UK nutritional supplement brand targets over-50s
The Prime Fifty range is not just a one size fits all multivitamin
British scientist Dr Max Gowland has developed the Prime Fifty range of nutritional supplements for people over 50, targeting bone strength, joint problems, muscle wastage and fatigue.
It is said to be the only product on the market tailored to the specific health concerns of this age group, and is not just a one size fits all multivitamin.
Gowland, who is 60, said: 'I set out to develop this because over-50s have been lumped in with the generic supplement market until now. But science shows that our bodies and needs are different, and we need specific product formulations targeted at problems with bones, joints, muscles and fatigue.
'The products are the result of two years' research into the health and nutritional needs of people over 50.
'We want to encourage everyone in their later years to remain active and healthy. But it's clear from our research that many adults over 50 aren't getting the essential vitamins, minerals and other nutrients they need for optimum health.'
The company surveyed more than 1,000 over-50s, finding that 49% were concerned about aching joints, while 34% worried about lower energy levels.
Prime Fifty is offered in four formulations.
Healthy Joints contains glucosamine and chondroitin, important for maintaining joint health and elasticity, while Fighting Fatigue employs vitamins B1-3, B6 and folate to boost energy.
Maintaining Muscle is a whey and milk protein supplement responding to age-related muscle wasting, and the Strong Bones formula provides added calcium and vitamin D.
