04.24.23
Booth #D60
Lubrizol Life Science Health (LLS Health) has developed plant-based, iron-fortified gummies, to help consumers who struggle to get a sufficient iron intake on a daily basis. The LIPOFER delivery format debuted as a vegan gummy prototype at Vitafoods Europe in Geneva, Switzerland.
Highly Concentrated
LIPOFER is a microencapsulated iron ingredient designed to reduce iron’s reactivity, ensure high bioavailability, and minimize side effects. The concentrated gummy is pectin-based, and can fulfill a consumer’s daily iron requirements.
“We were able to develop a fortified gummy that delivers a 10mg of elemental iron in a single dose—higher than most single supplement products in the market,” said Isabel Gómez, global marketing manager for LLS Health’s nutraceutical business. “Most iron-fortified gummies are able to contain only 3-5 milligrams of iron per gummy due to the metallic off-taste and other formulation challenges. With LIPOFER, consumers may take the full recommended daily dose in a single, flavorful, once-per-day product.”
Format Advantages
Traditionally, chewable iron supplements rely on iron salts such as ferrous fumarate. These often have an unpleasant metallic taste, hardened texture, unstable color, and can upset the stomach and cause constipation. LIPOFER gummies are designed to overcome these negative issues.
Microencapsulation also protects the iron, ensuring it remains stable throughout formulation and manufacturing. The iron pyrophosphate is micronized to reduce particle size, at which point it is encapsulated in protective matrices to improve both absorption and bioavailability.
“By enabling manufacturers to create high-quality iron-fortified supplements such as gummies, we are helping them tap into the growing demand for non-traditional dosage forms that appeal to a range of consumers. This reflects our new consumer-led mission to guide our customers through the consumer mind” said Gómez.
Microencapsulation also improves the water dispersibility of the iron, and can reduce interactions with other ingredients, noted Alan Connolly, global R&D nutraceuticals manager for LLS Health’s nutraceutical business. “These technical advantages can enable formulators to develop more complex applications than other iron forms, resulting in lower overages and more stable products,” he said. “Our encapsulation technology has been shown to be highly effective at eliminating issues with stability and organoleptic qualities, including unappealing metallic off-flavors, which can otherwise affect this on-trend and convenient supplement format.”
Top of Mind for Pregnancy Formulas
Pregnancy-minded women are considered a core consumer for LIPOFER gummies. In a consumer behavior study the company conducted, it gained deeper insights into supplement purchasing behaviors.
Using an AI program, the company found from conversations pregnant women had on social media that iron was the top product mentioned in connection with conception, comfort during pregnancy, and safety for their babies. The top three concerns were side effects such as stomach upset, nausea, or constipation, nutrient absorption, and ease of use as part of a daily routine.
“Our strategy is to address pregnancy-minded women’s top concerns,” said Gómez. “LIPOFER gummies readily demonstrate how the considerations from the left side of the consumer’s mind– the science side, so to speak – combine with the right side, which is focused more on the senses and the emotions. The consumer understands the science, which explains the health benefits, in this case, iron. They want to protect their babies and purchase a trusted brand without side effects. The format and presentation of the product, on the other hand, satisfy those non-science-based criteria that also must be met. Post-purchasing experiences influence consumer loyalty, a factor especially critical when it comes to iron supplements.”
Lubrizol Life Science Health (LLS Health) has developed plant-based, iron-fortified gummies, to help consumers who struggle to get a sufficient iron intake on a daily basis. The LIPOFER delivery format debuted as a vegan gummy prototype at Vitafoods Europe in Geneva, Switzerland.
Highly Concentrated
LIPOFER is a microencapsulated iron ingredient designed to reduce iron’s reactivity, ensure high bioavailability, and minimize side effects. The concentrated gummy is pectin-based, and can fulfill a consumer’s daily iron requirements.
“We were able to develop a fortified gummy that delivers a 10mg of elemental iron in a single dose—higher than most single supplement products in the market,” said Isabel Gómez, global marketing manager for LLS Health’s nutraceutical business. “Most iron-fortified gummies are able to contain only 3-5 milligrams of iron per gummy due to the metallic off-taste and other formulation challenges. With LIPOFER, consumers may take the full recommended daily dose in a single, flavorful, once-per-day product.”
Format Advantages
Traditionally, chewable iron supplements rely on iron salts such as ferrous fumarate. These often have an unpleasant metallic taste, hardened texture, unstable color, and can upset the stomach and cause constipation. LIPOFER gummies are designed to overcome these negative issues.
Microencapsulation also protects the iron, ensuring it remains stable throughout formulation and manufacturing. The iron pyrophosphate is micronized to reduce particle size, at which point it is encapsulated in protective matrices to improve both absorption and bioavailability.
“By enabling manufacturers to create high-quality iron-fortified supplements such as gummies, we are helping them tap into the growing demand for non-traditional dosage forms that appeal to a range of consumers. This reflects our new consumer-led mission to guide our customers through the consumer mind” said Gómez.
Microencapsulation also improves the water dispersibility of the iron, and can reduce interactions with other ingredients, noted Alan Connolly, global R&D nutraceuticals manager for LLS Health’s nutraceutical business. “These technical advantages can enable formulators to develop more complex applications than other iron forms, resulting in lower overages and more stable products,” he said. “Our encapsulation technology has been shown to be highly effective at eliminating issues with stability and organoleptic qualities, including unappealing metallic off-flavors, which can otherwise affect this on-trend and convenient supplement format.”
Top of Mind for Pregnancy Formulas
Pregnancy-minded women are considered a core consumer for LIPOFER gummies. In a consumer behavior study the company conducted, it gained deeper insights into supplement purchasing behaviors.
Using an AI program, the company found from conversations pregnant women had on social media that iron was the top product mentioned in connection with conception, comfort during pregnancy, and safety for their babies. The top three concerns were side effects such as stomach upset, nausea, or constipation, nutrient absorption, and ease of use as part of a daily routine.
“Our strategy is to address pregnancy-minded women’s top concerns,” said Gómez. “LIPOFER gummies readily demonstrate how the considerations from the left side of the consumer’s mind– the science side, so to speak – combine with the right side, which is focused more on the senses and the emotions. The consumer understands the science, which explains the health benefits, in this case, iron. They want to protect their babies and purchase a trusted brand without side effects. The format and presentation of the product, on the other hand, satisfy those non-science-based criteria that also must be met. Post-purchasing experiences influence consumer loyalty, a factor especially critical when it comes to iron supplements.”
