One size does not fit all when it comes to delivering nutrients. Depending on your target market, and your particular ingredient, you can now choose from dissolvable tablets to stick packs, effervescent powders to chews and more.
July 19, 2013
According to a recent Natural Marketing Institute Supplement/OTC/Rx database survey, consumers still prefer traditional delivery formats. The top five preferred product forms were capsules, tablets, soft gels, liquid-filled capsules and chewables.
But even if those formats are the most popular, the rise of other novel formats in recent years is clear indication that innovation has come to the way people consume nutrients.
Chews
One of the newest delivery systems is a chewable dietary supplement by U.K. company Oxford Nutrascience. Based at Oxford University, the company has developed a chewable dietary supplement delivery system, Chewitab, which improves the solubility of prebiotic fiber.
“Chewitabs produce a light crunch when bitten and then form a soft chew that dissolves quickly in the mouth and therefore can be taken without water,” said Nigel Theobold, chief executive. “They are particularly well suited for children and the elderly.”
The tablets can be manufactured using standard tablet compression equipment and come in a range of sizes to allow for different doses. It will also be possible to pack them in bottles or blisters. They became available for global distribution at the end of 2010.
Stick packs
While not new to the market, one delivery system that has experienced a spike in popularity is stick packs—a skinny, flexible pouch that many consumers recognise from sugar substitutes.
Because the packs are small and produced on very fast, dedicated machines, their cost per unit is low, making them both efficient and cost-effective. They are also easy for consumers to transport.
Sabinsa launched its stick pack project in the fourth quarter of 2007, just as the company completed its new manufacturing facility in Utah. “Our equipment is set in place for powder stick packs, and we even package beadlets into our stick packs,” said Shaheen Majeed, marketing director. “Most of the projects we have done contained soluble material; however, it is not uncommon to see non-soluble powder, actives or pellets in these stick packs.”
One type of non-soluble ingredient often put into stick packs is protein powders, which need to be dispersed rather than solubilized. Other examples include certain instant drink formulations, where the customer has to pour it into a liquid, shake and drink right away.
Interest has been most strong in the U.S., Majeed said, simply because consumers are more familiar with the format. Still, many manufacturers don’t know what to put inside them. “Sabinsa offers customers custom-based formulas that are ready to go. They are soluble, inexpensive and convenient formulas that cover a wide range of health conditions,” he said.
Swedish probiotics manufacturer Probi entered the stick-pack market by partnering with NextFoods of Colorado to launch probiotic sticks with its Lp299v probiotic strain. Called GoodBelly ToGo, it is a portable powdered drink with a long shelf life.