07.01.02
Cal-C™ is the name of a beverage that has been introduced by NutriJoy, Manhattan, KS, a company formed in 2001 by Mid-America Commercialization Corp. (MACC) and the Kansas State University Research Foundation. Cal-C is unique because it combines milk, juice, vitamin C and high doses of calcium. Along with its innovative new product, NutriJoy's unconventional birth is also cause for interest.
Two years ago Procter & Gamble (P&G), Cincinnati, OH, donated patented nutritional beverage technologies to MACC, Kansas State University (KSU) and other Kansas research institutions. The donation involved patent rights and technological know-how for "Protein Particle Stabilization" (PPS), which is a process that results in shelf-stable beverages containing both milk and fruit juices.
Such combination drinks, referred to as "smoothies," traditionally have been difficult to keep on the shelf for long periods because the fruit acids in juice can turn milk into cheese. However, P&G's technology allows the milk and juice to remain in a stable beverage form for a long period of time.
Dr. David Yang, president and chief technology officer at NutriJoy is credited for being one of the inventors of the stabilization process during his 17 year tenure at P&G. He discussed the company's beginnings. "When I was at Procter we developed a smoothie-like product that we test marketed in 1995. Back then there was no well defined smoothie category, so the intent was to create an entirely new category for the mass market smoothie," he explained. "Procter test marketed the product and while it was successful, it didn't quite achieve the sales levels for a large corporation to proceed, so the technology was never pursued by Procter."
As a result, like most of the technologies developed at P&G, which uses only about 10% of the actual patents that are developed, the smoothie technology was shelved. However, in 1999 P&G started a program where it began to license and donate technology across all of their business sectors to various companies and universities.
According to Dr. Greg Hillebrand, manager, technology donations, P&G, the motivation behind the program was part good will and part tax incentives. He said the donation is treated as a charitable contribution on the U.S. tax return. The value of the technology becomes the basis for the write off. Therefore, P&G looks for universities or organizations that have some commercialization capability or are able to enhance the technology and get it to the marketplace. Dr. Hillebrand explained further, "We choose technologies for donation based on the value they could bring in the marketplace. If the technologies are sufficiently developed to go into the marketplace we tend to license them. If the technologies still have a lot of value but they're underdeveloped and they fit into the capabilities of what a university can handle, then we consider them for donation. We have technologies in many different areas. This happened to be one in the nutraceuticals area that looked promising."
Although NutriJoy is a stand alone, for profit company, it is still linked to MACC, KSU, Manhattan Holdings LLC and the Kansas Technology Enterprise Corporation because all are shareholders in the company.
Cal-C, which is sold in 20-ounce bottles and is available in Orange-Tangerine, Strawberry-Kiwi, Peach-Mango and Cranberry-Raspberry flavors, is unique for two reasons, according to Dr. Yang. First, it contains a patented calcium ingredient called CCM™, which combines calcium with two fruit acids, citric and malic acids. The CCM calcium source was licensed by P&G to MACC in addition to the donation of the PPS technology. Cal-C uses CCM at a level that gives it 50% more calcium than milk per serving. Secondly, in addition to the high levels of calcium, the CCM contained in Cal-C is more absorbable than other forms of calcium including milk. On the research front, clinical studies conducted by P&G have shown that CCM calcium builds stronger bones in children and teens, and maintains bone mass in adult women.
In terms of the product's progress, Dr. Yang commented, "We've received a very good response from the local market here in Kansas as well as positive feedback on the fact that Cal-C contains high doses of calcium because consumers understand the importance of calcium. Cal-C provides 100% of the daily recommended intake of calcium and a full day's supply of vitamin C in every serving."-T.W.
Technology Donation
Two years ago Procter & Gamble (P&G), Cincinnati, OH, donated patented nutritional beverage technologies to MACC, Kansas State University (KSU) and other Kansas research institutions. The donation involved patent rights and technological know-how for "Protein Particle Stabilization" (PPS), which is a process that results in shelf-stable beverages containing both milk and fruit juices.
Such combination drinks, referred to as "smoothies," traditionally have been difficult to keep on the shelf for long periods because the fruit acids in juice can turn milk into cheese. However, P&G's technology allows the milk and juice to remain in a stable beverage form for a long period of time.
Dr. David Yang, president and chief technology officer at NutriJoy is credited for being one of the inventors of the stabilization process during his 17 year tenure at P&G. He discussed the company's beginnings. "When I was at Procter we developed a smoothie-like product that we test marketed in 1995. Back then there was no well defined smoothie category, so the intent was to create an entirely new category for the mass market smoothie," he explained. "Procter test marketed the product and while it was successful, it didn't quite achieve the sales levels for a large corporation to proceed, so the technology was never pursued by Procter."
As a result, like most of the technologies developed at P&G, which uses only about 10% of the actual patents that are developed, the smoothie technology was shelved. However, in 1999 P&G started a program where it began to license and donate technology across all of their business sectors to various companies and universities.
According to Dr. Greg Hillebrand, manager, technology donations, P&G, the motivation behind the program was part good will and part tax incentives. He said the donation is treated as a charitable contribution on the U.S. tax return. The value of the technology becomes the basis for the write off. Therefore, P&G looks for universities or organizations that have some commercialization capability or are able to enhance the technology and get it to the marketplace. Dr. Hillebrand explained further, "We choose technologies for donation based on the value they could bring in the marketplace. If the technologies are sufficiently developed to go into the marketplace we tend to license them. If the technologies still have a lot of value but they're underdeveloped and they fit into the capabilities of what a university can handle, then we consider them for donation. We have technologies in many different areas. This happened to be one in the nutraceuticals area that looked promising."
Although NutriJoy is a stand alone, for profit company, it is still linked to MACC, KSU, Manhattan Holdings LLC and the Kansas Technology Enterprise Corporation because all are shareholders in the company.
Product Details
Cal-C, which is sold in 20-ounce bottles and is available in Orange-Tangerine, Strawberry-Kiwi, Peach-Mango and Cranberry-Raspberry flavors, is unique for two reasons, according to Dr. Yang. First, it contains a patented calcium ingredient called CCM™, which combines calcium with two fruit acids, citric and malic acids. The CCM calcium source was licensed by P&G to MACC in addition to the donation of the PPS technology. Cal-C uses CCM at a level that gives it 50% more calcium than milk per serving. Secondly, in addition to the high levels of calcium, the CCM contained in Cal-C is more absorbable than other forms of calcium including milk. On the research front, clinical studies conducted by P&G have shown that CCM calcium builds stronger bones in children and teens, and maintains bone mass in adult women.
In terms of the product's progress, Dr. Yang commented, "We've received a very good response from the local market here in Kansas as well as positive feedback on the fact that Cal-C contains high doses of calcium because consumers understand the importance of calcium. Cal-C provides 100% of the daily recommended intake of calcium and a full day's supply of vitamin C in every serving."-T.W.
