Nutrition Business Journal

Nutrition 21 Targets Consumer Brand at the Professional Market

The strategy of trade marking nutritional ingredients has achieved a measure of success in the nutrition industry but never enough to create a flagship ingredient or a finished brand with high levels of consumer recognition.

Even a leading ingredient brand like Nutrition 21’s Chromax chromium picolinate has been unable to rally mainstream consumers around the chromium category despite significant investment in clinical work to differentiate its product. Nor have the company’

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