Natural Products Insider

MAY-JUN 2019

INSIDER is the leading information source for marketers, manufacturers and formulators of dietary supplements, healthy foods and cosmeceuticals. Since 1997, INSIDER has been serving the needs of the global nutrition industry.

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40 INSIDER May /June 2019 40 INSIDER May /June 2019 mother consumes, and this can help determine some preferences. Even in utero, there is some limited exposure through amniotic fl uid." Studies have shown newborns have an intrinsic need to consume sweet foods, so they know their mother's milk is safe to drink. 4 De livery Forms In a 1985 report from the United Nations Children's Fund (UNICEF), supplements were considered a key component to ensuring proper nutrition for children around the world. 5 "Supplementing diets with specifi c micronutrients can also be a highly cost-effective way of protecting children's lives and growth," the report noted. Fast forward 34 years, and supplements are a key part of everyday life. Children, especially, with their unwillingness to eat vegetables and other nonsweet-tasting foods that provide essential nutrients for development and growth lean heavily on supplements. The real challenge comes with fi nding a delivery format that children can get behind. "Young children should not take hard pill forms, such as large tablets and capsules," Dockery said. "Stick packs and liquids, if fl avored well, are usually the best choices. For older children, chewable tablets and gummies might be appropriate. Since most children's products are chewed and not swallowed whole, it can be a formulating challenge to fi nd fl avorings that both appeal to children and mask the presence of ingredients with strong or unpleasant fl avors." Stratum Nutrition has found success by incorporating its BLIS K12™ probiotic into an Altoid-type mint. It found children reacted well to a mint-fl avored chewable for its oral probiotic. The BLIS K12™ strain was originally discovered as scientists examined the oral activity of a child with exceptional throat health for several years. Scientists then isolated the specifi c strain S. salivarius and conducted studies that showed it had the ability to reduce instances of strep throat (streptococcal pharyngitis) in children with a history of getting the infection by about 90 percent. 6 Stratum Nutrition has had success in formulating its probiotic for chewables, lozenges, st ick packs, chewing gum, lollipops, ice cream and popsicles. Even with effective supplement delivery forms, it ultimately comes down to educating children. Remembering children's needs are magnifi ed compared to adults can make educating them a different experience. "I love planting seeds in children's minds that taking supplements is a great experience," explained DavidPaul Doyle, founder and CEO, NatureWise. "Food is No. 1, but supplements can go where food cannot. If you can make it an adventure, an experiment, something special that no other thing can accomplish, then you can create the type of framework and belief system that children can get behind. Giving them a positive attitude from the get-go has the potential to make a long-term health impact in their lives." Listening to Parents Every parent wants his or her child to be happy and healthy. That'll never change. But what has changed in recent years is how engaged parents have become in ensuring foods and ingredients for their children have been responsibly sourced and handled. White Leaf Provisions—an organic baby food company—started with Meghan and Keith Rowe browsing grocery shelves in search of pure food options for their newborn son, Keegan. Not seeing anything that checked all their boxes, they decided they could do it better. Three years later and the Rowes are helping other parents that are looking for the same organic, responsibly sourced foods that they did. "When we started White Leaf Provisions, we were curious parents looking for convenient, delicious, pure blends that offered complete transparency, which included the farming practices behind the products," Meghan explained. "We found that a lot of the other baby snack options available fell a little short, so we built our business to bring to market a line of products that offered complete transparency from the seed to the fi nal product with a strong focus on regenerative farming. We need to start asking more questions of the brands that are manufacturing our foods and what steps these brands are taking to secure the health of the planet our kids will inherit." The Rowes aren't the only parents looking for transparency in the grocery aisle. In a 2018 study conducted by the Food Marketing Institute (FMI), 75 percent of shoppers surveyed said they were more likely to switch to a brand that provided more in-depth product information beyond what's provided on the nutritional and physical labels. 7 When FMI conducted the same survey in 2016, it found only 39 percent of shoppers said they would switch brands. With the need for transparency steadily increasing, brands and formulators alike will need to be upfront about their sourcing, processing and dedication to t he consumer. Children's Health For a list of references, email references@naturalproductsinsider.com In a 2018 study conducted by the Food Marketing Institute, 75 percent of shoppers surveyed said they were more likely to switch to a brand that provided more in-depth product information beyond what's provided on the nutritional and physical labels.

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