ChromaDex and Healthy Directions Enter Into NIAGEN Supply Agreement
12 Sep 2014 --- ChromaDex Corp., an innovative natural products company that provides proprietary ingredients and science-based solutions to the dietary supplement, food and beverage, cosmetic and pharmaceutical industries, announced that it has entered into an ingredient supply agreement with Healthy Directions, a direct-to-consumer nutritional supplement retailer and wholly-owned subsidiary of Helen of Troy Limited.
ChromaDex's NIAGEN is the first and only commercially available form of nicotinamide riboside (NR), a naturally occurring no-flush vitamin B3 metabolite found in milk. Published research has shown that NR is perhaps the most effective precursor to boost the co-enzyme NAD+ in the cell. NAD+ is thought to be the most important cellular co-factor for improvement of mitochondrial performance and energy. In recent years, NAD+ has also been recognized as an extracellular signaling molecule involved in cell-to-cell communication. NAD+ is essential in supporting healthy cellular metabolism, including the efficient conversion of blood glucose into energy.
Connie Hallquist, president of Healthy Directions commented, "We are thrilled to have put into place a NIAGEN supply agreement with ChromaDex. We always seek the best suppliers of unique, research-supported ingredients, which are building blocks of products that address the needs and improve the lives of our customers. We believe NIAGEN is among the most compelling nutritional supplement ingredients introduced in recent years. The story behind nicotinamide riboside as an effective precursor to increase intracellular levels of NAD+ and its effects on anti-aging should be noteworthy to our customers. We plan on introducing products featuring NIAGEN soon."
Frank Jaksch, founder and CEO of ChromaDex stated, "We are proud to add Healthy Directions as a NIAGEN customer. Given its health benefits, we believe there is a strong argument for inclusion of NIAGEN into a myriad of consumer products – either as a featured or complementary ingredient. We are excited that Healthy Directions has chosen to introduce products to its vast customer base that include our NIAGEN nicotinamide riboside."
