In the supplement business, the troubling truth is that success breeds failure. A promising ingredient gets into the hands of a marketing team that overpromises benefits. The hype fuels a hit. Demand slams supply and the resulting collision leaves adulteration in the debris. Differentiation in the name of innovation drives questionable science and questionable claims in the black box war of bioavailability.
And to regulators and the media, it’s opposite
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