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Vitamin D – not so boring after all!

John Tood, CEO of Lamberts Healthcare, discusses the enormous change in the reputation of Vitamin D and ventures to predict the next success in this regard: Magnesium.

By:

John Todd

John Tood

General Manager at Lamberts Healthcare Ltd

Member of the HFMA council.

 

 

 

 

 

 


I’m always rather troubled when I hear people in our industry saying that  recent legislation has driven out our ability to innovate. I guess wtat they  mean is that they would lake a tree  hand to launch new nutrients, or new  compounds, like we used to in the  past. However, scientifically speak  ing. it seems to me very unlikely that  there are any maior ‘new’ nutrients  to be discovered. And whilst I accept  that some innovation is possible In  the presentation of existing nutrients,  these are relatively modest advances  compared to the fantastic choice of  Ingredients we already have.  

So I think tnat the best innovation  we can aim for as an industry is in the  delivery of compelling, balanced and  relevant information about individual  nutrients and the fantastic health ben  efits they can bring to our consumers.  

Take vitamin ) as an example. A  few years ago this was possibly one of  onn .odd  9nri marag.r  of Lambwts Heahhc.rc  d. m.mb., 04 ah.  rÌÅ çounc  the most boring nutrients which only  made an appearance in multivitamins  or in cod liver oil. Its most Interesting  features were that it is ‘fat soluble’,  can be made In the skin and can pre  vent rickets – none of which propelled  it to stardom!

But now look at it — it’s headline  news, even with GPs. and its reputa  tion, quite rightly, continues to grow. In fact it’s given our industry a great  boost, and what I love about this ‘s  that the one thing that didn’t change  through all of the excitement was  the actual nutrient itself — it’s still  just vitamin D3, the same good old vitamin 1)3 we’ve known about  for decades.  

Well, I’m happy to admit that in no  way did I predict the rise of vitamin  D to ‘hero’ status. So I’m going to try to predict the next blockbuster, and  for me the choice is easy: magne  sium. As with vitamin D we know that  magnesium is involved in hundreds of  metabolic processes, it’s well known  that a large proportion of diets are  deficient, and there’s plenty of data on  the health problems those deficiencies  can cause. It’s also a massive product  in many EU countries, and even the  EFSA-approved claims are great. So  why can’t I find a single credible, af  fordable magnesium product in my lo  cal health store? It’s a mystery to me!  

Anyway, when magnesium finally  has its day, please remember where  you heard it first! And If you’ll allow me  to spread my bets. I’ll also put some  money on vitamin 812 ..,  

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