Will COLD-fX's Inspired Combination of Science and Celebrity Succeed in the U.S?

Canadian blockbuster enters U.S. as a dietary supplement; CV Technologies says it will pursue OTC drug trials.

A wide range of ingredients help support healthy immune function, companies claim—including probiotics, herbs, vitamins and specialty ingredients like noni juice and immunoglobulin. But in the U.S., marketers can only hint at product benefits, which from the consumer point of view run a rather confusing gamut from general health enhancement, to resistance against chronic auto-immune diseases to cold and flu prevention.

All access premium subscription

This content requires a subscription to Nutrition Business Journal.

As an NBJ subscriber, you receive 10 issues a year and access to the exclusive “NBJ subscriber only” content on newhope.com (excludes three-month subscriptions), which includes PowerPoint presentations, select data charts and archived articles. Subscribers also receive a 10 percent discount on data charts, comprehensive market research reports and webinars.

Email [email protected] for more information about subscribing.