The line of products will be marketed under the ReVivex brand name and includes four choices made from the ingredient celadrin, namely ReVivex regular strength, ReVivex extra strength, ReVivex Plus and ReVivex pain relief lotion.
Celadrin is a natural compound made up of of esterified fatty acid carbons (EFACs) and other active synergists, and can be formulated into pill and cream forms.
The Californian company believes that celadrin is a quicker acting joint supplement than gluosamine and products containing other joint health ingredients.
"ReVivex appeals to a 500 percent larger market than glucosamine-based products because it's made with celadrin," according to Naturade CEO Bill Stewart. "ReVivex works on muscles, tissues and tendons, unlike dietary supplements like glucosamine, chondroitin, MSM and SAMe that work primarily on joints."
He cited the results of a clinical trial, published in the Journal of Rheumatology two years ago, as proof of these claims.
The double-blind, multi-centre, placebo-controlled trial examined the impact of a 68-day oral administration of celadrin on 64 participants who were experiencing joint and mobility problems.
The researchers reported that after the trial period, participants who consumed celadrin showed healthy joint mobility, flexibility and function compared to those given the placebo.
Data from the study also indicated that celadrin not only promoted joint flexibility, but also supported and promoted the ability to walk long distances.
"Clinical test results showed results in 30 days. With glucosamine, results can take six to eight weeks or longer," claimed Stewart.
He said that he expects the new produts to be on shop shelves in 10,000 retail stores by January, including those of Wal Mart, GNC and Wild Oat. The celadrin line is then due to be promoted on TV, radio and in magazines.
Stewart concluded: "ReVivex with celadrin will revolutionize the joint health category the way that glucosamine did 10 years ago."
Naturade is not the only company to be promoting celadrin. Last month, Dallas, Texas based Mosaic Nutraceuticals announced that it had appointed AHB Trading as the distributor for its celadrin product, Celaprix, in Mexico, Central and South America.
The company noted that Celaprix is a topical rub that is said to reduce pain and help reverse the effects of osteoarthritis. The product is made primarily from a combination of celadrin and boswellian extract.
Moreover, Weider Nutrition claimed in November that it had managed to speed up the effect of glucosamine on joint health by combining it with Uniflex, an antioxidant designed to protect cartilage and joints, and hyaluronic acid (HA).
This combination is unique in providing relief from joint discomfort and improving flexibility and joint function in just a few days, claims Schiff, noting that patients must generally wait weeks before they feel the benefit of a glucosamine-only supplement.
The company said that in a recent study 80 percent of users said their joints felt more comfortable, worked better, and they were able to function better in life after taking the supplement, while eighty-six percent said they had less stiffness and were more flexible.
According to the Centers for Disease Control and Prevention (CDC), arthritis and other rheumatic conditions are among the most common chronic diseases, affecting 70 million adults in the US in 2001, and are the leading cause of disability among US adults.
Research by the CDC has shown that if arthritis prevalence rates remain stable, the number of affected persons aged 65 and under will nearly double by 2030, meaning that as many as 41 million people in this age group could be afflicted by arthritis or chronic joint symptoms (CJS).