11/04/13

Ingredients supplier Naturex is to promote a range of drinkable dietary supplement concepts that it says offer great taste, naturalness and efficacy, as well as the potential for strong branding and communication.

The four concepts – which contain ingredients from Naturex’s various ranges of natural plant extracts - are called: Sharpen Your Mind, Coach Your Body, Balance Your Life and Boost Your Vitality.

The supplement concepts feature a selection of active ingredients that have been the subject of EFSA-approved claims under the Health Claims Regulation and are now on the EU’s Article 13.1 list of 222 approved general function claims. These active ingredients are delivered by Naturex’s NAT activ range of botanical extracts, which contain standardised levels of natural vitamins and minerals.

In addition, the supplements contain ingredients from Naturex’s NAT life range, including Cereboost American ginseng extract and Svetol, a fat-burning ingredient derived from decaffeinated coffee beans and backed by three clinical studies. Other NAT life ingredients include Cyracos, a lemon balm extract with anti-stress properties and Powergrape, a grape extract offering energy boosting benefits.

“The concepts we have developed are designed to inspire dietary supplement companies who want to differentiate their products from the crowd,” said Antoine Dauby, marketing director of Naturex. “They will demonstrate that all of our ranges of natural ingredients – fruit powders, natural colours and botanical extracts, as well as our formulation expertise – can contribute to creating innovative and successful products.”

“The use of ingredients that have been EFSA-approved enables supplement companies to use strong branding and communications in their marketing. Wherever possible, we have also used natural ingredients to tap into the consumer trend for seeking naturalness in all the products they buy.”

All of the supplement concepts take the form of a sachet stick-pack containing a fruity flavoured powder that can be quickly mixed with water to create a naturally colourful and convenient drink.

“We have developed all of these concepts so that they taste fantastic,” continued Dauby. “This is to reflect the fact that strong organoleptic properties are now a key demand from consumers buying dietary supplements. It’s important for manufacturers and marketers to take account of this trend for better tasting supplements, otherwise they risk being left behind.”