Nutrition 21

Chain Drug Review, Jan 19, 2009

PURCHASE, N.Y. -- Nutrition 21 is a nutritional bioscience company and the marketer of supplements based on omega-3 fish oil and chromium picolinate, with health benefits substantiated by clinical research. Nutrition 21's portfolio of health and wellness brands include Iceland Health and Diabetes Essentials.

The Iceland Health brand portfolio comprises nutritional supplements that help consumers with age-related health issues pertaining to cardiovascular health, memory and cognitive acuity, chronic joint pain and blood sugar levels. The line's heritage is based on Nutrition 21's two prominent ingredients--Icelandic omega-3 fish oil and Chromax-brand chromium picolinate--and includes such products as Omega-3 Fish Oil, Cholesterol Health, Joint Relief, Joint Relief Plus Sleep Support, Advanced Memory Formula and Chromax Chromium Picolinate.

Research demonstrating the multiple benefits of omega-3 fish oil for a variety of conditions has fueled support among health professionals and strong demand among consumers. Nutrition 21 has successfully launched the Iceland Health Omega-3 Fish Oil, Joint Relief and Joint Relief Plus Sleep Support products to retailers nationwide.

"The early returns on this business platform have proven to be positive for our retail partners," says Dean DiMaria, Nutrition 21's senior vice president of sales and marketing.

Commensurate to this effort, Nutrition 21 recently launched Iceland Health Omega-3 Cholesterol Health, which adds phytosterols (plant sterol esters) to its Icelandic omega-3 fish oil to help lower bad cholesterol by up to 15%.

Phytosterols could play an increasing role in heart health as scientific research supports their "lowers bad cholesterol" message, company officials say. The launch of Iceland Health Omega-3 Cholesterol Health, they add, will offer a safe and effective option to consumers concerned about their cholesterol.

Meanwhile, positive clinical results continue to reinforce Nutrition 21's Iceland Health Chromax chromium picolinate product. In addition to promoting healthy blood sugar levels and supporting cardiovascular health, Iceland Health Chromax Ultra Strength (two capsules daily) chromium picolinate significantly reduces hunger levels by 25%, caloric food intake by 25% and cravings for high-fat food, a recent United States clinical study found.

"Participants receiving [Iceland Health Chromax] chromium picolinate decreased cravings for carbohydrates, fast foods, high-fat foods and sweets over time," states an article in Diabetes Technology & Therapeutics. "This finding is novel and is significant, since cravings for high-fat foods may lead to weight gain."

Nutrition 21's Diabetes Essentials line is targeted to people with type 2 diabetes. Consisting of Diachrome Blood Sugar Health and two Nutrition To Go drink packets, the line provides people with type 2 diabetes special nutritional support in delicious, refreshing beverages without the sugars, salt and calories found in soft drinks and juices, company executives say. The products, they add, are all formulated with essential ingredients that have been shown to promote glucose control, heart function, energy and nutritional balance.

Nutrition 21's goal is to profitably grow the vitamins/mineral supplements and home health categories by marketing the Iceland Health and Diabetes Essentials brands, which are rooted in clinical research and are supported with innovative marketing programs to drive quality awareness, trial and retention.

Nutrition 21's competitive advantages include clinical research as well as expertise in identifying and patenting nutrition therapies that provide retailers with unique and differentiated product offerings that stimulate incremental category sales and profits, executives maintain. In fact, the company's research has been associated with such leading universities as Yale, Harvard, Johns Hopkins and Pennington, they add.

Also, the company supports its brands with an innovative marketing model that includes both direct-response and retail marketing to help build awareness of the role of nutrient-based products in promoting heart, joint and mental health and in maintaining proper blood sugar levels.

Nutrition 21's aim is to translate its scientific research into trusted brands and products that are recognized for their contribution to improving public health, reducing the cost of health care and creating incremental sales and profits for the company's retail partners.

Nutrition 21 will continue to develop brands that are scientifically proven to provide results. The company relies on double-blind, placebo-controlled clinical studies from top researchers and academic institutions to ensure that the benefits offered by its products are supported by real science.

Nutrition 21 holds more than 30 patents for nutrition products and their uses.

Nutrition 21

4 Manhattanville Road

Suite 202

Purchase, N.Y. 10577

Key contact: DEAN DiMARIA, Senior Vice President of Sales and Marketing

Phone: (914) 701-4510

Fax: (914) 696-0860