Functional food company targets students
rut with supplements called "Brain Boost" and "Enzyme Time",
products designed to give them an energy lift or prevent gas.
Just in time for the annual migration back to college, the Nutritional Institute has launched a new line of high energy and whole food supplements that are being marketed as "allnatural".
Functional foods are the fastest growing category of the food industry at present. Earlier this month retailer 7-Eleven became the latest mainstream company to cater to those pursuing healththrough better diet, as it unveiled a new range of functional bars and beverages.
According to Euromonitor, the US retail market for packaged functional foods was worth $5.22bn in 2004 and is expected to increase by between 4.5 and 6.7 percent per year over the next five years,to be worth $6.93bn by 2009.
The Nutritional Institute's Brain Boost supplement comes with the moniker "Genius in a bottle". The Beyond Berry drink is labelled "Just shake it", Green Latte as "Mommawould be proud". Bounce Back is described as a "Super immune enhancer".
Inside Out is for the women, selling "Beauty in a bottle". Just Chill is a way to "Relax to the max" and Enzyme Time is a "Gas and bloat buster", according to thecompany.
In terms of nutrition Beyond Berry contains "virtually every known essential nutrient for your body", including vitamins, minerals and various phenolic compounds, the NutritionalInstitute claims.
The supplement is made with organic berries and can be made into an instant smoothie. The product must first be mixed with water to give on-the-run students "a complete meal" forbreakfast, lunch or dinner.
However, at $30 for a 306g container the product is not made for everyday consumption for those with low budgets.
For those who need to get out of a fog, the company has its Brain Boost, a blend of nutrients, extracts and herbs in capsule form. The Nutritional Institute is meant to "enhance your brainfunction and boost your creativity, concentration and energy levels".
Brain Boost includes grapefruit peel, kelp, Guara seed extract, Schisandra, white mustard, green tea extract, guarana, licorice and elecampane to prevent gassy buildups.
Enzyme Time contains bromelain from pineapple, Betaine hydrochloride and papain. The mix of ingredients are designed to to make sure junk food eaters get enough of the proper enzymes toprevent "uncomfortable gas and bloating".
The company's Student Formula health products will be sold through college bookstores and online at www.studentformula.com.
