Opportunities for NPD in Bone and Heart-Health Markets

30 Apr 2015 --- A breakthrough in stability tests for a form of vitamin K2 offers unique possibilities for product development, especially for the growing bone and heart health markets. K2 Vital Delta, which is the double-coated micro-encapsulated form of vitamin K2 MK-7, has been stability tested and consequently shown to remain stable in challenging conditions.

A year-long stability test on K2 Vital Delta has just been completed, confirming that the product remains stable throughout shelf-life even in tough conditions, e.g. when combined with minerals. After 12 months of testing at 25 0C, K2 Vital Delta lost less than 4 % of its original activity, and at 40 0C it was 86 % recovered. The strong stability is due to its double-coated microencapsulated form.

Stability issues are a common challenge for formulations containing non-microencapsulated fat-soluble vitamins, leading to finished products not containing as much vitamin as claimed on the label. K2 Vital Delta is the only vitamin K2 MK-7 available on the market in a microencapsulated form.

The proven stability of K2 Vital Delta provides a unique freedom for product developers when choosing the desired product format and formulations with vitamin K2 MK-7, says Egil Greve, CEO of Kappa Bioscience AS. – It also means greater cost-effectiveness, as significantly less overage is required to secure the declared content on the label throughout the shelf-life.

K2 Vital Delta is the fastest growing variant in our K2Vital portfolio; its sales volume has grown by over 500 % since April 2014. This clearly shows the rapid development of the K2 segment and the market need for a stable and pure vitamin K2 MK-7, continues Greve. – Our estimate is that the vitamin K2 segment will experience a CAGR of approximately 50 % in retail value over the next 5 years.

The most prominent application categories for vitamin K2 at the moment are bone and heart health. The consumer product markets for these are on a clear growth trajectory, aided by several factors, such as population ageing and increasing holistic interest for one’s health.

As both of these markets are well-established and even crowded, finding ways to differentiate formulations and reach new target consumer groups is crucial to staying competitive. K2 Vital Delta offers interesting opportunities to add or create new valuable benefits for consumers.

Vitamin K2 is the link between calcium and vitamin D3, helping to ensure optimal absorption and binding of calcium into the bone matrix. Vitamin D3 increases the uptake of calcium from the intestine and vitamin K2 helps incorporate calcium into the bone structure. 

These three – calcium, vitamin K2 and vitamin D3 – could in fact be called the tri-essentials of bone health. Vitamin K2 also supports a healthy heart by clearing blood vessels from excess calcium. Arterial calcification is a significant risk factor for heart attacks.

THE MISSING VITAMIN

Vitamin K2 is an essential fat-soluble vitamin. Its deficiency in the body can be measured based on ratio and changes in circulating inactive and active forms of the proteins osteocalcin and matrix-GLA. Even a balanced diet does not provide us with enough vitamin K2, and therefore it needs to be supplemented to enable our bodies to function as they should.

K2 Vital Delta 
K2 Vital Delta is pure vitamin K2 as menaquinone-7 (MK-7). It is an essential fat-soluble vitamin that directs calcium to the right places in the body. It functions as a co-factor for activating several essential proteins in our bodies. Osteocalcin is one such protein in bones; when activated, it facilitates binding of calcium into the bone matrix. In addition, vitamin K2 also acts as a co-factor for activating matrix-GLA, which helps to clear the excess calcium away from the blood vessels.

Even a balanced diet does not provide us with enough vitamin K2, and therefore it needs to be supplements to enable our bodies to function as they should. Vitamin K2 deficiency in the body can be measured based on ratio and changes in circulating inactive and active forms of osteocalcin and matrix-GLA.