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2010 Vity Awards

Because we believe no one is better qualified to determine the industry’s best-selling products than the people who sell them, Vitamin Retailer once again polled its retailer readers on their top-selling products and best sales and merchandising support.

What started in the 1990s has evolved into one of the most soughtafter awards in the natural products industry. The 2010 Vity Awards represent a random sampling of retailers across the country conducted earlier in the year. This year there are nearly 50 categories, and the winners were, as always, based on the number of votes in each category.

The 2010 winners, whom we showcase here, represent products and services for which health food retailers have voted and for which customers have voted with their pocketbooks.

Vitamin Retailer would like to thank the retailers who supported this year’s Vity Awards with their time and input and congratulate all the winning manufacturers.

Product descriptions are provided by the manufacturers and do not reflect the viewpoint of Vitamin Retailer.

Vitamin & Mineral Supplement Category

Potassium Asporotate by Solaray The Solaray® Potassium Asporotate™ supplement consists of potassium which has been combined with aspartic acid, citric acid and a special delactosed whey protein concentrate containing naturally occurring orotic acid. Each capsule contains potassium with all the other natural components producing a natural chelation process resulting in the formation of a special complex containing potassium aspartate, potassium citrate and potassium orotate.

Mega Potency Natural Resveratrol by NOW Foods NOW offers Resveratrol in 50 and 200mg formulas, both of which contain only transresveratrol— the most potent and effective known source, according to the company. By offering this high-quality resveratrol in a variety of potencies at exceptional prices, NOW is confident that its Mega Potency Natural Resveratrol will become a customer favorite
Resveratrol-forte High Potency by Enzymatic Therapy Resveratrol-forte High Potency anti-aging antioxidant offers an easy-to-swallow, oneper- day soft gel with more trans-resveratrol per dose than that of leading competitors, the company said. This unique formula contains a synergistic combination of resveratrol and rutin (quercetin rutinoside), which provides more anti-aging and immune support than resveratrol alone.

Specialized extraction and purification methods also allow the product to provide higher potency and stability.

Vitamin D-3 2,000 IU by NOW Foods NOW® Vitamin D-3 2,000 IU soft gels offer one of the highest potencies available, making it convenient for users to supplement the same amount that has been used in some of the most promising recent studies.

Vitamin D3 (as cholecalciferol) is easily absorbed and utilized by the body, and has extremely low toxicity.

Every Woman’s One Daily by New Chapter Every Woman®’s One Daily is a once daily organic whole-food multivitamin formulated specifically for the needs of active women. Its formulation was recently enhanced to better support stress and energy, and to promote immune, hormone and breast health. Because Every Woman’s One Daily is made from whole-food, it can be taken any time—even on an empty stomach.

Source of Life GOLD by Nature’s Plus Source of Life GOLD is at the cutting edge of nutritional research and manufacturing expertise with the scientific design that incorporates over 200 distinct and highly effective nutritional components from over 30 areas of nutrient classification, and supporting over 20 primary and important functions in the body. Source of Life GOLD features high-potency and naturally occurring B vitamins from organic sources along with over 1,000mg of all natural sourced organic vitamin C, a full spectrum 12-strain probiotic blend and more.

Specialty & Herbal Supplement Category

Jarro-Dophilus EPS by Jarrow Formulas Jarro-Dophilus EPS combines both room temperature stability and an enteric coating to protect against stomach acid. It is formulated with eight different species of friendly bacteria from four genera: Lactobacillus, Bifidobacterium, Pediococcus and Lactococcus. At the time of manufacture, each capsule contains five billion probiotic bacteria.

Omega-3 by Nordic Naturals Nordic Naturals’ Omega-3 formula provides an excellent source of omega-3 essential fatty acids. The product contains EPA 330mg and DHA 220mg, exceeding expert recommendations of a minimum of 500mg EPA+DHA daily, in two lemon-flavored soft gels.

Animal Parade by Nature’s Plus Animal Parade children’s formula supplies the protection and nutritional assurance all parents seek for their children, along with the taste and animal shapes that kids enjoy. Each chewable tablet supplies 16 vitamins and eight minerals, as well as nature’s most healthful whole foods, including spirulina, carrot, broccoli, whole brown rice and spinach.

CleanseSMART by ReNew Life Recommended by retailers nationwide and trusted by consumers for over a decade, CleanseSMART™ is now a six-time Vity Award winner. It is a powerfully effective total-body herbal and mineral formula that helps restore bowel regularity and nourish, support and detoxify the body’s seven channels of elimination.

Added benefits include enhanced energy and vitality, weight loss and improved overall health.

Green Vibrance contains a balanced selection of 64 key ingredients, including 25 billion probiotics from 12 different strains, to deliver significant benefit to the consumer. Green Vibrance provides the kind of nutrient density that helps each cell function at peak efficiency.

Turmeric Force by New Chapter New Chapter takes its full-spectrum turmeric, and without chemical solvents or heat stress, concentrates radiant turmeric oils as much as 200:1.

This is combined with a full-spectrum hydroethanolic extract that potency assures it is at least 11 percent of the full curcuminoid fractions.

Oscillococcinum by Boiron Oscillococcinum® works naturally with the body instead of masking symptoms and does not cause side effects, such as drowsiness or sleeplessness.

Oscillo® works best when taken at the first sign of flulike symptoms such as feeling run-down, headache, body aches, chills and fever. A homeopathic medicine, it has been shown in four doubleblind, placebo-controlled clinical studies to help reduce both the duration and the severity of flu-like symptoms.

Bone Strength Take Care by New Chapter Bone Strength Take Care® is a wholefood calcium/magnesium, vitamin D3 and natural K2 complex. The calcium complex is derived from a specific plant form called Lithothamnion, harvested from pristine shores along the Icelandic coastline. Other bone-nourishing nutrients such as natural vitamin K2 and vitamin D3 have been added to complete the food complex.
Prostate 5LX by New Chapter Prostate 5LX® contains several timetested herbs, which are properly extracted and blended in the correct proportions to safely modulate 5-LX and promote prostate health.

Expertly formulated by master herbalist Paul Schulick, Prostate 5LX delivers supercritical extracts of saw palmetto, ginger and rosemary along with whole-food complexed selenium and solvent-free extracts of green tea and pumpkin seed oil for total prostate protection.
Pet Cod Liver Oil by Nordic Naturals Nordic Naturals’ Pet Cod Liver Oil was developed in conjunction with veterinary professionals and is an excellent source of the omega-3 essential fatty acids EPA and DHA. Unlike other cod liver oils made for pets, Pet Cod Liver Oil is derived exclusively from 100 percent wild Arctic Cod (Skrei) and is the same quality used in Nordic Naturals human products, but is specially formulated for dogs and cats.

Yeast and Garlic by PetGuard Proven effective while taken regularly throughout the year, high protein content and natural B-complex vitamins are particularly valuable for the pet’s overall nutrition and contribution to a healthy skin and coat.

Pet parents have chosen to provide this assurance to their pets with PetGuard’s Yeast and Garlic Powder and Wafer Supplements for their cats and dogs.

Every Woman’s One Daily by New Chapter Every Woman®’s One Daily is a once-daily organic whole-food multivitamin formulated specifically for the needs of active women. Its formulation was recently enhanced to better support stress and energy, and to promote immune, hormone and breast health. Because Every Woman’s One Daily is made from whole-food, it can be taken any time—even on an empty stomach.
SinuCare by Euro Pharma Proven to clear mucous and ease breathing, the two concentrated and chemotyped plant oils in SinuCare™ (eucalyptus and myrtle) offer clear-headed comfort. Both ingredients are clinically studied and have been shown to support the entire upper respiratory tract. SinuCare also optimizes healthy immune function by increasing natural respiratory defenses.
Specialty Combination Formulas
Zyflamend by New Chapter According to New Chapter, Zyflamend® is the No. 1 selling herbal in the US for a healthy inflammation response. It contains hundreds of bioactive constituents from 10 of the most researched botanicals that promote a healthy inflammation response and provide multiple health benefits including healthy aging, joint health and bone health.
Neuro Optimizer by Jarrow Formulas Neuro Optimizer is nutrition for the brain, combining CDP choline, phosphatidylserine (PS), alpha lipoic acid, acetyl L-carnitine, L-glutamine and taurine to enhance brain metabolism and antioxidant protection safely and naturally, but without the use of stimulants.

This comprehensive, synergistic formula contains nutrients that boost neurotransmitters, build and protect nerve membranes, prevent free radical damage and provide stable energy.

Ginkgo Smart Maximum Focus & Memory by Irwin Naturals Ginkgo Smart Maximum Focus & Memory combines brain-boosting nutrients to help keep memory keen and the mind sharp. These nine powerful brain boosters are targeted for memory and mental clarity, which makes this product a ‘smart’ choice.

PGX line by Natural Factors Unlike many diet products that try to suppress appetite, PGX corrects appetite by addressing one of the core reasons behind unhealthy food cravings: blood sugar levels. PGX is taken with each meal and slows the digestion of food, which helps control and balance blood sugar levels. This slowed digestion further helps reduce food cravings by keeping a person full for a longer period of time, the company said.

Digest Gold by Enzymedica Digest Gold represents a potent digestive enzyme supplement formulated to assist with protein, carbohydrate, fat and fiber digestion. It contains 14 enzymes to maximize the body’s ability to digest and assimilate food.
Energy by NOW Foods NOW Energy combines a comprehensive array of nutrients and dietary ingredients that provide the body with a natural source of energy. This formula does not contain ephedra (ma huang).Instead, NOW uses ingredients such as guarana, yerba mate and green tea to provide a natural source of caffeine and support for the thermogenic processes in the body.

Triple Boost Caffeine-Free Energy by Irwin Naturals Triple-Boost Caffeine-Free Energy provides a smooth, all-day stream of energy without stimulants. It can be used daily without the burnout that occurs with caffeinated energy products.

Triple-Boost is naturally designed for an all day, jitter-free boost for brain, muscles and adrenals.
Blood Pressure Factors by Michael’s Naturopathic Programs Blood Pressure FactorsTM is a synergistic blend formulated to support healthy blood pressure in a multi-faceted approach.

Blood Pressure Factors supports proper osmosis, a foundational issue in blood pressure. The formula also provides the nutrients that support the functioning of the negative feedback loop that the body uses to monitor blood pressure.

Cholesterol Success by TwinLab Corp. Cholesterol Success™ is a dietary supplement for individuals who want a natural way to help maintain cholesterol health.

Twinlab’s formula provides .9g of plant sterols and stanols in a single serving.
Wellness Formula by Source Naturals Wellness Formula® is a Bio-Aligned Formula™ that goes deep to the root cause of body system imbalances. It is expertly designed to support interlocking components of the immune system, including mucous membranes, cell-mediated immunity and humoral immunity. It also addresses interrelated body systems that impact winter health: antioxidant defense, stress response and the respiratory system.

Hot Plants by Enzymatic Therapy Hot PlantsTM for Him and Hot PlantsTM for Her sexual enhancement formulas were co-developed with renowned Medicine Hunter Chris Kilham. These targeted formulas combine 10 libidoenhancing botanicals. This is a third Vity win for Hot Plants, which also placed first in 2007 and 2009.

Cobra by Natural Balance The Cobra® sexual energy formula combines yohimbe and horny goat weed with ginseng, muira puama, catuaba, damiana and additional herbs for men. The popular Cobra blend has been a top-seller for 20 years and has won several Vity Awards, beginning in

1996. Its success helped to establish an entire category for male performance products and increase awareness of herbs like yohimbe, horny goat weed and muira puama.

Wobenzym N by Garden of Life Wobenzym® N is a systemic enzyme that supports the body’s natural inflammation response.

Wobenzym N provides temporary relief from aches, pains and muscle soreness due to everyday activity, increases flexibility and mobility, and supports joint and tendon health. It is rare for a nutritional supplement with multiple ingredients to have even one human clinical study done on the exact formulation, yet Wobenzym N has six human clinical studies with 2,489 patients studied.
Sports Nutrition Category

100% Whey Ready to Drink Protein Shakes by Country Life Country Life’s Ready to Drink protein shakes contains 100 percent pure whey protein isolate, the finest quality and most easily assimilated whey protein isolate on the market, the company said. The microfiltration method isolates the natural whey proteins in a highly concentrated form without fat or lactose. This processes leaves 99 percent of the peptides undamaged and indentured. It also delivers high levels of branched-chain amino and glutamic acids.

Amino Fuel by Twinlab Corp. Amino Fuel® is a dietary supplement for athletes who want an easily absorbed protein blend that helps promote muscle growth and supports energy metabolism. The proteins in Amino Fuel are provided in an easily digested, absorbable and utilized form, namely peptide bonded amino acids, which increase nitrogen retention and may help promote muscle growth.

Whey Protein Powder by NOW Foods NOW® Whey Protein Powder, a perennial favorite, is a blend of three of the highest quality whey protein concentrates and isolates from around the world: micro-filtered, ion-exchanged and enzymatically hydrolyzed (partially predigested).

This blend of specially processed whey proteins is designed to maximize amino acid absorption and biological value (BV).
Creatine Fuel by Twinlab Corp. Creatine Fuel® is a dietary supplement for athletes who want to improve performance in high-intensity exercise and increase body and muscle mass. Twinlab’s formula contains 2,100mg creatine monohydrate per serving and recommends a total daily serving of 4,200mg.
Ultra Energy Açai Bar by Nature’s Plus Nature’s Plus’ Ultra Energy Açai Bar is a new addition to the Ultra Energy line of nutrition bars and shakes, which utilizes the unique flavor of açai berry, chocolate and the crispy crunch of Tri-Part Protein, and micro-filtered whey protein. Every bar features 1,000mg of powerful, antioxidant-rich standardized açai berry extract and whole fruit concentrate.
Whey Protein Powder by NOW Foods NOW® Whey Protein Powder, a perennial favorite, is a blend of three of the highest quality whey protein concentrates and isolates from around the world: micro-filtered, ionexchanged and enzymatically hydrolyzed (partially predigested). This blend of specially processed whey proteins is designed to maximize amino acid absorption and biological value (BV).

Weight Gain by Naturade For the second year in a row Naturade has won a Vity Award for its Weight Gain powdered drink mix. Weight Gain is an all natural, high-calorie supplement designed to help individuals increase their caloric intake and gain weight quickly by providing 780 calories and 34g of high quality protein.

Naturade® Weight Gain is a blend of protein, essential amino acids, carbohydrates and fats that is 99.9 percent cholesterol free.

D-Ribose Powder by NOW Foods Ribose occurs naturally in all living cells. It is a simple sugar that begins the metabolic process for ATP production. D-Ribose works synergistically with, and enhances the benefits of, creatine supplements.

NOW’s D-Ribose is available in various potencies, in either caps or tablets, and is vegetarian.

D-Ribose Powder by Solaray D-Ribose is a naturally occurring simple sugar that has been the subject of much research for its role in cardiac and cellular energy metabolism. D-Ribose, as well as all Solaray products, are tested for purity, potency and consistency.

Allercetin by Source Naturals Source Naturals Allercetin™ is a Bio-Aligned Formula™ that goes deep to address allergy symptoms by bringing alignment to the multiple, interdependent body systems involved with hay fever: the sinuses, respiratory system, immune desensitization, mucous membranes, histamine inhibition and cellular energy. A naturopathic physician with years of clinical experience using homeopathic remedies carefully chose the ingredients in Allercetin.
Oscillococinum by Boiron Oscillococcinum® works naturally with the body instead of masking symptoms and does not cause side effects, such as drowsiness or sleeplessness.

Oscillo® works best when taken at the first sign of flulike symptoms such as feeling run-down, headache, body aches, chills and fever. A homeopathic medicine, it has been shown in four double-blind, placebo-controlled clinical studies to help reduce both the duration and the severity of flu-like symptoms.

Headache by Hyland’s, Inc. Hyland’s Headache is a traditional homeopathic formula for the relief of symptoms of head pain due to stress and sick or nervous headache.

Working without contraindications or side effects, it stimulates the body’s natural healing response to relieve symptoms. Hyland’s Headache is safe for adults and children and can be used in conjunction with other medications.
Acid Soothe by Enzymedica Acid Soothe contains pure plant enzymes and select nutrients to soothe discomfort associated with gastrointestinal distress such as occasional heartburn, diarrhea, discomfort and indigestion. Amylase, cellulase and lipase Thera-blends™ are combined with marshmallow root, papaya leaf, prickly ash and gotu kola—nutrients known for their specific benefits to the gastrointestinal system.Melatonin by Source Naturals The sublingual form of Source Naturals Melatonin is absorbed directly into the bloodstream, via the blood vessels under the tongue and in the cheeks, bypassing the liver and allowing for quick entry into the system. Source Naturals Timed Release Melatonin is formulated to allow for a gradual release of the active ingredient during an approximate six-hour period. This provides the body with a more even absorption of melatonin.

Olive Leaf Complex by Barlean’s Barlean’s Olive Leaf Complex liquid extract, packing nearly double the antioxidant capacity of green tea extract and 400 percent higher than vitamin C, is imported from Australia, where a research team spent 10 years testing 60 olive tree varieties from 12 countries and found the Olea europaea trees. Barlean’s olive leaves are fresh picked at sunrise and immediately fresh pressed to capture full-spectrum, nutritional potency.

Vitamin Code by Garden of Life Garden of Life strives to make point-of-purchase materials that are not only visually appealing, but also functional. The Vitamin Code Display doubles as an Extraordinary Health Magazine holder. The vibrant colors, unique design and product information are all valuable in attracting the consumer to the display.

New Chapter New Chapter offers retailers eye-catching shelf talkers that speak to consumers and garner attention.

New Chapter Part of what makes New Chapter a success in stores is the company’s desire for and understanding of the importance of education.

New Chapter has chosen to reach its consumers through the many inspiring retailers who make up the vibrant natural products industry by offering free seminars and trainings in stores throughout the country. New Chapter provides each participating retailer with hundreds of customized bag stuffers to help promote this important educational event and bring consumers back into the store.

New Chapter New Chapter retailers know that the key to building today’s profitability and tomorrow’s unique health food customer base lies in educating consumers on the sustainability and purity of organics, and the powerful healing wisdom found in whole food. Likewise, presenting an organic, whole healing paradigm helps retailers upgrade consumers to the unique products that uphold the retailer’s core values, and in fact binds their consumers to their store by offering unique products not available in drug and mass markets.

QuickBooks POS This point-of-sale system automatically adjusts inventory every time a sale, order or return is made, which helps retailers keep the most popular items on-hand without overstocking or selling out. The program can also track customer contact info and purchase histories automatically. With QuickBooks POS, retailers can choose from a complete solution with hardware and PC or build their own custom solution.

ReNew Life ReNew Life saves retailers valuable shelf space while drawing attention to its high quality products with its customer service displays
Barlean’s Barlean’s consumer health literature is available for retailers to distribute free to their customers.

Barlean’s also offers free floor and wall literature racks.

Cleanse line by ReNew Life In April of 2009, ReNew Life announced the redesign and repackaging on over 130 products starting with its No. 1 line of internal cleansing and detoxification formulas. Some of the changes include a contemporary look, clearer positioning and a helpful chart for companion products.

Bach Rescue Remedy Bach’s Category Manager display provides retailers with a clear method of displaying the company’s Rescue brand items like Rescue Remedy, Rescue Sleep and Rescue Energy, alongside the base range of Bach Original Flower Remedies. The Category Manager display is versatile, fitting most retail shelves with only minor adjustments, and offers consumers educational brochures and flip charts to draw consumers deeper into the Bach and Rescue ranges. As a result, the retailer is able to establish consumer loyalty to the brand, stimulating repeat purchase and recommendation.

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