Natural Foods Merchandiser

Sunny-D days are here again

When the editors of Functional Ingredients hit the show floor in Anaheim, they may need sunglasses. One of the top trends for 2009 is the science emerging from the annals of medical research showing that this bright standby of supplements may play a role in everything from cancer prevention to heart disease. A real opportunity awaits and “almost everyone is taking too little,” says Loren Israelsen, executive director of United Natural Products Alliance.

Just how much vitamin D is needed? The debate lingers. In October, the American Academy of Pediatrics doubled the dose for kids to 400 IU per day. The Council for Responsible Nutrition says the dosage for adults should be as high as 10,000 IU per day. And the Food and Drug Administration stepped up its vitamin D recommendations by adding it to calcium and osteoporosis health claims. For more on novel uses for vitamins and minerals and the Nutracon seminar track, go to

—Kimberly Stewart, Functional Ingredients

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