Tomorrow’s Nutrition has achieved Informed Choice certification for its Sunfiber and Sunfiber GI products. This voluntary certification is designed to identify products which are routinely tested for contaminants as well as more than 250 substances banned in sports.
Amazon has accepted Informed Choice as a quality certification program in the United States, which helps simplify the requirements of selling dietary supplements on the retail platform, LGC says. Sunfiber also carries Informed Ingredient certification.
Informed Choice is a quality assurance program developed to help reduce the risk of impurities and banned substances entering sports nutrition products. To be certified, products must undergo an extensive pre-certification process to ensure their integrity. Following certification, each product undergoes monthly blind testing to independently ensure its integrity. Blind samples are purchased by the scheme’s team from retail outlets.
“There’s a trust deficit in the overall nutrition market, not just sports nutrition,” said LGC Business Development Director Paul Klinger. “If you’re any consumer, drug tested or not, you’re using a product to try to improve your wellness and/or performance. You want to make sure the products are what they say they are, can be trusted and that they are produced by a reputable company. Consumers are trying to separate good companies from not-so-good companies. Certification is the most effective way to help them do that.”
Tomorrow’s Nutrition acknowledges ingredient supplier Taiyo for its help with earning this certification. Taiyo International VP Scott Smith: “When consumers see that a brand is Informed Choice certified, they know that the brand has taken the extra step to ensure that its products are safe and effective to use and that the company can be trusted.”