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Quten absorbs NAD critique, plans partial appeal

This article was originally published in The Tan Sheet

Executive Summary

Quten Research Institute, the maker of Qunol CoQ10 supplements, will appeal a National Advertising Division recommendation that it discontinue claims about its liquid product's comparative absorbability. The Council of Better Business Bureaus unit, acting on a challenge by the Council for Responsible Nutrition, found the claim that Liquid Qunol has "Up to 6X better absorption than regular CoQ10" was derived solely from in vitro studies, but added evidence supports claims of 300 percent greater absorption in humans. While Quten said it will appeal NAD's finding on the 6X claim, the company accepts other points in NAD's Dec. 3 1report, which included discontinuing a potentially misleading claim that a CoQ10 ingredient "has been used in several clinical studies." The Novato, Calif., firm voluntarily discontinued a "Doctor Recommended" claim
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