The Spring 2009 issue of Nutraceuticals Now is now available.

Excerpts of featured articles are available on this website:

Vitafoods 2009 Preview
Laboratoire PYC
Rousselot: Hydrolyzed Collagen

Endorsing the power of events

The world is in the throes of an obesity epidemic. Projected to be a bigger threat to life than AIDS and malaria combined, obesity is quickly becoming the most severe global health-care crisis.

But it’s not an irreversible situation. Yes, the onus is on the individual to take reasonable control of their diet but a commitment by the industry to produce healthier food is also essential. This means there is huge opportunity for everyone with any link to the sector to get on the innovation train and develop products that meet these requirements.

However, in the current economic climate, both money and time are precious. Things aren’t as they once were when it comes to new product development (NPD). Gone are the days of hopping on plane after plane to visit potential partners across the globe. Every penny spent needs to be justified and each and every result evaluated. Companies therefore need to find the most cost-effective and efficient ways of making inroads into the industry.

But it’s easier said than done. 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 campaign should 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.

People are often skeptical of exhibitions, believing them to be rather costly. However, what the critics might not be aware of is that visiting highly-targeted exhibitions with a genuine strategy for success in mind can bring tangible results as well as offering real networking opportunities.

The key to the success of exhibitions like Vitafoods International and Finished Products Expo is simple: potential. With a specialist approach, the exhibitions offer research, communication and face-to-face networking, meaning there is a wealth of opportunity out there for companies to explore.

At the 2008 shows, for example, almost 400 companies exhibited, offering visitors an unparalleled opportunity to learn about the exciting new and innovative ingredients taking the markets by storm. As Kevin Prudence from DSM Nutritional Products put it: ‘I have been coming to Vitafoods for as many years as the exhibition has been running – as either an exhibitor or a visitor – and I am always inspired by how the show evolves. Every year, as the market changes, Vitafoods International expands and moves forward so it is a great place to keep up with industry changes. The networking potential is vast too, so meeting with customers and colleagues as well as forging new relationships is easier than ever before.’

The opportunity to meet with a whole host of key industry players and experts can be found in one of the brand new visitor attractions set to take place at the show. This year, experts from EAS will be running free tailored advisory sessions providing information on the very latest regulatory and strategic advice to assist companies looking to enter the functional foods market, health claims, novel foods and labeling requirements. The communication opportunities that surround exhibitions are also essential for both manufacturers and suppliers looking to ‘do business’. Unlike consumer industries where the messages are simpler and the concepts are easier to comprehend, in the nutraceutical market, complexities abound and it is much simpler for both parties to communicate face-to-face in a neutral environment, where all angles and eventualities can be explored. Speaking directly to technicians to gain an understanding of the product and hearing the benefits from those closely involved in the NPD process saves a significant amount of time and money.

But it’s not just about the research aspect. The sociable nature of exhibitions like Vitafoods International and Finished Products Expo lend themselves well to networking. In this market, competition is fierce, so the more opportunities there are to meet with suppliers and thrash out ideas, the better the chances of creating a product with a significant competitive advantage. Exhibitions play on the five senses and these elements combined are what make events such a powerful tool in the marketing mix.

And that is why events like Vitafoods International and Finished Products Expo are so critical within the business-to-business marketing mix, and this year is no exception. Over 8,000 trade visitors are expected to gather in Geneva to see more than 450 exhibitors from across the world. No doubt there will be some serious negotiating, buying and learning going on.

Chris Lee
Event Director, Vitafoods International and
Finished Products Expo 2009

Since ancient times, Hydrolyzed Collagen has been known to be beneficial for human health. Nearly ten centuries ago, abbess Saint Hildegarde von Bingem investigated animal tissue extracts and discovered that they were able to relieve joint pain symptoms. In traditional Asian cultures, collagen has long been acknowledged as a cosmetic product, helping to prevent skin ageing. Long before the current trend of nutraceuticals, the need for health and the quest for beauty has led to the interesting benefits of Hydrolyzed Collagen being recognized. And, if the word “collagen” used to be a technical term, heard only in disciplines such as medicine and physiology, the times they are a-changing; the superior properties of hydrolyzed collagen have attracted attention from a wide range of fields.

Collagen is the most abundant protein in the animal kingdom and represents almost 30% of mammalian protein matter. There are at least 16 types of collagen, but 80–90% of the collagen in the body consists of types I, II and III, with type I being the most common. The various collagens and the structures they form all serve the same purpose — to help tissues withstand stretching. Collagen plays a major role in the structure of the body, as it is the chief component of connective tissues, bones and cartilage.

Hydrolyzed Collagens are primarily available as powders — ranging from fine particle sizes to dust-free agglomerated forms. However, and as expected, it is as a dust-free and ‘instant’ form that Hydrolyzed Collagen is most versatile and easy to use. The dust-free form exhibits excellent flow properties with no cohesion and clogging in pipes or hoppers. The instant form enables the collagen to disperse quickly when poured into cold, water-based solutions and rapidly dissolve.

This article is available in full in the Spring 2009 issue of Nutraceuticals Now

Laboratoire PYC is specialist in subcontracting dietetic products and food supplements with a full service: development, manufacture and packaging. The heart of business of the laboratory is manufacturing high protein and low calorie products in powder form intended to a weight-loss diet. For this purpose, Laboratoire PYC has developed a new concept for weight control: PROTI’ SMOOTH™. It is a dietetic smoothie-like drink high in protein and low in calorie containing real fruits. This drink will be introduced for the first time at Vitafoods.

What is a high protein and low calorie diet? The sales network of the brands for which Laboratoire PYC develops its dietetic products extends from medical prescriptions for the strictest high protein diets, to drugstores and specialized shops for the softest low calorie ones.

The principle of a low calorie diet is simple: forcing the body to draw from its reserves in order to involve a weight loss. The advantage of the low calorie and high protein diets is that they allow a weight loss while preserving the lean muscle mass. The menus to follow limit the intakes of carbohydrates and fat in favor of proteins. The calorie intakes are decreased, for a given period, to make them appreciably lower than the expenditures: 1000-1200 kcal/day for the most sedentary ones and 1200-1400 kcal/day for the people having much activity. Traditionally the diet is in several phases: strict phase, transition phase and stabilization phase, more or less long depending on the weight loss objectives.

This article is available in full in the Spring 2009 issue of Nutraceuticals Now

Brand new streams unveiled for Vitafoods International Conference

Leatherhead Food International, the organisers behind the Vitafoods International Conference 2009, has announced the addition of four brand  new technical streams that will feature at this year’s event. Sessions on Healthy Ageing, Beauty Foods, Nanotechnologies and a workshop on Natural Foods will take place alongside presentations on Mental Health, Gut Health, Heart Health, Weight Management and Satiety and Marketing, to deliver what promises to be a comprehensive overview of the latest industry developments.

As the saying goes, ‘growing old gracefully’ – and healthily – is becoming more important to consumers than ever before. Life expectancies the world over are on the increase and with that comes an innate desire to stay as fit, healthy and active as possible, which is one of the reasons behind the addition of Healthy Ageing to the Vitafoods International Conference programme. The session will be chaired by Dr Ed O’Kello from the University of Newcastle in the UK, who will look at Medicinal Plants and Dementia.

The last few years have witnessed a shift in consumer attitudes towards physical appearance. In the twenty-first century, people are now more conscious than ever before of the fact that what they put into their bodies will inevitably have an effect on the way they look, hence the rise in popularity of the beauty from within concept. Dr Sybille Buchwald-Werner, Senior Manager, Business Development, Nutrition and Health at Cognis, will explore this idea in more detail in her role as chair of the Beauty Foods session.

The science of nanotechnology has been revolutionising the medical and construction worlds for decades, and soon it will be doing the same to our foods. Dr Alan Smith, a consultant on this subject in the UK, will be chairing this new technical stream and looking in-depth at the technology and what its appearance means for the food industry in his presentation, Nanotechnology has arrived – the food sector should be aware.

Meanwhile, ‘natural’ was the most popular claim made on food products in 2008, according to Dr Paul Berryman, the Chief Executive of Leatherhead Food International UK and chair of the Natural Foods workshop session at the Vitafoods International Conference. This brand new stream is set to provide a lively workshop topic when it takes place on Thursday 7 May 2009.

Fiona Angus, Head of Nutrition, at Leatherhead Food International was enthusiastic about the addition of the brand new areas to the Vitafoods International Conference programme and said: “The functional food industry is continually evolving and as organisers of a world-leading conference on this subject, we have to continually demonstrate that we are a step ahead of the game. So we felt that now was the right time to introduce new sessions on these topics.

“Some areas are obviously more developed, such as Healthy Ageing and Beauty Foods, but interest in Nanotechnology linked to the food industry is certainly rising and now is the time to expound the concerns surrounding its development and highlight the opportunities that it presents for the future. Meanwhile, the addition of Natural Foods to the workshop programme at the conference will certainly spark some interesting discussions about the use of this seemingly innocuous word on product labeling.”

The Vitafoods International Conference will take place alongside Vitafoods International and Finished Products Expo on 5 – 7 May 2009. Places are filling up fast so to be in with a chance, visit www.vitafoods.eu.com/delegate and book today.