SternVitamin Taps into Value Added Supplementation Trend

20 Mar 2017 --- SternVitamin, a specialist in customized vitamin and mineral premixes, has announced it will be working with manufacturers of foods and food supplements to generate new value-added potential with specific product concepts.

The move comes after a recent survey found that 1,000 mg calcium and 15 µg vitamin D reduce the risk of disorders caused by osteoporosis by 15 percent.

The study also found that in Europe, nearly four billion EUR ($4.2 Billion) a year could be saved in treatment costs caused by bone fractures resulting from osteoporosis through the intake of vitamin D and calcium alone, suggesting that supplementation can bring about a considerable cost reduction in the health service.

The research highlights the untapped potential of the supplement market, something that SternVitamin is keen to promote, and is now set to present individual micronutrient premixes for different target groups and needs at the Vitafoods exhibition in Geneva.

The health and lifestyle concepts range from promoting bone health, strengthening of the body’s defenses and cardiovascular system through to beauty support.

An example of these products is the new Relax Premix, aimed at consumers working busy jobs, and also students preparing for examinations.

Dr. Sabine Hildebrandt, Head of Research & Development at SternVitamin: “The Relax Premix helps you achieve relaxation on hectic days at work without causing sleepiness.”

“On the contrary, you stay wide awake but feel less nervous and stressed.”

To achieve this effect SternVitamin composes the premix with ginseng extract, the vitamins B6, B12 and C, niacin and pantothenic acid. This special complex of active ingredients can have a balancing effect, thus strengthening the nerves and enhancing mental performance. That in turn creates new incentive and can help to prevent burnout.

The company says that the nutrient mix is ideal for fortifying soft drinks, teas, snacks or sweets.

Together with its customers, SternVitamin develops tailor-made micronutrient premixes to meet consumers’ varying needs. The company is keen to stress how today’s market demands much greater differentiation than in the past, and that whether by fortified foods or food supplements, products have to be adjusted to consumers’ individual situations and phases of life.

In this connection the company emphasizes the advantages of the EU health claims in its marketing.

“The permitted health claims for vitamins, minerals and trace elements cover a wide range of applications,” says Dr. Hildebrandt.

“If you take a closer look at the list, you will find something suitable for many regions and physical functions.”

“That offers our customers tremendous marketing potential – especially if the micronutrients are supplemented with health-supporting plant extracts and the like.”

“In this way the health claims become an effective marketing tool.”