Wellness Foods - October 2007 - (Page 11)

B vitamins, caffeine, catuaba, cranberry, creatine, epimedium (icarriin), ginkgo biloba, ginseng Cover story Regulatory Issues: Immunity and Energy Claims A manufacturer must have substantiation that any immunity and energy claims appearing in the labeling and advertising of a food are not false or misleading. Failure to have adequate substantiation at the time a claim is made is a violation of the Federal Food, Drug, and Cosmetic Act and/or the Federal Trade Commission Act. The FDA and the FTC require competent and reliable scientific evidence from well-designed studies. The overall message should be substantiated as well as any separate claims. If a claim has more than one reasonable interpretation, substantiation for each interpretation is expected. – by Leslie Krasny, regulatory issues editor C. Willow Lake, S.D.-based Dakota Valley Products Inc. (www.sumseeds.com) won a fan base of truckers, gamers, programmers and construction workers who rely on its SumSeeds caffeinated sunflower seeds for an energy buzz. Each ounce of SumSeeds has 35mg of caffeine, without bitterness. Another enhanced savory snack is NRG Phoenix Fury Potato Chips, by Golden Flake Snack Foods (www.goldenflake.com), Birmingham, Ala. The company infused the chips with taurine, caffeine and B-Vitamins because “the fastest growing categories in food are the energy-related products,” says Julie McLaughlin, marketing director. Minneapolis-based Biothera’s (www.biotherapharma.com) Wellmune WGP is a yeast-derived, pattern-recognition beta-glucan that activates human immune cells to rapidly recognize and kill foreign challenges. The GRAS-approved, GMO-free, kosher and nonallergenic Wellmune WGP has the added benefit of pleasant sensory qualities and is available as a soluble and insoluble glucopolysaccharide powder for ease of formulation in a wide range of foods and beverages. “Mainstream processors are realizing the growing importance of immunity with consumers,” says Rich Mueller, president and CEO of Biothera. “The new focus is on ingredients that work with the immune system and are backed by credible science and which can be formulated into foods and beverages that are consumed every day on the ‘daily dose’ principle.” Bacterial defense Dannon, Tarrytown, N.Y., (www. dannon.com) created DanActive, a probiotic drink clinically proven to replenish the gut flora and help strengthen the body’s defense system. DanActive contains Lactobacillus casei immunitas (a culture exclusive to Dannon), Streptococcus thermophilus and Lactobacillus bulgaricus cultures. These probiotics were selected for superior digestive and regularity health benefits. Clearly consumers buy in – they pay as much as two- to three-times the price of similar mainstream products. Probiotic supplier Chr. Hansen Ltd. (www. chr-hansen.com), Milwaukee, follows this practice, marketing its cultures under such monikers as BB-12, LA-5, RC-14 and GR-1 as probiotic ingredients for manufacturers of dairy products and dietary supplements. Dannon subsidiary and maker of functional yogurts, Stonyfield Farm (www.stonyfield.com), Londonderry, N.H., incorporates six live, active cultures to help replenish gut flora. Stonyfield claims it makes the only U.S. yogurt containing Lactobacillus reuteri, a species that naturally inhabits the gut of mammals and clinically proven to boost immunity and enhance digestive health. Danisco, Overland Park, Kan., (www.danisco.com), created Howaru – a strategically branded probiotic culture available frozen or freeze-dried Long associated with immune health, yogurt has been a natural and popular medium for immunity-oriented ingredients. Energy into Immunity Zafi Beverages Inc. (www.zafibeverages.com), Bensenville, Ill., also combined energy drinks with immunity ingredients. In its Low-Carb Ultralight Zafi and Pumped Zafi drinks, Zafi includes folic acid for its cell-protection and stress-releasing properties, and inositol for its fundamental role in the nerve, brain and muscle function. Beta-glucan, a polysaccharide found naturally in certain bacteria, mushrooms and oats, “amplifies the readiness” of the immune system and helps it focus on relevant threats. Polysaccharides with similar function are also found in Chlorella, nutrient-packed, single-celled green algae. Stoked competes with other high-octane stimulant drinks for a share of the younger, “gamers” market. Food Processing’s Wellness Foods™ www.wellnessfoodsonline.com October 2007 | 11 http://www.biotherapharma.com http://www.biotherapharma.com http://www.sumseeds.com http://www.dannon.com http://www.dannon.com http://www.goldenflake.com http://www.zafibeverages.com http://www.chr-hansen.com http://www.chr-hansen.com http://www.stonyfield.com http://www.danisco.com http://www.wellnessfoodsonline.com

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Wellness Foods - October 2007 Diluting the Messages Healthbites New Ingredient Profiles Power Up! Ingredients for Energy and Immunity Beverages for Beauty Potassium Rocks Get Smart with Omegas On the Shelf Marketing to Facts vs. Myths

Wellness Foods - October 2007

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