Anlit's new all-natural vitamins for babies and toddlers will soon join Poland's growing market for children's dietary supplements.
Polish company Polpharma will exclusively market the children's vitamins and they will be available at pharmacies throughout Poland, according to a recently signed agreement. The vitamins, which taste good, will join Polpharma's Acidolac line of supplements for babies.
Anlit has confidence that Polpharma, through its Medana subsidiary, will successfully market and sell the vitamins, which contain no artificial flavors or colors. Polpharma's Medana unit specializes in marketing and selling vitamins and other natural supplements.
“We are convinced that Polpharma, with the firm reputation it built over the decades and its very strong presence in the dietary supplements market, offers added-value products and services," says Shai Karlinski, vice president of marketing for Anlit. "This is an important parameter in choosing a partner to market our products."
Polpharma is also excited about the marketing agreement and sees it bringing new opportunities.
“The Anlit supplement line for children presents an innovative concept in combining great taste with wellness benefits,” says Krzysztof Jakubiak, director of public relations at Polpharma. "It complements our Acidolac line for babies and enables us to target the children market as well.”
In addition to being marketed by an established supplement company, Anlit's children's line will enter an expanding market for supplements. Poland's market for supplements is growing between 12% and 15% a year, despite the economic downturn, according to a study by PMR Publications.
The vitamins are certified kosher and do not contain preservatives.
A probiotic supplement is Anlit's latest new product for children. The supplement, which enhances the health of the immune and digestive systems, was developed in close cooperation with Danisco, a food ingredient company now part of Dupont.
Like many of Anlit's products, the supplement is shaped like a small, bite-size teddy bear and has a vanilla flavor. The active ingredient is HOWARU, a probiotic formulation developed by Danisco.
“We are very proud to co-develop with Danisco a high-value and healthy probiotic product for children,” says Shai Karlinski, vice president of sales and marketing at Anlit. “This move is in line with our mission to build up a market for our supplements for children and become a leading manufacture in this market."
The market for products boosting the immune system is growing, with supplements containing probiotics leading the trend, according to Innova Market Insights. This is partly due to rising fears about a global influenza epidemic.
Anlit's new supplements contains two of the most popular and highly researched types of probiotics -- lactobacillus acidophilus and bifidobacterium. Both strains of probiotics promote the growth of helpful bacteria in the digestive systems, which, in turn, also enhances the immune system and overall health.
The new supplements is certified kosher and contains no artificial flavors or colors.
Anlit's Yomi yogurt-based children's omega 3 supplement will soon be sold in Europe. The bear-shaped chewable capsules look like candy and appeal to children, and have been on the Israeli market for some time.
"Our challenge was to create a product with omega 3 that kids would like to eat,” says Shai Karlinski, vice president of marketing for Anlit. “Following the success this supplement received in Israel, we decided to market it also to leading retailers and to dietary supplement and food companies in Europe.”
Omega 3 is very important to children, whose brains are rapidly developing. Not only is omega 3 needed for normal brain development and function, but adequate amounts of omega 3 have been shown to decrease symptoms association with Attention Deficit Hyperactivity Disorder. About 7% of children around the world have ADHD, many of them in Western countries, where diets often lack sufficient omega 3.
Children often do not like the foods containing higher levels of omega 3, including fish, flax seeds and walnuts.
“Children in particular are sensitive to taste and smell, and don’t necessarily care about eating healthy foods”, explains Karlinski. “With Yomi from Anlit, we can offer parents a delicious yogurt supplement that is bear-designed, contains omega 3 and that kids would love.”
Like all of Anlit's products for children, the supplements do not contain preservatives or artificial flavors and colors and are certified kosher.
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