First US CLA milk launched to 'local' Acclaim

By Shane Starling

- Last updated on GMT

Related tags Conjugated linoleic acid Linoleic acid Cognis

A Wisconsin start-up has launched the first Conjugated Linoleic Acid (CLA)-fortified chocolate milk in the US, making it the third localized release, CLA food or drink product to hit the market since GRAS (generally recognized as safe) approval was achieved in 2008.

LiveGreat Foods ‘Acclaim’ is being sold at the University of Wisconsin Madison campus – where its co-owner Dr Michael W Pariza, was one of the first researchers to isolate CLA and deduce its potential health benefits.

Each sixteen ounze bottle of Acclaim contains 3g of Lipid Nutrition’s CLA version, Clarinol – or two servings – and equal to the recommended daily CLA serving.

It follows a Clarinol-containing yogurt launch last month and meal replacement drink that featured Cognis’ Tonalin ingredient.

Both companies say the launches are stepping stones to larger nationwide deals, which are under negotiation for the weight management nutrient.

Acclaim - LiveGreat’s first product – makes the same on-product claims as the Old Home Foods Safflower Power Yogurt – “reduce body fat”​ and “increase muscle tone”​.

Lipid Nutrition North America director, Marianne O’Shea told that these claims had, “resonated with consumer focus groups”.

She did not want to discuss ingredient pricing.

The Food and Drug Administration GRAS approval related to six categories – fluid milk, yogurt, meal replacement beverages, nutritional bars, soy beverages and fruit juices, and came after Lipid Nutrrition and Cognis worked together on the application.

CLA is linked to the reduction of body fat and increasing lean muscle and recently benefitted from the production of a monograph by Health Canada.

Mintel notes that of 76 CLA product launches since 2005 globally, 49 have been in supplements (18 in Europe).

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