Vic Peroni, an executive with a track record in the digestive health space who has worked with Ganeden Biotech in the past, helped Hebron set up its US division in 2011. Hebron USA’s initial product offerings, based on natural active ingredients, include Florax DS Ready-to-Drink Probiotic, Florax DS Diarrhea Relief and Kios DS Upset Stomach Relief. The products have been in limited distribution in the East up to now; they’ll hit Walgreens shelves in May.
“They have a number of different technologies for respiratory health, for digestive health. I looked at Hebron, where they have the best technologies and where do I think we could get some distribution,” Peroni told NutraIngredients-USA.
“Being from the probiotic market, I thought that the Florax DS was something that was extremely different,” he said.
Unique delivery format
Florax DS is a combination of active yeast cells suspended in water, packed in 5 milliliter bottles, which are about the size if an eye dropper. The product’s market motto is “shake it and take it,” as the yeast cells have a tendency to settle over time. But even thought the product is in liquid form, it doesn’t need refrigeration and remains shelf stable for up to 36 months, Peroni said.
Herbon has been active in the Brazilian market for more than 20 years, Peroni said, and in that time has formed strong ties to academic research institutions both there and in other countries. The Florax DS product has been on the market for many years in Brazil, Peroni said, and in that time Hebron has accumulated clinical trial evidence for the product’s efficacy.
“All their products are either microbiological like probiotics or plant extracts. They do not have any artifical chemical ingredients,” Peroni said. “They conduct their own clinical studies on their products to show that they are effective.”
The dosing recommendations for Florax DS call for taking the product once a week to support digestive and immune health. It also has been shown to be effective in Hebron’s studies to help ameliorate the digestive discomfort brought on by antibiotic use.
“Because they are in a live active state, once (the yeast organisms) hit the small intestine they start to be active immediately. Which is how we are able to sell it as a diarrhea relief product. In our studies we have shown relief within four hours,” Peroni said.
Format offers differentiation
The digestive health space is a huge market, one that has been enlarged by national TV ad campaigns for national brands. While that has made the pie bigger for everyone, it has also encouraged many entries into the market, with a lot of products competitng for attention.
“What I have seen in the market is it’s a crowded space. Everything is in a pill or capsule form or a powdered form. Florax DS delivers a certain level of convenience to the consumer, but also efficacy. The strain of brewer’s yeast we are using is very effective,” Peroni said.
In addtion to the probiotic product, which will be marketed for both diarrhea relief and general digestive wellness, the Walgreens launch also includes Kios DS, a chemical-free formula that uses an extract from the bark of the Brazilian Pepper tree, that the company markets to provide relief of occasional heartburn and indigestion.
More manufacturing capability planned
The products are being manufactured in Brazil, but that might not always be the case. Hebron’s manufacturing facilities in Brazil are as good as anything he’s seen, Peroni said, but having manufacturing capability close to home has advantages.
“I am looking at contract manufacturers and talking with people with regard to building a manufacturing facility (in the US),” he said. “Being able to have a supply chain primarily within US borders makes things easier. Anything can interrupt that supply chain when it’s coming from another country.
“Knowing the demands (big retail partners can) place on you with the volumes they can sell, if for some reason you have an interruption . . . the last place you want to be if you are in retail is out of stock,” Peroni said.