Nutra companies target marathon runners at Boston Expo

People engaged in strenuous physical exercise have specific nutritional needs.

Sports nutrition is a discreet segment of the nutritional industry, and although a sporty platform is used in the marketing of some mainstream products, those aimed especially at serious sportspeople have been developing along a parallel track.

However communications this week from Embria Health Sciences and Pure Fruit Technologies indicate that companies with products initially intended for a broader swathe of consumers regarding marathon-runners as a high-potential group.

Embria is showcasing its immune health ingredient Epicor at the Boston Marathon's John Hancock Sports and Fitness Expo this weekend.

This is the first time it will have attached itself with such a competition, and the company has said it will put in an appearance in the Natural Athlete event marketing of other North American running events this year.

Embria VP of scientific affairs Larry Robinson said that EpiCor is intended to help balance the immune system when faced with everyday stress factors like work and travel - as well as major stressors like running a marathon.

A depleted immune system is said to be a big concern for marathon-runners, as the months of training and the 26-mile race itself can leave the runner prone to illness and fatigue.

"EpiCor's immune-system benefits have a prominent place in a sports nutrition regimen, whether you are a serious runner trying to maintain a healthy immune system, or simple a casual health-minded consumer," said president Paul Faganel.

Pure Fruit technologies has also joined up with the Natural Athlete program to promote certain properties of its products.

"In order to offset oxidative stress, it is important to replenish the body with antioxidants," said the company .

"Pure Fruit Technologies' exotic juice supplements not only deliver high amounts of antioxidants, they also provide nutrients that can help other aspects of training."

It said that its mangosteen fruit-based supplement MangoXan Antioxidant Recovery Formula has been seen to reduce COX-2 and 5-LOX enzymes, which are elevated during pain and inflammation.

Its goji berry-based Goji-Zen Longevity Formula is said to be a source of betaine, believed to boost muscle endurance, help increase lean muscle mass, and reduce body fat.

American Bioceuticals is using the Boston Expo as the launch-pad for a new over-the-counter product called Crampamine, launching throughout the US in May.

In its communication the company has revealed few details of the formulation, but said that it "offers an effective, alternative treatment for muscle cramps".

"It's idea for avid athletes such as marathon runners," said president Michael Nelson, "and those who simply suffer from chronic muscle cramps".