Exploring the potential of postbiotic beauty

Postbiotic ingredients for skin health. Do they work?

Herbalife Nutrition (Los Angeles, CA) recently launched a cognitive health product as well as a topical skincare line formulated with hemp-derived cannabinoids. The cognitive health product called MemoryArmor supports mental attention, auditory learning, short-term working memory, and focus. It features 300 mg of Bacopa extract, a plant used in traditional Indian practice to support brain function, B vitamins, and vitamin D.

The topical cannabinoid line called Enrichua includes Hemp Relief Balm and Hemp Facial Serum. The Hemp Relief Balm contains 1000 mg of cannabinoids per jar, alongside essential oils such as avender, eucalyptus, frankincense, and geranium, menthol and camphor, and the moisturizing plant-based oils shea butter, jojoba, and hemp seed.

The Hemp Facial Serum contains 250 mg of broad spectrum cannabinoids per bottle alongsixe bakuchiol to minimize the appearance of fine lines and wrinkles, vitamin C and E to neutralize skin-damaging free radicals, as well as lant-based oils of squalene, argan, and hemp seed hydrate and replenish skin.

“The cannabinoid market is a new space for us and we’re excited that Enrichual inspires consumers to practice self-care and nurture their body and mind,” said Ibi Montesino, senior vice president and managing director of North America, Herbalife Nutrition, in a press release.

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Herbalife Nutrition introduced MemoryArmor cognitive health product, and Enrichual line of hemp-derived cannabinoids skincare products.

Herbalife Nutrition launches cognitive health and topical hemp products

Robertet (Grasse, France) has launched a bioavailable, clean-label curcumin extract called curcuRouge. The ingredient is part of a strategic partnership with bioavailability expert Tadashi Hashimoto, who developed curcuRouge. Hashimoto has developed 50 clinical studies on curcumin, 15 of which has been published. The patent-pending process used to create the extract is purportedly “clean,” using a non-controversial additive, making it a non-Novel Food ingredient. The increased bioavailability, solubility, and stability comes from the use of the non-crystalline form of curcumin, stabilized with a polymer matrix.

According to Robertet, research undergoing publication has shown 93 times greater absorption from curcuRouge, compared to a traditional extract. The ingredient’s solubility in water is 40% minimum, making it one of the highest concentrations of curcumin on the market, and allowing for use at low doses of 225-450 mg/day. CurcuRouge is therefore compatible with a number of applications in the nutraceutical, and functional food or beverage markets.

Robertet has launched a bioavailable, clean-label curcumin extract called curcuRouge. 

Robertet launches innovative curcumin extract called curcuRouge 

It’s been some time since probiotics were just “good gut bugs”; now we nurture our microbiomes in the interest of everything from improved immune and mental health to clearer, healthier skin.

 forecasted growth of $883.97 billion in the probiotic-cosmetic market over the next four years—a CAGR of more than 7%—as accelerating demand for “natural” beauty drives up sales.

But might skincare formulators be wiser to cut out the middleman (or middle microbes, as it were) and design products that deliver what make probiotics so valuable in the first place—that is, postbiotics?

After all, it’s these bioactive byproducts of probiotic metabolism—not the bacteria themselves—that effect improvements in our skin’s condition.

So perhaps that’s why Anurag Pande, PhD, vice president, scientific and regulatory affairs, Sabinsa (East Windsor, NJ), calls postbiotics “the next addition to the probiotic formulation family. Instead of using probiotic cells in skincare, we can confer benefits using the same strains’ metabolites.”

Paula Simpson, beauty-market expert and founder of Nutribloom Consulting, certainly endorses that strategy. “Postbiotics’ potential microbial-balancing, antioxidant, and immunomodulatory properties can have a positive effect on both our inner and outer health,” she says.

But while a nutrition-minded segment of the public is finally catching on to postbiotics’ role in systemic and gut health, the compounds’ relationship to glowing skin remains mainly the province of skincare and wellness professionals. As Simpson concedes, “The consumer hasn’t been fully introduced to postbiotic beauty.”

Once they are, they’ll learn that the benefits begin with the skin’s microbiome.

As Simpson explains, “The skin is the largest organ of the body and controls water and nutrient loss while also preventing infection from harmful substances that would otherwise enter it.” Probiotic microbes living on the skin—the skin’s microbiome—also protect against pathogens, participate in the immune response, and support skin metabolism.

Prebiotics help “fuel” these beneficial probiotics, and when the latter metabolize their fuel via fermentation, they create postbiotic metabolites that remain on the skin to “offer a source of nourishment, modify metabolic reactions on the skin, and help suppress the overgrowth of bacteria or other pathogens harmful to it,” Simpson says.

She classifies postbiotics into five broad types: nutrients like B vitamins, vitamin K, and some amino acids; short-chain fatty acids that help balance the gut’s pH and render it inhospitable to pathogens; bacteriocins, or naturally antimicrobial peptides that also suppress undesirable bacterial growth; carbohydrases that help probiotics digest fibers; and hydrogen peroxide, which helps squash the growth of yeasts like 

Pande adds that while each probiotic strain generates its own mix of metabolites, “these compounds can positively affect the host’s own metabolic pathways and microbiome, and yield benefits related to immunomodulatory, antimicrobial, or even antioxidant functions.”

Which explains why they’re a perfect fit for skincare. And indeed, Pande sees postbiotics’ most significant opportunities as actives in formulations that target inflammation, attenuate the signs of aging, protect against pollutants, and promote the skin microbiome itself—all of which, he says, “are people’s main skin concerns today.”

So why aren’t postbiotics making a splash at Sephora? They may be, as existing probiotic skincare formulations “already contain postbiotic ingredients as lysates or extracts,” Simpson points out. “Remember, the natural decomposition of the formulations also gives rise to postbiotics.”

Alas, we don’t know precisely which of these coincidental postbiotics actively support our skin’s health and microbiome. But that will change. As research isolates and identifies individual metabolites’ mechanisms of action, Simpson predicts, “We should see an evolving postbiotic beauty market.”

A roster of studies is already strengthening its scientific support.

 showing that three months’ application of a gel containing a postbiotic peptide improved subjects’ symptoms of alopecia areata versus placebo.

,” she continues, “showed that microbe viability isn’t essential to increasing systemic oxytocin levels in support of skin wound healing, and that the postbiotic lysate metabolite of 

 alone is sufficient to boost systemic oxytocin levels and improve wound-repair capacity.”

Pande notes that internal research at Sabinsa found its branded postbiotic ingredient LactoSporin, a metabolite of 

 MTCC5856, effective at combating skin pathogens like 

“Similarly, studies on oxidative stress led to our exploring LactoSporin’s antioxidant capacity and found it to have significant activity against inflammation and inflammatory enzymes like collagenase, which are responsible for the collagen breakdown in skin that leads to wrinkle formation,” he adds.

The team determined that the postbiotic can even induce hair growth via stimulation of hair papilla cells, and further research points to further dividends, including defense against pollutants and UV-induced skin damage. “There are quite a lot of benefits and a variety of applications, both cosmetic and nutritional,” Pande says.

Another plus for postbiotics: Unlike probiotics, they needn’t be live to be active.

Notes Pande, “While the skin’s microbiome is a target for improving its health, the use of live probiotic cells poses limitations in formulation, storage, and shelf life.”

Postbiotics, by contrast, don’t, and present a wider variety of application options, more economical dosing, and “a lack of the regulatory hurdles involved in formulating with live probiotic cells,” Pande says, adding that his company’s LactoSporin retains its efficacy through manufacturing and storage.

In fact, Simpson suggests, probiotics’ inclusion in skincare formulations “may even increase the viability, potency, and shelf life of probiotic bacteria and synbiotic formulations.” And their greater absorption, delivery, extraction, and overall suitability to cosmetic products “make them attractive and perhaps even more cost-effective ingredients to formulate with,” she says.

But just as every probiotic produces a mix of postbiotic metabolites all its own, every consumer’s skin microbiome is unique. “Thus, formulations may work differently based on individuals’ skin-microflora population, concentration, and activity,” Simpson points out. “So, product claims and consistency could be a challenge. But as industry advances, I’m sure personalized approaches to microbiome beauty will also evolve.”

Being “new arrivals,” Pande adds, “Postbiotics will have to be formulated and tested for long-term stability relative to the actives traditionally used in these categories.”

But that’s all in a day’s work for forward-thinking skincare brands that already consider microbiomal beauty—postbiotics included—the path forward. As Simpson says, “The skin microbiome is a dynamic living shield, and skincare products should work to support skin-microbiota metabolism.”

Technavio report. “Probiotic Cosmetic Products Market by Product, Distribution Channel, and Geography—Forecast and Analysis 2020-2024.” Published February 2020. 

Rinaldi F et al. “Efficacy of postbiotics in a PRP-like cosmetic product for the treatment of alopecia area celsi: a randomized double-blinded parallel-group study.” 

Varian BJ et al. “Microbial lysate upregulates host oxytocin.” 

PLT Health Solutions (Morristown, NJ) has introduced a new ingredient to its immune health portfolio called Promunel Ultra Performance Propolis. Manufactured by B Natural, Srl (Corbetta, Italy), using a patented Multi-Dynamic Extraction technology, Promunel is standardized to six antimicrobial bioactive polyphenols. Unlike other propolis, with the standardization of Promunel’s bioactive constituents, its dose is consistent, and its health benefits are reproducible, says PLT.

“In a beehive, more than 300 active compounds contained in propolis – also known as ‘bee glue’ – help create an aseptic environment to preserve the health of the colony against a range of potential pathogens. Despite having 50,000 inhabitants, a humidity of 90%, and an internal temperature of nearly 100 degrees F, the beehive is one of the most sterile environments in nature. Propolis functions as the hive’s immune system,” said Sid Hulse, vice president of product development at PLT Health Solutions, in a press release. “With Promunel, we have taken propolis as a starting point and created an ingredient that, because of standardization, can be reproducibly studied in a clinical setting; and because of its form, can be incorporated into a wide range of consumer health products.”

“Although many people use propolis supplements to support immune function, clinical trials of oral propolis for this purpose have been lacking. Promunel changes that landscape,” said Jeremy Appleton, ND, director of medical and scientific affairs at PLT, in a press release. “You won’t find another propolis on the market with double-blind clinical research validating its efficacy for upper respiratory tract health. A double-blind clinical trial, recently published in the prestigious journal Phytomedicine, showed that Promunel cut two days off recovery time.”

In addition to standardization and clinical validation, the B Natural company has made a commitment to protecting and nurturing the world’s honeybee population. “B Natural engages their beekeeper suppliers to go the extra mile to defend and protect their colonies – never over sourcing and providing healthy environments, free of pesticides and other contaminants. We call it a ‘contract’ with the bees and hope for a win-win situation,” said Hulse.

PLT Health Solutions has introduced a new ingredient to its immune health portfolio called Promunel Ultra Performance Propolis. 

PLT Health Solutions brings new propolis ingredient to North American market

The American Botanical Council (ABC), the American Herbal Pharmacopoeia (AHP), and the National Center for Natural Products Research (NCNPR) Botanical Adulterants Prevention Program (BAPP; Austin) issued its revised draft of "Best Practices Contract Language and Standard Operating Procedure (SOP) Templates for the Disposal/Destruction of Irreparably Defective Articles," intended for members of the herb, dietary supplement, food, and cosmetic industries. The documents are open for public comment until Dec. 14, 2020.

According to BAPP, an irreparably defective ingredient is “adulterated and/or contaminated to an extent that the material cannot be effectively and lawfully remediated for use for oral or topical consumption in a consumer product, thereby necessitating its pre-authorized disposal or destruction by a qualified third party.” 

The new documents were sent to all qualified stakeholders and include expanded and clarified sections on definitions and dispute resolution, a FAQs that addresses many of the comments received during and after the first public comment round, and a three-party non-disclosure agreement (NDA) for use by the buyer, seller, and analytical lab to facilitate dispute resolutions. 

Additionally, BAPP obtained comments from current and former members of FDA, the National Institutes of Health, dietary supplement companies, dietary ingredient supply companies, analytical laboratories, and GMP (good manufacturing practices) consultants. 

This revised round of comments is meant to give stakeholders another opportunity to review and comment before the documents are finalized and proposed for acceptance by industry members.

“We are inviting input from a wide array of stakeholders to shape these final tools for widespread industry adoption to help solve a known supply chain issue that sometimes occurs,” said Mark Blumenthal, founder and executive director of ABC and director of BAPP, in a press release. “Implementing these proposed best practices contract and SOP templates represents a strong measure by responsible industry members to enhance their ability to more effectively control the ingredient supply chain. The SOP helps to ensure that consumers can purchase properly labeled herbal products with authentic ingredients.

“Though the risks of potential adulteration are real, there is a relatively low potential for such well-qualified ingredients’ having any defects that would make them ‘irreparably defective’ according to appropriate regulations and the BAPP SOP,” Blumenthal continued. “However, there are documented cases where unscrupulous sellers of adulterated ingredients offer their fraudulent materials to the market. In such cases, industry buyers must maintain appropriate vigilance in their quality control systems and have the ability to protect themselves.

“This voluntary industry self-regulatory initiative is intended to empower dietary supplement manufacturers to prevent the resale of defective ingredients that are irreparable; that is, they cannot lawfully be made acceptable for any use in consumer products,” added Blumenthal. “For ten years we’ve been alerting industry members about specific botanical materials that we have confirmed as being subject to adulteration and also which analytical methods are most robust and fit for purpose to detect such adulteration. Now we are counseling industry members on the best practices to prevent irreparably defective materials from remaining in the supply chain.”

The National Center for Natural Products Research Botanical Adulterants Prevention Program (BAPP) issued its revised draft of "Best Practices Contract Language and Standard Operating Procedure (SOP) Templates for the Disposal/Destruction of Irreparably Defective Articles."

BAPP issues revised SOP for irreparably defective articles, opens public comment

The Council for Responsible Nutrition (CRN; Washington, D.C.) has upgraded several aspects of its 

 to increase ease of use. “Serving as a resource for regulators, retailers, industry, and consumers since 2017, the Supplement OWL continues to help create a rich and more complete picture of the dietary supplement marketplace,” said Luke Huber, ND, MBA, vice president, scientific and regulatory affairs, CRN, in a press release. “After evaluating company feedback on the registry, CRN worked to make uploading dietary supplement labels into the OWL registry easier than ever.”

To improve entry of product information and overall user experience, CRN added a self-service portal and developed new tools within the registry to add, edit, and remove products more easily, as well as a bulk-upload feature for adding groups of products more conveniently. A multi-version component helps companies efficiently enter product information for multiple versions of the same product in circulation. Multifactor authentication has also been added to improve security for participating companies, and a supplier feature allows brand owners to designate their contract manufacturer as business use with administrative capabilities on their behalf. Additional educational resources will help participants learn the Supplement OWL’s new features.

“CRN members and other responsible industry players recognize the importance of broad industry participation in the Supplement OWL to create a more transparent marketplace,” said Huber. “Extensive registry participation is critical as this self-regulatory initiative also serves as a model for mandatory product listing proposed by FDA and supported by CRN and other industry stakeholders. The Supplement OWL helps regulators keep bad actors off the market, provides a tool for retailers to list their current product offerings, and promotes industry’s accountability to consumers, regulators and the broader industry.”

The Council for Responsible Nutrition has upgraded several aspects of its Supplement Online Wellness Library (OWL) to increase ease of use. 

CRN announces upgrades to Supplement OWL Platform

There are an estimated 160,000 species of fish and aquatic mollusks, crustaceans, and plants, of which only 1.1% are currently fished or harvested, and only 0.3% of which are currently farmed.

Fun fact! There are an estimated 160,000 species of fish and aquatic mollusks, crustaceans and plants, of which only 1.1% are currently fished or harvested, and only 0.3% of which are currently farmed. 

Only 1% of sea life is harvested, putting strain on small number of species

Imbibe (Niles, IL) released its top five U.S. beverage trend predictions for 2021. According to Imbibe, the number one driver of food and beverage trends in 2021 will be COVID-19, with products that promote health and wellness, escapism, and value in the spotlight, as they products offer relief from the stress and challenges consumers are facing amid the pandemic. 

The focus for 2021 will be maintaining a healthy body and mind by staying physically fit, eating a better diet, and taking measures to improve emotional health. Imbibe said the food and beverage industry will need to consider safety, which will affect how and where consumers shop. Further, consumers will be more cost-conscious, but there will still be space for premium products that provide exciting experiences.

 Consumers will be interested in ingredients that promote gut health, improve hydration, and have anti-inflammatory properties. They will also focus on weight management and getting in shape. Sports nutrition products will play a major role in this trend.

 Consumers are feeling anxious and stressed, so they will seek out products that support relaxation, mental clarity, and sleep. Consumers will look to products for comfort as well, which means product developers will focus on launching permissibly indulgent products with better-for-you ingredients. For example: reducing sugar or swapping it out for stevia, monk fruit, allulose, and others. Comfort will also be delivered through use of nostalgic flavors such as s’mores and birthday cake, and seasonal flavors such as lemonade in the summer and pumpkin in the fall.

Given the restriction due to COVID-19, consumers will seek out products that provide adventurous culinary experiences at home. Think ready-to-drink cocktails that offer a handcrafted experience but don’t require purchasing multiple ingredients. Kombucha, enhanced beer, cider, and seltzer will also satisfy consumers desires for better-for-you ingredients. This will also bring a resurgence of do-it-yourself (DIY) kits, such as meal kits, DIY alcohol fermentation, mixology, dairy-alternative milks, and kombucha. Flavors will be experimental and inspired by other cultures such as Mediterranean flavors like blood orange, orange blossom, bergamot, figs, and dates. There will also be continued growth of flavors from Latin America like guava, chamoy, and mango chili lime and flavors from Asia like yuzu, calamansi, tamarind, and cardamom.

Consumers are purchasing items that make them feel safe. For foodservice brands, this means they will need to be transparent about business practices, so consumers feel safe eating out. Consumers will be paying attention to product packaging and will be more accepting of single-use and tamper-proof packaging because of concerns about hygiene and contamination. Online shopping will continue to boom. 

Because infection rates are rising, consumers are stocking up on groceries, but those purchases need to be at a lower price point. As such, Imbibe predicts there will be an explosion of innovation from private label brands who will launch products in growing categories like dairy alternative milks, immunity beverages, and alcohol. In turn, name brands will also offer value to consumers by launching multi-serve products, variety packs with multiple flavors, and shelf-stable options.

According to Imbibe, the number one driver of food and beverage trends in 2021 will be COVID-19, with products that promote health and wellness, escapism, and value in the spotlight.

Imbibe releases its top 5 beverage trend predictions for 2021

It is probably not an exaggeration to say that everybody eats bars in some form, and there is no shortage of options available to consumers. For manufacturers, this means competing in a very crowded marketplace.

A good example of how brands are fighting for the hearts and minds of the public is a recent battle between two bar titans: Clif Bar & Company and Kind LLC.

This fight saw a challenge issued by Clif Bar against KIND for claiming in a commercial that KIND bars contain 75% less sugar than the leading Clif bar. The commercial depicted a comparison between Clif’s bestselling Clif Chocolate Chip bar (20 g of sugar) and KIND Dark Chocolate Nuts & Sea Salt Bar (5 g of sugar). In this case, which went to the National Advertising Division (NAD) of BBB National Programs, KIND won. NAD said the claim was accurate, but also recommended that KIND modify the commercial so that consumers understand that the comparison only applies to the specific products depicted. On the whole, NAD found the commercial to be reasonable and not falsely disparaging.

Given the level of saturation taking place in the category, though, it is unsurprising that Clif took measures to ensure the brand’s integrity remains intact. So many brands are doing their best to differentiate themselves from the competition and excel.

How can a bar brand differentiate itself today? One company, Built Bar, provides some examples of what bar brands are doing to compete. After two years on the market, Built Bar recently announced a rebrand that included a new look to its product line as well as improved texture of its bars, new flavors, and new additions to the product portfolio.

“The rebrand came at a time when we began recognizing opportunities to improve and evolve with the industry, our target market, and production. We recognized a need to evolve the aesthetic of our branding, and there was also an opportunity to yield customer feedback and introduce certain permanent flavors into our flavor offerings,” says Nick Greer, cofounder and CEO of Built Brands. “We had production [improvement] opportunities due to our previous equipment that caused more inconsistencies in the bar-making process. This process—the implementation of the new aesthetic, new production equipment, and new flavors—has made our bar more delicious and desirable than ever before.”

Of course, texture is not the only kind of improvement bar brands are actively seeking. “Most of the improvements we’re currently seeing revolve around ingredient removal,” says Chad Rieschl, senior research food technologist for ingredient supplier Cargill (Minneapolis, MN). “In addition to sugar reduction, some brands are moving away from dairy ingredients and allergens, with some even opting for grain-free formulations.”

This creates challenges in areas such as texture and flavor; luckily, creative solutions exist that can help brands meet multiple consumer demands. For example, according to new consumer research from Cargill, besides protein content, fiber content is a major attribute consumers look for in bar products. When asked to rank top snack bar attributes, 72% of respondents said they were very likely to purchase bars high in protein, 68% said they were very likely to purchase bars containing protein, and 57% said they were very likely to purchase bars containing fiber.

When it comes to attributes consumers want to avoid, high-fructose corn syrup, artificial sweeteners, and sugar rank among the top. Ingredient suppliers are looking for better replacements for such ingredients, including chicory root fiber, which Cargill offers. “Many times, we turn to ingredients like chicory root fiber to replace syrups and other sugar-containing ingredients. As a result, the use of fiber in snack bars is increasing—but the emphasis is more on sugar reduction than fiber fortification,” Rieschl explains.

He highlights another growing development. “One of the biggest trends we’re seeing in the protein snack bar space is the move away from animal- and allergen-based proteins toward more plant-based options,” he continues. “As part of these new formulas, many fiber-containing ingredients are being used. Therefore, you may see many new bars that are high in protein and fiber as formulators use combinations of both groups of ingredients to produce bars with a favorable flavor and texture.”

While the bar space is competitive, the good thing is that its size allows for a broad and diverse consumer base, so you’re not all competing for the same customers, necessarily. However, as consumer preferences change, and more competitors enter the market, brand owners need to be nimble and adapt when necessary.

Bar manufacturers are working hard to compete in a crowded marketplace by improving formulas, launching new flavors, and meeting consumer demands such as reduced sugar.

How nutrition bar manufacturers are competing in a crowded marketplace

Sabinsa (East Windsor, NJ), in an effort to identify and remove adulterated vitamin C additives from the market, sent documentation to the appropriate government agencies, including the U.S Food and Drug Administration and the Federal Trade Commission. The documents show two independent labs confirmed that an ingredient falsely marketed and sold as vitamin C derived from amla fruit (

) is actually derived from corn, sugarcane, or other plants, and may be considered adulteration under the Food, Drug & Cosmetic Act. In fact, amla only contains only trace amounts of ascorbic acid. 

“Sabinsa is working to bring such products to the attention of appropriate government agencies, and we urge the industry to exercise caution when purchasing ‘natural’ vitamin C additives and supplements,” said Muhammed Majeed, PhD, founder and chairman of Sabinsa, in a press release. “Absent independent IRMS analysis confirming the authenticity of such materials, they may be adulterated with biosynthetic vitamin C. This is especially a concern with purportedly ‘pure’ amla-based vitamin C additives. Because amla contains only trace amounts of vitamin C, such products are likely adulterated with vitamin C from other sources.”

Sabinsa, in an effort to identify and remove adulterated vitamin C additives from the market, sent documentation to the appropriate government agencies, including FDA and FTC. 

Sabinsa sends FDA and FTA documentation of adulterated amla ingredient

Aker BioMarine (Lysaker, Norway) has developed a pilot product and production method for lysophosphatidylcholine (LPC) – bound EPA and DHA from krill. Currently, there is no commercially available LPC-EPA/DHA product on the market, so Aker will be scaling up the production process at its manufacturing plant in Houston, seeking out research collaborations to investigate the ingredient’s potential, and initiating collaborations with partners to eventually bring the ingredient to market in a finished product. Regulatory processes are underway, and Aker BioMarine expects approvals to launch a dietary supplement product to market by the end of 2022.

 in 2014 discovered that LPC was a primary carrier molecule of DHA across the blood brain barrier, dependent on the LPC transporter protein called Mfsd2A. This uptake mechanism, says Aker, can be applied broadly to other polyunsaturated fatty acids, including EPA, and has been identified in several other organs, such as the eyes. This discovery inspired Aker BioMarine to develop a method to produce LPC-bound EPA/DHA from krill and the resulting production process made a new compound it is calling Lysoveta.

“Our innovation team has spent the last six years working on the science and chemistry with a goal of bringing Lysoveta to the market. With Lysoveta, Aker BioMarine is the first company to produce LPC-bound EPA and DHA from krill. For us, this is a breakthrough in science and product development, launching a completely new platform to improve human health,” said Matts Johansen, CEO, Aker BioMarine, in a press release.

Because this is a new ingredient, more works needs to be done to understand it and unlock the potential for LPC in the dietary supplement space. “The scientific research on the connection between LPC and the targeted delivery of EPA/DHA, combined with our capabilities to produce LPC-bound EPA and DHA from krill at scale, gives us a unique position to be a central player in the development of this completely new product to support brain and eye health,” said Andreas Storsve, PhD, director research and development, human products at Aker BioMarine.

“We will actively seek collaboration with the scientific community and beyond to explore Lysoveta’s full potential and build more knowledge about how it may affect conditions surrounding cognitive and eye health,” adds Storsve. “We are the only company in the world ready to offer a supply of natural raw material to our partners and the research community to continue building our knowledge around LPC.”

Nguyen LN et al. “Mfsd2a is a transporter for the essential omega-3 fatty acid docosahexaenoic acid.” 

Aker BioMarine has developed a pilot product and production method for lysophosphatidylcholine (LPC) – bound EPA and DHA from krill

Aker BioMarine develops new ingredient from krill for cognitive and eye health called Lysoveta

Advertising is complicated. There are nuanced regulations companies must follow—or risk finding themselves on the receiving end of an NAD complaint. While it’s true that the National Advertising Division (NAD) of BBB National Programs isn’t a regulatory body and its rulings aren’t legally binding, unresolved complaints are referred by NAD to the Federal Trade Commission for investigation. An FTC investigation is a world of trouble, second perhaps only to criminal prosecution; hence, satisfying the NAD should be a top priority for every firm.

Staying on the right side of advertising law involves more than simply knowing to avoid disease-treatment claims. Here are some of 2020’s most notable NAD disputes—and the lessons companies can learn from them.

Social Media Endorsements & Testimonials Must Include Disclosures

Laura Brett, vice president of the NAD (New York City), says some of the cases brought before the NAD this year underscore the importance of clear, conspicuous disclosures when using endorsements, testimonials, and product reviews in marketing. One case involving Procter & Gamble’s (Cincinnati, OH) Bounty Paper Towels demonstrates the need for brands to ensure that disclosures carry across platforms.

“In this case dealing with advertising on TikTok, NAD reviewed ads by an influencer for Bounty Paper Towels,” Brett says. “The ad included clear and conspicuous disclosures on TikTok that didn’t transfer with the ad when it was shared on other platforms like Instagram. Procter & Gamble agreed to embed the disclosures going forward to ensure they would always appear with the ad whenever it was transferred to another platform.”

Brett says endorsements and testimonials should reflect an experience that is typical of what most consumers can generally expect. If the endorser’s experience isn’t credibly established to be typical, then the brand must clearly and conspicuously disclose the generally expected performance in the circumstances depicted.


More-Specific Health Claims Are Easier to Substantiate

While many cases involve brands making missteps or acting irresponsibly with their advertising, one NAD case from 2020 highlights a brand that did everything right. The Benefiber Healthy Balance case, decided in April 2020, was brought against Benefiber manufacturer GlaxoSmithKline Consumer Healthcare (Brentford, UK) by Procter & Gamble. Procter & Gamble manufactures Metamucil, a competing product made with psyllium husk (

In this case, the NAD evaluated whether there was sufficient evidentiary support for the claim that Benefiber Healthy Balance “helps relieve occasional constipation and abdominal discomfort without causing diarrhea” based on studies submitted by both GlaxoSmithKline and Procter & Gamble. GlaxoSmithKline supported its claims with two expert declarations and a summary of 15 blind, placebo-controlled studies on partially hydrolyzed guar gum (PHGG), the active ingredient in Benefiber Healthy Balance. Procter & Gamble responded with a summary of 14 studies on PHGG and an expert declaration critiquing GlaxoSmithKline’s evidence.

The NAD determined that the challenger’s evidence wasn’t any more reliable than the advertiser’s studies, ultimately ruling that the claim is substantiated. Brett says this case demonstrates the importance of using high-quality evidence to support specific health claims.

“A combination of reliable tests can be looked at together to support health-related claims,” she explains. “Health claims are held to a higher standard of proof and must be supported by reliable scientific evidence, [which is why brands should] limit health-related claims to specific benefits.”

Comparative “Natural” Claims Must Be Substantiated

As consumers increasingly seek natural products, more companies are making claims of “natural ingredients” and “no artificial ingredients.” However, one case adjudicated in 2020 demonstrated that brands must provide substantiation for “natural” ingredient claims, especially when comparing their products with competitors.

Sports drink company Bodyarmor (Queens, NY) made missteps with “natural” claims earlier this year, as determined in a case brought by competitor Gatorade (Chicago, IL). Bodyarmor’s marketing for its flagship drink Bodyarmor and low-calorie option Bodyarmor Lyte made claims that Bodyarmor’s drinks are “more natural” and “contain more natural ingredients” than competing products Gatorade Thirst Quencher and Gatorade Zero.

In this case, the NAD ruled that Bodyarmor failed to substantiate its claim that its products contain a greater quantity of natural ingredients, either numerically or by volume, than Gatorade products. However, the NAD determined that Bodyarmor could continue to claim that it uses natural sweeteners, natural flavors, and coloring agents derived from natural sources.

The Bodyarmor case demonstrates that “natural” claims are more than mere puffery. Brett says companies should be as specific as possible when making “natural” claims and should specify which ingredients in the product are natural or which artificial ingredients have been removed.

Responsible advertising requires brands to be vigilant about not only the messages they use but also how those messages are positioned and displayed. This year’s competitor legal fights demonstrate the importance of making specific claims supported by high-quality evidence. Furthermore, this year’s cases have shown that endorsements and testimonials are always subject to the same rules regardless of whether they appear on TikTok or on television. These cases serve as timely reminders that even in 2020, and especially during a pandemic, truth in advertising matters.

Don’t let your brand make these advertising mistakes. 

Lessons from 2020’s most notable advertising disputes: Natural products edition

Mars Inc. (McClean, VA) has acquired KIND North America (New York City, NY). The two began their global partnership in

, when Mars bought a minority stake in the company in an agreement to grow KIND’s product offering and business globally. The deal gave Mars the option to fully acquire KIND down the road, and now KIND North America will join KIND International to create one organization across 35 countries, functioning as a distinct and separate business within the Mars Family of Corporations. As part of the agreement, KIND’s founder and executive chairman Daniel Lubetzky will retain an ongoing financial stake, and play a key role in the company’s future developments and expansion.

“When we began this partnership, I said it was one built on mutual admiration and a shared vision for growth,” said Grant F. Reid, CEO of Mars, in a press release. “After three years, you can see the impact, as together we have grown the healthy snacking category and brought KIND and the KIND Promise to 35 countries and into new categories. We’re delighted to continue to build on this success and welcome KIND North America into the Mars Family of Companies.”

“I am so proud of how well the Mars and KIND teams have complemented and strengthened each other over the past three years,” Lubetzky said in a press release. “We are now well positioned to further advance our efforts and continue building a foremost health and wellness platform. As we said in 2017, Mars is a company that shares KIND’s passion for business as a force for good, and I am confident that together, we will be able to make our small contribution to make this world a little kinder."

Mars Inc. has acquired KIND North America. The two began their global partnership in 2017, when Mars bought a minority stake in the company in an agreement to grow KIND’s product offering and business globally.

Mars Inc. acquires KIND, retaining leadership of Daniel Lubetzky

Beneo (Parsippany, NJ) launched a precooked, clean-label functional native rice starch, Remypure S52 P. It offers food manufacturers soft, creamy textures and excellent product stability, including harsh processing conditions such as shear and acid, as with dressings, sauces and dips, bakery fillings, and dairy desserts.

“With the increasing demand from consumers for transparent product labels, we are always looking for ways to help our customers meet these market demands,” said Benoit Tavernier, product manager specialty rice ingredients at BENEO, in a press release. “Remypure S52 P has been developed for food producers searching for an instant clean label texturizer for food preparations that can withstand harsh process conditions, while giving an additional creamy aspect to the texture of the end product. It is the first rice starch of its kind on the market for this type of application and has already been well received in a range of taste tests. With the now extended Remypure range of functional native rice starches, Beneo is well set to support existing and potential new customers in their development process of various new clean label products.”

In taste trials, Remypure S52 P performed well in spoonable dressings, ranch dips, and bakery creams, mainly regarding the recipes’ creamy textures and stability. 

Beneo launched a precooked, clean-label functional native rice starch, Remypure S52 P.

Beneo launches the first instant functional native rice starch for clean label applications 

Rousselot, extended its ProTake portfolio of hydrolyzed collagen for food and drink formulations with three new clean-label solutions: ProTake Bar, ProTake Powder, and ProTake Foods. Each product increases collagen content, reduces fat and sugar levels, and enhances taste and texture. 

“As consumer expectations for food and beverage varieties continue to become more sophisticated, the industry is facing rising pressure to deliver cleaner functional products that are both healthy and indulgent,” said Claude Capdepon, global coordinator, Rousselot Application Laboratories, in a press release. “The formulation process of these products can, however, be challenging as one size does not fit all. Producers require innovative ingredients that are not only tailored to consumer preferences, but also the specific application like bars, powders, savory snacks and soups, baked goods and dairy foods. We have expanded our ProTake range to help our customers overcome these challenges and formulate a variety of tastier and healthier foods and beverages effectively. Alongside these solutions, we provide formulation, technical and regulatory support via Rousselot’s innovation labs to support our partners in creating next-generating products that consistently meet expectations and bring them to market more quickly.” 

The full portfolio will be presented by Rousselot in the new product zone at Fi Connect 2020 on Monday, November 30 from 11 – 11:30 a.m.

Rousselot, extended its ProTake portfolio of hydrolyzed collagen for food and drink formulations with three new clean-label solutions: ProTake Bar, ProTake Powder, and ProTake Foods.

Rousselot expands ProTake hydrolyzed collagen range at Fi Connect 2020 

Sabinsa (East Windsor, NJ) is offering glyphosate test results to customers of all the products the company sells. In October Sabinsa began testing for residual herbicide in 20 nutraceutical ingredients as a routine practice, along with all other USP listed pesticides, and are widening the scope to all products the company sells. Spices must be below 7 ppm and herbs below 0.2 ppm. Although glyphosate is a popular herbacide, its use has become controversial. Organizations such as the World Health Organization’s International Agency for Research of Cancer has said it is carcinogenic to humans, and multi-million-dollar settlements have been issued for those with cancer found to be from exposure to the material. 

Sabinsa analyses glyphosate and its major metabolite aminomethylphosphonic acid (AMPA). The total of these two is reported as glyphosate. Glyphosate rapidly gets converted to AMPA after absorption in soil, which is why Sabinsa’s scientists decided to monitor AMPA in addition to glyphosate.

“The method development of these products is very challenging and time consuming, requiring skilled techniques,” said Sabinsa founder and chairman Muhammed Majeed, PhD, in a press release. “Given Sabinsa’s mission to improve human health, confirming purity of the materials we sell makes sense.”

In October Sabinsa began testing for residual herbicide in 20 nutraceutical ingredients as a routine practice, along with all other USP listed pesticides, and are widening the scope to all products the company sells.

Sabinsa offers customers glyphosate test results with all its ingredients

Informa Markets is hosting Vitafoods Europe 2021 as a hybrid event with two session: an in-person event at the Palexpo in Geneva, Oct. 5 - 7, 2021, and a virtual event running in parallel Oct. 4 – 8, 2021.

“We had a fantastic response to our first Vitafoods Virtual Expo and Summit in September,” said Chris Lee, managing director, health and nutrition network at Informa Markets, in a press release. “The interactive virtual event opened up our brands to a wider global audience than ever before, highlighting the power of technology to bring our industry together and drive it forward.

“The disruption of recent months accelerated our strategy to take our core physical event offering to the next level by integrating virtual elements, in order to bring an innovative and convenient format for exhibitors and visitors alike to share ideas and make global connections,” Lee continued. “Face-to-face events bring so much value to our industry, but we also recognize that individuals have different preferences and travel can pose challenges, especially in the current climate. This is exactly why we’re delighted to announce our new hybrid format for Vitafoods Europe 2021. Over a week in October next year, we’ll be hosting forums, webinars, roundtables and much more across our innovative cross-functional platform and in-person event, providing the industry with access to even more exclusive experiences, knowledge and networking opportunities. Watch this space!”

You can register for Vitafoods Europe 2010 by clicking 

Informa Markets announces live and virtual dates for Vitafoods Europe

Roquette (Geneva, IL) launched Lycagel, a pharmaceutical-grade solution for vegetarian softgel capsule formulations for nutraceutical and pharmaceutical applications. The plant-based delivery system is made of pea starch; carrageenan, a setting agent sourced from marine macro algae; Neosorb sorbitol, also plant-based; and Na+ (salt), a jellifying agent.

“The launch of Lycagel marks a new era for softgel formulations and manufacturing. Manufacturers no longer need to compromise on performance when launching a vegetable softgel solution,” said Paul Smaltz, head of Roquette’s Global Pharmaceutical business unit, in a press release “Designed to be easily adaptable to existing gelatin processes, Lycagel can support businesses in bringing vegetarian alternatives to market quickly, without significant changes to existing operations.”

The Lycagel system offers excellent capsule strength, seal integrity, quick-drying time with no stickiness, fast disintegration, and no cross-linking and higher processing temperature suitability compared to gelatin. Lycagel gives manufacturers greater flexibility with ingredients that require higher processing temperatures such as pastes and waxes.

“Lycagel gives manufacturers the opportunity to take vegetarian softgel formulation further than ever before,” Smaltz said. “As well as offering advanced performance, the pea starch system delivers on consumer visual appeal too – producing capsules with a transparent, shiny finish and excellent reproducibility. This launch represents Roquette’s continued commitment to ensuring its customers remain at the forefront of innovation.”

 Roquette launched Lycagel, a pharmaceutical-grade solution for vegetarian softgel capsule formulations made from pea starch. 

Roquette launches plant-based softgel capsule, Lycagel

TriNutra (Harrison, NY) partnered with NS Oils Ltd. (Kibbutz Saad Israel) to provide organic ThymoQuin black seed oil, exclusively grown in Sde Eliyahu, Israel. The organic ThymoQuin seeds have been cultivating for three years and TriNutra is ready to supply its standardized Nigella sativa oil certified by the national organic program.

“Quality seeds have always been an important aspect of TriNutra’s business model and delivering organic means that we can further meet the demands of consumers,” said Morris Zelkha, CEO of TriNutra, in a press release. “We wanted to make sure we do it right, no cutting corners, and now, after three years, we have full confidence in our ability to deliver organic ThymoQuin to our customers.”

TriNutra’s breeding program produces plants with higher thymoquinone content than more common varieties and a proprietary cold-press extraction produces the stable and highly bioavailable ThymoQuin standardized to 3% thymoquinone with less than 2% fatty acid. 

“Our customers are increasingly looking for ingredients that meet organic, non-GMO and other sustainability standards to help differentiate their brands,” said Chris Holland, VP of sales at Barrington Nutritionals, in a press release. “TriNutra did a phenomenal job working with their family farmers to develop the seed and build a reliable supply chain to ensure consistent supply of organic ThymoQuin. Another win for TriNutra and our customers!”

TriNutra partnered with NS Oils Ltd. to provide organic ThymoQuin black seed oil.

TriNutra now offers organic ThymoQuin from black seed oil grown in Israel

Cargill (Minneapolis, MN) has made a significant investment in the Seventure Partners’ Health for Life Capital II fund. The fund supports microbiome research and development in the areas of health and nutrition. Cargill joins Danone, Novartis, and Lesaffre in a network of strategic investors, and will serve as a limited partner with a member appointed to the fund’s Advisory Investment Committee.

“We’re thrilled to invest with Seventure Partners, given their deep expertise and knowledge of the rapidly evolving microbiome ecosystem,” said Chuck Warta, president of Cargill’s health technologies business, in a press release. “Together, we will expand the existing suite of health solutions available to consumers and bring more relevant products to market in the functional food arena. Ultimately, our goal is to help humans and animals live more healthy days.”

“Microbiome innovations are now impacting many industries such as food, pharma, healthcare, retail, agriculture and animal feed and health, providing great opportunities for growth. In addition to the classic financial investors, our funds also include strategic corporate investors,” said Isabelle de Cremoux, CEO and managing partner of Seventure, in a press release. “I am delighted to start this collaboration with Cargill. Cargill joining our fund will accelerate our mission to transform fascinating science into great products, improving people’s lives.”

As part of the agreement, de Cremoux will join four other experts on an internal Cargill advisory board, tasked with providing strategic guidance and insight as Cargill grows its health technologies portfolio. The advisory board also includes Bruce German, PhD, a professor at UC Davis and co-founder of a startup focused on infant nutrition; Mary Ellen Sanders, PhD, founding president of the International Scientific Association of Probiotics and Prebiotics (ISAPP); and Scott Bush, a probiotics commercial leader with more than 30 years of experience.

“Bringing the outside in is critical as we grow in this emerging field,” said Warta. “Our advisory board members bring a critical mix of commercial and scientific expertise to challenge our assumptions and broaden our thinking.”

Cargill has made a significant investment in the Seventure Partners’ Health for Life Capital II fund, joining Danone, Novartis, and Lesaffre in a network of strategic investors.

Cargill invests in venture capital fund aimed at transforming microbiome and life sciences R&D

NXT USA, a new nutraceutical company, has launched TamaFlex, a joint health formula. A patent-pending combination of tamarind seed and turmeric rhizome extracts, TamaFlex was shown in a recent study

to support comfort, flexibility, and function in healthy subjects in as little as 14 days.

According to the firm, TamaFlex targets two pathway that cause joint inflammation: COX-2 and 5-LOX enzyme pathways. It also contains the first tamarind seed extract available globally to be backed by published safety data.

“We’re excited to bring TamaFlex to market because we believe it fills an unmet need in the joint health market that products like glucosamine and chondroitin just can’t address, namely consumer demands like clean label, vegan and non-GMO,” said Eric Anderson, managing director, NXT USA, in a press release. “TamaFlex is also clinically validated in healthy participants, while most joint products rely on data from folks with health conditions.”

 rhizome extracts improves knee joint function and alleviates pain in non-arthritic adults following physical activity.” 

International Journal of Medical Sciences

A patent-pending combination of tamarind seed and turmeric rhizome extracts, TamaFlex was shown in a recent study to support joint comfort, flexibility, and function in healthy subjects in as little as 14 days. 

NXT USA launches novel joint health formula called TamaFlex

Artemis International (Fort Wayne, IN) is boosting its immune support offerings with new BerryDefense Immune Blend. The proprietary blend contains standardized extracts of European black elderberry, aronia, and black currant to support not only immune health, but also cardiovascular health, and even vision health. Because high blood pressure is a risk factor for COVID-19 complications, and telecommuting for work and school creates added eye strain, the blend addresses a number of health concerns relevant to the pandemic.

“After experiencing record demand for our ElderCraft extracts, we wanted to meet the ongoing needs of our finished product customers, and consumers, with an ingredient that reaches beyond the benefits of Black Elderberry,” says Leslie Gallo, president of Artemis International, in a press release. “With our BerryDefense blend, Black Elderberry is combined with other clinically-validated ingredients to offer a flavonoid-packed immune powerhouse that also provides other significant benefits during the COVID pandemic.”

Artemis International is boosting its immune support offerings with new BerryDefense Immune Blend. 

Artemis International introduces new blend of dark berry extracts for immune health

 found that supplementation with a proprietary probiotic combination of 

-52 (Lacidofil from Lallemand; Mirabel, Canada) reduced anxiety-like behavior in rats with learned aversive association from infancy. Infants forget experiences more rapidly than older individuals; a phenomenon known as infantile amnesia. The study hypothesizes that expression of infantile amnesia is related to resilience and vulnerability. In other words, infantile stress may predispose individuals to higher anxiety in adulthood because infantile amnesia is offset by aversive stimuli.

Therefore, researchers conditioned infant rats to associate white noise with shock, then tested the memory of that association about one week later. They found infants that expressed better memory of aversive associations emitting more vocalizations, an indication of higher distress levels, when separated from their mother. They also experienced higher levels of conditioned fear and anxiety-like behavior. However, administration of the probiotic formula during early development reduced anxiety in rats that expressed good memory of aversive associations.

“These experiments are a promising first step and provide a preliminary rationale for the use of specific probiotics to prevent or reduce the negative impact of early offset of infantile amnesia” says Lucie Lingrand, product manager at Lallemand Health Solutions, in a press release.

Harmon-jones SK et al. “Is good memory always a good thing? An early offset of infantile amnesia predicts anxiety-like behavior throughout development in rats.” 

A recent animal study found that supplementation with Lacidofil from Lallemand  reduced anxiety-like behavior in rats with learned aversive association from infancy.

Novel probiotic formula may protect infants from consequences of early-life stress, says animal study

Shiitake mushrooms can be produced by placing cultured fungus called spawn into holes drilled in fresh cut hardwood. These logs are then incubated under forest shade for about a year before fruiting begins. The most recommended wood for production is the oak genus of the beech family.

Fun fact! Shiitake mushrooms can be produced by placing cultured fungus called spawn into holes drilled in fresh cut hardwood. These logs are then incubated under forest shade for about a year before fruiting begins. The most recommended wood for production is the oak genus of the beech family.

Shiitake cultivation

Starting in December 2020, Cargill’s palm oil refinery in Charlotte, NC will be solely dedicated to providing palm oil certified by the Roundtable for Sustainable Palm Oil (RSPO), making Cargill one of North America’s first large-scale suppliers of segregated palm oil certified by RSPO. The expanded supply will allow Cargill’s customers to meet sustainability commitments and may give consumers more food options with sustainable palm oil.

“Palm oil plays a critical role in feeding and supporting millions, as it is the world’s most widely used vegetable oil,” said Reid Kinde, North American commercial leader for Cargill’s global edible oils business, in a press release. “With growing numbers of brands pledging to source palm oil responsibly, we are now positioned to supply North American food manufacturers with sufficient quantities of segregated RSPO-certified product to meet their sustainability commitments.”

RSPO verifies that forests are protected, and social and environmental safeguards are met during oil production and harvest. To carry the segregated RSPO designation, all products must be kept separate from commodity palm oil supplies and be traceable throughout the supply chain. Cargill has been supplying RSPO-certified palm oil since 2005, now reaching customers in Europe, Mexico, Australia, and Malaysia. The expansion of its supply chain further leverages the firm’s global footprint, and reflects the growing demand for ethically-sourced palm oil. Prior to this, Cargill offered North American customers mass-balanced sustainable palm oil.

Cargill’s palm oil refinery in Charlotte, NC will be solely dedicated to providing palm oil certified by the Roundtable for Sustainable Palm Oil (RSPO), making Cargill one of North America’s first large-scale suppliers of segregated palm oil certified by RSPO. 

Cargill expands RSPO-certified palm oil supply chain to North America

Where glucosamine and chondroitin were once the standard of care in joint nutrition, a new class of ingredients has stepped in to support cartilage, tendons, connective tissue, and more.

“The joint health category has been dominated by glucosamine for over 25 years, and chondroitin began to show up alone or in combination products with glucosamine around 15 years ago,” observes Nena Dockery, scientific and regulatory manager with Stratum Nutrition (Carthage, MO). She says that while these two ingredients still comprise the majority of joint health products, both have significant shortcomings. High daily dosage amounts, long duration of use for benefits, and issues with adulteration are just some of the reasons why consumer preference is shifting.

Safe, natural, and clean-label formulas are continuing to gain traction in the joint health category, with ingredients like collagen, turmeric, eggshell membrane, and methylsulfonylmethane (MSM) taking over considerable market share.

According to SPINS data on this category (U.S. Natural and Multi-Outlet (MULO) channel, 52 weeks ending July 12, 2020), collagen products have earned $198 million in consumer sales in 2020; turmeric $5 million; and MSM $2.6 million. Compare this to glucosamine-and-chondroitin combination products’ $215 million, glucosamine products’ $45 million, and chondroitin supplements’ $57,185. Meanwhile, a report by MarketInforming Healthcare estimates the North American eggshell membrane market was worth $11.8 million in 2019.

Consumers look to emerging joint health ingredients like collagen, turmeric, eggshell membrane, and MSM for support.

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