SLIMALUMA is a novel appetite suppressant introduced recently into the market by Gencoor Pacific Inc. It is a proprietary extract of the herb Caralluma Fimbriata [ Roxb ], which is a succulent used for centuries by locals in India for appetite suppression.

It has been clinically tested for efficacy by two human clinical trials, one in India and one in USA. It's safety has been validated by detailed toxicity studies like Acute Oral Toxicity Study, Mutagenicity Study and Chronic Toxicity Study, all conducted as per exacting OECD Guidelines.

Dr.Ronald.M.Lawrence and Dr.Mark Stengler will present the science and efficacy of SLIMALUMA at the Natural Products Expo West show at the Anaheim Convention Center, on March 25th at 3 PM in Room 207-C.

Dr.Ron Lawrence is a former Assistant Clinical Professor, University of California Los Angeles School of Medicine, Los Angeles, California and Former Member, National Institutes of Health, Washington.D.C. He is an author of over 30 scientific and medical papers in various areas of medicine and as authored 6 books on various aspects of Lifestyle Management.

Mark Stengler, ND, is a licensed naturopathic physician, author and lecturer with expertise in nutrition, herbal therapy, vitamin therapy, homeopathy, natural hormone replacement and integrated medicine.Dr. Stengler also an associate clinical professor at the National College of Naturopathic Medicine in Portland, Oregon, and served on a medical advisory committee for the Yale University Complementary Medicine Outcomes Research Project.

Dr. Stengler is the author of the Bottom Line/NATURAL HEALING newsletter, and 15 books, including two best sellers, "The Natural Physician's Healing Therapies" and "Prescription for Natural Cures." He is a frequent contributor to leading health magazines, and a popular expert medical source on television, including FOX, CBS and NBC affiliates. He has also been involved in two PBS documentaries on natural medicine: "7 Steps to Perfect Health" and "Supercharge Your Immune System."

Visit the lecture to learn about SLIMALUMA. Visit the product website www.slimaluma.com

Gencor's SLIMALUMA Chosen for Presentation at First World

The First World Congress for Therapies Against Obesity, “Anti-Obesity 2006 “ is to take place in the Pasteur Institute in Paris, France, on May 18th and 19th 2006. Gencor's SLIMALUMA has been chosen for presentation during the conference as a Novel Natural Alternative to combating Obesity.

This is an unique recognition for SLIMALUMA and the science behind it.

The clinical trials done on SLIMALUMA were also accepted for presentation in the 18th International Congress of Nutrition held in Durban, South Africa from 19th – 23rd September 2005 and the abstract of the study was published in The Official South African Journal of Clinical Nutrition in September 2005. Visit the website

http://www.isanh.com/anti-obesity/abstracts.php

Patent Issued for SLIMALUMA

"Overall we have our own niches," managing director RV Venkatesh told NutraIngredients-USA.com. "We can compliment each other because we don't directly compete."

Venkatesh admitted that his company is vying for the same market share as Lipid Nutrition with PinnoThin, but he said: "I think the market is big enough for both."

According to Euromonitor International the US accounts for 63 percent of the world slimming products market, worth $4.34bn at retail. The world market size is estimated to be $6.84bn.

Euromonitor defines slimming products as slimming tablets, slimming teas and meal replacement slimming products.

There are also a number of herbal supplement products on the market containing whole Hoodia in a powdered form, but since the P57 extract has been found to be the active compound responsible for its appetite suppressant properties, they are unlikely to be as effective.

Moreover the popularity of Hoodia gordonii, combined with a limited supply from the Kalahari and difficulties in authenticating the origin of plants, has led to the marketing of some products (particularly those sold over the Internet), that either contain very little of the plant or contain a different variety that does not have the active component.

As for Slimaluma, Gencor has conducted two human clinical trials and three toxicity studies on Slimaluma, and has obtained a patent to protected its use of the plant in this way.

The precise mechanism of action is not known, but the company said: "It is postulated that the pregnane glycosides and perhaps other constituents in Caralluma fimbriata prevent fat accumulation via blocking citrate lyase. This would be similar to the mechanisms proposed for another product from India, Garcinia cambogia." While plant-derived appetite suppressants have also been used in some pharmaceutical drugs, they are not regarded as direct competition for Slimuluma either since they are regulated by FDA as drugs rather than dietary supplements, and are therefore aimed at a different sector of the market – patients rather than consumers.

Ventakesh said that Gencor Pacific will first market Slimaluma in the US – not only because of the sheer size of the market, but also because of its trend-setting nature.

"If a product is successful in the US, that transfers to other markets," he said.

But Venkatesh adds that the US is a nation particularly in need of weight-loss.

"Obesity and weight are one of the biggest problems in the US," said Venkatesh, "The quantities of servings in the US are so big."

Appetite suppressants can be useful to people who are making an effort to eat more healthily and control portions. Hunger is a major factor in causing dieters to break with their regime, so if that is under control they have a greater chance of sticking with it. The company is hoping to achieve generally recognized as safe (GRAS) status in the next few months and says it will use this paperwork to get novel food status in Europe.

Caralluma Fimbriata's historic use as a food meant that the company did not have to register Slimaluma as a new dietary ingredient (NDI), a process that is necessary for any ingredient that was not consumed in the US prior to October 1994.

By the end of this month, there will be 12 consumer products in the US and Canada containing Slimaluma, with 25 expected by the end of 2006. Products from Country-Life Vitamins and Genaslim are already on the market. Gencor is looking to take Slimaluma beyond the US as soon as possible, said Venkatesh; the company has also applied for food for specified health use (FOSHU) status in Japan.

As a leader in the industry, Gencor has conducted extensive research and published several study reports on the effectiveness and safety of Caralluma fimbriata extract.

Federal Labs and Nature's Thyme each advertise and sell a non-extract Caralluma fimbriata powder product. Gencor became aware of products from these companies when it learned that each company was using Gencor's Caralluma extract studies and reports in connection with the sale of Federal Lab's and Nature's Thyme's Caralluma fimbriata non-extract products.

Gencor is concerned that companies and consumers are being misled into believing that Federal Lab's and Nature's Thyme's crude powder products are the same as or equivalent to Gencor's extract.

"It is terribly misleading to base and advertise claims about your product on studies that have not relevancy to your product,' said Rakesh Amin of Amin Hallihan, LLC and Gencor's legal representative. "Using Gencor's studies in connection with Federal Lab's and Nature's Thyme's byproducts is like using studies on apples to make health claims about oranges," added Amin.

Gencor is also suing for copyright infringement to stop the two companies from copying and distributing their reports. Federal Lab's and Nature's Thyme both distribute marketing materials to potential customers containing lab reports and other literature.

"Gencor was astonished to see that Federal Lab was distributing entire copies of reports and other literature on Caralluma fimbriata extract that were developed by Gencor," Amin said. "We asked Federal Labs to stop using Gencor's reports but they have not responded in writing," added Amin. "However it is telling about the merits of Gencor's claims that Federal Labs removed a link from their web site which linked to an online copy of Gencor's report soon after a cease and desist letter was mailed to them," noted Amin.

Gencor overall seeks an injunction, corrective advertising, damages and attorney fees.

This re-inforces Gencor's effort in innovation and development of new functional ingredients for lifestyle management.

The 2008 Frost & Sullivan Global Appetite Suppressant and Satiety Ingredients Product Innovation of the Year Award is presented to Gencor Pacific Group for successfully creating an effective appetite suppressant ingredient - Slimaluma - for the global weight management market. The compelling scientific validation, unique mode of action, superior quality and safety standards of Slimaluma have established it at the forefront of the weight management ingredients market.

"Gencor Pacific Group's Slimaluma is a unique ingredient that has been scientifically validated for its efficacy and safety in human consumption," notes Frost & Sullivan Research Analyst Natalie Watt . "A weight management ingredient like Slimaluma is critical for the success of the weight management industry, which seeks to control the ever-increasing global obesity epidemic."

Gencor Pacific Group has conducted clinical trials, toxicity and molecular studies to ensure the safety and efficacy of Slimaluma. The six toxicity studies conducted by the company are of particular significance as no other supplier has executed such measures in the weight management industry for any new ingredients.

"The product was conferred Generally Recognised as Safe (GRAS) status in 2006," comments Watt. "In addition, the company's proactive quality assurance programmes such as Good Laboratory Practice (GLP) and documentation have given it a head start from a scientific and commercial viewpoint."

Slimaluma has dual and complementary properties useful in weight management, namely hunger control and fat reduction, which makes it a unique ingredient. This was proved in a clinical study where participants reported statistically significant hunger reduction, as well as loss of waist circumference and fat loss.

"The mechanism of action was confirmed in a cell line study at a cell and molecular level," adds Watt. "Slimaluma is, thus, the only scientifically validated appetite suppressant ingredient to combine fat reduction and appetite suppression."

Gencor Pacific Group has tailored Slimaluma to suit varied customer manufacturing needs and provide stability for customers who want to use the ingredient in food applications. Accordingly, it offers heat, acidic and alkaline stability.

"Such versatility has allowed Slimaluma to successfully penetrate a wide range of applications within a short time period," remarks Watt. "Slimaluma is currently used across beverages, smoothies, capsules, tablets, chocolate, meal replacements and baking applications."

The product has been successfully sold in diverse geographic regions including Japan, Malaysia, North America, South Africa and South America. Since its launch in the North American market in 2005, Slimaluma has experienced steady sales growth; in 2008 the ingredient was present in 30 different brands.

The Frost & Sullivan Award for Product Innovation of the Year is presented to the company that has demonstrated excellence in new products and technologies within its industry. The recipient company has shown innovation by launching a broad line of emerging products and technologies.

Frost & Sullivan Best Practices Awards recognise companies in a variety of regional and global markets for demonstrating outstanding achievement and superior performance in areas such as leadership, technological innovation, customer service, and strategic product development. Industry analysts compare market participants and measure performance through in-depth interviews, analysis, and extensive secondary research in order to identify best practices in the industry.

About Gencor Pacific Group

Gencor Pacific Group is a research based group providing unique herbal solutions for lifestyle management. We specialise in developing herbal solutions for chronic lifestyle management needs and validate them with human clinical trials and safety studies. Our goal is to provide safe, ethical and validated products for supplementation of diet. We apply modern cutting edge scientific methods to elucidate the benefits of traditional herbs.

Our slogan is "The Science Behind Nature"

Media Contact: Mr. R.V. Venkatesh , CEO, Gencor Pacific Group, venkat@gencorpacific.com

About Frost & Sullivan

Frost & Sullivan, the Growth Partnership Company, partners with clients to accelerate their growth. The company's TEAM Research, Growth Consulting and Growth Team Membership(TM) empower clients to create a growth-focused culture that generates, evaluates and implements effective growth strategies. Frost & Sullivan employs over 45 years of experience in partnering with Global 1000 companies, emerging businesses and the investment community from more than 30 offices on six continents. For more information about Frost & Sullivan's Growth Partnerships, visit http://www.frost.com .

SOURCE Frost & Sullivan

Showcasing unparalleled innovation across a wide variety of products and services which continue to flourish amid the current global economic gloom, eighteen exemplary organisations were honoured at Frost & Sullivan's recent Excellence in Chemicals, Materials and Food Awards Banquet.

The ceremony saw pioneers and innovators from a diverse range of markets, including food ingredients, speciality chemicals, bioplastics, high-performance fibres and protective equipment, lauded for superlative accomplishments in a broad spectrum of categories, such as Product Line Strategy, Product Innovation, Growth Strategy Leadership and Green Excellence.

Speaking at the ceremony at the London Hilton on Park Lane last Tuesday, Bill Stringer, Director of Frost & Sullivan's Chemicals, Materials and Food Practice addressed the megatrends in the chemicals sector while Dorman Followwill, Director of Healthcare, elaborated on how the paradigm shift in healthcare unleashes new potential for chemicals and food ingredients businesses.

At the top of the supply chain, the chemicals sector can develop new products that will help the downstream markets meet the demands of both the consumer and the regulator, as well as drive down costs. According to Mr Stringer, future growth is very real for the sector but shifts in approaches towards better insight in the downstream markets will be a critical key to success.

"We should be under no illusion that the future industry climate will not pose tough challenges, but sizeable opportunities for growth can be exploited if we understand and focus on the consumer and the value chain drivers."

In addition, the key shifts in healthcare towards the empowerment of the 'Expert Patient', rising costs, preventative treatments and non-invasive treatments also provide fresh potential to the functional food ingredients sector, performance materials and chemicals sector, adds Mr Followwill.

The event culminated in a celebration of achievements by the following organisations demonstrating best practices in their respective disciplines.

Frost & Sullivan's Best Practices Awards recognise companies in a variety of regional and global markets for demonstrating outstanding achievements and superior performance in areas such as leadership, technological innovation, customer service, and strategic product development. Industry analysts compare market participants and measure performance through in-depth interviews, analysis, and extensive secondary research to identify best practices in the industry.

Frost & Sullivan, the Growth Partnership Company, partners with clients to accelerate their growth. The company's TEAM Research, Growth Consulting and Growth Team Membership empower clients to create a growth-focused culture that generates, evaluates and implements effective growth strategies. Frost & Sullivan employs over 45 years of experience in partnering with Global 1000 companies, emerging businesses and the investment community from more than 30 offices on six continents. For more information about Frost & Sullivan's Growth Partnerships, visit http://www.frost.com.

For further information, please contact:

Kristina Menzefricke
Frost & Sullivan
Best Practices
Promotions Manager, Europe
kristina.menzefricke@frost.com
T: +44 (0) 1353 659130

This article is part of the Natural Products Marketplace Science Series . To take the self test for this module, click here .

There will always be bullets. The weight-loss category can't seem to completely escape the wild claims glorified by dramatic before-and-after images and coated in illusion. Magic bullets always promise to kill a weight problem quickly, and the many desperate consumers that riddle the weight-loss segment are quick to pull the trigger on hotshot products and of-the-moment diets. Unfortunately this can be a cycle vicious to all those involved—products (and manufacturers) come and go without any sustained, long-term sales; consumers are often left dissatisfied and distrustful of natural weight-loss products that didn't live up to the hype; and retailers are left dealing with the mess of misled consumers, ever-changing products and threats to their staff's credibility. In response, the natural products industry is continuing to move away from magic bullets and toward science-based products that help consumers more responsibly manage their weight and body by controlling hunger, trading fat for lean muscle and improving overall nutrition, diet and lifestyle.

People around the world snap up natural weight-control products to the tune of $7.5 billion each year, according to Frost & Sullivan, which noted the category is growing almost 7 percent annually. The market research firm's Christopher Shanahan noted while Europe is the largest market for satiety ingredients and has tight regulatory controls of weight supplements, North America is an established market with a few dominant ingredients, such as hoodia, and much looser regulation that enables easier entry for new products. He added the North American market currently faces challenges such as declining consumer confidence in supplements following several safety-related issues in recent years (ephedra, Hydroxycut, etc.). Among the current market drivers, according to Shanahan, are fiber and protein for satiety; functional food and beverage formulations; co-branded products; and scientifically supported ingredients.  

Ingredients may rise and fall, products come and go, but one thing that is becoming more consistent is the need for science, responsibility and commitment in the weight-management category. “There is an absolute requirement for research support for all weight-loss ingredients in today's dietary supplement market,” said Stephen Holt, M.D., Holt Institute , who noted a significant proportion of all weight-loss supplements are sold with relatively weak evidence of efficacy.

“This category commands the highest volume of sales in the dietary supplements segment and, hence, is prey to many fly-by-night operators out to make a quick buck, and who sell products with wild claims,” added R.V. Venkatesh, Gencor Pacific , who stated supporting science and research is the only way to ensure the public gets a good product that is safe and efficacious.

“Science supporting any ingredient that plays in the weight-management sector is a must in today's environment,” said Scott Steil, NutraBridge, who agreed the entire weight-supplement industry suffers from the actions of a few bad apples. However, he noted the vast majority of top supplement companies do require any weight-loss or blood-sugar management product be validated with solid human, clinical studies. “We invest most of our resources in the science that supports our ingredients, which has proven to be a strategy that is paying off for our customers and consumers,” he said. “In fact, last year the weight-loss marketplace remained flat in terms of sales, yet our ingredient sales more than doubled.” He credited scientific support for this growth.

“We regard clinical research to be essential to our product,” echoed Bob Green, Nutratech , who noted even in the best-case scenarios, manufacturers and retailers have too often focused on the “flavor of the month” new ingredients that, in most cases, do not have substantial scientific backing. “If consumers aren't demanding more scientific proof, they should be,” he remarked, noting his company posts all its supporting science on its Web site, as do many reputable supplement companies. “We have no problem putting the research out there for people to make up their own minds.”

Ingredients and Science

There may be lots of weight-management products from which retailers can choose their store's inventory, but only certain ingredients have been studied for mechanism of action, efficacy and safety.

For many dieters, cutting calories and increasing exercise is just not enough to reach to their weight goals. To help them get over the hump, products that help them burn fat are popular choices. Fortunately, “burns fat” is not totally a pipe-dream, as many thermogenic ingredients have generated positive research results.

The theory behind thermogenesis is brown adipose tissue (BAT) more efficiently converts nutrients into energy (i.e. heat) than other types of tissue that are more abundant in humans. Certain natural compounds are hypothesized to stimulate this heat-generating process via increased metabolic rate. Caffeine is an example of a commonly consumed naturally occurring ingredient with thermogenic actions; but, the market, in general, is moving away from stimulants in the wake of the federal actions against ephedra, Hydroxycut and other stimulant supplements.

Long considered thermogenic only for its caffeine content, green tea has recently been shown to stimulate BAT thermogenesis more than would be possible by its caffeine content alone. 1 The credit for this effect has gone to tea catechins, primarily epigallocatechin gallate (EGCG), which affects not only thermogenesis, but also lipogenesis (fat formation). 2 Comparing EGCG-caffeine combinations to caffeine alone revealed the catechins added significant energy expenditure (EE) and fat oxidation (turning fat to energy). 3,4

When talking increased heat, it is no surprise the pepper compound capsaicin has been found to deliver thermogenic benefits. 5 A handful of studies have demonstrated capsaicin can increase fat oxidation and even decrease abdominal adiposity. 5,6,7 Piperine, an active compound in black pepper has been found to stimulate epinephrine release, which activates the beta-receptors that initiate thermogenesis. 8 A study of piperine (as Bioperine, from Sabinsa ) and a capsicum-caffeine combo (as Capsimax™ Plus Blend, from OmniActive Health Technologies ) revealed participants taking the supplements one hour before exercise burned three times more calories before, 3 percent more calories during, and 12 times more calories for up to an hour after exercise. 9

One of the compounds filling the void left when ephedra was banned is bitter orange (Citrus aurantium ), which contains indirect adrenergic amines that stimulate metabolism. 10 In fact, researchers discovered C. aurantium can stimulate thermogenic beta-adrenoreceptors, without stimulating other beta-adrenoreceptors that affect blood pressure and other side effects attributed to ephedra use. 11 A wealth of research has been published since 2000 on bitter orange (as Advantra Z, from Nutratech), either solo or in combination with other weight-control ingredients, such as green tea and natural caffeine, showing thermogenic activity, lipolysis (fat breakdown) and fat oxidation, without negative side effects. 12,13,14,15

Hydroxycitric acid (HCA), from Garcinia cambogia, also affects lipolysis, as well as adipogenesis (fat accumulation) and thermogenic weight control. 16,17 As Super CitriMax, from InterHealth , HCA has demonstrated a positive effect on fat- and obesity-related genes, weight gain and food intake. 18,19,20

Another fat-burning ingredient to look for is 7-oxo-DHEA, a compound produced naturally by the adrenal glands and known to impact three thermogenic enzymes. 21,22 Deemed a safe ingredient at 200 mg/d, 7-oxo-DHEA (as 7-Keto, from Humanetics ) has increased fat and weight loss in human research, in addition to increasing resting metabolic rate (RMR) in people on a low-calorie diet, which normally decreases RMR. 23,24

One of the recently popular thermogenic ingredients, fucoxanthin, comes from brown seaweed. This carotenoid compound influences metabolism gene expression in white adipose tissue (WAT), resulting in increased fat oxidation and energy production. 25 A pair of animal trials showed this mechanism of action resulted in reduced abdominal fat weight, 26,27 and researchers suggested fucoxanthin may be ideal for humans, who tend to have more WAT than BAT.

Carb Controllers

Brown seaweed offers more than thermogenesis, as it contains another emerging weight-management ingredient that appears to offer benefits for those who struggle with carbs. Derived from two species of brown seaweed, InSea2, from innoVactiv , selectively inhibits both alpha-glucosidase and -amylase enzymes, which are instrumental in carbohydrate absorption, and diminishes the metabolic impact of a high-glycemic meal, such as foods rich in starch and sugar. Steil reported the newest results from a just-completed human trial show InSea2 significantly reduced blood glucose levels by 44 percent and insulin levels by 22 percent, while increasing insulin sensitivity by 7 percent, compared to placebo.

A standardized extract of white bean (as Phase 2, from Pharmachem ) offers additional carb-blocking benefits. This starch neutralizer increased weight loss and decreased triglyceride levels in obese adults in 2004 research. 28 A pair of recently published trials reported decreased carb absorption to between 30 and 40 percent and normalized glucose levels more quickly than controls. 29

Hunger No More

One of the hardest parts of dieting and managing weight is controlling the appetite. A slew of natural compounds have wooed the market by showing the ability to curtail hunger and promote satiety.

The key to satiety is the hunger hormone ghrelin, as well as various peptides that help signal satiety and fullness. A satiating diet tends to contain more protein, according to a number of reviews. 30,31,32 Whey, casein and soy protein all contribute to satiety to some degree. 33,34,35 Many researchers have focused on glycomacropeptide (GMP) from whey and casein, finding this constituent decreased energy (food) intake and affected key hormone peptides. 36,37

A potato extract (Slendesta, from Kemin Health ) appears to affect the same peptide (cholecystokinin, CCK) in managing hunger, satiety and weight. A pair of Iowa State University trials confirmed increased fullness, decreased hunger and reduced weight following Slendesta supplementation.

In addition to protein, fiber and fats can promote satiety. While insoluble fiber such as FOS (fructooligosaccharide) and soluble fiber such as beta-glucan have been shown to affect fullness, appetite and weight, 38,39,40 a soluble fiber from the fenugreek plant is making some headway in recent research. In a 2009 trial, galactomannan (as FenuLife, from Frutarom ) given to obese subjects led to significant increases in measurements of satiety and fullness, while also reducing hunger and food consumption. 41

Early unpublished trials on a combination of oat and palm oils (as Fabuless, from DSM Food Specialties ) found decreased energy intake (carbs, fats and proteins) due to the slowing down of fat absorption in the small intestines, a process called the ileal brake. Subsequent published studies showed Fabuless supplementation in obese subjects could impact satiety, appetite and weight gain. 42,43 The most recent trial in men with healthy body mass index (BMI) revealed Fabuless delayed food absorption as much as 45 minutes. 44

Korean pine nut oil might also favorably influence satiety and hunger. Pinolenic acid (as PinnoThin™, from Lipid Nutrition ) is known to act on hunger peptides including CCK. One trial noted 3 g Pinnothin affected CCK and led to reduced appetite and food intake. 45

From the arsenal of botanicals, Caralluma fimbriata is drawing attention as an appetite suppressant. Glycosides in C. fimbriata may inhibit the hunger sensory mechanism of the hypothalamus, according to researchers who found a Caralluma extract (as Slimaluma, from Gencor Pacific) given to adults with BMI over 25 helped reduce hunger levels and waist circumference. Glycosides are also the target of research on hoodia and appetite control. The ever-popular herbal hunger inhibitor has been linked to decreased food intake and body weight. 46

Hyperdrive Can Be Dangerous

Hoodia might be a prime example of what can go wrong when irresponsible companies seize a market opportunity due to skyrocketing popularity for a new, hot ingredient with demand that overwhelms both supply and science. As hoodia became the latest star in the weight and diet market, entrepreneurs came out with all kinds of products, many which suffered from poor-quality materials, if they even contained any real hoodia at all. While there has been some research in the past on hoodia and, more specifically, on a particular compound, p57, many new hoodia products manufacturers made wild claims, often for a low-quality product. Often, the product was adulterated.

“The dietary supplement industry should be ashamed of circumstances where lack of authenticity resulted in the decline of interest in what has been described as one of the most important ethno botanical discoveries of the 20th century,” Holt lamented, adding FTC has taken appropriate action against individuals who have provided adulterated product. “The problems have been largely identified as improper activity by bulk suppliers of ingredients.”

Of greater concern to Susan Knightly, Desert Labs : “Low-quality hoodia in the marketplace has resulted in ineffectual results for the consumer.” She added Desert Labs uses a special tissue propagation technique with the mother plant to ensure the original DNA of the hoodia and its active ingredients.

The demand for hoodia resulted in depleted supply globally, and the sustainability of hoodia was in question. Holt reported Global Healthcare LLC entered into direct agreements with South African suppliers of hoodia who are engaged in controlled growing operations that do not damage the ecology and work to protect this valuable dietary supplement.

Describing the long-term supply feeding Desert Labs, Knightly noted the hoodia plant was brought from its native Kalahari Desert in South Africa to the Negev Desert in Israel, where the climate is almost identical to the Kalahari. She advised retailers to look for the freshest whole-food hoodia products from mature plants with strong finger lab analysis to ensure customer satisfaction. “It is also helpful to know the production chain,” she said, noting Desert Labs maintains control of the entire production of its Ice Cube Diet product, from planting and harvesting through freezing to packaging and shipping.

The other problem with hoodia—outrageous and unsupported weight-loss claims—is a problem in the entire diet category. “Hyperbole consisting of wild claims (e.g., lose weight while you sleep, etc.) and before/after tall tales are the marketing hallmark of many [weight-management] products,” said Paul Dijkstra, InterHealth, who added the hype, combined with negative media coverage, has made many consumers wary. “Reputability, efficacy and safety are bigger issues in this category than any other.” In the end, he said products that over-promise, under-deliver and do not have the proper clinical trials to support product efficacy can damage the entire industry. “Product claims should be backed by well-designed clinical studies so as to not mislead consumers of any expected benefits,” Dijkstra said.

Steil noted, “FDA and FTC are closely monitoring the weight-loss market and vow to take action against any product that is unsafe or not able to support claims.”

Venkatesh confirmed FDA and FTC are targeting this segment stringently to ensure claims are backed by proper science. “Quite a big proportion of the weight-loss supplements industry is tainted by products with poor science and quality control, and this has definitely resulted in a lot of negative publicity for this segment of the market,” he said.

Despite this growing problem, Russell Grossman, BNG Enterprises , reported, “We have noticed throughout the years that consumer demand for weight-loss products has grown despite vast negative media and government attention. It appears consumers want to find products that work and will keep looking until they find it.”

However, Sunil Kohli, Health Plus , expressed concern on the impact irresponsible weight-loss marketers can have on the legitimate industry. “Their shadows do loom darkly over the legitimate companies who have legitimately effective products that help accelerate the goal of healthy weight loss in tandem with exercise and eating right.”

Holt supported this notion of a well-rounded, weight-management approach. “Weight-loss tactics must be holistic and include appropriate diet, behavioral change and exercise,” he said.

Contributing to the prevalence of wild claims is a customer base vulnerable to the quick-fix marketing ploy. “Many are obese and desperate; they try everything, thinking that one magic easy thing will make them look like gods or goddesses without having to change their eating or lifestyle habits,” Kohli reasoned. “Numerous companies that lack any moral fiber get out there with wild claims and commercials and hook these people like fish. It's ‘catch and release'—they're on their own after they buy the product.” He suggested educating and counseling consumers will help address these marketing issues.

Dijkstra agreed on the importance of educating consumers on responsible weight management, saying, “Consumers will start to become informed as to the safety and efficacy of each and every ingredient in the product they are taking.”

Marketing Weight Control at Retail

The concept of educating consumers on the science and quality of the best products, and recommending exercise, dietary restriction and other lifestyle changes is a popular theme among responsible companies in the industry. “FTC requires all marketing companies to recommend weight-loss supplements be used in conjunction with a sensible diet and exercise program; it is critical that clinical studies include diet and exercise as part of the protocol,” Stiel reported. “When we design a weight-loss study, the placebo arm always involves diet and exercise.”

Grossman said in addition to science and other information, convenience is a big factor for consumers. “They don't want to follow a complicated plan where they have to buy special foods or remember to take three capsules in the morning, three at lunch and none at dinner,” he reasoned. “Who can remember how many and when?” He further noted while beverages are becoming a popular delivery form, consumers increasingly favor premix products rather than something they have to manually prepare.

“Beverages are an excellent fit for delivering weight-management products since they naturally fit within consumers' normal lifestyles,” agreed Dijkstra. “It is a significant advantage if they can consume products with functional ingredients without having to make changes in their daily activities or remember to take supplements.”

 Another trend evident in a review of the research supporting quality weight-control products is the growing presence of branded ingredients. “Branded ingredients are often supported by years of science—a powerful tool in promoting a product,” Dijkstra noted, adding retailers will see an increase in displaying a specific branded ingredient on the front of a package. “In the wake of quality and adulteration issues, consumers are more likely to trust the quality of branded ingredients.”

Dijkstra also said branded ingredients are increasingly being incorporated into functional products, especially beverages. He stressed the importance of conducting research to ensure the use of branded ingredients in various products—from ready-to-drink beverages and single-use packets to snack foods—doesn't compromise taste, odor, color, feel or bioavailability of a finished product. GRAS (generally recognized as safe) status is also a key requirement for an ingredient to be used in a food and beverage.

By paying stricter attention to the science behind products and their ingredients, retailers can stock only the best products that have substantiated efficacy in the area of weight control, whether thermogenesis, appetite control or satiety. While the feds are focused mostly on manufacturers and marketers, especially online, it is important retailers maintain responsible marketing in their stores by avoiding the wild claims that trouble the marketplace, and drive doubt and mistrust into the customer base. “Exaggerated or false claims might generate sales in the short term,” Grossman conceded, “But if our industry is to build real credibility and staying power, ingredient suppliers, manufacturers and retailers must work together to break the myth that there could be a magic bullet out there for weight loss.”

This article is part of the Natural Products Marketplace Science Series . To take the self test for this module, click here .

Editor's Note: References listed on the next page.

References:

1. Dulloo AG et al. “Green tea and thermogenesis: interactions between catechin-polyphenols, caffeine and sympathetic activity.” Int J Obes Relat Metab Disord. 2000 Feb;24(2):252-8.

2. Wolfram S, Wang Y, Thielecke F. “Anti-obesity effects of green tea: from bedside to bench.” Mol Nutr Food Res. 2006 Feb;50(2):176-87.

3. Boschmann M, Thielecke F. “The effects of epigallocatechin-3-gallate on thermogenesis and fat oxidation in obese men: a pilot study.” J Am Coll Nutr. 2007 Aug;26(4):389S-395S.

4. Dulloo AG et al. “Efficacy of a green tea extract rich in catechin polyphenols and caffeine in increasing 24-h energy expenditure and fat oxidation in humans.” Am J Clin Nutr. 1999 Dec;70(6):1040-5.

5. Shin KO, Moritani T. “Alterations of autonomic nervous activity and energy metabolism by capsaicin ingestion during aerobic exercise in healthy men.” J Nutr Sci Vitaminol (Tokyo). 2007 Apr;53(2):124-32.

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A new rat study has added to the evidence that Caralluma fibriata extract can suppress appetite and help with slimming.

Caralluma fibriata is a succulent plant with a long history of consumption as a vegetable in rural India. It is renowned as a ‘famine food', and has been used by hunters and other travellers as a portable food and thirst quencher.

The new study, conduced in Bangalore, India, and published in the open access Journal of Nutrition and Metabolism , used a diet-induced obesity rat model to assess the appetite suppressing, antiobesogenic and antiatherogenic properties of the extract.

A group of rats were randomly divided into three groups. One group served as a untreated control, while the second was fed a high-fat ‘cafeteria diet'. The third group received the cafeteria diet plus caralluma fibriata extract by gavage at three doses each day: 20, 50, or 100mg/kg body weight, over a period of 90 days.

The Caralluma fibriata extract was Slimuluma, provided by Indian company GreenChem. The extract was produced from the aerial plants of the plant using alcohol to obtain a 25 per cent solution of pregnane glycosides, which was lyphilized to powder.

The antiobesogenic effects were measured by monitoring changes in feed intake, body weight, serum lipid and hormonal profiles, fat pads and liver weight. Histology was used to measure the antiatherosclerotic effects.

The researchers found there was a “significant and dose-dependent” inhibition of food intake, with dose-rependent prevention of weight gain, liver weight and fat pad mass observed.

Serum lipid changes and leptin levels associated with weight gain were also seen to be inhibited.

The researchers wrote: “We conclude that Caralluma fibriata extract possesses antiobesogenic and antiatherosclerotic properties.”

Health claim wrangle

Caralluma fibriata has recently been the subject of debate into its efficacy, as in 2010 the European Food Safety Authority (EFSA) gave a negative health claim opinion.

However Hong Kong-based Gencor, which made the submission and was involved in the new study, challenged the conclusions of EFSA's panel as in its initial opinion it said a clinical trial showed no statistical reduction in waistline circumference.

When Gencor pointed out that the trial showed there was, the NDA acknowledged its error and published an amended version of its opinion without changing its verdict that Slimaluma did not demonstrate weight loss.

In September 2010 Gencor managing director RV Venkatesh sent a letter to European Commission's head of Food Law, Nutrition and Labelling, Basil Mathioudakis, in which he accused the panel of misrepresenting the studies reviewed on Slimaluma.

Source

Journal of Nutrition and Metabolism, Hindawi Publishing Corporation

Volume 2010, Article ID 285301, 6 pages

DOI: 10.1155/2010/285301

Antiobesigenic and antiatherosclerotic properties of Caralluma fibriata extract

Authors: Soundararajan Kamalakkannan, Ramaswamy Rajendran, Ramasamy V. Venkatesh, Paul Clayton, andMohammad A. Akbarsha

Anaheim, CA— Research published in the Journal of Nutrition and Metabolism indicates a branded Caralluma fimbriata extract may be beneficial for those looking to lose weight. This extract from a plant widely consumed in India is said to offer satiety and metabolic benefits.

In the small animal study, mice were either untreated, given a high-fat diet or given the same diet plus the extract (Slimaluma from Gencor Nutrients, based here) for three months. Feeding behavior and body weight were monitored. 

Overall, those in the high-fat diet group ate significantly more than the others, while the extract group ate the least. By the end of the experiment, all groups gain some weight. The high-fat group gained the most, while the untreated and the extract-plus-diet group gained about the same amount of weight (which was significantly less than the high-fat group). The group also felt that the extract reduced the effects of other factors associated with obesity and that 50 mg/day of C. fimbriata was the “optimal dose for preventing diet-induced changes in body weight, hormones, fat pads and liver.”