Company insight
A differentiated nutraceutical solution
Today’s consumers are actively seeking products that target multiple aspects of health, all while being more knowledgeable about the science behind the claims on the product’s packaging. Lubrizol specialises in added-value functional food ingredients, offering microencapsulated minerals and botanicals that enable differentiated nutraceutical solutions with scientific backing.
s holistic health has come to the foreground, individuals are starting to recognise that all aspects of health are interlinked, furthering the demand for products that carry a variety of claims and benefits. Consumers are increasingly eyeing the ingredients they consume, aiming to improve their physical, mental and cognitive health. Furthermore, consumers are becoming more sceptical of the health and wellness industry. They are demanding products that offer maximum efficacy and scientific evidence of the claims on the product package. However, there are still challenges to face when it comes to effectively communicating the science behind a product’s claims or the results of clinical trials. Providing the benefits in relatable terms that the consumer can understand and ensuring the science is not seen as overbearing in the marketing messaging is crucial for any new product. For supplement manufacturers, this means delivering on promises with high quality and scientifically supported ingredients, packaged in a convenient and sensory-appealing nutraceutical format
A A holistic approach
The Nutraceutical Business of Lubrizol Life Science (LLS) Health specialises in added-value functional food ingredients, enabling differentiated nutraceutical solutions with scientific backing. Its core technology strength in microencapsulation applied to mineral and botanical ingredients allows customers to develop premium products with leading performance claims. Lubrizol’s goal is to satisfy both the logical, fact-driven, and the emotional, sensory-driven sides of the consumer’s mind. By investing in new market research
Ingredients Insight /
www.ingredients-insight.com Popular products target multiple health areas.
and focusing on trending health benefit platforms, Lubrizol brings actionable insights with unique, science-backed branded ingredients to customers, along with collaborating on supplement innovation. Lubrizol Nutraceutical Ingredients include all existing brands for microencapsulated products that enable differentiation in various dietary supplement applications and functional foods.
Its microencapsulation technology gives potential basis to enable its customers to develop premium products with leading performance claims. Its product line
includes branded microencapsulated minerals: LIPOFER microcapsules (iron), MAGSHAPE microcapsules (magnesium), LIPOCAL microcapsules (calcium) and ZINCNOVA microcapsules (zinc). It also offers botanicals: CURCUSHINE microcapsules (curcumin), LIPOPHYTOL microcapsules (plant sterols) and NEWCAFF microcapsules (caffeine). LIPOFER includes a cutting-edge microencapsulation technology that protects the iron minerals, ensuring it remains stable throughout the formulation and manufacturing process. Once in contact with the consumer, it provides a great-tasting experience that eases digestion. It minimises potential risks of side effects such as a metallic taste or stomach upset after gastrointestinal digestion, ensuring full absorption without the unpleasant side effects. Lubrizol’s branded ingredients are developed to be suitable for a wide range of dietary supplement applications, including tablets, capsules, nutritional powders, chewable tablets, syrups and drops, among others. They can also be used in functional food applications such as dairy products, infant formulas and sport nutrition products. Lubrizol’s approach is paired with an extensive product line that puts the consumer’s needs first and helps align manufacturers with consumer goals. The company also collaborates with supplement brands that are seeking suppliers with a consumer-centric approach, and that employ a science- and consumer-based strategy. With its insights-driven approach, Lubrizol can tailor its portfolio to meet all the demands of today’s consumers. ●
lubrizol.com/Health/Nutraceuticals 25
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