, economic growth, agriculture and economic and national security. By taking the recommended steps, the United States and global community will continue to reap the benefits of these medicines.

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