09.01.12
In 2008 FDA investigated the wide use of dextromethorphan (DM) used in children’s cough syrups, and determined it was unsafe for children ages four and under. The controversial ingredient has since been rejected by the American Academy of Pediatrics, and is being scrutinized by FDA as ineffective and potentially dangerous for children. With the fallout of these rulings, parents of young children have struggled to safely treat their kids when they come down with a cough or sore throat.
This is what lead Dr. Zak Zarbock of Zarbee’s, Salt Lake City, UT, to look for a new way to bring safe and natural relief to his young patients, and his own kids.
“A clinical trial in 2007 revealed buckwheat honey was more effective than the most common cough medicine ingredient, dextromethorphan,” explained Dr. Zarbock, who goes by the name Dr. Zak. This finding led Dr. Zak to look for a way to create a better product for his patients that contained natural ingredients, and most importantly, would be effective in treating their illnesses.
“I used only a few key immune support additives, such as vitamin C and zinc, because of the lack of clinical evidence in many other supplements or products. I also added natural flavors to ensure the syrup and teas tasted good, and would be appealing to both children and adults,” said Dr. Zak.
The outcome of this experiment has led to much success for Dr. Zak—Zarbee’s is now one of the fastest-growing cough and cold brands in the country. The syrups and cough drinks are available in big-box retailers and pharmacies nationwide.
“Since we launched our children’s line of cough products in 2008, we’ve received tremendous feedback from parents and caregivers—not only that the Zarbee’s products were incredibly effective, but that they were so glad to have an all-natural alternative to potentially dangerous drug-based over-the-counter cough medications,” said Dr. Zak. He added, “It was not long before the parents of my young patients began inquiring about what they could take to treat their own coughs and sore throats… so we developed an extra strength formula for older children and adults with higher vitamin and mineral concentration.”
With entire families looking for natural ways to treat themselves in times of illness, the immune support category looks to be a promising fit for Zarbee’s. However, consumer awareness and heightened sales potential will invariably lead to more regulation as natural products, which were once considered niche, go mainstream.
Dr. Zak predicts “the immune support market will continue to show strong growth, but not without regulatory challenges. People are continually looking for products to support the immune system on a year-round basis, not just when the cold arrives,” he said. “The biggest challenge for manufacturers is the ability to actually say what the products do. Despite strong research and clinical evidence on legitimate products and ingredients, regulatory limitations make it very difficult to make any claims. Recently, several well known products have changed their classification to homeopathic, so they can bolster their claims and avoid regulatory scrutiny.”
Regardless of potential obstacles, Dr. Zak is optimistic. “The immune support market is a $2 billion category that has been steadily growing over the past 10 years. Despite recent data showing double-digit losses in the cough and cold category, immune support products were up nearly 4%. Consumers are catching wind of the some of the new research and are more proactive with prevention and immune support.”
