2nd July 2009

The only natural natto healthfood supplement in capsules to contain live bacteria Bacillus subtilis and the first to be produced in Europe is ready for market having received highly favourable feedback from over 200 VitaNat stand visitors to Vitafoods 2009. Produced in both capsule and dry powder form, the new product VitaNat Natural Natto Vitamin K2 will now be available under the VitaNat brand as well as own label. Strong packaging design and attractive presentation will enable VitaNat to supply retailers with a visibly sharper shelf-ready item from its manufacturing plant managed to BRC guidelines in Nottingham, England.

Natto’s credentials as a rich natural source of Vitamin K2 have been known for many years. Well-documented research shows how Vitamin K2 assists the absorption of calcium in bones and may be beneficial for sufferers of osteoporosis. It also shows how deficiency in the vitamin can lead to arterial calcification and a higher propensity to cardio-vascular disease. In its natural state, the live natto bacteria promote the production of Vitamin K2 which is then readily absorbed into the blood stream; it is this premium product which is attracting so much interest from potential distributors.

Behind the development and marketing of VitaNat Natural Natto K2 Vitamin capsules and powder are two of the UKs leading research and commercialisation organisations; eminate Ltd, a subsidiary of the University of Nottingham and Honda Trading Europe. Both are committed to introducing innovative solutions for health and well-being, and regard this latest product as one in a line of new food developments. Paramount to their work is the feedback and market reaction gained from exhibitions and events such as Vitafoods and November’s FIE in Frankfurt.
Terry Young, product manager for VitaNat says: “We were surprised by the strength of interest in a shelf-ready option for the new supplement which is evidenced by the number of enquiries we are handling. Strong interest from the Middle and Far East reflects a growing confidence in the regulatory nature of European nutraceuticals as well as a keen desire to buy into good, new products.”

VitaNat marketing manager Jeremy Edwards is aware that the Vitamin K2 contribution to health is still relatively unknown: “Whilst recognition of the research and impact of Vitamin K2 is steadily growing, we can help the educative process now by taking the VitNat branded product direct to retail. This, combined with bulk provision of capsule and powder, will in time encourage a better understanding of the value of this vitamin in natural form.”

VitaNat will host the ‘VitaNat Natural Natto Vitamin K2 – ready for market’ event at BioCity Nottingham on Thursday 24th September. Retail buyers, distributors, nutritionists, trade press as well as cardio and osteoporosis professionals will receive an update on the science and health benefits as well as a picture of how academic and business collaboration led to the launch of the first natural natto supplement production plant in Europe.
Online registration for the event: http://www.vitanat.co.uk/
Further product information: www.vitanat.co.uk
Images available:
ENDS

Media contact:
Louise Third, Integra Communictions, BioCity Nottingham: 0115 912 4350 / 07773 288342

Notes:
Honda Trading Europe Limited
Honda Trading is a wholly owned subsidiary of the Honda Motor Corporation. Utilizing Honda’s global reach, excellence in solution driven management and good business practice, we proudly play a pivotal role within the Honda Group. Our General Merchandise division focuses on food, renewable energy, and print management. We have been breeding and processing non GMO soybeans in the USA for supply to soymilk, tofu and natto manufacturers in Japan, the USA and Europe for many years. Presenting natto as a health food is a natural step for us. Strict adherence to good business practice and demanding environmental standards will enable us to fulfil our ultimate goal: to be a company that society wants to exist.
www.hondatrading.eu.com

eminate
eminate Limited is located in BioCity Nottingham, Europe’s biggest bioincubator. A wholly owned subsidiary of the University of Nottingham launched in 2006, eminate’s investors include the Technology Strategy Board through its Micro-Nano Technology initiative who has funded eminate to provide industry with nano- and micro- technology solutions to real market needs in health.
www.eminate.co.uk

The University of Nottingham
The University of Nottingham is ranked in the UK's Top 10 and the World's Top 100 universities by the Shanghai Jiao Tong (SJTU) and Times Higher (THE) World University Rankings.
More than 90 per cent of research at The University of Nottingham is of international quality, according to RAE 2008, with almost 60 per cent of all research defined as ‘world-leading’ or ‘internationally excellent’. Research Fortnight analysis of RAE 2008 ranks the University 7th in the UK by research power. In 27 subject areas, the University features in the UK Top Ten, with 14 of those in the Top Five.

The University provides innovative and top quality teaching, undertakes world-changing research, and attracts talented staff and students from 150 nations. Described by The Times as Britain's "only truly global university", it has invested continuously in award-winning campuses in the United Kingdom, China and Malaysia. Twice since 2003 its research and teaching academics have won Nobel Prizes. The University has won the Queen's Award for Enterprise in both 2006 (International Trade) and 2007 (Innovation – School of Pharmacy), and was named ‘Entrepreneurial University of the Year’ at the Times Higher Education Awards 2008.

Nottingham was designated as a Science City in 2005 in recognition of its rich scientific heritage, industrial base and role as a leading research centre. Nottingham has since embarked on a wide range of business, property, knowledge transfer and educational initiatives (www.science-city.co.uk) in order to build on its growing reputation as an international centre of scientific excellence. The University of Nottingham is a partner in Nottingham: the Science City.