Heart health is an established supplement category, but standing out in the crowded US market is increasingly difficult. Similar formulations and familiar messages is making it difficult for brands to establish a distinct position, particularly when building a premium proposition.
At SupplySide Global, taking place in Las Vegas from October 28-30, ProBiotix Health will challenge manufacturers to look beyond familiar ingredient combinations and consider how microbiome science could create new opportunities in cardiovascular and cardiometabolic health.
“Demand for cardiovascular and cardiometabolic support remains strong, but brands need more than another variation on a familiar formulation to stand out,” says Cellan Davies, Head of Marketing at ProBiotix Health. “While familiar ingredients such as Omega-3s, CoQ10, plant sterols and botanicals have an established place in the category, there are opportunities to build on that foundation with new science and distinct mechanisms that give consumers compelling reasons to choose one product over another.”
ProBiotix believes the category’s next step is to make heart-health support feel more modern, science-led and desirable. That means combining a distinct biological rationale with human clinical evidence, then translating the science into benefits consumers can understand.
Rather than replace established ingredients, ProBiotix Health believes the category can benefit from a broader scientific perspective. Microbiome research offers another biological route into cardiometabolic health, giving brands a way to move beyond familiar formulations and develop more distinctive propositions.
LPLDL® – The Gut-Heart Axis probiotic
The Gut-Heart Axis describes the relationship between the gut microbiome and cardiovascular health. For supplement brands, it provides a scientific basis for exploring a new direction in heart-health product development.
At SupplySide Global, ProBiotix Health will position LPLDL® as the Gut–Heart Axis probiotic. Selected from more than 4,000 candidate strains, this patented probiotic strain has a defined mechanism involving bile salt hydrolase (BSH) activity, which influences bile salt metabolism and cholesterol regulation. Human clinical studies have investigated LPLDL across multiple cardiometabolic biomarkers, including total, LDL and HDL cholesterol, ApoB and blood pressure.
This body of research extends beyond a single cholesterol measure, providing a broader platform for investigating LPLDL® and its potential role in cardiovascular and cardiometabolic health. For brands, this creates a basis for exploring premium product concepts in advanced cholesterol support, broader cardiometabolic health and healthy ageing.
“Brands need a scientific point of difference they can build a compelling heart-health product around,” Cellan said. “Different biology gives them a different story to tell. LPLDL® combines microbiome research, a defined mechanism and human clinical evidence, giving brands a foundation for more distinctive cardiovascular and cardiometabolic formulations.”
At SupplySide Global, ProBiotix Health invites US supplement brands and manufacturers to visit stand 7649, Hall Bayside B, and discover how the Gut-Heart Axis could inform their future product formulation and development.
For more information, contact us today or email info@probiotix.com to schedule a meeting.
