Beyond The Headlines: Chr. Hansen and Novozymes merger finalized, NAD advises BA Sports Nutrition on claims

02 Feb 2024 --- This week in nutrition news, the merger of Novozyme and Chr. Hansen into the newly minted Novonesis was completed, while legacy Novozymes revealed marked growth for 2023. At the same time, The National Advertising Division (NAD) recommended Body Armor Sports Nutrition cease an advertising claim related to one of its sports beverages and OmniActive Health Technologies appointed a new president and CEO.

Nutrition news
The merger of Novozymes and Chr. Hansen to form Novonesis marks the creation of a global biosolutions leader, poised to address the dual challenges of enhancing human health and promoting environmental sustainability. With a workforce of 10,000 and expertise in over 30 industries, the newly minted Novonesis is set to drive innovation with a focus on healthier living and sustainable production. The company projects a significant revenue of €3.7 billion (US$4.03 billion) and aims for substantial growth and sustainability targets by 2025, including carbon neutrality by 2050 and achieving gender balance in leadership positions by 2030. In its final year, Novozymes showcased solid growth and strategic launches. The company achieved a 5% organic sales growth for 2023 and 6% in Q4 alone. Legacy Novozymes also noted a 25.4% EBIT margin and a 16.5% return on invested capital, underscoring the merged entity’s potential for global impact in biosolutions.The merger of Novozymes and Chr. Hansen into the newly formed Novonesis was finalized this week.

OmniActive Health Technologies, a leader in natural health and science innovation, has appointed Amit Chopra as its new president and CEO. The company highlights that with a rich background in leadership across various sectors, including a significant role at Thermo Fisher Scientific, the new appointee brings extensive experience in general management, commercial strategies and mergers and acquisitions. OmniActive aims to expand its global footprint and continue its mission of improving lives with innovative and natural health solutions. The new appointment is expected to drive the company’s growth while enhancing its research and sustainability efforts.

The NAD advised BA Sports Nutrition to cease its claim “The Rehydration Champ is Here” for its BodyArmor Flash I.V. Sports Drink, following a challenge by Stokely-Van Camp. NAD ruled the claim, which suggests Flash I.V. as the top rehydration drink, lacked substantiation despite its higher electrolyte content compared to competitors. BA agreed to discontinue the claim, stating it was part of a launch campaign for 2023 that had concluded.

Product launches
Lignopure introduced LignoLite, a new line of biobased nutraceuticals leveraging lignin’s natural antioxidant, anti-inflammatory and antimicrobial properties. Developed through extensive research, LignoLite looks to revolutionize the nutraceutical industry with its multifunctional capabilities suitable for diverse applications. Collaborating with partners, Lignopure said it is advancing toward B2B and B2C market introduction.

Nutrabolt’s C4 Energy and Top Rank Boxing partnered for the Teofimo Lopez vs. Jamaine Ortiz fight in Las Vegas, Nevada, US. The collaboration, to be highlighted during major sporting events, will feature ring signage, digital content and experiential activations, showcasing C4’s role in delivering sugar-free energy to athletes and fans alike. The initiative follows a successful previous collaboration and aims to merge the worlds of professional sports through engaging, energy-driven experiences.Nutrabolt’s C4 Energy drink partnered with Top Rank Boxing for several upcoming events. (Image Credit: Nutrabolt and Top Rank Boxing)

GNC introduced ZOA+ Powder, a pre-workout supplement from Dwayne “The Rock” Johnson’s ZOA Energy, now available exclusively at GNC. According to the company, the advanced 5-in-1 formula aids in performance, mental focus and hydration and features caffeine from green tea, green coffee beans and electrolytes. ZOA+ Powder comes in flavors like Wild Berry, Fruit Punch and Cherry Lime.

Scientific studies
Kemin Industries revealed that research sponsored by the company led to FDA approval of chromium propionate for use in growing turkey diets, making it the only FDA-reviewed source of this nutrient for animal nutrition. KemTrace Chromium is recognized for improving glucose utilization, reducing the impact of stress on animals and enhancing overall health and performance. Published in Poultry Science, the study paved the way for the approval, which extends chromium propionate’s use to various livestock, including swine, broiler chickens, cattle, horses and now turkeys.

A recent clinical trial highlighted the efficacy of Witholytin, an ashwagandha extract, in reducing fatigue and stress in adults aged 40-75. The study, conducted through a partnership with Verdure Sciences and Lehvoss Nutrition, supports ashwagandha’s role in enhancing energy, vitality and overall well-being, emphasizing its importance in their product offerings for addressing stress and fatigue. Participants experienced significant improvements in fatigue, stress levels, physical and mental health scores and heart rate variability over a 12-week period. Published in the Journal of Psychopharmacology, the findings also showed an increase in testosterone levels in male participants, suggesting ashwagandha’s potential benefits across demographic groups.A Kemin Industries-backed study led to FDA approval for chromium propionate as a supplement for turkeys.

A study published in BMJ’s Gut suggests a high-quality diet — starting at age one — rich in fish and vegetables and low in sugary drinks may reduce the risk of inflammatory bowel disease (IBD) later in life. The research, part of the All Babies in Southeast Sweden and The Norwegian Mother, Father and Child Cohort Study, indicates dietary patterns in early childhood could influence IBD risk, potentially mediated through the gut microbiome. The findings support the idea of a “preventive” diet for infants to mitigate future IBD risk.

Lastly, a comprehensive review of over 500 clinical trials illuminated the growing consensus on defining low-carb diets, pinpointing them as consuming 30% or fewer total calories from carbs or under 100 grams of carbs daily. The study, published in Critical Reviews in Food Science and Nutrition, looked at the vast amount of research supporting low-carb diets, with findings highlighting the need for a standardized definition. Given these studies’ significant focus on weight and body composition outcomes, the review calls for integrating this substantial evidence into dietary guidelines to inform public health recommendations better.

By William Bradford Nichols

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