Natto: MenaQ7® Vitamin K2 launched in Australia/New Zealand

Marketers to incorporate NattoPharma ASA ingredient into top retail and practitioner supplement lines

OSLO, NORWAY, (November 25th, 2014) NattoPharma ASA, world leader in vitamin K2 research and development, in collaboratin with Complementary Medicines Group (CMG) Australia, announces successful penetration into the Australian and New Zealand markets, including supplying major Sponsor brands.

This collaboration has resulted in exciting developments. First, Blackmores, Australia’s leading natural health brand, will utilize NattoPharma’s MenaQ7® Vitamin K2 in a soon-to-be released product that will be sold both online and through brick-and-mortar stores across Australia. BioCeuticals, supplier of high-quality practitioner-specific nutritional and therapeutic supplements, has also signed on to use its MenaQ7® Vitamin K2 in an upcoming product.

In addition, another new product concept has already been released: Essential Nutrition Vitamin K2, a standalone bone health product featuring NattoPharma’s MenaQ7® Vitamin K2 as MK-7, the only clinically validated and patented vitamin K2 as MK-7. The product is currently being sold online at www.essentialnutrition.net.au, and will in November 2014 be sold exclusively through Go Vita, a 150-store retail natural products chain.

Bone health is a serious concern, and the introduction of MenaQ7 Vitamin K2 to the Australian and New Zealand markets has been significant. We are energized,” says Craig Fallshaw, CMG Founder. “It is so validating to bring the only clinically validated, patented vitamin K2 as MK-7 to these markets.”

In close collaboration with NattoPharma ASA, CMG has leveraged relationships to bring the current product offering to market, as well as other opportunities for future products, and increase awareness of this important bone health ingredient.  

We are very pleased to make significant progress in Australia and New Zealand introducing our proprietary, patented, and clinically proven MenaQ7® Vitamin K2 as MK-7,” says Hogne Vik, CEO of NattoPharma ASA. “We look forward to a long and successful relationship with CMG and its partner groups.”

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About CMG

Complementary Medicines Group (CMG) is a service provider to the complementary medicine, food and over-the-counter pharmaceuticals industries. Offering raw materials, contract manufacturing, and marketing services, CMG was named the Complementary Medicines Australia 2011 Manufacturer, Wholesaler, or Distributor of the Year, and the 2014 Wholesaler/Distributor of the Year. For more information, visit cmgrouponline.com/au.

About MenaQ7®

MenaQ7® is the best documented, commercially available natural vitamin K2 with guaranteed actives and stability, clinical substantiation and international patents granted and pending. For more information on the health benefits of MenaQ7, visit menaq7.com.

About NattoPharma

NattoPharma ASA, Norway, is the world’s leader in vitamin K2 research and development. NattoPharma is the exclusive international supplier of MenaQ7™, the natural vitamin K2 as MK-7, and the company has been in a multi-year research and development program to substantiate and discover the health benefits of natural vitamin K2 for applications in the marketplace for functional food and dietary supplements. For more information, visit nattopharma.com.

Contact persons:

Hogne Vik
CEO
+47-97535326
Hogne.vik@nattopharma.com

Kate Quackenbush
Director of Communications
(609) 643-0748
kate.quackenbush@nattopharma.com

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About Us

NattoPharma, the world leader in Vitamin K2 Research and Development, has invested millions of dollars in in-vitro, in-vivo, and clinical studies to document the effects of MenaQ7® Vitamin K2 as MK-7. This commitment has created the only patented and clinically validated K2 on the market. After establishing the first commercial Vitamin K2 with its flagship brand, MenaQ7®, NattoPharma has consistently answered and met market needs through the development of new production technologies:• In 2012, the company introduced MenaQ7® Crystals, which represented an important breakthrough in the new generation of Vitamin K2 products, producing the purest natural MK-7 available.• In 2014, NattoPharma introduced the only all-trans nature-identical synthesized Vitamin K2, MenaQ7® PURE. Not only did the company succeed in changing the market with MenaQ7® PURE – offering a high-quality, competitively priced ingredient – but its efforts were rewarded with the NutrAward for Best Functional Ingredient at Natural Products West/engredea 2015. Vitamin K2 is essential for the body to utilize calcium to build healthy, strong bones and to inhibit calcium deposits in the arteries. Published clinical studies have demonstrated the high bioavailability and proof of efficacy for Nattopharma’s all-trans MK-7 products in healthy and diseased populations, for bone and cardiovascular health. NattoPharma continues to build its competitive advantage through focuson IPR and has patents both granted and pending related to relevant healthbenefits and market segments, creating extra value for its customers. And NattoPharma staff consists of professionals people with longstanding experience in medical and biochemical research as well as pharmaceutical and food supplement development. By understanding and controlling the chemistry, NattoPharma provides the market all-trans MK-7 products, while our sales and marketing team has extensive knowledge of international market demands with which it supports our partners.