Industry in brief | Pharmavite, Cambridge Nutraceuticals, EVP

Industry in brief | Pharmavite, Cambridge Nutraceuticals, EVP

30 November 2020 - Deborah Wilkes

Pharmavite is partnering with Brightseed on the use of artificial intelligence for discovery of novel phytonutrients, Cambridge Nutraceuticals has acquired the vitamins, minerals and supplements (VMS) firm Prime Fifty, and Euro Vital Pharma (EVP) has acquired fellow private-label company Principle Healthcare Group.

Pharmavite turns to artificial intelligence

Pharmavite has announced a partnership with Brightseed – the developer of Forager AI – to identify “phytonutrients that are currently undiscovered in the plant kingdom”.

The US-based company behind Nature Made vitamins, minerals and supplements (VMS) said the partnership would use Forager AI to “target select human biological pathways and identify new active natural compounds that are scientifically validated through biomedical processes”.

Pharmavite added that it would “bring new discoveries into the lab for clinical testing and validation to support claims in future product integrations”.

Brightseed says Forager AI is an artificial intelligence technology that “maps the biological relationship between plants and people to infer which small molecules in plants will yield the greatest benefit to human health and wellness”.

Cambridge Nutraceuticals acquires Prime Fifty

Cambridge Nutraceuticals has acquired Prime Fifty, the vitamins, minerals and supplements (VMS) company that specialises in products for the over 50s.

Max Gowland, who founded Prime Fifty, has joined Cambridge Nutraceuticals.

Prime Fifty’s portfolio includes formulations called Brain & Cognition, Collagen, Fighting Fatigue, Healthy Joints, Maintaining Muscle, Strong Bones, Super Greens and Total Wellbeing.

Founded in the UK in 2012, Cambridge Nutraceuticals markets the FutureYou Cambridge VMS range. Its products are available in a number of markets including Australia, Central Europe, South Africa, Sri Lanka and the UK.

The company’s first product was Ateronon Heart based on lycopene.

Euro Vital Pharma acquires Principle

German private-label specialist Euro Vital Pharma (EVP) has acquired UK-based Principle Healthcare Group for an undisclosed sum.

Principle’s management team will remain with the business which specialises in private-label vitamins, minerals and supplements (VMS).

EVP – which develops, manufactures and markets non-prescription medicines, medical devices and VMS products – says it is the leading provider in the OTC private-label retail sector in Germany.

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