Louisville to test great-tasting solution for joint stiffness
Elations Press Release - June 22, 2006
CINCINNATI (June 22, 2006) – Louisvillians suffering from stiff joints will get first crack at a tasty new drink containing compounds known to improve joint health.
Elations, a fruit juice-based dietary supplement drink developed by Procter & Gamble and subsequently licensed to the Elations Company, will begin test-marketing in Louisville in July in Kroger stores, with Meijer and other retailers added at a later date. (Kroger also will stock Elations in Lexington, and Meijer will stock Elations in other cities as well.)
Elations’ effectiveness comes from a unique 4-in-1 formula featuring: glucosamine and chondroitin at the same levels as triple-strength joint supplements; a patented, more absorbable form of calcium; and 100% of daily Vitamin C, which is an essential nutrient in the formation of collagen, the glue that holds joint cartilage together. All this comes in a great-tasting drink made with real fruit juice.
Glucosamine and chondroitin are two substances found in the body naturally and are recognized for their ability to improve joint flexibility and help fight joint stiffness and discomfort. Results from a study funded by the National Institutes of Health, released last November, concluded that a combination of glucosamine and chondroitin is effective in treating moderate to severe knee pain caused by osteoarthritis. The study was published in the New England Journal of Medicine in February of this year.
The study, known as the Glucosamine/Chondroitin Arthritis Intervention Trial (GAIT), was a rigorous, double-blind, placebo-controlled clinical study that included more than 1,200 patients across 13 medical centers. A second, soon-to-be-published independent study, the European G.U.I.D.E. study (Glucosamine Unum In Die [once a day] Efficacy), showed that daily use of glucosamine sulfate had greater efficacy than placebo in reducing pain among symptomatic knee osteoarthritis sufferers.
“Elations isn’t a pain reliever that simply masks the symptoms of joint stiffness,” said Rick Zimmerman, General Manager of The Elations Company. “The ingredients in Elations are known to actually help renew joint cartilage, cushion joints and improve joint flexibility. Plus it comes in a delicious liquid form that’s more absorbable than supplement pills.”
A survey conducted in May by Market Tools Inc. showed high rates of joint discomfort in Louisville. According to the national survey, which included 190 Louisville adults aged 25 to 90, 76 percent of local respondents reported experiencing joint pain or stiffness at least once a month, compared to 63 percent nationwide among the same population. And, according to data from the federal Centers for Disease Control and Prevention, Kentucky ranks second among states for doctor-diagnosed arthritis, affecting more than 35 percent of the state’s adults.
“Our research shows that many people in Louisville want healthier joints, and Elations might help a good number of them,” Zimmerman said. “What makes Elations so exciting is that it’s a step beyond the big, unpleasant pill that you dread taking. Instead, it’s a refreshing, great-tasting drink that people will love to make part of their daily routine.”
Dr. Larry Benz, president and CEO of Kentucky Orthopedic Rehab Team, or KORT, a board-certified orthopedic physical therapist, said Elations shows promise. “The highest level of scientific evidence demonstrates that glucosamine and chondroitin are beneficial to people with joint discomfort and an important adjunct in a comprehensive treatment approach to those suffering from arthritis,” he said. “What I find particularly appealing about Elations is that they have put these substances in a tasty drink, which will most likely make taking them more practical and lead to better compliance than in pill or powder form.”
World Master Chef Meg Galvin, Program Coordinator for the Bachelor of Science Culinary Arts and Science program at the University of Cincinnati, said: “Elations combines dietary supplements that are proven to make joints healthier, with a fresh, delightful taste that even the most discerning palate would enjoy.”
Elations will come in two flavors – raspberry white grape and cranberry apple. It will be sold in six-packs of eight-ounce recyclable bottles, which will retail for about $7.99, and individual 8 oz. bottles for about $1.39-$1.49. That’s less than it would cost to buy individual servings of the same four nutrients via joint supplement pills, milk and juice. Customers are urged to drink a bottle each day for best results, consistent with clinical studies, which feature daily use.
Copyright: Elations 2006
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