HEALTH

Genesis Today introduces GenEssentials Greens

BY Michael Johnsen

AUSTIN, Texas — Genesis Today on Tuesday launched its GenEssentials Greens, a concentrated vegan supplement with more than 75 plant-based ingredients.

According to the company, one serving of GenEssentials Greens delivers the phytonutrients of up to five servings of dark leafy green vegetables and 173 other nutrients. The formula delivers more than 25 billion live probiotics per serving, which break down toxins and support a healthy digestive tract.

"This potent, pure and therapeutic formula contains the raw vital nutrients the body needs to maintain a healthy, vigorous life,” Genesis CEO Lindsey Duncan said. "Every single ingredient in this formula directly addresses a specific element of the human body. … Simply mix the Greens with water or juice in the morning, and you’re both detoxifying and fortifying."

GenEssentials Greens will be the first of an entire GenEssentials line, which will consist of advanced therapeutic formulas that will deliver a complete, total nutrition program to address every aspect of health and cleansing in the human body, the company stated.

GenEssentials Greens currently are available nationwide at Whole Foods.

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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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