The Food and Drink Innovation Network

Foods That Manage Weight

28th June 2007

CASE STUDY: SLENDERIZE

Dr Trevor Jarman, Natures Remedies Ltd

Weight loss aid: wish-list

Proven, healthy rate of weight loss

Natural ingredients

Known mechanism– Preferably satietyPreferably satiety

No radical change in diet

Lasting effect; no yoyo

Solution:

Developed by international team of medics

Natures Remedies Ltd formed to launch Zotrim in UK

Supplied in tablet form

Ingredients

Extracts of three traditional South American herbs with a history of use in Europe:

Yerba Maté: Leaves are used as refreshing tea in Argentina and Paraguay.

Guarana: Stimulant; extract of seeds widely drunk in Brazil

Damiana: Leaves used as tonic and aphrodisiac.

‘Magic shrapnel’ Synergistic impact of complex mixtures

Weight loss evidence Placebo-Controlled clinical trial

45-day placebo-controlled study47 overweight subjects with BMI 25–30

Undertaken by Dr Torben S AndersenJ Human Nutrition Dietetics, 14, 243-250, 2001

Weight loss; kg0 1 2 3 4 5

Placebo

Weight maintenanceExtended trial

Following the trial subjects instructed to take Following the trial subjects instructed to take Zotrim again if gained > 2 lbsZotrim again if gained > 2 lbs

22 Completed 1 year

Average weight at start 73 kg Average weight at finish 72.5 kg

Undertaken by Dr Torben S AndersenJ Human Nutrition Dietetics, 14, 243-250, 2001

MechanismSlowed stomach emptying

12

34

56

7

placebo

PGD

0

10

20

30

40

50

60

70

80

Time: min

Gastric emptying time (min) following herbal (green bars) and placebo (blue bars) capsules

in 7 subjects

Undertaken by Dr Jan Fogh (J Human Nutrition Dietetics, 14, 243-250, 2001)

Decreased time to fullness

1

2

3

PGD

placebo

0

5

10

15

20

25

30

Time:min

meals:1-breakfast,

2-lunch, 3-dinner

Time to perception of gastric fullness aftermeals in ten subjects following Zotrim (green bars) and placebo capsules (blue bars)

PGD

placebo

Undertaken by Dr Torben S Andersen, Third Nutrition and Health Conference, London, 2002

Nurses study (2006)

Study with 73 overweight nurses

Evidence of changed eating habits: Increased feeling of fullness Decreased hunger ratings Less tendency to snack Better portion control

Average weight loss 2.3 kg in 6 weeks22% with clinically significant weight-loss

Nurses study (2006)

90

91

92

93

94

95

96

97

98

Baseline Week 10

Waist circumference (cm)

Ruxton et al, British Dietetic Assoc, 2006

80

80.5

81

81.5

82

82.5

83

83.5

84

84.5

Baseline Week 10

Weight (kg)

Control over eating improved

0

20

40

60

80

100

120

Baseline Wk4 Wk6 Wk10

%

Neutral %

Disagree %

Agree %

“I often feel hungry and end up snacking too much between meals”

McNemar’s test, P<0.001

Satiety significantly increased

0

1

2

3

4

5

6

7

8

9

10

Baseline Week 1 Week 4 Week 6 Week 10

Time Point

Me

an

fu

llne

ss

ra

tin

gs

Morning

Afternoon

Evening

Slight decrease when Zotrim withdrawn at Wk 10

Weight loss compared with approved drugsActive Diet Period Loss A Loss P Rate A Rate A-P

(days) kg kg kg/4 wks

Zotrim 1 x 45 5.1 0.3 3.2 3.0Zotrim 2 x 28 1.8 - 1.8 -

Reductil x 56 2.6 0.4 1.3 1.1(Sibutramine)Reductil 56 7.4 3.3 3.7 2.0 (Sibutramine)Xenical 84 4.8 3.0 1.6 0.6(Orlistat)Acomplia 365 6.5 1.8 0.5 0.4 (Rimonabant)

A = Active, P= PlaceboRef: NICE Technology Appraisal Guidance No 22 & 31 (www.nice.org.uk)

Weight loss compared with diet programmes

Weight-loss Waist-loss kg/week cm/week

Zotrim 1 0.8 -

Zotrim 2 0.45 1.07

Zotrim 3 0.38 0.57

Slim-fast 0.46 0.6 Rosemary Conley 0.5 0.56

Weight Watchers 0.59 0.69

Atkins 0.65 0.84

Ref; Ruxton et al, British Food Journal (2007)Ref:Truby et al, BMJ (2006)

Infuzions Ltd; a group of enthusiastic and entrepreneurial beverage sales & marketing people

Jacob Bruun-Jensen, Co-Founder & Managing DirectorPreviously Director of Strategy at PepsiCo and Sales & Marketing Manager at Kraft Foods

Richard Abbott, Co-Founder & Commercial DirectorPreviously Director of Sales at Inbev UK

Spurred on by the immense success of new health drinks in the USA, a small group of people in close collaboration with food scientists and leading

nutraceutical manufacturers created and are now launching zipp®

zipp®:

Award winning design, beautifully printed, satinised sleeved glass bottle * Primary target is women though products are also appealing to men

Look Good, Feel Even Better!Look Good, Feel Even Better!

Slenderize – Healthy weight loss, made deliciously simple with the UK’s leading

natural weight loss aid

Slenderize – Healthy weight loss, made deliciously simple with the UK’s leading

natural weight loss aid

Vitalize – More than just refreshing great taste with 75% RDA of essential vitamins &

minerals

Vitalize – More than just refreshing great taste with 75% RDA of essential vitamins &

minerals

zipp®; seen as something very new and different

”

Women

Note: “Question: To what extend is this product new and different?”Source: Grenfield Research, April 2005 (n=874 with 300 respondents per concept)

42.8% 43.4%

33.6%

12.4%17.5%

6.6%

Concept 1 Concept 2 Benchmark

“Slenderize” “Vitalize” “Innocent Juicy”

Very

New

&

D

iffere

nt

Consumers really liked the interesting flavours, health promises and design

Extr

em

el

y

Slenderize developmentZotrim choice based on

evidence of action synergistic profile enabled claims ability to formulate

100% soluble Zotrim formulation

Stability studies of Zotrim components in Slenderize

zipp® Slenderize

Zotrim® is a world-wide patented herbal formulation from three South American herbs

We have the exclusive rights for Zotrim® in soft drinks in UK

Zotrim® is one of the leading U.K. natural weight loss aid – named the key driver of the market by Mintel1)

Zotrim is available at leading retailers as an OTC weight loss aid

Scientific evidence of efficacy for weight-loss and a known mode of action (11lbs weight loss over 45 days)

zipp® Slenderize statementsZotrim; the leading natural weight loss aid with scientific proof

Supports healthy weight loss

Working with you to help youWorking with you to help you Eat less during mealsEat less during meals Snack less between meals Snack less between meals

Recommend three servings per day of Slenderize or Zotrim tablets as part of a healthy diet and exercise programme

Summary Excellent data on weight-loss

Enables strong claims

Dual approach: pills plus products

Opportunity Zotrim distribution outside UK

Exclusive ingredient supply for

other products

For further information, please visit us at:

www.zotrim.com

www.zipp-me.co.uk