New Hope Network is part of the Informa Markets Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Sustainable algae ingredients fill wide application niches

Sustainable algae ingredients fill wide application niches


This is a story about supply and demand.

About a month ago, the United Nations said the human population broke through the 7-billion-person barrier.  No one knows where or exactly when this infant took her first breath, but with babies being born at the rate of 50 every minute, India is a good bet.

What’s sure, though, is that that baby, and her siblings, will need to be fed.  And, with increasing access to information and a better knowledge of what a body needs for optimum health, as she grows that girl won’t be content with handouts of white rice.

So how to meet this demand? Agricultural capacity has increased fast enough to avoid famine so far, but can it keep pace when the population passes the 8-billion mark, as it is projected to do?  And will part of the price be more chemical inputs, more nutrient-rich runoff, more polluted streams and more oceanic dead zones at the mouths of rivers?


Algae makes big impact with small footprint

A possible solution to this huge problem can be found at the smallest of scales, among the many species of algae, nature’s miraculous aquatic unicellular chemical factories. Algae are cultivated in tanks via fermentation or in open ponds or covered “bioreactors” via photosynthesis. Either way, algae are, by a long margin, the most efficient way to produce protein per unit area.

That sustainability cred is part of the story for startup Aurora Algae. Based in Hayward, Calif., Aurora Algae has its initial production facility under construction in northwestern Australia where it has ample sunlight and access to ocean water to cultivate its photosynthetic saltwater species. (A small amount of fresh water input is still needed in processing to rinse the salt from the algae biomass.)

“Our species yields about 40 more times protein per acre than soy,” said Leslie van der Meulen, vice president of business development for Aurora Algae. “It takes 2,500 cubic meters of fresh water to cultivate one ton of soy biomass compared to 25 cubic meters of fresh water per ton of algae biomass.”


Leading companies in algae market

Whole-cell spirulina powders cultivated via photosynthesis have been on the market, mostly in supplement form, for decades, with established producers like Hawaii-based Cyanotech, which also cultivates a saltwater species.  Another entrant into this space is Arizona startup Algae BioSciences, which is using saline groundwater for its production facility in the Painted Desert.  These whole algae ingredients are still popular products. Florida-based Valensa International recently launched SpiruZan, a product pairing spirulina, with its high protein, vitamin-rich superfood qualities, with haematoccocus, rich in the potent carotenoid astaxanthin.  The company has demonstrated the product in pill form, with a blue-green coating comprised primarily of phycocyanins derived from the algae itself.  This coating gets around a big drawback for most whole algae ingredients—their strong taste.  The whole spirulina products have impressive nutritional profiles, being high in protein and a host of other nutrients. 

But the taste—variously described as muddy, “green” or “marine”—seems to limit applications to those dedicated consumers who seek the superfood benefits and are willing to overlook the odd seaweed taste note.

“Taste is and will continue to be king in the food world.  Appearance is the queen.  While there are niche applications such as dark colored baked products and beverages as initial applications, algal derivatives will be successful in the food industry only when they have neutral taste, aroma, and appearance,” said Kantha Shelke, principal of Chicago-based food consultancy Corvus Blue.  


Algae as functional ingredient

Which brings us to the second rung of the algae ladder, the derivation of more focused ingredients from algal sources.  Prime among these ingredients are the long-chain fatty acids DHA and EPA.  These are present in fish only because they are synthesized in algae first, and work their way up the food chain to be concentrated in fatty fish flesh.  The leader in this realm has been Martek (now part of DSM), which has been producing DHA-rich algal oil via fermentation for years.  The company also owns the patent on a strain that also produces EPA, featured in a consumer supplement called Ovega-3.

Another large company making news is the field is Solazyme Roquette Nutritionals, the joint venture that pairs the respective algae fermentation and grain processing leaders. The company’s first product—scheduled to hit the market in early 2012—is one that seems to have successfully worked around the taste issues.  Dubbed Whole Algalin Flour, the powdered ingredient can replace fat in many food formulations, from brownies to beverages.

“You can use it just like an egg,” said Jodie Morgan, who is president of the joint venture. “Instead of thinking of it as just as a replacement for fat, it’s really a replacement for a portion of your formulation system.”

The company takes the whole cells and cracks them open to release the lipids within, a process similar in concept to the one that Martek pioneered. The joint venture is also developing a high-protein ingredient with plans for launch in mid-2012.

Aurora Algae, too, has its eye on the protein market, with its A2 product line that includes a protein-rich powder ingredient and an EPA-rich oil offering.  The company’s process allows it to simultaneously produce nutraceutical ingredients and oil that can be turned into fuel.  And it’s a technology that can easily be scaled up to meet demand, Van der Meulen said.

And it’s that production flexibility that allows algae producers the ability to shift gears to meet market demands.  Algal species, whether those grown via photosynthesis or fermentation, share similar growing requirements, so producers can shift production toward meeting the sudden spike in astaxanthin demand, for example, or can move toward more protein or oil production.


Algae powers aircraft

The big pot at the end of the algae rainbow is filled with biofuel. Research dollars from the US government have been flowing into the biofuels sector in recent years.

The U.S. military’s insatiable need for fuel drives much of the investment in the sector.  The Pentagon’s Defense Advanced Research Projects Agency (DARPA) has a stated goal of obtaining 50 percent of military fuel needs from renewable sources by 2016, primarily as national security insurance against a potential cutoff of foreign oil supplies. Early in November, the world’s first commercial jet took flight fired by Solzayme’s Solafuel, a 40/60 blend of algae-based fuel and traditional petroleum-based jet fuel.

Do algal fuels make sense from a sustainability standpoint? The jury’s out. Researchers from the National Renewable Energy Laboratory in Golden, Colo., who recently explored the issue in an article in American Scientist magazine, said the calculations to answer that question are notoriously imprecise. “They are especially difficult for algal biofuels because so many of the values needed for the calculations are available only as estimates or assumptions,” the authors said.

Johnson & Johnson reformulates baby products—why you should care

Johnson & Johnson reformulates baby products—why you should care

Despite its notorious "No More Tears" tagline, anyone following Johnson & Johnson’s brouhaha with the Campaign for Safe Cosmetics knows that its baby formulas contain some pretty sob-worthy ingredients, including carcinogens 1,4-dioxane and formaldehyde. But the latest developments warrant tears of joy for those who have been fighting the personal care powerhouse for years.

Johnson & Johnson finally announced it will reformulate its baby products, removing quaternium-15 and other formaldehyde-releasing preservatives within two years and reducing 1,4-dioxane in all of its baby products to less than 4 parts per million (ppm). 

“This has the potential to shift the whole industry and that’s certainly what we’re working toward,” said Stacy Malkan, founder of the Campaign for Safe Cosmetics and author of the Campaign’s new report Baby’s Tub Is Still Toxic.

According to the analysis released earlier this month, international Johnson & Johnson products have different formulations. Bad news for the United States, Canada and China, where products still contain formaldehyde-releasing chemicals (thousands of stores in China pulled products off shelves and the Chinese government publicly chastised Johnson & Johnson). In Sweden and Japan, countries that have banned such chemicals, products did not contain formaldehyde-releasing ingredients. In addition to countries’ regulations, Malkan said the discrepancies likely resulted from the availability of certain chemicals.  

In a statement, Johnson & Johnson said: “Since 2009, the Johnson & Johnson Family of Consumer Companies have taken significant steps to reformulate our extensive product line to provide additional offerings that meet the changing needs of our consumers.”

Consumer efforts not in vain

Johnson & Johnson's reference to 2009 is no coincidence. That's when the Campaign for Safe Cosmetics released its first report covering chemicals in popular kids personal care products, No More Toxic Tub, revealing that Johnson's Baby Shampoo, along with many other children's bath products, contained formaldehyde and 1,4-dioxane not listed on labels.

“It’s astounding to me that companies are still using formaldehyde-releasing preservatives,” Malkan said.

And she’s not alone, according to Chicago-based market research firm Mintel. Since 2008, sales of children’s personal care products have plummeted, perhaps in part due to parents’ concerns over ingredients, reports Mintel.

No More Toxic Tub provided ammunition for these concerned parents. Two months after the report was released, more than 40 organizations representing 1.7 million parents, health care providers and environmental health advocates voiced concerns about potentially unsafe ingredients.

Increasing pressures over the next two years, culminating with the Campaign for Safe Cosmetics’ new report, ultimately pushed Johnson & Johnson to make both short- and long-term formulation changes.  

Industry-wide effects and the sweet smell of victory

Reformulation takes time, often requiring manufacturers to build a product from the ground up, rather than simply swapping out an ingredient. That’s why, for now, Johnson & Johnson has agreed to keep 1,4-dioxane levels below 4 ppm (a fairly easy fix, Malkan said). But in the long term, the company indicated it will replace the chemical process, called ethoxylation, that results in 1,4-dioxane contamination.

This change would require a new technology and process.

Big business investing in sustainable technology and chemistry will make these green resources available and cheaper for everyone—including naturals—right? Not that simple, according to Malkan, who said Johnson & Johnson will likely patent any significant advancements. However, the company’s actions will still have a large impact on the industry.   

“I think they’re setting a new bar for conventional products that other companies will have to meet,” said Malkan.

Of course, the Campaign for Safe Cosmetics’ plan to next target other brands found to contain toxic ingredients, including Sesame Street, Huggies and Grins and Giggles, can expedite industry wide-improvements.  

As for future reformulations, Malkan said the fragrance conversation is on the table, but in its infancy. One of the biggest cosmetic industry concerns is that “fragrance” on labels can mean just about anything, including a cocktail of chemicals, which personal care manufacturers such as Johnson & Johnson still refuse to reveal. But as the topic develops, its immense potential to shift the personal care supply chain becomes clear. And this reformulation seems to be a strong first step. 

“Johnson & Johnson said that they’re paying attention to the issue of fragrance, but that it’s an entire industry issue—they have to deal with stakeholders and the huge fragrance houses,” said Malkan.

CK Nutritional Ingredients and Kelatron Corp. sign Canadian distribution agreement

CK Nutritional Ingredients and Kelatron Corp. sign Canadian distribution agreement

Toronto, Canada-based CK Nutritional Ingredients and Ogden, Utah-based Kelatron
Corp. are pleased to announce the execution of an exclusive distribution agreement
covering the Canadian dietary supplement and natural health products market.
Under the terms of the agreement, CK Nutritional Ingredients has been granted exclusive responsibility in Canada for sales and distribution of Kelatron’s K-Pure® line of premium mineral products. K-Pure® products have been developed in Kelatron’s new
Pharma-grade spray dryer to add value and increase full line mineral support.

“We are delighted to bring Kelatron’s K-Pure® mineral line to the Canadian market"
remarks Michael Chernyak, President & CEO of CK Nutritional Ingredients. “Our
clients are seeking mineral solutions that offer enhanced stability, solubility, purity and bioavailability and K-Pure® delivers on all counts. We anticipate a great deal of interest in the K-Pure® range and we are thankful to Kelatron for this opportunity.”

Dave Johnson, VP of Business Development at Kelatron adds, “CK Nutritional
Ingredients has established itself as a leader in marketing value-added nutritional
ingredients in Canada. We have the utmost confidence that they are the perfect partner in helping us to expand the use of our K-Pure® mineral line in the Canadian market.”
Canadian natural health product manufacturers are invited to contact CK Nutritional
Ingredients at 905-760-1176, Ext. 223 or for product and technical information, pricing and test samples.

About CK Nutritional Ingredients
Headquartered in Toronto, Canada, CK Nutritional Ingredients is a progressive supplier
of innovative, value-added raw materials to Canadian functional food, beverage, dietary supplement and natural health product markets. For additional information please contact Jim Bornhold, VP Sales, at 905-760-1176 or 1-800-821-8995 (Canada), Ext. 223, or You may also visit us at

About Kelatron Corp.
Kelatron is a world leader in bio-active minerals. For over 25 years Kelatron has
provided mineral solutions for mineral fortification. Kelatron is a wholly owned
subsidiary of Innophos, Inc, a leader in mineral phosphates. For more information please visit us at

Kemin introduces vinegar preparation to combat Listeria

Kemin introduces vinegar preparation to combat Listeria

Kemin will introduce BactoCEASE™ NV Liquid at Food Ingredients Europe in Paris next week.  BactoCEASE™ NV Liquid is a label friendly, buffered vinegar preparation for the control of Listeria monocytogenes and other food-borne pathogens in processed meat and poultry products as well as some fresh meat applications.  

“Listeria infections were up 19% last year in Europe, resulting in 270 deaths,” says Frank D’Hondt, business director of Kemin’s food technologies division in Europe. “Consumers are paying more attention to the safety of the products they are purchasing.  Because of this, meat manufacturers should be taking multiple steps to protect against food-borne pathogens. Vinegar is well recognized in maintaining food safety and extending shelf life of processed meat products.  We believe adding BactoCEASE NV to a HACCP program is an important step manufacturers can take to help ensure the safety of their meat products.”  

BactoCEASE NV is applied using lower inclusion rates than traditional lactates, which allows manufacturers to maintain product safety in a cost effective way.  Kemin scientists specialize in identifying and developing innovative, superior food technologies that help food look great, taste delicious, remain safe and stay fresh longer.

Visit Kemin at Food Ingredients Europe, stand 4G44 for more information or contact Kemin at

Kemin – Inspired Molecular Solutions™
Founded in 1961, Kemin Industries ( is celebrating its 50th Anniversary of providing “inspired molecular solutions” specifically developed to provide nutrition and health benefits for humans and animals.  Kemin distributes approximately 500 specialty ingredients worldwide to the feed and food industries as well as to the health, nutrition and beauty markets.  Kemin ingredients positively impact approximately 1.4 billion people a day. 

A global, privately-held corporation headquartered in Des Moines, Iowa (USA), Kemin has experienced double-digit growth in the last several years.  The company has more than 1,400 employees and operates in 60 countries with manufacturing.

Taura launches line of ancient grain and fruit combo ingredients

Taura launches line of ancient grain and fruit combo ingredients

Taura Natural Ingredients has launched an innovative range of ingredients that combines – for the first time – ancient grains and Ultra Rapid Concentrated®(URC®) fruit and vegetables.

The new range, which is called URC®Inclusions™, will allow manufacturers to fill a gap in the market by creating products that contain customized blends of ancient grains such as quinoa, amaranth and chia with 100% pure concentrated fruit and vegetables for applications in the snack, bakery, breakfast cereal and confectionery categories.

Ancient grains are rapidly gaining a very positive reputation among consumers for their great taste and superior nutritional content. The number of new product launches incorporating them is rising fast. Data from Mintel’s Global New Product Database (GNPD) shows that there were 241 new product launches in Europe containing ancient grains in 2010, a significant increase over the 200 launched in 2009 and the 169 introduced in 2008.

However, intriguingly, the GNPD has also picked up that there have been no European launches of products that combine both ancient grains and 100% fruit or vegetable ingredients. This indicates that Taura’s URC®Inclusions™ range constitutes a genuinely pioneering and unique ingredients concept.

Mattias van Uffelen, Head of European Sales at Taura, said: “These Mintel figures clearly illustrate the growing popularity of ancient grains as food ingredients among European consumers. And now, our new URC® Inclusions™ range will allow manufacturers of snacks, baked goods, breakfast cereals and confectionery to do something that’s never been done before – combine them with fruit and vegetables.

“Ancient grains are set to be one of the top food industry trends for 2012. Now, thanks to URC®Inclusions™, we can offer companies a great way to benefit from this by creating innovative products that not only look and taste superb, but also tap into consumer demand for healthy and delicious products. There’s no end to the fantastic combinations possible with this new range.”

URC®Inclusions™ will be unveiled for the first time at Food Ingredients Europe in Paris next week. The range presents manufacturers with a huge variety of potential combinations, all offering fantastic flavours, textures and striking visual contrasts.

As well as ancient grains, URC®Inclusions™ can incorporate crisped rice and cereals to create a novel crispy-crunch texture, and sweet treats such as chocolate for more indulgent product concepts. In addition, the URC® Inclusions™ range is a perfect carrier for functional ingredients, such as probiotics and prebiotics.

Visitors to Food Ingredients Europe, which takes place in Paris from 29 November to 1 December 2011, can be among the first to see the potential offered by URC®Inclusions™ simply by calling at Stand #1E47 to meet Taura’s European team.

Taura will be showcasing a wide range of concepts and innovations at FIE, all based on its URC®technology, which is a unique process of concentrating the taste, texture and natural goodness of fruit and vegetables into pieces, flakes and pastes for use in applications such as snack bars, baked goods, breakfast cereals and confectionery.


Embria Health Sciences completes NDI process for EpiCor

Embria Health Sciences completes NDI process for EpiCor

Embria Health Sciences, manufacturer of the immune-balancing ingredient EpiCor®, has successfully completed the Food and Drug Administration’s NDI (New Dietary Ingredient) Notification process. Kevin Boot, regulatory counsel for Embria Health Sciences, believes this accomplishment will have far-reaching benefits for the ingredient supplier and its customers.

"The clean acknowledgement letter Embria received from the FDA signifies the
successful completion of the NDI process, which is something many suppliers
and manufacturers are still struggling to attain," Boot said. "EpiCor received a
clean acknowledgement letter that means all populations can take EpiCor year
round. The safety of EpiCor confirmed there’s no concern about immune fatigue,
which can be a concern for other immune ingredients."
Paul Faganel, president of Embria Health Sciences, believes this will make
EpiCor more desirable in the eyes of manufacturers. "This positions Embria as a
more trusted source for our partners, and provides additional assurance to our
existing and future clientele that we have exercised our due diligence."
"Combined with the large body of clinical studies demonstrating EpiCor’s ability
to support year-round immune health, this milestone will give Embria’s partners
added confidence to take a quality product to market," added Boot.
Since EpiCor was covered under the FDA’s Grandfather clause, completing the
NDI Notification process was not a requirement for the Iowa-based ingredient
supplier. However, Embria was confident that completing the NDI process would
be an added benefit to their customers and manufacturing partners.
About Embria Health Sciences and EpiCor®
Embria Health Sciences combines science and nature to bring high-quality,
research-based natural ingredients to the global human nutrition market.
Embria’s flagship ingredient, EpiCor®, is an all-natural product that helps the
body balance the immune system and is manufactured using a proprietary
technology. EpiCor contains protein, fiber, vitamins, minerals, amino acids,
antioxidants and other metabolites that deliver nutritional benefits and support
immune health. Clinical studies have found EpiCor’s immune-balancing
properties provide year-round support by helping the body boost or suppress
immune response as needed. EpiCor was the first immune health ingredient to
receive the SupplySide West Scientific Excellence Award, in recognition of the
compelling clinical studies published in peer-reviewed publications such as the
Journal of Alternative and Complementary Medicine, Advances in Therapy and
Urologic Nursing.

Research and Markets releases "Natural Health Products Canada Industry Guide 2011"

Research and Markets releases "Natural Health Products Canada Industry Guide 2011"

The comprehensive Natural Health industry directory covering the NH Products Industry in Canada. an essential networking and sourcing guide for NHP retailers, manufacturers, distributors and anyone doing business in this industry. Available in hard copy or online. Valuable listings on companies, service providers, researchers, logistics and more.

  • Manufacturers, Distributors, Research
  • 485+ NHP profiles
  • Plus 240+ Services & Suppliers
  • Associations, Regulatory and more
  • Find key contacts, websites, emails, corporate data
  • Hard Copy edition has 270 pages of info
  • Extensive product and industry sector cross indexes

Find: Manufacturers, Distributors, Research, Contract Manufacturing, Encapsulating, Enzymes, Functional Foods, Herbals, Homeopathy, Minerals, Nutritional, Packaging, Raw Materials, Regulatory, Sports Nutrition, Organics, Vitamins and many, many more.

Key Topics Covered:

  • Key Events
  • Rapid Indexes
  • Vitamin, Mineral & Herb Chart
  • Retail News
  • Canadian Leaders
  • Regulatory
  • Manufacturing
  • Profiles
  • NHP Companies
  • Services & Suppliers
  • Indexes
  • Cross Index
  • Alphabetical

For more information visit

NPA counsel writes the book on supplement regulations

NPA counsel writes the book on supplement regulations

The Food and Drug Law Institute is publishing Dietary Supplement Regulation: A Comprehensive Guide, which will serve as a valuable resource to dietary supplement stakeholders. The book was edited by Scott Bass, a partner at Sidley Austin in Washington, D.C., who serves as the chief counsel for the Natural Products Association (NPA), the leading representative of the dietary supplement industry.

“The book recognizes that dietary supplements are the new playing field not only for the original marketers of vitamins and minerals, but also today for big pharma and big food,” says Bass. As the dietary ingredient market continues to expand globally, and pharmaceutical manufacturers, major food processors and marketing companies offer more functional food products, herbal, and natural-source supplements, this up-to-date resource is all the more critical to the dietary supplement community, according to Bass.
“The Natural Products Association is pleased that the Food and Drug Law Institute has teamed up with Scott Bass and Sidley Austin to offer a powerful new resource for the dietary supplement industry. Scott is a pioneer in the industry whose work on protecting supplement makers from onerous regulations is second to none,” says John Gay, NPA executive director and CEO. “Scott’s deep level of knowledge and experience on dietary supplement regulations is a key asset to helping NPA meet the challenge of any regulatory overreach by the government. This important new guide offers a complete overview of federal regulations, valuable for anyone involved in making and selling dietary supplements.”
Scott Bass, partner at Sidley Austin LLP, heads the firm’s Global Life Sciences Team, coordinating pharmaceutical, medical device, food, and dietary supplement matters in the U.S., Europe and Asia. He is ranked internationally among the top authorities on FDA-related enforcement and regulatory issues, and has led audits and investigations involving off-label promotion, pharmacovigilance, the Prescription Drug Marketing Act (PDMA), GMP, and fraud and abuse issues, as well as Drug Enforcement Agency (DEA) and Federal Trade Commission (FTC) matters. He was a major contributor to the drafting of DSHEA.
FDLI’s Dietary Supplement Regulation: A Comprehensive Guide includes easy-to-understand explanations of key dietary supplement issues, including: regulatory status and formulation; product claims and intended use; dietary supplement marketing and safety; good manufacturing practices, and foreign regulation.
Appendices include: The Dietary Supplement Health and Education Act of 1994; Congressional “Statement of Agreement” on DSHEA; Summary of the Dietary Supplement Health and Education Act; Relevant Portions of the Food and Drug Administration Modernization Act of 1997; Dietary Supplement and Nonprescription Drug Consumer Protection Act; Relevant Portions of the Food and Drug Administration Amendments Act of 2007; Relevant Portions of the FDA Food Safety Modernization Act; FDA Final Rule: Dietary Supplement Statements Re: Structure/Function; FDA Final Rule: Premarket Notification for a New Dietary Ingredient; Draft Guidance for Industry: Dietary Supplements: New Dietary Ingredient Notifications and Related Issues; Guidance for Industry: Questions and Answers Regarding Adverse Event Reporting and Recordkeeping for Dietary Supplements as Required by the Dietary Supplement and Nonprescription Drug Consumer Protection Act; Guidance for Industry: Current Good Manufacturing Practice in Manufacturing, Packaging, Labeling, or Holding Operations for Dietary Supplements; Small Entity Compliance Guide; and Federal Trade Commission: Dietary Supplements: An Advertising Guide for Industry.
For more information about the book, call Michael Levin-Epstein, FDLI editor-in-chief, at (202) 222-0897. Order a copy at
Food and Drug Law Institute
The Food and Drug Law Institute (FDLI), founded in 1949, is a nonprofit organization that provides a marketplace for discussing food and drug law issues through conferences, publications and member interaction. FDLI’s scope includes food, drugs, animal drugs, biologics, cosmetics, diagnostics, dietary supplements, medical devices and tobacco. Visit

Natural Products Association

The Natural Products Association (NPA), founded in 1936, is the largest and oldest nonprofit organization dedicated to the natural products industry. NPA represents over 1,900 members accounting for more than 10,000 locations of retailers, manufacturers, wholesalers and distributors of natural products, including foods, dietary supplements, and health/beauty aids. As the leading voice of the natural products industry, the NPA’s mission is to advocate for the rights of consumers to have access to products that will maintain and improve their health, and for the rights of retailers and suppliers to sell these products. Visit

Natrol partners with Bikram Yoga to introduce Vedic Mantra Ayurvedic supplements

Natrol partners with Bikram Yoga to introduce Vedic Mantra Ayurvedic supplements

Natrol, Inc., a global leader in the nutrition industry, and a premier marketer, manufacturer and distributor of nationally branded nutritional products, is partnering with Bikram Choudhury -- the world renowned yoga guru who developed the unique brand of yoga known as “Bikram Yoga” -- to offer a new line of ayurvedic supplements called Vedic Mantra™.

Often referred to as “hot yoga”, Bikram Yoga is ideally practiced in a room heated to 105 degrees Fahrenheit (or approximately 40.6 degrees Celsius), with a humidity of 40 percent. Bikram’s goal is general good health, and the alliance with Natrol, Inc. is a natural fit for both entities. This collaboration was arranged by Los Angeles-based brand integration firm, Brand in Entertainment.

“This is an exciting venture for Natrol to affiliate with Bikram and Bikram Yoga, an institution globally recognized for its positive health influence,” says Lisa Sheppard, Natrol’s Senior Director of Marketing. “Natrol agrees with the yoga philosophy that a balanced mix of healthy natural foods and supplementation is a good step to enriching the mind and body.”

According to Bikram Choudhury, founder of Bikram Yoga, “We are very pleased to partner with such a prestigious company as Natrol to promote high-quality, unique nutritional products for the benefit and convenience of Bikram Yoga students and teachers.” He continued, “Vedic Mantra connects the ayurvedic and herbal lifestyle with the yoga practice.”

Designed to enrich the experience of living through nature’s mantras for a healthier mind and body, the Vedic Mantra supplement line consists of ten core herbal products developed to address a healthy lifestyle and target specific health needs as follows:

Lifestyle Need








Lifestyle Need





Antioxidant Support








Joint Support





Digestive Support








Liver Detox/Support





Energy Support








Mood Support





Healthy Cholesterol Support








Relax/Sleep Support





Heart Health Support




MARine HearT®




Weight Loss Support





Based on the five key principles of yoga -- nutrition, relaxation, breathing (pranayama), meditation and exercise (asana) -- the unique Vedic Mantra line was developed to work in conjunction with the body to support the positive results of a healthy lifestyle, which yoga promotes. Each product is formulated with a unique ayurvedic blend of herbs to enhance OR maximize the benefits of the product’s nutrients.

The Vedic Mantra supplement line consists of allergen/dairy-free, vegan (VegCaps), and all products adhere to Natrol’s high-quality standards. Starting in January 2012, Vedic Mantra will be sold online and at select Bikram Yoga studios throughout North America. The products will each retail for $14, and will be promoted through a variety of mediums including healthy lifestyle magazine and yoga conferences and competitions, including the 9th Annual 2011 Bishnu Charan Ghosh Southern California Regional Championship at the Lanterman Auditorium in La Canada Flintridge, California on December 3, 2011. Information about this event will be available from the Bikram Yoga website

Natrol products are available in health food stores, drug and grocery stores, mass-market retailers,, and other online retailers. More information is available at, or by calling 1-800-2-NATROL (1-800-262-8765), or emailing


Natrol, Inc., headquartered in Chatsworth, CA, is a wholly owned subsidiary of Plethico Pharmaceuticals Limited. Plethico Pharmaceuticals Limited (BSE: 532739.BO: PLETHICO), an herbal/nutraceutical-focused Indian Company, engages in the manufacture, marketing, and distribution of pharmaceutical and allied healthcare products in India and internationally.

Natrol, Inc. has a portfolio of health and wellness brands representing quality nutritional supplements, functional herbal teas, and sports nutrition products. Established in 1980, Natrol’s portfolio of brands includes: Natrol®, MRI, Prolab®, Laci Le Beau®, NuHair®, Shen Min®, Promensil®, and Trinovin®. The company also manufactures supplements for its own brands and on behalf of third parties.

Natrol distributes products nationally through more than 54,000 retailers, as well as internationally in over 40 other countries through distribution partners and its UK subsidiary. Consumer needs are central to Natrol’s focus. The company pledges to deliver nutritional products with uncompromised service, quality, and innovation through the best that science, nature, and technology can offer. For more information, call 1-800-2-NATROL (1-800-262-8765) or visit

These statements have not been evaluated by the Food and Drug Administration. Products not intended to diagnose, treat, cure, or prevent any disease. Consult your healthcare professional prior to use if you have or suspect a medical condition, are taking prescription drugs, or are pregnant or lactating.

Old Orchard Brands launches instant rewards sticker program

Old Orchard Brands launches instant rewards sticker program

The juice aisle of the grocery store will become a treasure trove of rewards as new bottles of Old Orchard Brands juice begin appearing carrying an "instant rewards" sticker redeemable for a number of Old Orchard Brand prizes via its Fan Club site at Each bottle will carry an instant 100 points reward that can be applied towards free product, coupons, apparel and gear. In addition, reward points can be redeemed as a cash donation to the Juvenile Diabetes Research Foundation (JDRF).

Look for specialty-marked bottles beginning December 1.  The program runs through the first half of 2012.  

Old Orchard Brands recently debuted its new Fan Club website which has quickly gained nearly 120,000 fans due to a unique blend of educational information—routine updates on diabetes and general health and wellness—and fun activities, including trivia and arcade-style games that allow users to win points. The Old Orchard Fan Club includes games and activities geared towards kids as well as more challenging arcade games for adults.

"There is a big opportunity for consumer packaged goods companies to engage customers via Facebook and other social networking channels, and that was our goal with the Fan Club," said Kevin Miller, vice president of marketing at Old Orchard. "We want to create a space online where we can interact in our own way and in a manner that connects our families with real tools that support healthy lifestyles. Our Fan Club has allowed us to do just that, and now we're extending that club invite onto our packaging with a compelling instant rewards program."  

Users must register for a Fan Club account at in order to redeem reward points.  There is no cost to register and all gaming and health information is provided in an opt-in only format which allows Fan Club members to personalize the content they receive to include any combination of recipes, health and wellness tips, fitness information, etc.  

"The whole intent of the Fan Club is to engage at a level beyond the juice aisle," said Miller. "We've designed it as a way to engage and reward our loyal consumers with valuable content for every member of the family.  I believe that's why we're seeing such a high level of interest since launching the site."

About Old Orchard Brands

Sparta, Mich.-based Old Orchard Brands is one of the fastest-growing fruit juice brands in the United States.  Established in 1985, the company is currently the second-largest producer of fruit juice concentrates and fourth-largest manufacturer of bottled juice* in the United States. Old Orchard Brands currently produces more than 50 million 64-ounce bottles of fruit juice and 45 million 12-ounce canisters of frozen juice concentrates each year. Visit for more information.

*in 64 oz. bottles of ready-to-drink juice