Effervescent CBD-alternative launch features Gencor’s PEA
The retailer introduces its second product made with Gencor’s ingredients
08 Jul 2020 --- Tapping into the demand for cannabidiol (CBD) alternatives, UK health and wellness retailer Holland & Barrett has launched Vitaboost Levagen. It is touted as the first commercially available effervescent supplement to contain Gencor’s palmitoylethanolamide (PEA) ingredient, Levagen+. Vitaboost Levagen is also developed with the dispersion technology Lipisperse, which increases its bioavailability and functionality, according to Gencor.
“PEA was first identified in the 1950s as a potent anti-inflammatory, and today, Gencor has extensively studied its safety and efficacy for a variety of health conditions and as a CBD alternative. PEA is the next generation of anti-inflammatory analgesics,” says Chase Shryoc, Vice President of Sales and Business Development at Gencor.
Holland & Barrett has launched Vitaboost Levagen. This launch follows last month’s unveiling of Holland & Barrett’s effervescent Vitaboost Turmeric. The product contains HydroCurc from Pharmako Biotechnologies’ – Gencor’s sister company – as well as vitamin C for immunity-boosting health benefits. It is also produced with LipiSperse, which addresses curcumin’s lipophilic nature and aids in bioavailability.
Replacing CBD
Although biogenetically different, CBD and PEA share a remarkable series of pharmacological similarities, according to Mariko Hill, Product Development Executive at Gencor. “Published studies have shown PEA to be effective in joint health, sports recovery and sleep. We are pleased about the launch of this new product, which can help consumers receive the benefits of CBD,” Hill says. She notes that it also bypasses the regulatory hurdles surrounding CBD.
The use of CBD and non-steroidal anti-inflammatory drugs (NSAIDs) is a large issue in the realm of sport, Gencor says, thus Levagen+ provides a safer and more effective alternative for athletes who are regularly tested for World Anti-Doping Agency (WADA)-banned substances.
“By working with numerous elite teams in the UK, we gain practical insights into the use of Levagen+ in recovery, injury and trauma-based protocols” notes Hill.
Gencor’s Levagen+ has demonstrated almost double absorption potential when administered via Pharmako Biotechnologies’ Lipisperse dispersion technology, according to a pharmacokinetic study published in the Journal of Nutraceuticals and Food Science.
The company’s portfolio includes fenugreek extract Testofen, which can increase strength, aerobic endurance and lean body mass in healthy, exercising men.
Previously, NutritionInsight reported on the CBD market and its alternatives, with experts flagging regulatory issues and novel ingredients such as Levagen+.
“Despite an increase in sales for CBD over the last year, the awareness of the lack of scientific evidence and evidence of safety is also rising. Therefore, consumers are now looking for alternatives with similar mechanisms of actions and end-benefits to CBD, such as enhancing sleep, recovery and reducing pain,” Hill, told NutritionInsight at the time.
“PEA is an ingredient coming into the limelight, with numerous clinical studies purporting its mechanisms in these areas, as well as its safety. Levagen+ has recently gained interest by brands for use as a ‘CBD alternative,’” Hill concluded.
Brazillian company Beraca has also introduced a “natural and safe alternative” to CBD, which is a complex of Amazonian oils marketed for reducing inflammatory activity while stimulating the production of beneficial β-endorphins.
By Kristiana Lalou
