11.01.03
NuVim, Inc., Paramus, NJ, is a nutraceutical beverage company, which was founded in 1999 to produce, market and distribute nutritional beverages meant to help strengthen the immune system, support muscle flexibility, support sturdy joints and promote overall wellness by utilizing micronutrients derived from milk. However, the company's history actually goes back a lot further. In fact, according to NuVim's chairman and CEO, Richard Kundrat, it took over 35 years and 150 biologists to develop the combination of ingredients that is NuVim.
NuVim's story begins with Ralph Stolle, an industrialist and dairy farmer. In 1958, Mr. Stolle continued where milk research pioneers Paul Ehrlich and William Petersen left off. Mr. Stolle carried their research forward by further exploring the health benefits of nutrients found in cow's milk. According to the company, Mr. Stolle was among the first to realize the ability of milk micronutrients to deliver health benefits, including the maintenance of muscle flexibility, joint strength and a healthy immune system. In 1961, Mr. Stolle founded Stolle Milk Biologics, Inc. (SMBI), a research company committed to exploring and enhancing the natural benefits of milk.
SMBI continues today as an innovator in milk science. According to the company, during the research and development of NuVim, SMBI scientists isolated the inherent wellness ingredients of milk, which led to the discovery of LactoActin and LactoMune, SMBI's patented micronutrients. LactoMune promotes normal intestinal balance and LactoActin is a natural trace element found in milk that promotes muscle flexibility and supports sturdy joints. Both ingredients are composed of immune proteins isolated from natural cow's milk and treated by a proprietary process to enhance the inherent immune properties. One 8-ounce serving of Nuvim contains 5.7 grams of SMBI milk protein concentrate.
NuVim's first product line, launched in 2000, consists of non-milk tasting beverages that have the consistency of fruit smoothies, according to the company. The company also claims that drinking one glass of NuVim is comparable to drinking five to eight glasses of milk in terms of the quantity of LactoActin and LactoMune micronutrients that are present. "The NuVim brand stands for 'Staying Healthy and Energetic,' however, not energetic from a quick hit of sugar or caffeine, but by doing the right things to maintain a healthy body everyday," said Mr. Kundrat. "Dick Clark is the brand spokesperson and does all of the television and radio advertising along with the public relations."
There are three varieties of beverages that NuVim markets in half-gallon cartons in 80% of the supermarkets in eight states from southern Connecticut to North Carolina to Cleveland. These include Strawberry Vanilla, Orange Tangerine and Fruit Symphony. The company also markets two 16-ounce single serve varieties in plastic bottles, which are available in Orange Tangerine and Strawberry Vanilla flavors.These varieties are distributed mostly to schools, colleges, hospitals, business cafeterias and convenience stores. In June 2003, the company introduced the NuVim Body Quencher sports drink in 20-ounce bottles, which is a shelf stable product with the benefits of major sports drink competitors plus LactoActin and LactoMune. Mr. Kundrat said future NuVim products in development will address weight control, hypertension and cholesterol.
"NuVim products satisfy the consumer need of helping people enjoy a higher quality of life with products that are convenient to use, available where most consumers shop every week, taste great and are competitively priced," commented Mr. Kundrat. "The majority of consumers have come to the understanding that preventative health maintenance is far better than going through the difficulties of curing a disease. NuVim's point of differentiation to all other RTD (ready-to-drink) beverages is that we have the clinical evidence that NuVim builds the immune system and works to reduce inflammation."
For the future, Mr. Kundrat said NuVim is preparing to expand to another major area of the U.S. and will test in one other country. "Expansion has been limited due the challenge of attaining proper financing," he said. "Since the first products were delivered to the supermarkets in 2000, it has been a battle to obtain proper funding due to the worst private equity market in 40 years."
In the end, Mr. Kundrat said the NuVim story is about competing and succeeding in the supermarket refrigerated dairy case against beverage giants like Dean, Coca-Cola and Pepsi. "The NuVim story is all about having the right product with the right management team at the right time," he said. "Nuvim is proof that innovation in the beverage category and solving real consumer needs can capture consumer attention with limited marketing funds. We feel that NuVim is a leader in the RTD nutraceutical beverage category."-T.W.
NuVim's story begins with Ralph Stolle, an industrialist and dairy farmer. In 1958, Mr. Stolle continued where milk research pioneers Paul Ehrlich and William Petersen left off. Mr. Stolle carried their research forward by further exploring the health benefits of nutrients found in cow's milk. According to the company, Mr. Stolle was among the first to realize the ability of milk micronutrients to deliver health benefits, including the maintenance of muscle flexibility, joint strength and a healthy immune system. In 1961, Mr. Stolle founded Stolle Milk Biologics, Inc. (SMBI), a research company committed to exploring and enhancing the natural benefits of milk.
SMBI continues today as an innovator in milk science. According to the company, during the research and development of NuVim, SMBI scientists isolated the inherent wellness ingredients of milk, which led to the discovery of LactoActin and LactoMune, SMBI's patented micronutrients. LactoMune promotes normal intestinal balance and LactoActin is a natural trace element found in milk that promotes muscle flexibility and supports sturdy joints. Both ingredients are composed of immune proteins isolated from natural cow's milk and treated by a proprietary process to enhance the inherent immune properties. One 8-ounce serving of Nuvim contains 5.7 grams of SMBI milk protein concentrate.
NuVim's first product line, launched in 2000, consists of non-milk tasting beverages that have the consistency of fruit smoothies, according to the company. The company also claims that drinking one glass of NuVim is comparable to drinking five to eight glasses of milk in terms of the quantity of LactoActin and LactoMune micronutrients that are present. "The NuVim brand stands for 'Staying Healthy and Energetic,' however, not energetic from a quick hit of sugar or caffeine, but by doing the right things to maintain a healthy body everyday," said Mr. Kundrat. "Dick Clark is the brand spokesperson and does all of the television and radio advertising along with the public relations."
There are three varieties of beverages that NuVim markets in half-gallon cartons in 80% of the supermarkets in eight states from southern Connecticut to North Carolina to Cleveland. These include Strawberry Vanilla, Orange Tangerine and Fruit Symphony. The company also markets two 16-ounce single serve varieties in plastic bottles, which are available in Orange Tangerine and Strawberry Vanilla flavors.These varieties are distributed mostly to schools, colleges, hospitals, business cafeterias and convenience stores. In June 2003, the company introduced the NuVim Body Quencher sports drink in 20-ounce bottles, which is a shelf stable product with the benefits of major sports drink competitors plus LactoActin and LactoMune. Mr. Kundrat said future NuVim products in development will address weight control, hypertension and cholesterol.
"NuVim products satisfy the consumer need of helping people enjoy a higher quality of life with products that are convenient to use, available where most consumers shop every week, taste great and are competitively priced," commented Mr. Kundrat. "The majority of consumers have come to the understanding that preventative health maintenance is far better than going through the difficulties of curing a disease. NuVim's point of differentiation to all other RTD (ready-to-drink) beverages is that we have the clinical evidence that NuVim builds the immune system and works to reduce inflammation."
For the future, Mr. Kundrat said NuVim is preparing to expand to another major area of the U.S. and will test in one other country. "Expansion has been limited due the challenge of attaining proper financing," he said. "Since the first products were delivered to the supermarkets in 2000, it has been a battle to obtain proper funding due to the worst private equity market in 40 years."
In the end, Mr. Kundrat said the NuVim story is about competing and succeeding in the supermarket refrigerated dairy case against beverage giants like Dean, Coca-Cola and Pepsi. "The NuVim story is all about having the right product with the right management team at the right time," he said. "Nuvim is proof that innovation in the beverage category and solving real consumer needs can capture consumer attention with limited marketing funds. We feel that NuVim is a leader in the RTD nutraceutical beverage category."-T.W.