HEALTH

Wellness Brands set to launch NASA-licensed hydration formula

BY Michael Johnsen

BOULDER, Colo. NASA earlier this month licensed a patented hydration formula to Wellness Brands that is effective in treating any type of dehydration, Wellness reported, including altitude sickness, jet lag and hangovers.

“We developed this product to perform optimally under the most extreme conditions,” stated John Greenleaf, former NASA research scientist and inventor of the formula. The novel formula contains a specific ratio of key electrolytes for rapid restoration of hydration. These electrolytes, dissolved in water, optimize the levels of ions in the body, Greenleaf explained.

The beverage is an isotonic formulation that restores both intracellular and extracellular body fluid volumes in dehydrated astronauts, athletes and others. As a result, in studies among athletes, the formula was scientifically shown to deliver greater endurance than sports beverages containing carbohydrates.

Wellness Brands is launching its first electrolyte concentrate brand, The Right Stuff, this month.

“We are confident that anyone suffering from dehydration will benefit from using this product; however, we are rolling it out first to endurance and elite athletes to demonstrate its efficacy for before, during and after exertion, and to serve the most demanding segment of the market,” commented David Belaga, Wellness Brands president. “Based on the scientific evidence, we believe that no product addresses the hydration needs of high-power athletes as effectively as The Right Stuff. … Once the public is aware with how well The Right Stuff works, we’ll offer the technology more broadly to serve a wider range of consumers who want to maximize their hydration.”

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

POLLS

Which area of the industry do you think Amazon’s entry would shake up the most?
HEALTH

Mentholatum Co. adds new product to eye drop line

BY Michael Johnsen

ORCHARD PARK, N.Y. The Mentholatum Co. on Monday launched its latest addition to its Rohto eye drop brand — Rohto Hydra, specifically formulated to lubricate and provide moisture for dry, irritated eyes with the closest hydration as compared with natural tears, the company stated, while also providing the brand’s signature “kick” with menthol.

“The tiny screens of today’s mobile technology, combined with environmental irritants and busy lifestyles, has our eyes dried out,” stated Todd Cantrell, director of marketing in the healthcare division at Mentholatum.

Rohto Hydra contains the active ingredient hypromellose, a lubricant, while menthol provides a cooling sensation to the eyes. The new product will be positioned at a suggested retail price of $8.99 for a 0.4-oz. bottle.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

POLLS

Which area of the industry do you think Amazon’s entry would shake up the most?
HEALTH

Scientists find additive found in plastics harmful to women’s heart health

BY Michael Johnsen

CINCINNATI New research by a team of scientists at the University of Cincinnati released last week found that bisphenol A — an additive in many plastics — may be harmful for the heart, particularly in women. BPA, an environmental pollutant with estrogen activity, is used to make hard, clear plastic and is common in many food product containers. It has been linked to neurological defects, diabetes and breast and prostate cancers.

A research team led by Scott Belcher in the department of pharmacology and cell biophysics found that exposure to BPA and/or estrogen caused abnormal activity in hearts of female rats and mice.

“Low doses of BPA markedly increased the frequency of arrhythmic events,” Belcher said. “The effect of BPA on these cardiac arrhythmias was amplified when exposed to estradiol, the major estrogen hormone in humans. These studies have identified new and important potential cardiac risks associated with BPA exposure that may be especially important for women’s heart health.”

Results of several studies were presented in Washington at ENDO 09, the Endocrine Society’s annual meeting, June 10 to 13.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

POLLS

Which area of the industry do you think Amazon’s entry would shake up the most?