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Inventor Profile: New Era Nutrition

Nutraceutical Bars

Medicine that tastes good aptly describes the nutraceuticals produced by Edmonton-based New Era Nutrition.

[img]http://www.uploaderx.net/pics/womanMAN.jpg[/img] 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 bar.

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 body’s 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 indulgent—but still with the same low glycemic index—because 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 carbohydrates—the reason for eating the bars in the first place—they 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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