Chew Your Brains Out
--------------------------------------------------------------------------------
library.northernlight.com.
GumTech International, Inc. (246 E Watkins St., Phoenix, AZ 85004-2926; Tel: 602/252-1617) has begun manufacturing a new dietary supplement chewing gum designed to help enhance learning, memory, and concentration. Brain Gum features LECI-PS, a soy-based phosphatidylserine (PS) developed by Lucas Meyer company. PS is a naturally occurring brain nutrient, which studies suggest plays an important role in the optimum performance of brain cells and proponents claim is more effective than Ginkgo Biloba. Brain Gum is manufactured at GumTech's Phoenix facility exclusively for KR Research, Inc. (246 S Robertson Blvd., Beverly Hills, CA 90211-2800; Tel: 310/358-8400) and Brian Reichenberg, who distributes Kevis brand products. Lucas Meyer, which developer of LECI-PS, says that it naturally replenishes the body's stores of PS, which support chemical and impulse transmission between cells by governing the activities of cell membrane proteins. This differs from Ginkgo Biloba, which attempts to improve brain function by increasing blood and oxygen flow to the brain. PS has been the subject of studies since the 1970s. According to Lucas Meyer, PS has been clinically tested more intensively than Ginkgo and has shown greater potential than any other nutritional supplement for limiting or reversing cognitive decline associated with aging. More than forty human studies, over half of which were double-blind, indicate that PS may help maintain or improve cognitive functions in mature adults, particularly recollection and the ability to maintain concentration. Lucas Meyer maintains that PS is the only substance that could actually claim to reverse memory loss. The popularity of the herb Ginkgo Biloba has shown that there is a sizable market for a mental enhancement supplement. U.S. Ginkgo sales in mass market outlets plus food and drug stores were estimated at $90 million in 1997, up over 140% from the previous year. "We believe that a gum containing LECI-PS takes it a step further," says Kehoe. It is estimated that more than 15 million adults over the age of 65 are already experiencing measurable declines in their cognitive abilities, and with roughly 60 million Americans now over the age of 50, the number of adults who could benefit from Brain Gum will continue to grow. Lucas Meyer states that it also plans to test LECI-PS on younger adults and students. KR Research plans to market Brain Gum through direct response television and radio advertising as well as distribution through drug store chains and retailers nationwide. KR Research anticipates full distribution to 15,000 drug stores to occur sometime within the next 18 months with the bulk of advertising dollars to be spent in 1999 once the product is on retail shelves. The gum packs, which contain 144 pieces, carry a suggested retail price of $60.
THIS IS AN EXCERPT: COPYRIGHT 1998 Business Communications Company, Inc.
COPYRIGHT 1998 Information Access Company. |
