Medicine that tastes good aptly describes the nutraceuticals produced by Edmonton-based
New Era Nutrition.
At least two of its products are ahead of the curve on marketing for good health.
The Prebiotic Bar, for instance contains a chicory root-derived soluble fibre extract call inulin that
promotes the growth of beneficial gastrointestinal probiotics such as Lactobacilli and
Bifidobacterium. The result is a healthy gastrointestinal tract, courtesy of a peanut-flavoured
In 2005, the company introduced the low-glycemic Solo GI Bars that countered the fading
low-carb food fad by focusing on the slow digestion of carbohydrates and preventing the spiking and then
crashing of the bodys blood sugar.
Part of the success of the bar is in its marketing with such flavours as Peanut Power,
Berry Bliss and Mint Mania.
"We made these products indulgentbut still with the same low glycemic indexbecause
this is a mass market play," said company founder Saul Katz, wo has been fascinated by nutraceuticals and
functional foods since the 1980s.
The bar itself seems to have "health food" written all over it. In addition to the healthy
carbohydratesthe reason for eating the bars in the first placethey also contain vitamins, minerals,
protein and fibre
and no hydrogenated or trans fats. While not the perfect food, they are at the
very least a supplement to healthy eating.
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