Nutraceutical marketing is not an easy task. It’s all very well creating an advertisement or doing a bit of sampling here and there, but does this always have the desired effect? This industry is more complex than most and often a more robust approach to communication is required. Victory lies in the correct and balanced application of the marketing mix, and the role that exhibitions play in a business-to-business campaigns hould not be underestimated, particularly in an industry like this. However, exhibition organisers can’t rest on their laurels. To guarantee a successful event, they need to ensure that added value is delivered at every opportunity.

The Spring 2008 issue of Nutraceuticals Now is now available.

Excerpts of featured articles are available on this website:

Chr. Hansen: Probiotics are for life
First tooth: Friendly Chocolate with Isomaltulose
Vitafoods 2008 Preview

The foreword is available in full, by clicking here.

Parents these days are increasingly conscious, not only of the effects of certain foods on their own health and well-being but naturally that of their children as well. While children’s diets have changed dramatically over the past decades to include alarming amounts of soft drinks and other high-sugar products, there is most recently a positive trend towards more nutritious and more functional foods with proven benefits for human health. In particular, there is a growing awareness of one of the most prevalent aliments among children, namely dental carries.

Probiotics are recognised as friendly bacteria that are good for you. Research steadily offers more indication areas, where probiotics may improve your general health and well-being. Key is clinical documentation and application knowledge.

Basically, probiotics are healthy, living bacteria naturally occurring in a variety of food ingredients. Traditionally these bacteria have been used to make fermented food products e.g. cheese, kefir and yoghurt. Today, the probiotic bacteria used in food and dietary supplements are harvested via a highly controlled fermentation process. This process results in high numbers of bacteria and ensures quality and purity of the bacteria.

Nowadays probiotics are well established as safe and healthy and are consumed every day by millions of people worldwide. The World Health Organization (WHO) defines probiotics as: “Live micro-organisms which when administrated in adequate amounts confer health benefits to the host”

This article is available in full in the Spring 2008 issue of Nutraceuticals Now