Phytosterol supplement reaches GNC shelves
supplement containing the Cargill phytosterol ingredient CoroWise.
The launch marks the expansion of phytosterols into new application
areas, following approval from the FDA early last year for a health
claim.
The supplement, called Preventive Nutrition Heart Advance, also contains Isomer E, a full spectrum of vitamin E isomers including alpha, beta, delta and gamma tocopherols and tocotrienols, along with B vitamins, essential fatty acids, coenzyme Q10 and the rice bran ingredient Policosanol.
The brand will carry the US Food and Drug Administration's approved heart health claim on its label.
Heart disease is one of the US' top health concerns.
General Nutrition Companies, bought from the Dutch group Royal Numico last year by private investment firm Apollo Management, is the largest US specialty retailer of vitamin, mineral and herbalsupplements.
The new supplement will be included in a heart health program, including an online healthplanner, designed to make it easier for consumers to followa healthier lifestyle, said Steve Nelson, marketing vice president,GNC.
Steve Snyder, vice president of sales and marketing, CargillHF&T, hinted that there would be further collaboration with GNC on other supplement products in the future.
Phytosterols have been notoriously difficult to bring to market, both in the US and in Europe. Cargill's Corowise phytosterols have recently been added to Hain Celestial's rice-based drink and a Minute Maid orange juice marketed by Coke. Forbes Medi-Tech's Reducol phytosterols are also available in Twinlab's Cholesterol Success supplement and the Basikol brand.
