End of ephedra for EAS

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Related tags: Business

Weight-loss products maker EAS has launched a new fat-burning
supplement called ThermoDynamX, at the same time as it publicises
its exit from the ephedra-based market.

Weight-loss products maker EAS has launched a new fat-burning supplement called ThermoDynamX, as it publicises its exit from the ephedra-based product sector.

The new supplement will be widely available by March, according to Colorado-based EAS.

EAS said it stopped production of its ephedra dietary supplements last year.

"This is a consumer-driven decision for EAS,"​ said Jim Heidenreich, vice president of marketing. "We believe consumers are showing a strong preference for non-ephedra weight management products. This is good for consumers and good for EAS."

The company added that increased media and regulatory attention, particularly for ephedra products, is making consumers more aware that weight management goes beyond taking a pill or a tablet.

Heidenreich noted: "These changing consumer preferences will accelerate growth in EAS' core business: meal replacement bars and shakes and non-ephedra thermogenics, which are the real future for both weight management and nutritional supplementation."

The company also makes the Myoplex and AdvantEdge range of nutritional bars and shakes, distributed through direct sales and approximately 60,000 retail outlets.

Related topics: Markets

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