Jacqueline Hochreiter, marketing manager, Helaina, explained that effera is available in a powder or gummy format and each dose is 100 milligrams to meet efficaciousness.
“That’s where we differ from bovine, we have that ability to deliver the lactoferrin superpower, which is everything around gut health, immunity and women’s health,” she said.
“We’re really concentrating where we have the most opportunity to make a difference nutritionally. Gut health is huge. Women’s health, so all stages of a woman’s life.”
“We get the objection, like, ‘I’m not an infant. Why would I need lactoferrin or colostrum?’ Well, you have it in your body right now, right? Everybody has lactoferrin in their body, in their saliva, in their mucus,” Hochreiter added. “It helps to build your immune system. It helps to regenerate your gut lining so your gut can just do its job. It helps your body to do what it should be doing better, so that’s what’s really exciting.”
She highlighted that effera’s ability to support nutrient absorption, hormonal balance and overall wellbeing makes it a compelling option for a wide range of consumers—not just infants. She credits colostrum marketers for helping to position the offering in a way that makes it attractive to adults.
“Honestly, thank you to the colostrum people. They did such a good job of getting colostrum out there, explaining why it’s helpful,” she said. “Lactoferrin is the superpower protein in colostrum. It’s the bioactive that gives colostrum all of its power. So we’re riding that wave and people get it.”
To hear more on effera, including upcoming research focused on gut lining regeneration and short-chain fatty acid production, watch the full interview.
