Dr Max Gowland PhD

Ageing and Musculo-Skeletal

Health

Why the Over 50s DO

Need to Supplement

PhD Amino Acids, Antibiotics

Head of Global R&D ( Reckitt Benckiser)

Chief Innovation Officer ( Jeyes Group)

Managing Director (PhD Nutrition)

My Journey so Far

BUT………What about the over 50s?

‘Life Years’ vs ‘Healthy years’ (at 65yrs old)

Life Expectancy 21 years

• Life with Activity 11 years

• Life without Chronic 7 years Morbidity

BUT

So, what do we need to Stay Active?

MuscleQualityand Ageing

Over 50…and Inactive??!! (Older v Younger)

YOUNG28 DAYS

Over 50…and Inactive??!! (Older v Younger)

10d Bedrest~ 15% loss of muscle strength~ > 1kg muscle mass

YOUNG28 DAYS

OLDER

10 DAYS

Osteoporosis-the “slow weakener”

30+yrs ……. Loss of Bone density

50% women >50yrsOsteoporosis

20% men >50yrsOsteoporosis

3 Million have osteoporosis

300,000 ‘Fragility’ fractures every year

90,000 hip fractures Every year

No symptoms Clue may be repeated

fractures

X-ray may discover DEXA scan will reveal Hip fractures-NOT a great outcome….!

Hip FracturesNot a good prognosis!

• Only 25% of hip fracture victims ever regain their former level of independence

• 27% will be dead one year after the hip fracture

Panula et al. BMC Musculoskeletal Disorders 2011, 12:105

And Joints too…..

• 8 million have osteo-arthritis

• 50% adults > 50yrs have

sought treatment

• Growing with ageing

population…..

How to Combat these?..........Exercise & NUTRITION

Aren’t we getting all we need in our Diet?

NO!!

Back to Basics……Diet & Nutrition Studies

Older Adults

Vitamin B2

Vitamin B6

Vitamin B12

Vitamin C

Vitamin D

Vitamin E

Folic

acid

Calcium

Copper

Magnesium

Potassium

Zinc

0

10

20

30

40

50

60

70

80

90

100

% Over 50s NOT Getting RDA

MicroNutrient

%% NOT Getting RDA!

Over 50s need MORE protein too!

RDA Protein

60g

100gProtAge Study J.Am Med Dir Assoc 2013,Bauer et al, 1-18

Old WHO standard

Latest SCIENCE!

How do I eat 90-100gms Protein?!

OR

And now….What Over-50s Told Us…..

SIX Focus Groups

1000 Over 50s On Line Research

“I just want to stay active, mobile, independent and keep doing the things I love doing”….

Energy Muscle Health

Bone Health

Healthy Joints

Ultra solubles Absorption

Vit D Bone,Muscle,Immune

Vit E / Selenium/ GSE Inflammation

Vit C Collagen

Riboflavin Energy, Brain, Blood

Vit B6/B12/Folate Cardio/Brain

Chromium Sugar management

Zinc Immune, Bone,Vision

Additional ‘Healthy Ageing’ BlendALL products!!

Competition? Multi Vitamins Single Dose Vitamins Single Dose Minerals Herbals Over 50s Multi’s Own Label Multis & Singles Fish and Krill Oils

1/ NO TARGETED RANGE SUPPLEMENTS FOR 0VER 50s

2/ NO MUSCULO-SKELETAL HEALTH RANGE

What the Experts Say

“Prime Fifty is the only brand that incorporates the latest

scientific knowledge surrounding the ageing process “

Prime Fifty is the only product range on the market focused solely on the needs of adults

over the age of 50

“Prime Fifty is the first nutritional supplement geared

towards supporting the changing demands of

ageing muscles”

Christine Bailey, MSc (Award Winning Nutritionist, Chef and Author)

Dr Leigh Breen, PhD (Centre for Musculo-skeletal Ageing, Univ Birmingham)

Liz Wells, BSc, PgDip, MSc, RD.(Advanced Research Dietitian)

Sales Listings

FUTURE??

Greater Dist in: Well Indep Pharmacies Waitrose QVC Sainsbury

Sales from Website with PPC

Export- Middle East

Gym Chains, Spas, Care etc

NPD Pipeline

In Closing….. ONLY Brand/Company focused 100% on the over 50s nutrition Only ‘targeted’ products for over 50s…..not just a multivit! Focused on musculo-skeletal health- the KEY to healthy ageing Optimal Intakes of nutrients Enhanced nutrient absorption Quality products made to GMP in UK, EFSA compliant Additional NPD products in pipeline for early 2017 too In Wholesale, Grocery, Pharmacy and now QVC TV ! Still small scale (sales< £100K), but HUGE potential

Looking for investment or JV Aim is to sell 3-5 years

CREATIVE PLATFORM

www.primefifty.co.uk