New products battle heart disease the natural way

Drug Store News, Sept 13, 2000 by Rob Eder

There is no questioning the current strength of the cardiovascular care-related piece of the natural health pie. Adding up the various offerings positioned for the promotion of heart and circulatory health--the CoQ1O enzymes, the omega fatty acids and fish oils, the flax seed oils, the L-arginines, the soys, the folic acids, the grape seed extracts, the seleniums, the vitamin Es, the red yeast rice extracts and the garlics--this segment is worth more than $580 million annually, or roughly 17 percent of the entire natural health business.

And there can also be no debating the potential for future growth, especially as the science that supports many of these natural compounds continues to converge favorably with the common health issues that plague America.

For all the lip service paid to the wellness craze, the U.S. consumer isn't exactly much healthier today than he or she was 10 or more years ago. The U.S. leads all global nations in terms of per capita obesity statistics. According to figures compiled by the Centers for Disease Control some 23 percent of Americans between the ages of 20 to 74 years old have high blood pressure, including 64 percent of men over the age of 75 years old, and more than 75 percent of women over 75.

The numbers on hypercholesterolemia, or high cholesterol in more common parlance, are even more daunting. According to American Heart Association statistics, some 99.5 million Americans--or almost 37 percent of the U.S. population--have total blood serum cholesterol levels of 200 or higher, categorizing them as borderline-high and placing them at significant risk of developing arteriosclerosis during the course of their lives. Just under 40 million Americans, or almost 15 percent of the population, have cholesterol levels of 240 or more, which is officially considered high cholesterol, and is associated with a much higher risk of developing heart disease.

A growing opportunity

"With 99.5 million people walking around with cholesterol levels over 200, it's amazing that the category isn't bigger than it is," said Mike Durso, senior vice president of sales and marketing for IVC Industries, makers of ProtoChol, a cholesterol-moderating dietary supplement the company markets under its Fields of Nature label.

According to Durso and others in the field, the market is quite likely to grow should the FDA ever allow the Rx-to-OTC switch of hypercholesterolemia drugs such as Merck's Mevacor or Bristol-Myers Squibb's Pravachol. The advertising in which such companies would likely invest would do a great deal to raise awareness for OTC cholesterol management in general, some argue, and the difference in price would likely help raise awareness for natural alternatives in particular. Prescription cholesterol drugs cost about $110 a month to the customer paying cash, versus $12.95 for a 30day supply of Protochol.

Following is a brief overview of the buzz on supply side of natural heart health care.

IVC Industries introduced ProtoChol and Cardio Proto-Chol earlier this year. ProtoChol Chewables contain 400 mg of three key phtyosterols-- beta-sitosterol, stigmasterol and campesterol--which when taken together, may be effective in interfering with the absorption of cholesterol, according to the results of several clinical trials. ProtoChol is available in cherry cream and orange cream flavors.

Cardio ProtoChol on the other hand is a blend of several synergistic nutrients, including red yeast rice, natural vitamin E, niacin, garlic, chitosan, lemon bioflavenoids and Novasoy, a proprietary soy isoflavone extract. The company has supported the launch with a national radio campaign that runs through the end of the year.

Cooke Pharma, makers of Heart Bar, a nutritional bar designed specifically to meet the needs of the 16 million Americans living with heart disease has two new products ready to launch. Soon Heart Bar-- which boasts a 55 percent ACV in the drug channel, and is growing sales at a rate of more than 700 percent for the 52 week-period through April, according to company president and chief executive Darlene Walley--will be joined by two new product launches aimed more towards the general population, "people at risk for developing heart disease," Walley explained. The company plans to launch a new powdered drink mix as well as a chocolate covered bar some time in the first quarter of 2001.

Heart Bar's active ingredient is L-arginine, which has been proven in more than 150 clinical trials to improve circulatory health.

Real Health earlier this year added The CardioFitness Formula to its line of condition-specific dietary supplement offerings. CardioFitness combines 2000 milligrams of L-arginine--the active ingredient in Real Health's VasoRect, which is indicated for enhancing sexual function by improving blood flow--to a blend of synergistic nutrients, including magnesium, coenzyme Q-10, grape seed extract, vitamins E, B6 and B12 and folic acid. The CardioFitness Formula supports cardiovascular strength and endurance by promoting healthy circulation, as well as normal blood pressure and cholesterol levels. A 20-day supply retails for a suggested $24.99.