HEALTH

EZ Gluten gains certification from AOAC Research Institute

BY Michael Johnsen

GAINESVILLE, Fla. — Elisa Technologies recently announced that its EZ Gluten test kit has earned Performance-Tested Methods certification from the AOAC Research Institute, a private, not-for-profit association that helps establish testing standards.

EZ Gluten was developed to help the food industry and consumers detect gluten in food and beverages, and delivers results in about 15 minutes. The kit is sensitive enough to detect levels of gluten as low as 10 parts per million.

EZ Gluten can help insure compliance with the Codex Alimentarius Commission Standard 118-1979, a standard that applies to foods for special dietary uses that have been formulated, processed or prepared to meet the special dietary needs of people intolerant to gluten.

According to the Codex Standard, food labeled "gluten free" may not contain wheat, rye, barley, oats, spelt, kamut or crossbreed varieties, and its gluten level may not exceed 20 parts per million.

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MMA Elite Series powered by MusclePharm supplements line to make debut

BY Allison Cerra

DENVER — MusclePharm has introduced a sports nutrition supplements line through a licensing deal with MMA Elite of Ultimate Brand Management.

The line, MMA Elite Series powered by MusclePharm, includes pre-workout, recovery, vitamin, protein and fat-loss products. Such retailers as Walmart, Sam’s Club and Walgreens are being targeted to distribute the supplements in third quarter 2011, MusclePharm said.

Many MusclePharm products currently are sold in GNC.

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Q&A: Help is on the way

BY DSN STAFF

OTC supplier Help Remedies is trying to break through the brands at Duane Reade and Target. Drug Store News sat down with Help visionary and CEO Richard Fine to discuss branding.


Drug Store News: What is the Help Remedies proposition?


Richard Fine: Help is totally different from any [other healthcare brand] the shopper is seeing in the category at this time. They pick it up; it feels different. When you think about people who are in their 20s or 30s who are high-income and better-educated, that kind of shopper is responding to environmental concerns or [a need for] simplification. Nobody is pushing the idea of simplifying your [health]. [And with check-stand positioning], we’re initially going to interrupt people on a trip where very often they were not shopping for an existing OTC product. 


DSN: Why young people?


Fine: People in their 20s and 30s, they don’t engage in [OTC healthcare]. For the most part, they’re not brand-loyal. [For] the 25-year-olds, there’s nothing there for them. The way the category has been thinking about new products and innovation, it’s all fishing where the fishes are, but that’s not where the future or the growth is. If you allow yourself to just be a category for old people who are passing through the system, you’re missing a huge potential market that is incredibly incremental to what [is already on the shelf].

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