Bariatric Nutrition Creates Booming Market

Bariatric nutrition is big business, as more Americans turn to weight loss surgery for the treatment of obesity. Two major players in the nutritional supplement market rolled out new products at this year’s ASMBS conference, aimed at helping post-op patients achieve optimal health.

Celebrate-Vitamins-at-ASMBSTwo of the biggest players in the bariatric nutrition market rolled out new products at the annual meeting of the American Society of Metabolic and Bariatric Surgery (ASMBS) recently, underscoring the increasing popularity of weight loss surgery for the treatment of morbid obesity.

Celebrate Vitamins touted the convenience of its new Celebrate ENS drink mix. The grape-flavored multivitamin powder can be poured into a water bottle to create a refreshing beverage bariatric patients can enjoy on the go.

ENS stands for Essential Nutrient System, the mix is packed with multivitamins and calcium, plus antioxidants, electrolytes and 4 grams of soluble fiber. Those who tasted it loved the flavor as much as the portability.

Meanwhile, rival Bariatric Advantage introduced a total of 10 new products, including chewy bites, chewable vitamins, crystals and liquid drops, as well as a new probiotic product. The chewy bites were a big hit among conference-goers, including several members of the Weight Loss Surgery Channel team.

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Bariatric Advantage also announced the Bariatric Advantage “Recover” Program. This effort is directed to helping less fortunate patients recover from obesity through surgical intervention, and also helping patients who have been caught up in the economic downturn and are working to “Recover” financially while trying to take care of their health. This new assistance program will be administered through a 501(c)(3) accredited foundations or charities.

Bariatric Advantage hopes to be able to serve the vitamin needs of more than 1,000 patients in 2009, and expects the program to expand even larger in 2010 and beyond. Program details, including how to participate, will be available by July 20, 2009.

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