Upcoming Issue Highlights

Best New Products 2010

Phase 2

Natural product retailers nationwide weighed in to crown the winners

For the third year in a row, Vitamin Retailer (VR) editors have sifted through and discussed the thousands of press releases submitted throughout the year to come up with a list of Best New Product candidates. Then retailers weighed in on VR’s picks based on the movement and acceptance they’re seeing in their stores, and offered any additional items for consideration that may be missing. Based on their feedback, the list was whittled down to 10, which is what readers will find highlighted here.

First, a big thank you to all the retailers who offered their comments and experiences to come up with the top 10, and hearty congratulations to the winning manufacturers. And now, VR’s Best New Products of 2010!

Brenda Watson’s Vital Woman

Flush & Be Fit for Women

Renew Life

Palm Harbor, FL

(800) 830-1800

With all the challenges facing women seeking to stay healthy—being overworked, overtired and overwhelmed— ReNew Life Founder, Formulator and President Brenda Watson introduced the first product in her Vital Woman™ line of premium herbal and nutritional supplements formulated exclusively for women. Flush & Be Fit™ is a three-part cleanse and energize formula in convenient all-in-one daily strip-packs for a woman’s busy lifestyle that addresses many health conditions and complaints in one comprehensive formula. Mary Hogan, category manager with 11-store chain Fruitful Yield (Lombard, IL), expressed that the product has exceeded expectations since it was introduced.“We started out with six in each of our stores and then ordered displays,” she said. “Customers are seeing results.ReNew made this an easy product to take, and with something like this, they want results fast and they receive them with Flush & Be Fit.” Letty Miller, category manager with Super Supplements (Seattle, WA), agreed: “This product has exceeded our expectation—it’s innovative, easy to use and relevant to the category.” The product includes morning, midday and evening formulas, which feature a potent herbal blend, enzymes and probiotics.

4,000IU Ddrops

Carlson Laboratories

Arlington Heights, IL

(847) 255-1600

With vitamin D’s popularity and interest at an all-time high, Carlson Laboratories introduced its newest vitamin D product, 4,000IU Ddrops®.Offering a convenient way for consumers to ensure they are receiving adequate amounts of the “sunshine vitamin,” which not only promotes strong bones and teeth, but has also been shown to support healthy mood and immune function, Carlson Ddrops provide natural vitamin D3 in convenient, taste-free, odorless drops.

Nancy Casady, general manager for San Diego, CA-based Ocean Beach People’s Organic Food Co-op, shared that her customers see it as a value. “Providing a year’s supply of high-quality liquid D for under $30, this product lives up to expectations.” And Taylor Hamilton, owner of Tunies (Coral Springs, FL), said that it was added to his store because there “were very few liquid Ds available.
It was something our customers were requesting, and it’s been selling well ever since we introduced it.”

Ideal Bowel Support (IBS) 299V

Jarrow Formulas, Inc.

Los Angeles, CA

(800) 726-0886

Jarrow Formulas, Inc. unveiled its Ideal Bowel Support (IBS) 299v® to help alleviate digestive discomfort, bloating, bouts of constipation and occasional diarrhea. “It is a unique product that addresses specific issues and the formulation is done very well,” said Chris Terrell, merchandising manager with New Leaf Market (Tallahassee, FL).“For individuals dealing with those conditions, they’re seeing results and we’ve received a lot of positive feedback.” Ideal Bowel Support 299v contains Lallemand-Institute Rosell and Probi’s proprietary probiotic strain Lactobacillus plantarum 299v (Lp299v), which has been shown in clinical trials to survive and colonize the digestive tract to alleviate intestinal discomfort in 95 percent of the patients studied. “This unique probiotic strain has been very effective for my customers,” said Super Supplements’ Miller, “and it’s an innovative product.” IBS 299v also promotes regularity, enhances intestinal comfort and optimizes immune function.The product delivers 10 billion beneficial organisms per vegetarian capsule, does not require refrigeration and is both dairy- and glutenfree.

Source of Life GOLD

Nature’s Plus

Melville, NY

(800) 645-9500

Enhancing its popular Source of Life® line, Nature’s Plus launched Source of Life GOLD, which incorporates more than 200 nutritional components to support over 20 primary functions in the body. Beginning with high-potency B vitamins from organic sources along with more than 1,000mg of organic vitamin C and fortified with a standard algal whole food blend, it also offers a broad spectrum, whole food organic mushroom blend for immune support, whole food fatty acids and a full-spectrum 12-strain probiotic blend. For overall health, Source of Life GOLD incorporates whole foods blends including a cleansing green, an endurance-building white, a yellow blend that supports defense and repair, a brain-supporting blue, and an anti-aging, antioxidant-rich red. In addition, it delivers high potencies of trans-resveratrol, CoQ10, vitamins D-3 and K-2, lycopene and lutein in easy-to-swallow minitabs, vegicaps, a liquid, shake or a nutritional bar.According to Nathan Anderson with Natural Health Foods (Port Orchard, WA), “Per capita, Nature’s Plus Source of Life GOLD is the best product I’ve ever seen—everyone loves it!” Fruitful Yield’s Hogan agreed: “We have always had great success with the Source of Life line, so it only seemed logical to bring in the GOLD,” she said.“Customers say they notice a difference in their energy levels and the liquid tastes fantastic, too.”

Udi’s Gluten Free Breads

Udi’s Gluten Free Foods

Denver, CO

(303) 657-6366

Anyone who has read VR’s Hot Sellers page knows that Udi’s is a gluten-free favorite, so the survey response came as no surprise, in addition to recent SPINS data showing Udi’s Gluten Free Whole Grain Bread is the No. 1 bread in the total baked goods category and White Sandwich bread is No. 3. The company continued to innovate its gluten-free line this year with the introduction of Soft White and Whole Grain Sandwich Breads that appear to be the answer to celiac sufferers’ dreams.“Udi’s Gluten Free Sandwich Breads have been selling beyond expectations,” said Ocean Beach’s Casady. “We give it such a high rating in large part because of the customer response.They absolutely love this bread.” Udi’s is seen as a revolutionary of the glutenfree baked good category as it was the first to introduce gluten-free bread that tastes, feels and looks like ‘real’ bread, according to Chadwick White, Udi’s co-founder and director of product development, which has helped differentiate it from other gluten-free brands on the market.

NOW B12 Liquid Shots

NOW Foods

Bloomingdale, IL

(888) 669-3663

NOW Foods launched its line of NOW™ Liquid Shots as twist-top shots perfect for whenever a powerful nutrient boost is needed. In addition to L-carnitine 2000mg with Açai and Choc Energy™, VR recognizes the line standout, B-12 10,000mcg, which has been precisely formulated with a powerful blend of vitamin B-12 and some of the most effective nutrients for unleashing maximum energy utilization. NOW® Liquid B-12 10,000mcg Energy Boost Shots was developed to help active individuals get the most out of their busy lifestyles. Compact and convenient, the energy formula was carefully formulated to work synergistically in order to keep people sharp, focused, and naturally firedup for hours on end. “Our customers like this item—that it gives them a boost and delivers sustained energy,” said Joseph Guerna with Food For Health (New York, NY), who takes the product before he exercises. “We offer this in about 14 of our stores as well as our website,” said Super Supplements’ Miller. “It’s filled a relevant category need for us and has met our target expectations.”

alterna Vites

Rich Vitamins

New York, NY

(800) 557-2030

With more than 100 million Americans having difficulty swallowing pills, Rich Vitamins introduced alternaVites™, a multivitamin and mineral designed especially for that market. Containing 23 essential nutrients, alternaVites’ patentpending formula dissolves quickly in the mouth when sprinkled on the tongue, and features a mixed berry flavor with no aftertaste.Packaged in convenient, take-along, daily-dose packets, there is no need for water or preparation. Tunies received the product just a few months ago and has already seen it warmly received by customers. “Too often you sample products and they taste just awful. This product has an excellent taste for a multi,” said Hamilton. “The individual packets are great, too, making them convenient for consumers to take it anywhere. It’s a pretty unique product and I see it having a lot of potential.” Also noteworthy is what alternaVites doesn’t contain: sugar, animal products or byproducts, artificial colors, artificial flavors or preservatives.According to the company, alternaVites has been carefully formulated with ingredients that do not contain major food allergens (including egg, milk, peanut, tree nuts, wheat, gluten, soy, fish and shellfish).

Lung Care Product Line

Redd Remedies

Bradley, IL

(888) 453-5058

Redd Remedies®’ Lung Care™ system, which includes the Lung Care supplements and the Lung Care Aromatherapy Inhaler, is a comprehensive combination of essential oils, herbs, vitamins and minerals that target the lungs to help alleviate irritation and promote healthy lung function.Lung Care aromatherapy inhaler supports clear respiratory passages and healthy breathing capacity, and includes the following organic nutrients: red mandarin, cypress oil, niaouli oil and sweet marjoram oil “Redd’s formulas are always unique and they fill a niche that other larger lines miss,” said Fruitful Yield’s Hogan.

Additionally, the lungs are highly affected and susceptible to mucous and irritation when allergies, sinus and bronchial irritation are present. The Lung Care system provides nutrients that protect against free radical damage, promote healthy lung function and breathing capacity by maintaining clear respiratory passages, promote healthy muscle function within the respiratory system and support healthy immune system function and a normal inflammatory response.

Cran-Gyn DDS

UAS Laboratories, Inc.

Eden Prairie, MN

(800) 422-3371

With more than 50 percent of women reporting urinary tract infections (UTIs) at some time in their lives and 30 percent or more suffering recurrent problems, it is a prevalent health challenge. To that end, UAS Laboratories introduced Cran- Gyn DDS®, an innovative formulation containing 500mg of a proprietary blend of cranberry extract and D-mannose, and five billion viable Lactobacillus acidophilus (DDS®-1 strain), Bifidobacterium longum, Bifidobacterium bifidum and Bifidobacterium lactis per serving. Cran- Gyn DDS aids in maintaining urinary tract health, digestive health and immune function, and is also non-dairy, non-GMO, and gluten-, corn- and soy-free. “It’s an excellent product for women’s health,” said Tunies’ Hamilton, who explained that his team weighs the pros and cons of each product before introducing it to customers.“We sit down and discuss pricing, comparative products, if it’s unique and how we believe it will sell. With Cran-Gyn, one of my team members mentioned that it was specific for women’s health, which is one reason we brought it in, and it’s been very well received.”

RAW Protein

Garden of Life

West Palm Beach, FL

(866) 465-0051

With strict vegetarian requirements in her store, Ocean Beach’s Casady expressed how excited her customers were when Garden of Life’s Raw Protein was introduced.“We’ve got quite a few raw food devotees and they are delighted we were able to expand their options with this product,” she said. Featuring 14 raw and organic sprouts, RAW Protein is an excellent source of complete protein, providing 18g, or 35 percent of the Daily Value, plus all essential amino acids. RAW Protein contains Vitamin Code® fat-soluble vitamins and supports digestive health and function with live protein-digesting enzymes and powerful probiotics. Suitable for just about anyone—from vegetarians and vegans to those on low carbohydrate diets to those with gastrointestinal sensitivities to milk, whey, soy or other proteins—low fat RAW Protein can increase the protein content of meals by adding it to foods or beverages, without altering flavor because of its neutral taste.