Height-boosting whey protein drink hits Asia-Pacific
After establishing Healthy Height sales in the US, and on the heels of a recent launch in China, the Israel-based company is now reaching out to other Asia-Pacific markets. The NGS China launch occurred through collaboration with a local state-owned entity, distributing primarily in “mother and baby” stores. The company is now gearing up for expansion into South Korea, Japan, Australia, and the rest of the region.
“In the past three years, Healthy Height established itself in the US as a leading complementary solution supporting growth for kids,” Liron Fendell, CEO of NGS, said.
“NGS is now poised to extend its products’ nutritional benefits to young population in Asia Pacific.”
Healthy Height was developed and tested by pediatricians to give a holistic solution to nourish growing children predominantly in the three to nine-years age group, including those children who lack nutrition due to health issues that may impair eating. It also helps support nutrition in picky eaters, the company said.
Healthy Height is now the company’s premier product. It contains 12g of whey protein per serving, and no fillers, corn syrup, or other additives. It is gluten-free, soy-free, has no GMOs and includes 350mg of the amino acid arginine per serving. It also is low in sugar and sodium. Healthy Height can be mixed into ice cream or pancake batters as well as in shakes or smoothies.
Two medical professionals in pediatric endocrinology, gastroenterology, and nutrition were behind the research and development of the Healthy Height formulation: Professor Moshe Phillip, Director of the Institute for Endocrinology at the Schneider Children’s Medical Center of Israel, and Professor Raanan Shamir, Director of the Institute of Gastroenterology, Nutrition, and Liver Diseases at Schneider.
“There is no doubt that genetics plays the most significant role in an individual’s height, with studies showing this accounts for up to 80% of final height,” Fendell said.
Researchers believe that environmental factors fill that gap, with nutrition being the most dominant factor.
“There is a window of opportunity where we can influence the potential height of an individual,” Fendell added.
“Parents are seeking natural solutions to help their kids grow, and Healthy Height certainly fills this gap.”
A clinical trial for Healthy Height showed children who included it in their diet for a one-year period added 13.8 to 34% to their annual growth in height. The randomized, double-blind, placebo-controlled study was published in the Journal of Pediatrics.
Healthy Height can be sold through retail channels or medical channels (via health professionals).