According to Guy Daneman, the company’s vice president of international sales, the Israeli supplement market is very mature, “[but] mainly focusing on kids.”
“We see in Asia, there is a growth towards adult gummies,” he added.
To tap into this opportunity, the company recently launched a new product, an anti-hangover gummy supplement.
Amit Hyzkihu, the R&D director said: “The goal is to balance three systems in the body, the nerves, heart and blood, and eyes.”
The supplement is said to reduce inflammation and acetaldehyde effect, limiting damages and changes in the neurotransmitter levels.
Hyzkihu explained the recommended use is to take one before alcohol consumption, and one after consumption.
Another noteworthy product mentioned by Hyzkihu was the phosphatidylserine supplement to improve attention and concentration in ADHD children and teens alike.
The company is currently working on two new products in the area of superfoods; they are the maqui berry, and a combination of maca and matcha.
Over the next two months, Daneman said the company would be opening a subsidiary in Hong Kong, which will focus on the Asia market, to be closer to consumers and the market.