New Products In Brief

Vitamin Shoppe’s True Athlete line enters the sports nutrition ring; Metagenics makes “smart multi”; antacid supplement features ProDigestive enzymes; Wellesse targets bariatric surgery patients; C3* drink tackles stress; more New Products In Brief.

Vitamin Shoppe presents sports nutrition line

The True Athlete line of sports nutritionals is introduced by and available exclusively through [Vitamin Shoppe Inc.], at stores and online. The North Bergen, N.J., retailer’s True Athlete products include Training Formula with NuLiv Science’s AstraGin ginseng and astragalus blend, Kre-Alkalyn Powder with creatine, and Whole Food Multivitamins for men and women. Vitamin Shoppe says Jan. 5 True Athlete is the first retailer line found clean of contaminants by NSF International’s Certified for Sport testing program.

Metagenics makes “smart multi”

PhytoMulti combines phytonutrients, vitamins and minerals to target cellular health, says nutrigenomics firm Metagenics Inc. The so-called “smart multi” is formulated with 13 concentrated phytonutrients and plant extracts, including lutein, lycopene, resveratrol and zeaxanthin, Metagenics says Dec. 8. The San Clemente, Calif., company launched PhytoMulti Jan. 1, and PhytoMulti with Iron will be available Feb. 1. The daily supplements will be sold through health care practitioners and are promoted in Metagenics’ new “Year of You” in-office marketing and education campaign.

Antacid supplement features ProDigestive enzymes

Los Angeles-based Natrica USA launches Axia3 ProDigestive Antacid, a drug-free enzyme supplement labeled for “fast heartburn relief.” The company says Dec. 1 the ProDigestive enzyme blend – featuring amylase, lipase and protease – helps break down carbohydrates, fats and protein to promote proper digestion. Axia3 chewable minty tablets come in a 1.5-ounce tin, a 12-count roll and a 45-count box, and are available at retailers including CVS and Whole Foods starting at $2.99.

Wellesse for bariatric surgery patients

adds to its Wellesse liquid supplement portfolio with bariatric-focused products for weight-loss surgery patients. The Ferndale, Wash.-based firm says Nov. 28 its Bariatric Liquid Solutions line targets common nutrient deficiencies in bariatric patients – including calcium, iron and vitamins A, B12 and D. A seven-bottle Liquid Solution starter pack sells through Botanical Labs at $55.

C3* drink tackles stress

C3* for Stress drink mix claims to help consumers cope with stress via botanical ingredients such as kava root, longan berries and milk thistle seed, as well as magnesium, pantothenic acid and zinc. Los Angeles-based Chiller Ventures, the maker of Elixir brand functional beverages, says Nov. 30 it formulated C3* using principles of traditional Chinese medicine. The lemon-lime drink mix comes in 0.2-ounce single-serving packets and sells online at $19.95 for a 15-count pack.

Joulebody says “detox with food”

With a mixture including cayenne, chia, goji berry, hemp and turmeric, the Jouledetox Bar from Joulebody is designed to stimulate the body’s own cleansing functions, the New York firm says. Joulebody, founded by nutrition specialist Yvette Rose, launched the 9.5-gram bar in its online store Dec. 1, priced at $4.25.

Surgery Vitamin claims post-op support

Surgery Vitamin LLC’s line of supplements to aid healing targets surgery patients. Surgical Support Formula, with pre- and post-operative formulations, claims to support the immune system and reduce surgical stresses via a blend of vitamins, calcium, selenium and zinc, the New York company says Dec. 20. The two-bottle kit sells online for $59.95. The Bromelain+Quercetin product contains an anti-inflammatory pineapple enzyme and plant flavonoid; a 60-count bottle sells for $29.99.

Active X bars to add B vitamins

, which recently launched organic Active X Energy Bars, is developing Active X Plus Energy Bars fortified with vitamins B6 and B12. The original bars – in flavors including Almond Chocolate Delight, Cashew Berry Dream and Coconut Cocoa Passion – are available online and soon will reach retail, the Riverside, Calif., firm says Dec. 13.

Altrient debuts encapsulated supplements

A line of Altrient branded supplements uses a proprietary liposome encapsulated delivery platform, protecting the nutrients from digestive juices and aiding absorption. Altrient Inc. of Henderson, Nev., recently introduced Altrient C, a “high-performance” vitamin C product, in addition to Altrient ME with B vitamins, trace minerals and cinnamon extract; both products sell online at $39.95 for a 30-packet carton. The firm says Dec. 6 the Altrient GSH supplement, formulated with glutathione, will debut in early 2012.

Ultra Immune drops liquid supplement

Austin, Texas-based Ultra Immune now offers an eponymous liquid botanical supplement touting immune system support. Ultra Immune launched Dec. 20 and includes ingredients such as aloe vera inner leaf, eleuthero root, oyster mushroom and white pine cone. The company offers Ultra Immune in a 1-ounce bottle with dropper; a month’s supply costs $36.