The Vitamin Shoppe expands probiotic ProBioCare line, adds products with DUOCAP technology

By Adi Menayang contact

- Last updated on GMT

The Vitamin Shoppe expands ProBioCare line with DUOCAP products

Related tags: Digestive system, Dietary supplement

Supplement retailer The Vitamin Shoppe is expanding its store-brand ProBioCare line with six new probiotics that feature DUOCAP technology, which seals two supplements in one pill.

The technology, trademarked by Capsugel, helps add a “layer of protection to assure that the healthy bacteria remains inactive until it reaches the digestive system, allowing customers to feel confident that their probiotic of choice is working,"​ said Marty Hogan, Vice President of Private Brands at The Vitamin Shoppe.

It’s a move by the supplement retailer, which has been struggling financially​, to differentiate itself in the booming US probiotic supplement category, which is growing at 11% and was worth $4.3 billion in 2016.

"We have always seen probiotics as being an essential part of any foundational supplementation program,"​ Doug Jones, chief merchandising officer at The Vitamin Shoppe, told NutraIngredients-USA. "With that in mind, we are always looking at innovating and bringing the best possible formulas to life in order to allow our Customers to Thrive every day"

The new products

Each supplement features a proprietary blend of probiotics, which differs per function, mixed in with another ingredient. For example, of the six new products, four are already available on its website​: Vaginal care (caprylic acid), mood support (5-HTP), stress support (ashwagandha), and prostate support (saw palmetto). The other two are marketed for urinary health and hair and skin health.

"We see the trend in what customers are looking for beginning to move towards 'condition specific' formulas,"​ Jones said. "The DUOCAP Technology allowed us to protect the fragile bacteria while at the same time provide clinically dosed ingredients to support the specific conditions the Customers are looking for."

In addition to the supplements with DUOCAP, the company is extending its ProBioCare line with a variety of other products, such as the Adults 50+ probiotic, Colon Care probiotic, and high level Colony Forming Unit (CFU) products available in 100 billion CFU and 200 billion CFU.

According to the company, each supplement in the line were designed to be shelf-stable and free of common allergens, and marketed to “replenish and maintain intestinal bacteria.”

“By launching the DUOCAP, we are helping to evolve the vitamin and supplement industry in innovative ways, while continuing to offer convenient and quality solutions to our valued customers,"​ Jones added.

"The DUOCAP is unlike anything that has been seen on the market and we are thrilled to be the first to introduce this technology to our already highly efficacious line of probiotics.”

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