December, 2012 - Europharma

www.vitaminretailer.com
A VRM, Inc. Publication December 2012
Also Inside:
Brain Health
Sexual Function
Liver Support
Menopause

VR editors pared the list down, but natural
product retailers made the final
decision on this year’s outstanding
introductions.
What makes a great new product? Is it filling a
category void with an innovative delivery
system or ingredient combination? Is it communicating
elevated quality control measures
and safety standards? Ultimately, it comes down to
customer response through repeat purchases, but that’s
something retailers can only enjoy when consideration is
paid to the previously mentioned factors, among others.
For the fifth year in a row, Vitamin Retailer (VR) editors
examined products released late 2011 through September
2012—any product that would have made it to retailers’
shelves from the very close of 2011 through to today. Sifting
through thousands of press releases and reviewing retailer
interviews where stellar products were mentioned, we came
up with a list of Best New Product candidates.
Then a pool of retailers weighed in on VR’s picks based on
what they have been seeing in their stores, along with what they
perceive as innovative, high quality and filling a need. At times,
retailers offered write-in nominees for consideration that they felt
the VR team may have overlooked. Based on all of that feedback,
the list was whittled down to 10 top products, which
readers will find highlighted here.
This wouldn’t have been possible without the enthusiastic
participation of some fantastic retailers, so a big thank you
to all of them, and, of course, a well-deserved congratulations
to the winning manufacturers.
Now, here are VR’s Best New Products 2012:
By Kate Quackenbush
CoffeeGenic
Life Extension
Ft. Lauderdale, FL • (800) 544-4440
People who work to limit their carbohydrate exposure may still be experiencing higher-thandesired
blood sugar levels throughout the day. Blood sugar can surge to dangerously high levels
following meals, and that high level can last for hours. Green coffee extract is a natural compound
that addresses this widespread problem.
To that end, Life Extension has introduced CoffeeGenic, a green coffee extract that provides
a proportion of chlorogenic acid that inhibits the enzyme glucose-6-phosphatase to slow down
the release and creation of excess glucose in the body. CoffeeGenic, available in 200 mg and 400 mg, also supports optimal
fasting and post-prandial glucose levels already within normal range, according to the company.
“This is a great product and it sells very well. Customers are made aware of the link of glucose imbalances and weight
gain,” said David Wygal, CN, nutritionist with Health Fair Vitamin Center in Little Silver, NJ, who added that Life Extension is
“one of the best in terms of support and product development.”
Pamela Wingert, owner of Kankakee Natural Foods in Bradley, IL, said her store carries this product as well as other brands
of coffee bean extract. “This one is more expensive, but it still sells. I really appreciate their clinical testing and research on
products. We feel that they have good quality.”
And the Vitamin Team at Tunies in Coral Springs, FL noted that CoffeeGenic sells well in addition to keeping sugar levels in
a healthy range. “Customers tell us it helps with weight loss as well,” they said.
22 VITAMIN RETAILER WWW.VITAMINRETAILER.COM ■ DECEMBER 2012

Vega One Nutritional Shake
Vega
Burnaby, BC, Canada • (866) 839-8863
Formulated by Brendan Brazier, professional Ironman triathlete and bestselling author on performance
nutrition, Vega One Nutritional Shake is a clean, plant-based choice to fuel healthy,
active lifestyles. Made from natural, whole food ingredients providing a convenient, all-in-one
supplement, each Vega One Nutritional Shake contains 50 percent of daily recommendations
for vitamins and minerals along with protein, fiber, omega-3s, antioxidants, probiotics and
greens. Completely plant-based, Vega One is also free from dairy, soy and gluten, and contains
no added sugar, artificial flavors, colors or sweeteners. Available in Berry, Chocolate,
Vanilla Chai and Natural flavors, it can be shaken with water, juice or a non-dairy beverage,
and as a nutrient-supplementing addition to a smoothie recipe.
“If you are looking for an excellent protein, Vega One is it. We brought in their protein when it
was first introduced and love it!” said Trent Hurley, owner of No Name Nutrition Market West in Omaha, NE, who noted he
uses it personally almost every day. “Customers like the convenient sizes it is available in, and are happy with the clean, pure
ingredients. It is very appealing to vegans, athletes, people with Celiac disease and many others. The company also has excellent
literature available any time.”
Cheryl Hughes, owner of The Whole Wheatery in Lancaster, CA, noted that Vega One Nutritional Shake “is on the rise and
making headway in a tough category.” Meanwhile, the Tunies Vitamin Team offered that “this product mixes well and tastes
great. We’re seeing many of our customers switching from whey to plant-based options.”
Healthy Feet & Nerves
EuroPharma USA
Green Bay, WI • (920) 406-6500
While acute (short-term) inflammation is a normal immune system response that the body uses
on a regular basis as part of the self-healing process, chronic inflammation is implicated in
major illnesses across the spectrum, from cognitive decline to heart disease, diabetes and
metabolic disorders.
To that end, EuroPharma added Healthy Feet & Nerves to its Terry Naturally brand. The
product supports healthy nerve function in the feet, hands and throughout the body, and promotes
healthy blood sugar metabolism and blood circulation. The formula includes a combination
of bioactive B6, B12 and L-methylfolate to support the structures of healthy nerves and
help the body metabolize carbohydrates efficiently. It also delivers alpha lipoic acid, BosPure®
boswellia and highly absorbable chromium chelate, providing nutrient support for activity and
comfort.
No Name Nutrition’s Hurley ordered Health Feet & Nerves in November 2011, and said it
has been a great addition to his stores. “Our customers are having excellent results for neuropathy
and are providing very positive feedback. It is the first product I reach for when dealing with diabetic neuropathy or
anyone with nerve issues,” he said. “EuroPharma’s support is excellent—we have had Terry Lemerond come in twice for consumer
lectures and are planning an another next year. They also offer great literature in addition to excellent product.”
While Healthy Feet & Nerves is a fairly new product in Kankakee Natural Foods, Wingert said, “We get very good feedback
on this for pain and inflammation.”
alternaVites for Kids
Rich Vitamins, LLC
New York, NY • (800) 557-2030
Rich Vitamins’ alternaVites clearly made an impression when it was introduced, earning it
a VR Best New Product award in 2010. This year, the company put forth a kids version—
alternaVites Kids—that provides an alternative to chalky chewables and gummies that are
high in sugar, low in nutrients and can stick to a child’s teeth. Each box offers a 30-day
supply of melt-in-your-mouth daily packets that deliver 17 essential vitamins and minerals,
and the product is specially formulated for children ages 4 and up. Available in
Strawberry Bubblegum and Raspberry Cotton Candy flavors, alternaVites Kids can be
mixed into yogurt, puddings or smoothies. The product has zero grams of sugar, is free
of aspartame and high fructose corn syrup, contains no artificial flavors, colors, sweeteners
or preservatives, and is certified kosher.
When Warren and Michelle Barbieri, owners of The Health Food Store, sampled alternaVites for Kids from Rich Vitamins in
their Tupelo, MS, location, they thought it would be a great addition to its children’s area. “It so user friendly for parents,” they
said, adding that they would be stocking it in their Pontotoc, MS location as well.
The Vitamin Team from Tunies noted that alternaVites for Kids is a strong seller. “Kids love the taste and they are fun to
use.”
DECEMBER 2012 ■ WWW.VITAMINRETAILER.COM VITAMIN RETAILER 23

Weight Formula Line
Redd Remedies
Bradley, IL • (888) 453-5058
Redd Remedies® introduced its supplement formulas
Crave Stop, IN•JOY and Thyroid Strong as part
of a natural health support system that takes a wholeperson
perspective to encourage healthy weight management.
Each product uses a unique blend of adaptogen
herbs, minerals and other nutrients to promote
healthy well-being. IN•JOY provides a platform for the
mind and the body to uplift mood and control and regulate
the stress response with folic acid, vitamins B12
and D, holy basil and schisandra. Thyroid Strong promotes healthy thyroid function and metabolism with zinc, copper, selenium,
kelp, L-tyrosine N-acetyl-cysteine, resveratrol and thyroid-nourishing blend. The key ingredients of Crave Stop include
chromium, vanadium and a healthy appetite blend that helps users address sugar cravings by supporting healthy sugar metabolism,
promoting a healthy appetite, supporting healthy adrenal function and supporting a healthy stress response. IN•JOY
and Thyroid Strong are gluten-free formulas, while Crave Stop is vegetarian.
The Whole Wheatery’s Hughes noted that Redd Remedies is “a great company offering great products that deliver.” The
Tunies Vitamin Team are also big fans of Redd Remedies, and their customers are equally as fond of this line. “These are great
formulations. Customers say [the line] has helped with withdrawing from pharmaceuticals.”
Meanwhile, Redd Remedies is a local company for Wingert of Kankakee Natural Foods, and she has been carrying its product
line for some time and getting great feedback. “Redd Remedies provides great service, education and literature, and anything
else we might need for merchandising support.”
Active D’Lites
ProBiotix Foods
North Logan, UT • (435) 232-3646
Active D’Lites from Probiotix Foods were specifically formulated to go
beyond the benefits of a sugar-free and low carb treat. Available in five
flavors including Chocolate Caramel, Chocolate Almond, Chocolate
Peanut Butter, Chocolate Crisp and Chocolate, each bar contains both
prebiotics and probiotics—a symbiotic combination to promote and sustain
digestive health. They also deliver 7 g of fiber with just 100 calories.
Acitve D’Lites contain no sugar and are naturally sweetened with stevia.
According to Ramona Billingslea, head of marketing for Betsy’s Health Foods in Houston, TX, “Even for junk-food junkies, it
tastes just like a candy bar, despite having a high fiber content. Love, love, love this product!” she said, noting that it has been
selling very well. “It’s very worthy of a prize for diving into the popular pool of probiotics with a product that will potentially do
something as opposed to taking advantage of people’s ignorance and offering less than what is implied (a.k.a. certain popular
yogurt products that shall remain nameless).”
When The Whole Wheatery’s Hughes first saw the product at Natural Products Expo Las Vegas, NV, she was worried the
company’s main focus was the mass market. “But low and behold, they showed up for us to do the ground work. This is an up
and comer. The product tastes great and it’s impressive technology.”
Omega Swirl To-Go
Barlean’s
Ferndale, WA • (800) 455-3529
The same delicious Omega Swirl smoothie taste and texture that turned
the omega-3 category on its head is now available in shelf-stable pouches
(30 single servings per box). Each ultra-pure fish and flaxseed oil
pouch contains an optimal daily dose of omega-3. According to the company,
the six dessert-like flavors—Mango-Peach Fish Oil, Omega Kids
Mango Peach Fish Oil, Strawberry-Banana Flax Oil, Orange Cream Total
Omega, Pomegranate Blueberry Total Omega Vegan and Key Lime Ultra
High Potency Fish Oil—are gluten- and sugar-free (naturally sweetened with Xylitol).
Carrying the Swirls To-Go for a little over a month, Hurley of No Name Nutrition Market West is impressed. “Customers are
happy they can travel and not have to lug around a 16-oz. bottle with them. They can be thrown into carry-on luggage, a
purse or even a lunch box. The taste is fantastic and it is selling really well. Company support from Barlean’s is superb!”
Billingslea with Betsy’s Health Foods, who has been carrying the product for several months now, is really taken with the flavors.
Meanwhile, even though both The Whole Wheatery’s Hughes and Kankakee Natural Foods’ Wingert expressed that the
Omega Swirl bottles are currently selling a bit better than the To-Go varieties, they are really pleased to be able to offer customers
the option. According to Hughes, “I love this company and these products. I have to wait and see how important
portables are [to my customers]. If not, it will be a great way for folks to try these amazing formulas.”
24 VITAMIN RETAILER WWW.VITAMINRETAILER.COM ■ DECEMBER 2012

Solgar No. 7
Solgar, Inc.
Leonia, NJ • (201) 944-2311
Solgar® No. 7 is the next generation alternative after glucosamine that increases
mobility, flexibility and range of motion in sensitive joints. In this breakthrough
formulation specifically created for those with active lifestyles, No. 7
brings together bio-active nutrients that work to create a fast-acting approach
for occasional ‘tweaks’ and joint stresses brought on by exercise, sport or physical
activity in one once-daily, easy-to-swallow vegetable capsule. Free of gluten,
wheat, dairy, soy, yeast, sugar, sodium and artificial flavors, sweeteners, preservatives
and colors, the formula is also void of glucosamine or chondroitin. It
does, however, utilize branded ingredients like Ester-C® vitamin C, 5-Loxin
Advanced (Boswellia serrata extract [resin]), UC-II® standardized cartilage (providing undenatured
type II collagen) and Bioperine® black pepper extract in its pepper spice complex powder, along
with turmeric root 4:1 extract, white willow bark 5:1 extract and ginger root 4:1 extract to target multiple pathways and providing
users with improvements in joint comfort within seven days.
The Tunies Vitamin Team was in strong consensus on the value of this product: “This is the fastest-moving joint formula we
have because it actually begins working within seven days. This should be the No. 1 product of the year.”
Jarrow Oral Probiotics
Jarrow Formulas
Los Angeles, CA • (310) 204-6936
In January 2012, Jarrow Formulas announced the addition of two new oral probiotic
products to its probiotic line: Jarro-Dophilus Oral Probiotic + Vitamin C
(available as both gum and lozenge). Jarro-Dophilus Oral Probiotics contain
probiotic organisms that are clinically-documented to promote immunity and
ear, nose, throat and mouth health, the company stated. Both easy-to-take
forms consist of millions of organisms (200 million per lozenge, 100 million per
gum), allowing maximum probiotic exposure in the oral cavity. Suitable for vegans and vegetarians, Jarro-Dophilus Oral
Probiotics are sugar-free, with no artificial sweeteners or flavors, and come in a Pom-Berry flavor sweetened naturally with
rebiana.
According to Health Fair Vitamin Center’s Wygal, “This is a good product. We carry the lozenges and it’s popular for the oral
health issues crowd. Jarrow is one of those companies that creates great new products and offers excellent support.”
Warren and Michelle Barbieri of The Health Food Store stock Jarrow products item for item in each store (approximately 98
SKUs). They first sampled this product in their Pontotoc, MS, location and thought it was a great fit with their existing Jarrow
inventory. “We work well with our local Jarrow rep. He helps us with questions, product voids, new items and promotions,”
they said.
Extreme Edge Sports Line
Bluebonnet Nutrition Corp.
Sugar Land, TX • (800) 580-8866
Bluebonnet Nutrition’s EXTREME EDGE® line is comprised of three pure
and effective products designed for hardcore bodybuilders, strength/resistance-trained
athletes and endurance athletes to take before, during and
after training. Extreme Edge Pre Workout offers CarnoSyn®, the patented
and most studied form of beta-alanine, to increase the concentration of
carnosine in the muscles, preparing them for extreme performance while
decreasing fatigue; free-form amino acids (L-taurine and L-tyrosine) and responsible levels of natural caffeine ensure energy at
the start of a workout without causing a crash later. Extreme Edge Carbo Load, a glucose-refueling stack, prolongs endurance
with 38 g of complex carbohydrates and long-chain glucose polymers (from waxy maize, maltodextrin, steel cut oats, brown
rice and D-ribose), which are rapidly broken down into glucose, the body’s primary fuel source. Extreme Edge Post Workout
has the 3:1 ratio of protein to carbohydrates that primes muscles for growth and development during the recovery phase. The
whey protein isolate is naturally rich in BCAAs (branch chain amino acids) and powerful immunoglobulins that help neutralize
transient immune suppression.
In addition to the three formulas being free of unnatural excipients, binders, hormones, antibiotics, artificially derived sweeteners,
flavors or colors, they are also Certified for Sport® by NSF.
Casting a vote for Bluebonnet’s sports line wasn’t difficult for Billingslea with Betsy’s Health Foods. “Bluebonnet’s new sports
line offers a truly clean supplement for those interested in this very popular category that, quite frankly, could use some popular
press instead of another ‘adulterated’ scandal,” she said. “We have been carrying this product since it became available,
and it does well in our sports category.” VR
26 VITAMIN RETAILER WWW.VITAMINRETAILER.COM ■ DECEMBER 2012