VitaNat supplement relaunch focuses on bone health

VitaNat supplement relaunch focuses on bone health

VitaNat has been re-launched with its Bone Health benefit as the stand-out feature on the label. Inside the new pack, VitaNat capsules still contain whole, natural natto - a natural source of vitamin K2.

VitaNat has been re-launched with its Bone Health benefit as the stand-out feature on the label. The name 'Bone Health Supplement' makes the product benefit clear and consumer trials showed the warm colours appeal to the target market of women concerned about their osteoporosis risk. Inside the new pack, VitaNat capsules still contain whole, natural natto - a natural source of vitamin K2.

The bone health benefit in VitaNat is provided by natto, one of the richest natural sources of vitamin K. Natto is a traditional breakfast food in Japan, prepared by fermenting soya beans and associated with superior bone health. A recent report from the Fujiwara-kyo Osteoporosis Risk in Men (FORMEN) study of 1662 Japanese men, published in March 2011, concluded that habitual natto intake is significantly associated with higher bone mineral density and that the component of natto responsible for this benefit is vitamin K.

Osteocalcin, the protein responsible for organizing the deposition of calcium in bones, needs an adequate supply of vitamin K to be fully activated. EFSA (European Food Safety Authority) recognizes this and has approved the health claim that vitamin K contributes to the maintenance of normal bone.

Vitamin K is found in foods in two main types. Vitamin K2 (menaquinone) the form present in fermented products like natto is more bio-available than vitamin K1 (phylloquinone) the form found in leafy green vegetables (phylloquinone / vitamin K1). The vitamin K1 form dominates dietary intake of vitamin K in European diets, but vitamin K2 intake is higher in Japan, where natto is eaten regularly. Several studies suggest that European diets contain less vitamin K than is necessary for optimal bone health. VitaNat is believed to be unique in being the only supplement to contain whole natto as its source of this important bone health vitamin. Fresh natto has web-like sticky filaments with a pungent flavour and texture that most Europeans would not appreciate. Using VitaNat Bone Health Supplement, Europeans can add natto to their diet as a source of vitamin K2, supporting their bone health in a palatable form.

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