It is not a diet, but "the next logical step in nutrition" that consumers are looking for these days, according to Scott Magers, president, Logic Nutrition, Irvine, CA. The name Logic can actually be defined further as the "LOw Glycemic Index Choice (LOGIC)" and this concept has been the fuel for the development of a nutritional regimen and a product line geared toward creating a healthy lifestyle for all types of consumers. The company, which claims to combine common sense with hard science, has designed a system that calls for a balanced whole food diet consisting of 50% low glycemic carbohydrates, 25% proteins and 25% essential fats. Discussing his goal for the company Mr. Magers said, "I have always tried to stay on the cutting edge of fitness and nutrition. With the development of the Logic Nutrition program I tried to design a system, based upon current clinical research, that delivered the right amount of fats, proteins and low glycemic carbohydrates to get the body in hormonal balance."

The company, which was launched in 1998, is the result of a meeting between Mr. Magers and his partner Josh Bradbury. The Logic Nutrition program came to fruition in 1998 when Mr. Magers created a new product and nutrition concept, which was given to Mr. Bradbury's son. The beneficial effects he experienced gave rise to the launch of Logic Nutrition and Mr. Magers' products and concepts.

The concept behind Logic eventually manifested into a complete nutrition program based on a nutrient dense, macro-nutrient specific, low glycemic approach to eating and supplementing. To follow was a product line that consisted of meal replacement bars, shakes and supplements. All of the company's products are offered within the context of an overarching, scientific approach to balanced nutrition.

As a separate but equal entity to the business, Logic also has the "AdaptaPower" line, a system that the company claims yields explosive sports performance and maximum stress reduction. "AdaptaPower also applies to people of all nutritional needs because it is a powerful protector of the immune system. There are no side effects, it is not toxic and it allows the body to adapt to stress," said Mr. Magers. "The more intense the stress, the more effective AdaptaPower seems to be." AdaptaPower is comprised of a two product line that includes a tonic and capsules.

For the future, Mr. Magers said the company is planning a bigger roll out of its products to the retail channel in January along with maintaining an already successful direct response and web-based sales campaign. In terms of research Mr. Magers offered, "Our whole program is based on clinical research by such prestigious institutions as Stanford University, Boston Children's Hospital and Harvard. Right now we are in the process of doing a clinical study on 25 diabetics with hemoglobin A1C of eight or above. We are constantly utilizing our own and other research to maintain the validity of our program and products."

-R.M.