Wellness is that fuzzy, feel-good category that in some ways defies categorisation. Some companies define it by promoting an ingredient's antioxidant status — vitamins C and E set the standard. Superfruits such as açai, mangosteen, pomegranate, noni and goji are all marketed as antioxidant powerhouses. Many botanicals, such as aloe, green tea, turmeric, ginkgo and grape seed are also predicated on the same platform.
Other companies are succeeding in this soft category by corralling an ingredient's varied effects on health, which, when taken together, surely amount to an improved state of affairs for the consumer.
"Pycnogenol's clinically proven ability to enhance circulation and reduce inflammation have implications for cardio, cosmetic applications, eye health, blood-glucose control and many other applications," explains Natural Health Science's marketing director Frank Assumma.
So when you have an ingredient that you know is healthy, but maybe you're not sure exactly why, go fuzzy. Consumers are literally eating up the healthfulness message.
"Today by far the largest market in the US is based on nonconcentrated fish oils for well-being," says EPAX's sales manager Baldur Hjaltason.
Probiotics are experiencing a similar fate. While research points to efficacy for digestive health generally, and immune function to some extent, probiotics' success in the US at least has finally come about with soft, general-wellness claims by Dannon.
Resveratrol, the red-wine extract, is booming because of evidence it can slow ageing, and that typifies the adage: adding life to your years.
Speaking of indulging, chocolate and cocoa are experiencing increased fortunes as both delivery systems for nutraceuticals as well as high-cacao-content goodness.
B&W Quality Growers
Dried 100% Organic Watercress: Grown in the USA. Harvested as a tea cut, then slow-air dried. Packed in food-grade bags at 10lb net weight.
Dried Watercress: Conventionally grown in the USA. Several harvest specifications available. Available air dried and freeze dried.
+1 772 571 0514
Fellsmere, Florida, USA
TESTLAB Brand Alfalfa Juice Concentrate: Pure juice extract from young-growth alfalfa. Not to be confused with alfalfa-leaf juice concentrates found in the marketplace, this is a 62.5:1 concentrate. Protein is concentrated to a minimum of 52 per cent and a xanthophyll level of 1250ppm. The natural chlorophyll in the product is over 35,000ppm.
TESTLAB Brand Citrus Bioflavonoids: 100 per cent citrus and made to order. Most of these citrus bioflavonoid products are customer-specific formulas for specific applications. Various mesh sizes available, including granulations. All-natural citrus varieties, including lemon, orange, lime, tangerine and grapefruit.
+1 818 881 4251
Reseda, California, USA
Fruits: Formulations carefully selected to naturally target main areas of health. Cleanser is a 100 per cent fruit smoothie with high antioxidants. Energise Body is a 100 per cent smoothie with high carbohydrates. Energise Mind is a 100 per cent smoothie high in protein fruits.
+0416 372 840
Unprocessed Cocoa: Raw, unprocessed dark chocolate with the açai berry. No processed sugars; no added fats; no preservatives, waxes or fillers. Unprocessed dark chocolate has more antioxidants than any food source known on the planet. Clinical studies for diabetes and heart disease have just been completed by the University of Utah. Findings to be published soon.
+1 949 584 1630
Orange County, California, USA
SelenoExcell High Selenium Yeast: A natural-food form of organically bound selenium. Standardized with the National Cancer Institute and supported by a Clinical Trial Agreement with the Cancer Prevention Division of NCI. Selected as the sole intervention agent in a series of cancer-prevention (colon, lung and prostate) and health-related trials.
+1 559 229 7850
Fresno, California, USA
BioVinca: A memory enhancer that increases blood flow and glucose metabolism in human brains. A single dose increases the energy available to neurons, causing a marked improvement in brain activity and a decrease in critical reaction time.
+1 949 622 9030
Irvine, California, USA
Draco Natural Products
Cili Fruit Extract, 20% Vitamin C: Derived from an exotic yellow fruit from the rose family. One of the highest naturally occurring levels of SOD, vitamin C and polyphenols.
Pomegranate Seed Oil, 70% CLnA: Contains a high level of a unique omega-3 fatty acid, CLnA, that converts into CLA in the body. Studies also show that pomegranate- seed oil promotes skin-cell renewal.
Yumberry Extract, 20:1: Rich in cyanidin-3-glucoside, which studies have shown reduces appetite and positively improves hormones that govern fat metabolism. Also contains myricetin, which works similarly to resveratrol on the anti-ageing SIR2 gene.
+1 408 287 7871
San Jose, California, USA
DSM Nutritional Products
Resvida: Branded, nature-identical trans-resveratrol. Only known resveratrol with a safety package and proven bioavailability.? High-potency (99 per cent crystalline, 90 per cent tablet grade) and free from pesticides. A powerful antioxidant polyphenol, increasingly known for its anti-ageing effects.
Teavigo: Caffeine-free green-tea extract provides foods and beverages the healthful benefits of green tea with little to no impact on taste. EGCG (min. 90 per cent). Free of pesticide and herbicide residues. Backed by clinical research and a comprehensive safety package. www.unlimitednutrition-na.dsm.com
+1 800 526 0189
Embria Health Sciences
EpiCor: An all-natural, high-metabolite immunogen designed to balance the human immune system. Derived from a proprietary process that produces beneficial metabolites, vitamins, minerals, amino acids and antioxidants. Demonstrates
significant anti-inflammatory activity and clinically proven to significantly decrease the incidence and duration of colds and flu symptoms.
+1 877 362 7421
Ankeny, Iowa, USA
Foihea Export & Import Enterprises
Kava Products & Ingredients
+612 9826 9801
Custom Nutrient Premixes: Premixes that can be specifically blended to target any health condition in virtually any product.
+1 518 372 5155
Schenectady, New York, USA
GAT Food Essentials
Paradox Ply: A functional-food ingredient containing red-grape polyphenols, a group of powerful antioxidants associated with anti-ageing benefits and heart health. Enables food and beverage producers to enrich their foodstuffs with these healthy polyphenols without affecting their organoleptic profile.
+43 2624 53922
Magou-V: Luo han guo (siraitia grosvenorii) extract. High sweet (around 300 times that of sugar), low calorie, and natural. Especially suitable for people with high blood sugar or high blood pressure.
+86 731 5138565
+1 715 675 2325
American Ginseng: American ginseng is a good overall body tonic. It offers a cooling, calming affect on the body, gives energy, helps build the immune system, and can help with the circulatory system.
Cognizin Citicoline: A natural water-soluble compound that enhances communication between neurons in the brain to support visual function and protect neural structures from free-radical damage. New research from Harvard shows citicoline increases energy (ATP) levels in the brain, increasing the ability to focus, concentrate, and be generally more productive.
Setria Glutathione: The morning antioxidant. A powerful tripeptide, composed of glutamic acid, cystein, and glycine, that promotes vital detoxification. Glutathione levels should be replenished every morning when levels are at their lowest and oxidative risk is high.
+1 212 319 5353
New York, New York, USA
I3C: Indole 3 Carbinol: Numerous NIH studies demonstrate that I3C assists proper cell regulation and sex-hormone processes.
+1 201 935 2111
Carlstadt, New Jersey, USA
Blue-Green Algae: Whole-food source of nutrition. Provides skin with a refreshing assortment of amino acids, vitamins, minerals, trace nutrients and oxygenating chlorophyll.
+1 860 653 7802
Granby, Connecticut, USA
POWERGRAPE: An ingredient for vitality and energy formulations, including foods, beverages and dietary supplements. Grape extract (vitis vinifera L.) with a particular flavanols repartition and guaranteed levels of flavanol monomers. For the first time, 400 mg/d of this unique composition is available to link strong antioxidant power with performance improvement in athletes.
+33 (0)5 57 55 31 58
Coenzyme Q10: Natural bacterial fermentation technology gives marketers and manufacturers the competitive advantage they are looking for with high quality, competitive pricing and a non-Chinese source.
+1 949 502 4770
Irvine, California, USA
AproFER: Most efficiently absorbed source of iron, not influenced by other dietary components and without gastric irritation or other side effects.
+34 93 861 50 60
Bioperine: A patented extract from the fruit of piper nigrum L (black pepper) or piper longum L (long pepper) that enhances the bioavailability of nutrients. Contains 95 per cent piperine. May be co-administered with various nutrients for both human and animal health. The only source from piperine to have undergone clinical studies in the US to substantiate its safety and efficacy for nutritional use.
Curcumin C3 Complex: Patented complex with a unique composition ratio and use. The name C3 Complex refers to its three curcuminoids — curcumin, demethoxycurcumin and bisdemethoxycurcumin. Research shows C3 Complex offers a wide range of health benefits. Certified by NSF International for potency and specification compliance.
+1 732 777 1111
Piscataway, New Jersey, USA
Soft Gel Technologies
Cerenew: A proprietary compound that blends Injuv hyaluronic acid complex, biotin and ceramide in a powerful cosmeceutical to restore youthful, glowing skin. Clinically proven, when used in tandem with a topical ceramide-containing cream, to reduce
the appearance of wrinkles, brighten the complexion and tighten sagging skin.
CoQH-CF: Reduced coenzyme Q-10 formula that provides superior absorption and utilization. Shown to be an excellent therapeutic supplement that positively influences the ubiquinol to ubiquinone ratio,
decreasing the chronic burden of oxidation at the cellular level and promoting healthy tissues.
Loquoro: Standardized extract of loquat leaf with one per cent corosolic acid. Loquat leaves are abundant in triterpene acids, notably corosolic acid, which stimulates uptake of blood glucose, thereby helping to regulate it. Aids in glucose transport, but also inhibits the differentiation of pre-adipocytes into adipocytes.
+1 323 726 0700
Los Angeles, California, USA
Chia Max Omega-3 Low Fat Whole Grain: A 100 per cent natural omega-3, high-protein, high-fibre super food. Ideal ingredient in sports-nutrition bars and shakes, as well as baked goods. Pleasant, mild flavour that will not adversely affect a product's flavour profile. Highly stable and offers excellent shelf life and efficacy to consumers.
+1 352 357 2004
Eustis, Florida, USA
Vitamin E: A fat-soluble vitamin that exists in eight different forms. Alpha-tocopherol is the most active form in humans. Benefits include protection of cell membranes and tissue from oxidation damage, aiding in the formation of red blood cells, and promoting a healthy circulatory system.
+1 281 419 6050
The Woodlands, Texas, USA