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Biothera perspective on how manufacturers are approaching the immune health category

Elaine Watson of Nutraingredients-USA.com caught up with Rich Mueller, Biothera healthcare group president, to discuss the challenges manufacturers face to support immune health claims. Mueller noted that using vitamins and minerals is not enough and that it takes ingredients based on numerous clinical studies demonstrating the direct correlation between a specific ingredient strain and the immune health benefit. The story also included mention of Praeventia Cookies with Wellmune WGP from Biothera now available at 500 Walmart stores.  Biothera” ‘Using vitamins and minerals alone to support immune claims is not enough’

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Natural Products Insider, February 2009

The immune category needs redefining to meet the new demand of consumers.  The change requires a combination of efficacious ingredients that are safe for daily consumption and new research designed to yield broader product claims that resonate with consumers.