Nutrition 21 launches US media campaign to support Velositol ingredient
11 Dec 2017 --- Nutrition 21, LLC has partnered with NYC-based media relations firm Pitch Publicity and clinical pharmacist James B. LaValle in a national media tour dedicated to educating consumers about the benefits of its proprietary ingredient, Velositol.
Campaign focuses on unlocking protein’s potential
Over the course of the six-month campaign, LaValle will seek to dispel five of the most popular “fitness fables” for maintaining dietary New Year resolutions, in addition to highlighting the growing importance of maintaining healthy muscle mass while aging.
James LaValle is a board-certified clinical nutritionist, Nutrition 21 notes. He is also the author of more than 20 books including Cracking the Metabolic Code. He is currently working on the development of the Performance and Rejuvenation Center at the Pro Football Hall of Fame village.
“Focusing on ways to increase muscle protein synthesis (MPS) can help individuals maintain lean muscle mass, and the science behind Velositol’s ability to support this is truly astonishing,” says LaValle. “This unique dietary complex works to nourish the muscles and unlock the potential of protein to enhance muscle-building activity post-exercise.”
“Athletes aren’t the only ones who can benefit,” adds LaValle. “Consumers looking to get more out of their protein should look for the Velositol logo on quality whey protein, pea protein and BCAA products.”
Velositol, when combined with protein, is designed to accelerate and boost MPS, which Nutrition 21 notes is key to enhanced muscle growth, lean body mass and quicker muscle recovery. The ingredient’s clinical evidence has shown that it doubles the rate of MPS when combined with whey protein.
Results from a recent BCAA and pea protein-focused preclinical study also showed that the inclusion of Velositol increased MPS by 25 percent over BCAAs alone and by 43 percent over pea protein alone, according to Nutrition 21. This provides evidence that the beneficial effects observed in the clinical study using whey protein, may also occur when using pea protein or BCAAs.
The company says that consumer benefits shown to be directly linked to Velositol when combined with protein include:
- Significantly boosting MPS beyond protein alone (as measured by fractional synthesis rate)
- Promoting leaner body composition
- Doubling the power of protein on MPS vs. protein alone in a single dose
- Unlocking the potential of protein to enhance muscle-building activity after exercise
- In a double-blind, crossover clinical study participants were given a single dose of Velositol with 6 grams of protein or 6 grams of protein alone.
