Delivery formats put new spin on immunity NPD at Vitafoods
14 Sep 2020 --- Vitafoods Virtual Expo 2020 saw a multitude of immunity NPD as COVID-19 has focalized consumer demand in this space. These launches span a range of delivery formats and ingredients, with probiotics, beta-glucans, plant extracts, vitamins and zinc all playing a role.
“There are opportunities to optimize health through food choices or supplements, which many of us find an appealing and acceptable way to manage health,” Caroline Childs, lecturer in nutrition sciences at the University of Southampton, UK, tells NutritionInsight.
She continues that people with specific deficiencies – such as zinc – can gain immune benefits through supplements, while healthy diets can lower the risk of premature death or chronic disease.
While the immune system is also impacted by factors such as age, genetics and previous exposures to illnesses, diet stands out as one of the few elements that individuals have a degree of control over.
“However, effectively communicating the science around nutrition and immunity is a challenge due to the immune system’s complexity,” Childs adds. At the Vitafoods Virtual Summit tomorrow, she will host a webinar about the connection between the gut and the immune system.
Targeting children
Expanding on its Biorela Multi Kids formula, Croatia-based Milsing has launched Biorela Choco Immuno Kids. The targeted formula will be launched in October in Europe and features beta-glucan, zinc, vitamin D and probiotics.
“The COVID-19 situation nudged us into the immunity field, which makes sense even in non-pandemic conditions since children’s immunity is the main health-related concern for parents. With the start of the school year, we believe there will be increased interest in natural immune-boosting solutions for kids,” Iva Martić, head of product development at Milsing, tells NutritionInsight.
Notably, the supplements use the company’s Chocowise technology to deliver active ingredients in premium chocolate. This is not the first time that chocolate and supplements have crossed paths, with this emerging crossover category becoming increasingly popular.
Milsing has launched Biorela Choco Immuno Kids, featuring beta-glucan, zinc, vitamin D and probiotics.
Improving patient compliance with chocolate
Martić further explains that chocolate appeal is universal and leads to better patient compliance overall. It is especially suitable for children, older consumers who have problems with swallowing traditional formats as well as anyone who takes several supplements or medicines daily and has “pill fatigue.”
“Apart from the taste, chocolate matrix also ensures better stability of sensitive ingredients such as probiotics and vitamins, as well as better survival in the digestive system. Regular consumption of small quantities of high-quality chocolate also benefits cardiovascular and mental health,” she details.
She observes that consumers increasingly perceive chocolate – especially the dark variety – to be healthy and energizing. “We consider this an advantage over other consumer-friendly formats such as gummies and chews.”
However, chocolate production is a harsh process involving high temperatures and lots of mixing. To enable sensitive ingredients to survive, the company has developed a proprietary Preserve Technology with adapted processes.
Invisible masks?
Meanwhile, Domaco has unveiled Invisible Mask Lozenges, which combines propolis extract with the “mucoprotective” extract from the prickly pear plant. The offering – created with B Natural – also features zinc and vitamins B2, C and D.
According to the company, the lozenges provide mucoadhesive and physical protection of the oral mucosa against pathogens and external agents.
“This barrier functions like a mask in your mouth. Pastilles, as well as lozenges, provide the most suitable galenic form as they slowly dissolve in the mouth, extending the time of oral mucoadhesivity,” explains Marc Huber, head of business development at Domaco.
He notes that the development was finalized quickly and on very short notice to be able to launch the product at Vitafoods Virtual Expo.
However, the company has experience with being quick to market, having released Immun System Boost just five weeks after COVID-19 broke out. 
Domaco’s Invisible Mask Lozenges are touted as providing mucoadhesive and physical protection of the oral mucosa.
NPD proliferates
Also on show at Vitafoods was Full Immunity Chewable Capsules from Softigel by Procaps. The chewable soft capsules feature vitamin C and zinc. Available in orange flavor, the capsules are touted as being rapidly dissolved, leaving a good mouthfeel and are suitable for children and seniors.
Meanwhile, Natac was promoting Oleafall, which is a natural olive leaf-based extract. Two bioactive compounds – oleuropein and oleanolic acid – are marketed as complimenting and regulating the immune system. They also normalize oxidative stress and increase the barrier against infections, according to the company.
A spokesperson explains that Natac had studied oleanolic acid for years, including how the triterpenoid improves the immune system in combination with oleuropein. “When COVID-19, hit our team felt the obligation to launch it and try to be of help in this health crisis.”
“It’s undeniable that the interest in products that improve the immune system has increased exponentially in the last months, and we will continue our research in this area,” they add.
Companies including DuPont, NattoPharma and Lallemand also shone a light on immunity at Vitafoods. Looking ahead, Huber of Domaco expects that immune health will only become more important in the years to come.
This is echoed by Childs, who notes that interest in diet and immune function will continue beyond the pandemic.
“There is a huge current scientific interest in how the gut microbiome links to health and disease, and I think the immune system will be key there. I expect there will also be a growing interest in the links between immune function and mental health or cognition,” she concludes.
By Katherine Durrell
