USA | Lubrizol will demonstrate how its science-backed innovation and consumer insights create great-tasting, effective nutraceutical solutions for all life stages at SupplySide Global in October.
Its booth will feature dedicated Persona, Science, and Sensory Zones, highlighting consumer needs, addressing manufacturers’ formulation challenges, and demonstrating the scientific and sensory benefits of the proprietary, advanced microencapsulation technologies that underpin Lubrizol’s nutraceutical innovation.
Four personas representing women’s health and wellbeing needs at different life stages will show how Lubrizol helps brands develop targeted solutions combining efficacy with sensory appeal.
Lubrizol’s Lipofer microcapsules provide a stable, tolerable source of microencapsulated iron with a pleasant taste and texture, including in gummy and stick pack formats, while the Curcushine microcapsules use microencapsulation technology to deliver a bioavailable, water-dispersible curcuminoid extract. This helps overcome curcumin’s naturally strong flavour profile, opening opportunities for appealing products such as plant-based gummies and beauty drinks.
Its Magshape microcapsules deliver microencapsulated magnesium oxide, which is clinically proven to have higher bioavailability and fewer gastric side effects than common magnesium salts. These are ideal for convenient formats such as stick packs.
The booth’s dedicated Science Zone will highlight Lubrizol’s microencapsulation technologies that protect active ingredients and improve stability, dispersibility, bioavailability, and tolerability, creating better sensory experiences.
The Sensory Zone connects these scientific benefits to real-world consumer experiences, offering visitors the opportunity to sample Lubrizol’s featured ingredients.
Lori Ditty, Global Marketing Communications Manager, Pharma & Nutra, Lubrizol, said that consumers increasingly expect nutraceutical products that fit seamlessly into their lifestyles, deliver proven health benefits without compromising taste or convenience, and provide an enjoyable daily experience.
At SupplySide Global, Lubrizol will bring that concept to life by demonstrating how its advanced microencapsulation technologies help brands develop consumer-friendly products that support health needs from adolescence to active ageing.
“By addressing common challenges such as stability, taste masking, and bioavailability, we enable brands to create effective, great-tasting nutraceutical solutions that stand out in an increasingly competitive marketplace.”
