Beta Caro-gen®
Natural beta-carotene produced by fermentation of the fungus Blakeslea trispora; a vitamin A precursor also used as an orange colourant.
Supplier: Bio-gen Extracts. Positioned for: Eye health, Skin, hair & nails, Heart & circulation, Brain & cognition, Food & beverage formulation. Company relies on published beta-carotene literature.
How to merchandise Beta Caro-gen®
Where it sits
Vitamins aisle near vitamin A and antioxidants; also appears in multivitamins.
Pair it with
- Multivitamins
- Vitamin E
- Sun-care products
- Lutein
Who asks for it
Shoppers who want a natural-source vitamin A precursor rather than preformed vitamin A.
On the store floor
- It is a natural-source beta-carotene made by fermentation.
- Beta-carotene is the orange pigment in carrots and the body can convert it to vitamin A.
- Ask whether they take other products with vitamin A, and check totals on the labels.
Display idea
Shelf card explaining the difference between beta-carotene and preformed vitamin A on labels.
What a store can say about a product made with Beta Caro-gen® depends on that finished product's own licence or label in your market (for example a Health Canada NPN, US structure/function wording or EU authorised claims), so check it before describing uses.