Printer Friendly

Nutraceutical child's play: health and nutrition for kids of all ages.

At SupplySide West, last year, Danisco and Anlit Ltd (Advanced Nutrition Supplements) launched a novel nutraceutical concept that offers a delicious daily dose of probiotics to help strengthen children's immune systems and improve their digestive health. Tasty, easy to chew and naturally flavoured with vanilla or strawberry, HOWARU Probiotic Yogurt Bears have a fun shape that will be welcomed by kids of all ages. Containing two of the most well-documented probiotic strains for digestive and immune health, respectively--Lactobacillus acidophilus NCFM and Bifidobacterium lactis HN019--this formulation provides a safe and effective way to fortify the intestinal microflora to support digestive health, enhance a child's natural immune defences and promote overall well-being, stated a press release from Danisco. Playing an equally important role as the probiotic strains within the product, the Probiotic Yogurt Bears also have an extended shelf-life--which has been made possible by a special formula from Anlit that stabilizes the bacteria for up to 2 years.


With the company's emergence onto the global stage, Dr Kevin Robinson caught up with Anlit's Dorit Katz, Key Account Manager, and Shai Karlinski, VP Marketing, to learn more about its activities and applications. Anlit develops, manufactures and markets a wide range of quality consumer vitamins, minerals and dietary supplements, specifically looking at children as its target market. Anlit's leading brands include a line of pectin-based gummy products, including a multivitamin; propolis and echinacea; and vitamin C and iron; as well as a line of chocolate-flavoured bear-shaped products--including a multivitamin, calcium, vitamin D, probiotics and omega-3. Recently, a new line of yoghurt-based products was introduced: omega-3 (from fish oil) and probiotics and prebiotics, with or without sugar. Anlit's laboratories and production facilities are fully automated and employ state-of-the-art technology. Products are manufactured under strict health guidelines and top quality control measures that have been specially designed to meet the requirements of children's products. Given the company's strong focus on young consumers, I asked Dorit about the key issues in child nutrition and how the industry can address them. "According to the American Academy of Pediatrics," she said, "a diet based on the Food Guide Pyramid provides adequate amounts of all the vitamins a child needs. Still, there are situations when extra vitamins are necessary, especially if your child is a very picky eater or has a diet with low iron-rich foods. Some vegetarians may also need vitamins to meet all of their nutritional needs. Anlit offers vitamins and minerals such as vitamin D--which helps to build bone structure--for children who don't get exposure to enough sunlight. Children need iron to prevent anaemia, and Anlit offers it as a gummy bear for daily consumption." Similarly, the company offers calcium--an important mineral that is necessary for healthy bones and teeth--and probiotics, friendly bacteria that will grow and flourish in the intestinal tract. "Probiotics are very helpful for a healthy digestive system and immune system," adds Dorit, "and our omega-3 fatty acid products play a crucial role in brain function as well as normal growth and development." Anlit offers omega-3 from fish oil as well as flax seed oilderived omega-3 for vegetarians.

Asking about the principle drivers in the market, Dorit feels that omega-3s, probiotics, sugar replacers and obesity are key topics. Functional confectionery can help to tackle these issues, she says, because the finished products are tasty and appealing and, as such, children are happy and willing to eat them. "Mothers don't have to beg their children to take omega-3 or iron," says Dorit. "But, by contrast, children will no doubt ask for more; for them, the gummy or probiotic bear is just another candy." So, I ask, is there any risk of confusion with functional confectionery regarding "sweets versus medicines"? "We do not see any risk," says Shai, "dietary supplements are always given to children under parental control, according to certain recommended timings and dosages, dependent on the child's age."

As we emerge from a global recession, with ever-increasing competition and more stringent legislation permeating the functional food industry, I wondered how Anlit is set to tackle the market and what can we expect to see from the company in 2010 and beyond? Dorit and Shai were confident that Anlit would continue to focus on producing innovative nutritional solutions for children using natural ingredients that benefit both mother and child. With the recent collaboration with Danisco and the conclusion of a strategic partnership between "Materna" (infant formula producer, also a part of Maabarot Products) and Nestle, which was a significant milestone in the business development of Maabarot Products--Anlit's parent company--as it allied itself with a world leader in nutrition, health and wellness, the outlook for the future is very promising.

For more information

Dorit Katz

Key Account Manager

Anlit Ltd

Tel. +972 9 898 4215

Anlit will continue to produce innovative nutritional solutions for children that benefit both mother and child.

Anlit and Polpharma Sign Exclusive Agreement

Anlit Ltd (Israel) and Polpharma Ltd (Poland) have signed an exclusive agreement to market Anlit's innovative supplements for toddlers and children, Acidolac Junior, in pharmacies across Poland. Polpharma will distribute the Anlit products through Medana, a subsidiary specializing in marketing vitamin products. According to PMR Publications, the dietary supplements market in Poland was worth more than [euro]484 million in 2008, an increase of 24% compared with 2007. The market is forecast to expand by 12-15% per annum until 2011, despite the financial crisis and the anticipated consequences of upcoming regulatory changes. "The Anlit supplement line for children presents an innovative concept by combining great taste with wellness benefits," says Krzysztof Jakubiak, PR Director at Polpharma. "It complements our Acidolac line for babies and enables us to target the children's market as well."


"We are convinced that Polpharma, its reputation and its very strong presence in the dietary supplements market offers added-value products and services; this is an important parameter in choosing a partner to market our products," said Shai Karlinski, VP Marketing for Anlit. Anlit is an innovative manufacturer and marketer of a broad range of dietary supplements that are developed specifically for children. Anlit's products are all-natural, with no artificial flavours, colours or preservatives, and are Kosher certified, GMP, ISO 9001:2000 and HACCP compliant (
COPYRIGHT 2010 Via Media Ltd.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2010 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Title Annotation:company profile
Publication:Nutraceutical Business & Technology
Geographic Code:1USA
Date:Mar 1, 2010
Previous Article:Seamless system integration.
Next Article:Boost your business at FPE: finished products expo continues to grow in Geneva.

Terms of use | Copyright © 2018 Farlex, Inc. | Feedback | For webmasters