Caffeine is a central nervous system (CNS) stimulant, that temporarily wards off drowsiness and restores alertness. This ingredient is the world’s most widely consumed psychoactive substance, but, unlike many other psychoactive substances, it is completely legal and unregulated in nearly all jurisdictions. In North America alone, over 90% of adults consume caffeine daily. The Food and Drug Administration lists caffeine as a “multiple purpose generally recognized as safe food substance” in the United States. Part of the reason caffeine is classified by the FDA as GRAS (generally recognized as safe) is due to the fact that toxic doses (over 10 grams) are significantly higher than typically used doses (less than 500 milligrams). Ordinary consumption can have low health risks, even when carried on for years

Although caffeine will provide the short-term energy kick you need, some try to avoid this ingredient due to the impending energy low that comes post-consumption. For that reason, a lot of us try to avoid caffeine whenever we can. Outside of eliminating coffee and pre-workout products that list caffeine as an ingredient, this list reveals other unassuming sources of caffeine:

• Tea-It might seem like coffee’s non-caffeine best friend, but a cup of tea can have as much as 60 milligrams of caffeine.




• Decaf-The name does imply that you can drink as much of it as you want, without the effects of caffeine. But don’t be fooled. Consumer Reports in the US tested 36 cups of decaffeinated coffee in 2007 and, although the decaf samples had significantly less caffeine, it still had enough to show up in tests.




• Non-Cola Beverages- Non-cola carbonated beverages should always undergo a thorough label review to determine whether or not caffeine is present. These types of beverages can contribute to your daily caffeine intake.




• Energy drinks with Guarana- Energy Water-So this is the new thing? Read the bottle labels, there could be caffeine present. If your drink is flavoured with guarana, a Brazilian plant that is a natural source of caffeine, there is most definitely some of the stimulant in your drink.




• Painkillers-Although we know that caffeine in large quantities can cause headaches, small dosages of the substance can actually curb them. Always be careful and read the medication’s instructions on dosage.




• Ice-Cream- If there is coffee or chocolate in your ice-cream, expect there to be caffeine too.




• Chocolate-Caffeine is naturally found in cocoa beans, so any chocolate does have a little bit of the stimulant. The darker the chocolate, the higher the caffeine content.

According to a recent report, Weight Management Trends in the U.S., weight management based goods including meal replacers, diet aids, and commercial weight management programs is estimated to reach a total of $38 Billion in 2013 and $40.9 billion by 2016. Obesity has reached epidemic levels in the US, approximately 70% of adults and 32% of school age children and adolescents are overweight or obese. With the entire country in need of improved nutrition, Experian Marketing Services reveals that almost 39% of all US adults (~87.8 million consumers) are actively watching their caloric intake to maintain or lose weight.

Of this market, food and beverages make up 80% of sales where the overwhelming need for improved nutrition with the nation’s continuing weight problem. For marketers, the opportunity to help provide better responses to the nation’s obesity epidemic is expanding. At the same time, as the battle of the bulge continues, the arsenal consumers use is changing. Commercial weight management programs such as Curves, eDiets, Jenny Craig, Healthy Wage, Medifast, Nutrisystem and Weight Watchers are expected to re-gain steam by 2015 as marketers offer targeted new programs.

For brand managers and marketers, the opportunity to help provide better responses to the nation’s obesity epidemic is expanding. At the same time, as the battle of the bulge continues, the arsenal consumers use is changing. Commercial weight management programs such as Curves, eDiets, Jenny Craig, Healthy Wage, Medifast, Nutrisystem and Weight Watchers are expected to re-gain steam by 2015 as marketers offer targeted new programs. The combination of a guided program with recommended supplements such as fat burners, meal replacers, and protein supplements is a new way companies are finding profits. Muscle Gauge Nutrition, a dietary supplement manufacturer, offers these types of products and many more options are available for private label offerings.

References
1)www.MarketResearch.com (www.MarketResearch.com)
2)www.packagedfacts.com (www.packagedfacts.com)

The Science Behind Intenze™

CNS Stimulants- Pre-workout supplements make it possible to accelerate muscle growth and enhance the gains of strength training by enabling a sustainable increase in energy, endurance, focus, and pump. Intenze™ delivers a concentrated amount of CNS stimulants that provide a safe yet effective dose using methylated xanthines. Stimulants naturally derived from xanthines include caffeine, theobromine, theophylline, and paraxanthine [1]. At targeted levels, xanthines actually counter the effects of the sleep inducing receptor adenosine. The distinguishing blend of stimulants enables a prolonged energy boost without the negative impacts of excessive caffeine such as jitters and sleeplessness.

Phenylethylamine HCL- (PEA) is a organic compound well known for its stimulant effects. Phenylethylamine hydrochloride increases dopamine levels and simultaneously inhibits the action of dopamine transmitters. This allows dopamine to accumulate in the brain which affects cognition, focus, mood, and even motivation. Interestingly enough, PEA is naturally found in chocolates which can raise dopamine levels inside the brain. This powerful ingredient enables an extremely powerful supplement blend that delivers the utmost mental clarity and focus beyond that of a product primarily focused solely on caffeine derivatives.

Beta Alanine- This concentrated formulation contains the most powerful combination of ergogenic aids proven to enhance energy production, recovery and while providing athletes a competitive advantage. Surveys have shown that 50 percent of the general population [2], 76 percent of college athletes, and 100 percent of body builders take supplements [3]. One such ingredient is beta alanine which decreases fatigue while increasing training capacity. In a study among male college football athletes during training camp it was found that the group supplementing with beta alanine prior to working out experienced less subjective fatigue and were able to perform more reps on resistance training exercises than the placebo group [4].

L-Citrulline dl Malate- This concentrated formulation utilizes advanced science by integrating L-Citrulline dl Malate, an amino acid that is converted to L-Arginine. L- Arginine is a precursor for nitric oxide production which improves the flow of nutrients to the muscles (such as creatine and amino acids) by increasing blood flow. This ingredient provides an increase in muscle pump and maximizes the benefit of resistance training to support muscle growth.

Creatine- Creatine Monohydrate safely provides an additional boost that is essential for pre-workout nutrition as discovered by Harvard scientists that ingesting creatine boosts the creatine content of muscles [5]. Phosphocreatine (PCr) is a major component of biological buffering, a critical element when muscles are exposed to high intensity exercise. Supplementation of creatine stores results in greater pre-exercise PCr availability which improves muscle buffering capacity and accelerates PCr resynthesis during recovery[6]. Creatine was also found to significantly improve performance during cognitive and memory based tests.

Schisandra Root Extract- Functioning as an adaptogen, Schisandra helps the body adapt to physical and mental stress by improving dexterity, focus and co-ordination. Schisandra chinensis bail. (Fructus Schizandrae) is an important herb with a well-established recognition and considerable importance in Russian medicine, as well as a long history of use in classical Chinese medicine. Stress is known to be associated with multiple undesirable downstream effects that include compromised physical and mental performance, insomnia, anxiety, neurosis [7], weakened immune and central nervous system functions. Schisandra has been shown in acute stress conditions in animal models, to induce improved behavioral and biochemical markers of stress, including reduced anxiety, reduced expression of pro-inflammatory cytokines, decreased levels of circulating corticosterone, as well as a general enhancement in physical and mental performance. [8]

Overall, MGN’s INTENZE™ is all the rage as provides the safest, most effective formulation specifically engineering to deliver superior physical-and-mental-performance- enhancing effects, significant adrenal support after or during (strong) stimulant use, as well as powerful overall stimulation of adrenal- adaptogenic function, improved focus and concentration, and improved stress resistance for more effective workouts.

[1] Spiller, Gene A. (1998). Caffeine. Boca Raton: CRC Press. ISBN 0-8493-2647-8.
[2] Sobal J, Marquart LF. Vitamin/mineral supplement use among athletes: a review of the literature. Int J Sports Nutr. 1994;4:320–34.
[3] Nesheim MC. What is the research base for use of dietary supplements? Public Health Nutr. 1999;2:35–8.
[4] Hoffman JR, et al. (2008). Short-duration beta-alanine supplementation increases training volume and reduces subjective feelings of fatigue in college football players. Nutrition Research (New York, N.Y.). 28(1), 31-5.
[5] Folin, Otto; Denis, W (1912). “Protein metabolism from the standpoint of blood and tissue analysis”. Journal of Biological Chemistry 12 (1): 141–61.
[6] Birch R, Noble D, Greenhaff PL:The influence of dietary creatine supplementation on performance during repeated bouts of maximal isokinetic cycling in man. European journal of applied physiology and occupational physiology 1994, 69(3):268-276.
[7] Gold, P.W. and Chrousos, G.P. (2002). Organisation of the stress system and its dysregulation in melancholic and atypical depression: high vs low CRH/NE states. Mol Psychiatr. 7:254-275.
[8] 6) Lee, S., et al. (2007). Schizandra chinensis and Scutellaria baicalensis counter stress behaviors in mice. Phytotherapy Reaearch. DOI. 10.1002/ptr. 2233

Market research recently published by Packaged Goods reports an astonishing $4.2 Billion in the gluten free food market in 2012. According to this report, the rate of growth is anticipated to reach more than $6.6 Billion by 2017. In addition, a consumer surveys from August 2012 reveals that 18% of adults are purchasing products labeled as gluten-free, and increase from 15% in October of 2010.

The key motivating factor for purchasing gluten-free foods is that these products are generally “healthier.” The reality is there is an increased awareness of people with celiac disease and gluten intolerance with a corresponding number of increased diagnoses [1]. Celiac disease is triggered by consumption of the gluten; primarily found in bread, pasta, cookies, pizza crust and many other foods containing wheat, barley or rye. This digestive condition initiates an abnormal immune response in the small intestines, causing damage to the inner surface of the small intestine and an inability to absorb certain nutrients [2]. Symptoms include, but are not limited to gas, abdominal swelling, bloating, abnormal stools, weight loss, fatigue and vomiting [3].

A simple Google search reveals the presence of gluten-free products as an independent product category with industry leaders such as GNC dedicating full aisles and web pages for this emerging category. In addition to the plethora of gluten-free dietary supplements on the market, everything from capsules, fish oil, to protein powders, there are tens of thousands of blogs completely dedicated to researching and providing the most up to date information reading this topic. Brand managers are taking an in depth analysis at how to best position their product line to penetrate this growing category that research indicates is here to stay. For more information regarding private labeling Muscle Gauge Nutrition products as gluten-free, contact your sales representative to learn more today.


[1] http://www.nutraceuticalsworld.com/issues/2012-12/view_market-research/anticipated-growth-for-the-gluten-free-market/
[2] http://www.mayoclinic.com/health/celiac-disease/DS00319
[3] http://www.webmd.com/digestive-disorders/celiac-disease/celiac-disease–symptoms

Lactose is the natural sugar found in milk and milk products. Approximately 30 to 50 million Americans are lactose intolerant according to the National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK) [1]. This condition is caused by a deficiency of an enzyme called lactase. Prior to absorption into the bloodstream, milk sugars are broken down into simple sugars by this enzyme naturally produced in the small intestine. Conscious consumers should be aware that lactose is present in two large food categories—conventional dairy products, and as a food additive in dairy and non-dairy products [2]. During cheese manufacturing, a curdling process is initiated to separate the curd from the whey. After this process, lactose is found in the water based portion along with whey and casein. A process called ultra-filtration makes it possible to remove lactose as whey protein is concentrated to higher protein concentrations [3].

Interestingly enough, lactose intolerance is not considered an allergy by the Food and Drug Administration. There is no FDA definition for the terms “lactose free” or “lactose reduced.” A “lactose reduced” product may still contain low levels of this milk sugar that could trigger the symptoms associated with this condition (i.e.. A product being low in lactose does not protect a person with milk allergies as all of the lactose can essentially be removed from a product, yet milk based proteins will still be present even after the lactose is removed. The best guidance for reading product labels with regards to determining lactose content is best described by the FTC (Federal Trade Commission). This organization’s principal mission is to protect consumers against unfair or deceptive acts or practices in commerce including but not limited to advertising and marketing claims. These general guidelines are as follows in the case of lactose:

• Lactose “Free” implies that a food has the least possible amount of lactose
• “Low” Lactose means the food contains more lactose (Typically >0.5g or more per serving
• “Reduced” Lactose means the food has 25% less lactose than the regular version of the food

When it comes to whey protein powders, there is always a slight chance that there are low levels of lactose in whey protein concentrate, however it is relatively safe to determine that whey protein isolates are free of lactose as they have been concentrated to the highest possible level of protein and were processed with the highest degree of filtration for effective lactose removal. For those with high sensitivities to lactose, it is best to stay away from protein blends that may include milk proteins and various types of whey that have not been filtered to the same degree as whey protein concentrate 80% and whey protein isolate 90%. For any additional questions regarding product labeling and FTC compliance, feel free to contact Muscle Gauge Nutrition’s private labeling experts for more information.


[1] http://www.fda.gov/forconsumers/consumerupdates/ucm094550.htm
[2] • ^ a b c Hargrove, James L.; Berdanier, Carolyn D. (1993). Nutrition and gene expression. Boca Raton: CRC Press. ISBN 0-8493-6961-4.
[3] http://www.gpmie.com/gpmie/cmsdoc.nsf/webdoc/webb8djj54.

Whey Protein Powders

The e-commerce market for dietary supplements creates ample opportunities for managers of emerging brands to gain market share. Effective brand management is key to establishing a consumer base as well as maintaing and growing one’s brand. While marketing is an essential element to the growth of any brand, there are more than a few other factors to consider when staging a growing supplement brand for success. One approach successfully implemented by several brands to boost overall profitability is to bundle products together. “Bundling is pervasive in several markets, and it works in many cases,” says Vineet Kumar, an assistant professor in the Marketing Unit at Harvard Business School. Consumers welcome bundles even at places like McDonald’s, where they can purchase burgers, fries, and drinks cheaper in a bundle—known as an Extra Value Meal—for cheaper than the products would cost if purchased individually [1]. This list provides the benefits of utilizing product stacks for those seeking to boost overall sales and profitability.

• Maximize Market Penetration- When introducing a new product to the market, bundling supports the expansion of a dominant market position for the new product. Companies are able to effectively provide a new product with improved visibility and subsidize trial [2]. Dietary supplement companies find that whey proteins are the highest volume movers with the lowest margins. Introducing a higher margin product such as a new pre-workout with bulk protein products boosts overall margins.

• Greater Consumer Value- End users are more likely to solicit the help of a personal trainer before that of a nutritionist with expertise in supplementation. When presented with a product stack designed to support fat loss or gaining muscle mass, guess work is eliminated with respect to what products to take in support of specific goals. Consumers value the grouped package more than the individual items [3].

• Eliminate Guesswork “Beginners”- Just because one is a beginner with supplements doesn’t mean they are a beginner in the gym. Many potential consumers of advanced dietary supplements simply haven’t taken the next step in reaping the benefits of improved nutrition and tweaking their phsiques through advanced supplementation methods. Beyond the basic’s of taking a protein supplement to boost lean muscle mass, it has been found that 25 percent of professional baseball players and up to 50 percent of football players use creatine supplements [4][5].

Contact your sales representative for special discounting when ordering supplement stacks for private label brands.

[1] http://www.forbes.com/sites/hbsworkingknowledge/2013/01/18/product-bundling-is-a-smart-strategy-but-theres-a-catch/
[2] http://www.marketingprofs.com/2/bundling.asp#ixzz2Kbo6DvMs
[3] http://articles.mplans.com/product-bundling/
[4] http://www.muscleandfitness.com/supplements/boost-workout/your-first-supplement-stack
[5] http://www.mensfitness.com/nutrition/supplements/creatine

In an article by TIME magazine, it was quoted that as of late 2010, 93% of consumers had changed their grocery-shopping habits because of the economic downturn [1]. As the assumption that higher price means higher quality fades, consumers are turning away from national brands. Consumers now have first-hand experience that store brands taste and perform just as good as the big-name brands. Private labeled products are now present in nearly every shopping category from food and supplements to even entire clothing lines. This opens new opportunities for emerging private labeled brands to gain a portion of the market share in their respective category.

One category attracting the attention of Wall Street investors is the nutritional supplement industry [2]. While the overall U. S. economy is growing at a feeble 2 percent, niche markets with the vitamin and supplement industry are literally on fire with some reaching double digit growth. Right now there are no specific brands with a dominating position in this industry making it somewhat of a “wild-west” for investors. Each time a new company comes along with a new product or approach, market share is up for grabs by the fistful.

Examples of the demonstrated growth of this industry are best demonstrated by the overall stock performance of some popular supplement stores and distributors in the United States. Pittsburgh-based GNC Holdings Inc. (GNC), carries its own product line of vitamins, minerals, diet products, and sports nutrition products under various brands. In addition to these brands, GNC carries a variety of third party brands both in store and through e-commerce. Over the last two years both GNC and Vitamin Shoppe (a competitive specialty retailer of various nutritional supplements with over 500 stores) stock has shown double digit growth (see Figure 1.) as displayed in the 2 year chart of this stock’s performance on the NYSE compared to the S&P 500 [3].

Figure 1. GNC Holdings Inc. vs. Vitamin Shoppe NYSE 2 Year Performance To Date (compared to the S&P 500 in red)

The overwhelming growth of this product category combined with the markets demand for private labeled goods makes it a no brainer for those seeking to profit from these market trends. Starting a supplement brand is a straightforward approach for anyone from gym owners, personal trainers, doctors’ offices, bariatric facilities, med spa’s, and entrepreneurs to not ask, but take a piece of the pie. For more information on private labeling nutritional supplements, contact Muscle Gauge Nutrition (www.privatelabelmgn.com) for more information on how to get started today.

[1] http://business.time.com/2012/11/01/brand-names-just-dont-mean-as-much-anymore/
[2] http://seekingalpha.com/article/719941-why-investors-should-be-looking-at-nutritional-supplement-stocks
[3] http://finance.yahoo.com/q/bc?t=2y&s=GNC&l=on&z=l&q=l&c=VSI&ql=1&c=%5EGSPC

Dietary supplements are no longer staples of the athletic elite as validated research has proven that these products are not only safe but effective for supporting weight loss as well as maintaining a healthy weight. The growing popularity of having a fit and toned figure as displayed by celebrities such as Jennifer Aniston or David Beckham, has every household seeking products to gain these sought after physiques. Supplement companies once known for marketing products primarily to bodybuilders and athletes are beginning to expand their product lines into the diet and weight loss category. While bodybuilding remains niche market, the dietary supplement industry generated an estimated $22.1 Billion dollars in sales in 2006[1].

The high demand for diet and weight loss products has driven supplement manufacturers to produce innovative products that have been scientifically proven to be safe and effective. The combination of credible research in conjunction with a GMP (good manufacturing practices) certified manufacturing facility has driven product sales by providing a solid foundation of credibility to attract mass consumers. Supplement companies, once primarily focused on bodybuilding, must look into the top 3 selling dietary supplement products to support continued growth:

1.) Multi-vitamins- Busy lifestyles introduce nutritional deficits when it comes to essential vitamins and minerals. Ideally, one would obtain all the essential vitamins and minerals from a healthy diet; the end result is that most do not consume an adequate amount of fresh fruit and vegetables to cover the recommended daily values. A multivitamin is defined as a supplement containing 3 or more vitamins/minerals where each vitamin/mineral is below the upper tolerance limit as determined by the FDA. Multivitamins are the most popular dietary supplements in the United States, accounting for $4.8 billion in sales in 2009 [3].

2.) Meal Replacements- The meal preparation involved with health weight management can be tedious and time consuming. Using a meal replacement helps control calories and is beneficial to weight loss as long as it is taken in conjunctions with a calorie controlled diet and regular exercise. Again, eating nutrient rich foods is the ideal; however supplements designed to provide a balanced level of macro and micronutrients. These products are conveniently available as Ready to Drink (RTD) (i.e. SlimFast®, Ensure®, Muscle Milk®) or Ready to Mix (RTM) powders. These are cost effective for end users with a full meal (1 serving) often being only a fraction of the cost of a typical fast food or convenience store meal.

3.) Sports Nutrition Supplements- This broad category includes everything from performance based products to weight loss supplements. This includes creatine, amino acids, protein formulas, and fat burners to name a few. Scientific literal has validated these products for the benefits in providing incremental effects. While consuming protein for a week will not enable one to gain pounds of muscle, but if used properly, research shows that sports nutrition supplements do in fact provide a slight edge.

For more information on integrating any of these products to your line, contact Muscle Gauge Nutrition to learn more about private labeling multi-vitamins, meal replacers, and any array of sports nutrition supplements.

[1] http://www.webmd.com/diet/features/truth-behind-top-10-dietary-supplements
[2] http://www.articlesbase.com/supplements-and-vitamins-articles/popular-bodybuilding-supplement-trends-1062531.html
[3 ConsumerLab.com Puts Multivitamins to the Test". ConsumerLab.com. 16 June 2011. https://www.consumerlab.com/news/multivitamin_review_report/06_16_2011/. Retrieved 11 October 2012.]

A frequently asked question of those who consume protein supplements is “what happens to the protein at high temperature?” In order for a meaningful explanation of this phenomenon, a few basics must be understood. Proteins are complex molecules that consist of long chains of amino acids connected by peptide bonds. The primary difference between the various sources of protein is the type of and sequence of amino acids. There are 22 different types of amino acids, where only nine of them are considered essential because the body cannot synthesize these amino acids on its own: L-Tryptophan, L-Threonine, L-Isoleucine, L-Leucine, L-Lysine, L-Cystine, L-Tyrosine, L-Valine, and L-Histidine. A protein containing all nine of these amino acids is considered a “complete protein” because all nine amino acids are present in the exact ratio necessary to support the dietary needs and biological functions of the human body.

The best sources of complete proteins are animal foods derived from meat, fish, poultry, and milk. While each type of protein derived from one of these sources contains the same ratio of essential amino acids, the overall absorbed protein content to your body will vary depending on how the protein is prepared before consumption. The protein molecule has a three-dimensional shape that can be denatured by an external source such as a strong chemicals or heat. The three-dimensional shape of this molecule affects the basic properties, in the case of cooking, by breaking the hydrogen bonds that form the 3-D shape without breaking the bonds between the amino acids within the protein chain. Common examples of this effect include the hardening of an egg or the firming up of meat during the cooking process.

A denatured protein does not mean the protein has lost its nutritive value, it simply means that the physical or chemical structure of a protein has been changed. However, heat does alter the biological activity. A large egg will still contain 6 grams of protein whether it is raw or cooked. All commercial dairy products have limitations in preserving the full biological activity of the protein content. During the pasteurization process of milk and pH regulation steps of cheese, immune and regenerative properties are lost along the way. While it is not considered safe to consume raw sources of animal protein such as eggs or meat to get the full biological activity of each gram of protein consumed due to food borne bacteria, the end result of denatured protein is reduced solubility.

The more soluble a protein is, the more easily the body can digest and break down the amino acids for the body’s dietary needs as well as supporting the growth of muscle. However, cooked proteins, with varying degrees of solubility compared to raw proteins, will require more energy to digest therefore burning more calories during the digestion process. Cooking protein is necessary to eliminate bacteria; though one should seek proteins with the highest possible biological value such a whey and soy protein to gain the most from each gram of protein consumed.

When it comes establishing your brand of private labeled supplements, cost-effective marketing is very important in the early stages of launching your product line. Most, if not all supplement companies have exhausted social media outlets such as Facebook, Twitter, and YouTube for basic brand awareness. One of the most effective ways to take your brand to the next level of brand awareness is pairing up with brand ambassadors. Whether your brand is geared towards endurance athletes, MMA, bodybuilding, or even organic conscious individuals there are key things to look for in selecting an athlete to boost your brand.
Popularity- An important element in bringing on a sponsored athlete or brand ambassador is a person who has a strong following. The following of the person can be quantified by the number of their facebook followers, views on Youtube videos, twitter followers, instagram followers, blog views and forum reputation (i.e. Bodybuilding.com, Anabolic Minds, etc). An ideal candidate does not need to excel in every area but should have a solid presence in at least one or two social media outlets to effectively expand the following of your brand.
Specialty- Selecting a brand ambassador that has a specialty that compliments your target audience brings credibility and valuable information to your followers. For example, a brand ambassador who is also a personal trainer can create workout routines, recommend products to new clients, and contribute insightful feedback. Another example is a blogger who creates all their own recipes and has knowledge about nutrition. This type of candidate has the knowledge to generate content that your prospective followers will find interesting. Other examples include a posing coach, yoga instructor, published writer, product reviewer, bloggers, and many more.
Active Athletes- The best brand ambassadors are actively competing athletes for your target demographic. This provides the most win-win opportunities for promotional opportunities at athletic events such as marathons, mud runs, fitness competitions, Bodybuilding expo’s, cross fit competitions, yoga retreats, bike races, MMA tournaments, golf outings, health fairs, cooking expo’s, and many more. Practically anyone with a computer can live on twitter but quality interaction and periodic events gives your potential clients a reason to believe in your brand for the benefits it brings to the individual doing the promotions. People are not inspired to start living health by looking at a jar of fish oil capsules, or a shiny jar of protein. They are inspired by the dude who won the MMA tournament or the toned physique of a bikini competitor. Once inspired, customers will take your brand more seriously as everyone wants real results and active athletes engage people on the most real level.
Communication- Last but not least, your brand ambassador should have strong writing skills and must be able to articulate themselves concisely and professionally at all times. The world of texting moves at such a fast pace that it is easy for people to become sloppy in their communication especially as this represents your brand. The world of social media and promotional events has a casual atmosphere that must always be maintained as professional. This is easily addressed by having brand ambassadors sent all posts and weekly contributions in for review to ensure that the tone and presentation of feedback is to the standard your company requires.
For more information on how to get started with linking your private labeled brand to an ambassador, contact Muscle Gauge Nutrition for tips and advice on how this simple approach can boost the awareness of your brand- info@musclegaugenutrition.com.

The dietary supplement industry offers countless opportunities for small businesses to earn a piece of the market share. Brand managers are continuously looking for approaches to stay competitive by streamlining costs. While the majority of the most popular supplement ingredients are commodities, this leaves little to no room to reduce costs by utilizing specialty raw material sources. There are alternative approaches to reducing the cost of goods; one such approach is purchasing unlabeled product from your contract manufacturer. Whether you are ordering small or large volumes of finished product, there are benefits and drawbacks involved in resourcing the labeling of your products to reduce costs.

For starters, the ultimate savings is in the reduced unit cost of the final product. Depending on order volumes, one may be able to save anywhere from $0.25 to $1.00 per unit by sourcing labels and purchasing product unlabeled. In order to capitalize on the maximum level of savings one would need to purchase label quantities on order of 1000-5000 labels per SKU to achieve the lowest unit costs. If you are private labeling a stock product, the lead times associated with label printing services of high gloss wrap-around labels tend to hold up the production and delivery time of your products where unlabeled stock products are typically in inventory and can be shipped in a shorter time frame.

In addition to sourcing the labels independently from the supplement manufacturer, the brand owner would need to manage the labor associated with either manually or automatically applying the labels. Depending on the order volumes, it may even be cost effective for small companies to purchase small scale labeling equipment or even in-house printers. For companies that purchase truckloads of finished product on a monthly basis, this may translate into cost savings therefore improving your bottom line.

A drawback to sourcing your own labels involves the need to resource a reputable graphic designer. While there is certainly no shortage of freelance graphic designers; it is beneficial to work with the experience of the design department of a private label manufacturer. Graphic design departments have access to stock photos and fonts that would otherwise increase your design costs by having to purchase the rights to use each image and graphic associated with your label. Private Label manufacturers typically charge a label design fee where freelance designers will simply design the label given the nutritional information but cannot offer a label review with respect to FTC or FDA label guidelines. Private label contractors generally offer this service inclusive of the set-up fees. However, the design process associated with your brand lays the foundation for all sales and marketing and may not be an item to seek the most cost effective solution as the final product represents the image you wish your brand to portray.

Lastly, the labor associated with managing the labeling may or may not be too much of a burden to manage. Each company must outweigh the pros and cons by considering their internal capabilities. While sourcing your own labels may reduce your cost of goods by 1 to 3%, the hassle associated with managing the label ordering, lead times, application, and labor may make it worth it to have all of your services managed through one single company. Contact your current manufacturer to learn more about these options and consider what works best for your brand.

The ever evolving dietary supplement industry boasts countless opportunities for new products every day.  A comprehensive review of the major product categories breaks down into four major groups:

1. Sports Nutrition & Workout Support
2. Diet & Weight Management
3. Protein, and lastly
4. Vitamins, Herbs & Health

These four major categories consist of numerous subcategories including everything from pre-workouts, post-workouts, fat burners, meal replacers, weight gainers, and multivitamins to name a few.  Since dietary supplements do not require pre-market approval from the Food and Drug Administration prior to commercialization, the majority of products on the market are not typically patented.

The purpose of patenting a product is to protect the company who invested in the R&D to maintain a competitive edge in being the first to discover the benefit of a specific ingredient, formulation, and/or end use benefit by not allowing other companies to infringe upon their findings.  However, in the supplement industry, unless the product entering the market is a brand new category creator or the end result of break through R&D backed by clinical studies and years of safety data, the majority of formulations are never filed as intellectual property.  This landscape leaves room for a plethora of “me too” products to enter this highly competitive market.  Without having to re-create the wheel, supplement brands are utilizing alternative approaches to create credible products without a large investment R&D and associated patent filing fees.  One such approach involves creating a formulation around a trademarked ingredient.

A trademarked ingredient is licensed and protected by international patents and laws. This means that a trademarked ingredient cannot be replicated, redistributed or remade by anyone else other than the manufacturer. These ingredients have been specifically formulated with ample research behind them to ensure safety and effectiveness.  The benefits of trademarked ingredients are readily integrated into supplement formulations by paying a licensing fee to the original ingredient manufacturer.  This approach enables unknown brands to take advantage of the ingredient marketing and utilize the research and development already performed on the ingredient to add credibility to their end products.  Consumers are becoming more educated about their purchasing decisions and carefully consider supplement labels when making a purchase, this is especial true of supplements sold online where it is very easy to compare.  Not only does licensing a trademarked ingredient improve the perception of a beneficial product, some of the greatest scientific breakthroughs in sports nutrition have been made available to the masses by companies offering their research to be licensed for use in supplement formulations.  While the supplement brand will be paying more in term of ingredient costs and licensing fees, you get what you pay for in the end so invest in the most credible ingredients available in the market to create the most functional products for your clientele.

Each year, hundreds, if not thousands of new dietary supplements come to market. The Nutraceutical industry’s point of sale varies from e-commerce, mass retail, c-stores, television, gyms, personal training studios, doctor’s offices, med spa’s and many more. In order to be properly protected from claims and law suits, product liability insurance is a necessity. This applies to any business or individual that manufactures a product even if the product’s manufacturing is contracted out to another operation (including overseas operations). Simply put, anyone that is responsible for the design, manufacture, sale, or distribution of an end user product is liable for any adverse events associated with the end use of the product.

The nutraceutical industry is a uniquely positioned market place where the products do not require pre-market approval by the Food and Drug Administration as the products are not intended to diagnose, treat, cure, or prevent any disease. While dietary supplements are not classified as drugs according to the FDA’s definition, their health benefits are well established and recognized as beneficial for overall health, weight loss, strength building, endurance, and recovery. However, even though product liability insurance is relatively straight forward to obtain, one should be cautioned that not all ingredients covered by insurance carriers due to insufficient safety data. There is no standardized ingredient exclusion list, however the most commonly excluded ingredients in the dietary supplement industry include: ephedra, DMAA, yohimbe, bitter orange, androstenedione, etc.

A careful regulatory review of all products in one’s product line is highly recommended to ensure compliance. Once it has been determined that all the products can safely be covered, obtaining product liability insurance can be as simple as setting up a policy with an acclaimed insurance carrier for the minimum requirements of your largest distributor/customer for your brand. If the brand is contacted out, it is often quite simple to pay a yearly fee to a contact manufacturer to be added to their umbrella policy since they do all the manufacturing of your products. Contact info@musclegauge.com immediately if you are in need of coverage, and ingredient review, and/or coverage limits.

Recently, the FDA has issued warning letters to several dietary supplement companies for marketing pre-workout products including 1,3-dimethylamylamine more commonly referred to as DMAA [1]. The Food and Drug Administration challenged the marketing of these products due to insufficient safety studies and long term data to fully evaluate the long term risks of this ingredient.

This organic compound was originally patented in 1944 by pharmaceutical company Eli Lilly as a nasal decongestant [2]. It wasn’t until many years later that its benefit as a natural stimulant to the central nervous system was realized. By 2006, a company by the name of Proviant Technologies introduced this ingredient to the sports nutrition market under trademarked name Geranamine®[3].

The functional benefits of this ingredient were captured in an array of new products containing Geranamine ® after ephedrine was banned in 2005. The last 6-7 years revealed hundreds of new products with DMAA as the main ingredient such as pre-workout supplements, weight loss products, and a variety of energizing supplements. The main question to be answered now is, “what’s next?” The likelihood of consumers purchasing the same commercial products known to be tried and true sans DMAA is slim. Sports Nutrition companies are turning back to researchers to seek guidance for the best combination of ingredients that doesn’t raise any red flags with the FDA while delivering an effective product that satisfies the market demand. As of 2012, the market is simply waiting for an invention, however until that occurs, several companies are evaluating the following options:

• Re-launching dietary supplement formulations without DMAA. This appears to be the most straightforward approach, where the primary thing that is needed is a new product label. However consumers may not be as likely to continue purchasing the product with concerns of reduced effectiveness.
• Increasing dosages of the remaining actives in their existing pre-workout formulations without DMAA. Slight reformulations may be necessary to prove to the consumers that the product they are consuming is safe while still effective. This may prove to be slightly more complicated as product pricing may change and a new product label will be needed. This approach would be most effectively managed by launching a new product altogether.
• Identifying alternative stimulants or like ingredients (i.e. synephrine, diethylamine, fucoxanthin). Starting from scratch may actually be the easiest approach; however it may be more time consuming than other options. This will involve product efficacy testing, however the end result of substantiated data will definitely be worth the wait.
• Private-Label a proven formulation from a contract manufacturing company. There are several companies that offer this service enabling sports nutrition marketers to do what they do best- MARKET! Just be sure to hire your own regulatory attorney to perform the final label review to ensure that the formulation does not have any red flags before commercializing a new product.

While the verdict is still out as to when DMAA will be effectively removed from the market place, there are still many effective ingredients that are safe to use while delivering real results. The key to success at this stage in the game will go to the companies that have done their homework, conducted efficacy studies, and can back their findings with substantiated data to proving to all that safety truly is always first.

[1]http://www.fda.gov/NewsEvents/Newsroom/PressAnnouncements/ucm302133.htm
[2]http://worldwide.espacenet.com/publicationDetails/biblio;jsessionid=
8260556BB7714F643CD3EFEFBBC65C10.espacenet_levelx_prod_1?FT=D&date=19710413&DB=&locale=en_EP&CC=US&NR=3574859A&KC=A&ND=1
[3] http://www.baseballprospectus.com/article.php?articleid=11761

While, there is nothing new under the sun, consumers cannot seem to get enough of natural products in the dietary supplement market space. However, when it comes to formulating a naturally sweetened product, the formulator and brand manager both acknowledge the technical challenges that come along with getting a natural product to taste good at an economical price.

Any skilled formulator will acknowledge that there are very few natural sweeteners to select from that can achieve similar flavor profiles as artificially flavored products. The most commonly marketed natural sweeteners are stevia, fructose, and evaporated cane juice. Other natural sweeteners used less frequently include erythritol, xylitol, and luo han guo. Flavor profiles are primarily accomplished by blending together 2 or more of these ingredients to create a palatable finished product. Recently, I came across a new class of natural sweeteners that caught my attention at a trade show: Oligosaccharides.

This ingredient can be found in blends by new companies trying to trademark natural sweeteners similar to how spenda is a trademark for a maltodextrin and sucralose blend. However for product development, where the primary goal is a great tasting product at an affordable price, we are solely interested in the chemistry behind what makes a natural product taste good and not the brand name. An oligosaccharide is nothing new; however its application as a natural sweetener for dietary supplements is something new and exciting to consider.

It is known as a simple sugar or a saccharide polymer with a small number of component sugars. These short chains of fructose molecules are naturally found in vegetables such as artichokes, leeks, onions, and asparagus. In addition, they remain unaltered after passing through the digestive system, allowing them to have excellent prebiotic activity when they reach the colon by acting as a substrate for beneficial bacteria species to grow. This ingredient alone will not be the end all be all in developing a naturally sweetened product, however if carefully formulated with the correct blend of natural sweeteners, it can definitely boost flavor and support digestive health while maintaining the “natural” label claim.

A wide range of raw materials are used when it comes to dietary supplements where each ingredient will differ in its sensitivity to temperature, light, and moisture. It is extremely important to have a thorough understanding of what things will affect the shelf life of your products as you introduce them into the marketplace.

Overall, powders will have a longer shelf life than liquid products because they are not subject to remaining dispersed within a liquid phase. Over time, particulates within liquid supplements incur sedimentation where phase separation starts to occur within only 6 months. This is a significant concern as the rate at which these products travel through the supply chain may limit the actual shelf life of the end user.

When considering the shelf life of your brand, the life of the product is typically listed underneath the lot number by your manufacturer. However, it should be acknowledged that there is a difference between a “Best By” and an “Expiration” date. A “best by” date means that the product is guaranteed to be consumable up until the date listed on the container. An“expiration” date means that the products have undergone shelf stability testing and has been analytically proven to no longer be good after that date. This information is quite valuable as it indicates that a product past its “best by” date may still be good for consumption at the consumer’s risk. A good example of this is capsule based products, where although the manufacturer lists a 2 year best by date, there have been studies indicating that the active ingredients in the capsules are stable beyond 10 years. Essentially, manufactures want end consumers to re-order as well as limiting their own liability in term of pushing the outer limits of the best by dates.

In general, all supplements should be stored in a cool, dark place, in a tightly sealed opaque container. When considering the packaging of your brand, it is best to stay away from transparent materials such as PET containers. While the aesthetic of a red PET plastic container (such as the signature packaging of BSN®) is impressive, the shelf life and/or effectiveness of these products is being limited as the powders are susceptible to degradation by UV light. Another concern is any product packaged within a Mylar bag. All Mylar bags are not created equal when it comes to wall thickness and density. Before specifying packaging in a Mylar bag, not only must the bag thickness be determined, but also if the bag is single versus multiple layers. Multiple layered bags are the best (and most expensive) option especially if you intend to transport products overseas.

Finally, the last concern is whether or not desiccant packets are needed. A food grade desiccant is typically made of silicon dioxide spheres within a packet. Desiccant is used to absorb moisture when ingredients that are hydroscopic in nature are used in a supplement. A hydroscopic ingredient is one that tends to bind water to itself therefore causing clumping in the dry powder form. An example of a hydroscopic supplement is L-Arginine AKG. This is commonly found in pre-workout products, and without a proper desiccant, the shelf life of the product is questionable. Using these precautions will only help the success of your brand!

New research published in the Nov. 17th 2011 issue of Neuron, a scientific journal, found that protein and not sugar activates cells responsible for keeping energy levels high and for burning calories.  The mid-afternoon slump so familiar to many is often remedied by consumption of a sugary caffeinated beverage; however this new study suggests that it is protein that keeps people thin and awake.

Orexin cells, are a type of cell that secrete a stimulant known as orexin/hypocretin in the brain.  In this study, University of Cambridge scientists found that amino acids stimulate more orexin neurons than other studied nutrients. These cells revealed unique revealed that reduced cell activity results in narcolepsy and can even be linked to weight gain.  It is believe by lead researcher, Dr. Denis Burdakov, that sleep patterns are related to overall health and body weight.  Where shift work and poor diet can lead to obesity.  He also noted that, “Electrical impulses emitted by orexin cells stimulate wakefulness and tell the body to burn calories.”

Brain activity of mice was analyzed via target fluorescence after feeding mice amino acid blends to mimic that of egg whites to track the impulses of the orexin cells,  It was found that amino acids stimulated orexin cells where a previous study by this same research group showed that glucose (sugar) actually blocks orexin cell activity.  Scientists are thrilled at the concept of being able to rationally tune brains cells in making food choices.  While more information is needed to more thoroughly explore the interactions between diet and sleep/appetite patterns, one should, if not already begin selecting protein based ingredients versus sugar based ingredients to prevent the mid-afternoon slump.

Manesh M Karnani, John Apergis-Schoute, Antoine Adamantis, Lise T. Jensen, Luis de Lecea, Lars Fugger, Denis Burdakov, Activation of Central Orexin/Hyporetin Neurons by Dietary Amino Acids. Neuron, 2011; 72 (4):616

In today’s economy, consumers are making smarter purchasing decisions when it comes to dietary supplements.  A simple Google search is all it takes for the educated consumer to find the lowest price of their favorite supplement brand. However, product cost is not the only driver.  In order for supplement companies to be competitive in the e-commerce market place, business owners are seeking new and creative ways to reduce their cost of goods.  One new approach that is gaining momentum is the “green” packaging movement.

For your basic protein product on the market, the highest volume sellers are the two (2), five (5), and ten (10) pound units.  These products are typically packaged in HDPE (high density polyethylene) plastic containers as shown in Figure 1.  Not only are HDPE containers expensive to ship throughout every portion of the supply chain, they add a significant increase to the final product weight when it comes time for distribution.  A mylar bag that holds the same product weight will consume less volume on a palette allowing for more efficient packaging and also weighs only 1/10th the weight of a plastic jar.  This reduction in weight can yield significant savings in shipping costs.

A standard palette (standard palette = 48” x 48” x 60”) of 5lb plastic jars of finished product will hold a total of 150 units.  The total weight consists of 600 lbs of powdered product and 72 lbs of plastic packaging (not including the weight of boxes).  Where a standard palette of 5lb units packaged into mylar bags will hold a total of 300 units for the same amount of freight space, a 100% increase in packing efficiency!  For brands that are primarily distributed through the internet, this can yield a phenomenal savings in shipping weight as well as more efficient order volumes when shipping large orders by freight truck or container load for overseas distribution, which charge by the total number of palettes as well as total shipping weight.

One reason several brands are reluctant to make the switch to mylar bags is the overall aesthetics of the finished products.  However, brands that have made the commitment to go green have also utilized pre-printed mylar bags that have a high quality finish and can be printed in every colors including metallic inks which also help to off-set the costs of high-gloss wrap around labels that are placed on the plastic jars.  By combining the label and the mylar bag together a significant portion of the packaging of a standard container that included a jar, lid, and label can be effectively cut in half.  The only caveat is the initial set-up fee for printing on the bags, which is quite reasonable when the returns are considered, as well as the lead time for the first order of mylar bags.  But after all, anything worth moving towards is worth the wait to save money in the long run.