Exec Digital talks to the CEO of the leading of gel-based nutrients and supplements company
By Gabe Perna
Most people associate gel products with cleanliness and hygiene of some sorts. There is shower gel, shaving gel and hair gel. There is gel for acne and even toothpaste comes in gel form. Yet, when we discuss supplements or nutrients, gels are not exactly the first thought in our minds. Nutrients are pills and liquids then gels.
This preconception – if gels could have one – that nutrients are non-gel based is likely to change if Gamma Pharmaceuticals has anything to say about the matter. The internationally renowned nutrient and pharmaceutical company out of Las Vegas specializes in gel-based technology nutrients and supplements.
We sat down with Gamma Pharmaceuticals CEO Peter Cunningham and asked him a few question about the Gel-based products.
What is your background in the industry?
I have been working in the industry for 25 years. I was originally hired by a company called Sterling Drug, which is now part of GlaxoSmithKline. At the time I was the youngest GM in the history of the company. I worked internationally at their headquarters and the Philippines, Mexico and Singapore. Then I went to work for Beckden Dickinson. I started consulting with them working in all aspects from supplements to over the counter drugs to biotech and marketing.
What are the advantages to the gel-based products?
The technology itself has properties make it ideal for any pharmaceutical product. In terms of absorption, compared to pills and tablets, it’s 80 times faster. Because we get a rapid rate of absorption we can get blood levels very quickly. It’s not digestive so it’s not destroyed by PhD levels and such. You can get effective dosing with gel-based products. For over the counter gels, the testing for blood levels is more stringent than pills or tablets. They get the same achievement of the same goal. We can keep them as liquid and then make them into a dense form similar to a gummy bear. Or we can put them into a strip film product, similar to Listerine products. On that piece of material - we can fit the equivalent of half of an orange vitamin equivalency. Furthermore, we don’t have to use much sugar, alcohol or other things to get a flavor.
What have been some of your most effective/popular products?
Of the products we have out now, the vitamins and supplements are the most popular. For children: multi vitamin and omega 3 with colein is big. In the adult range the popular ones are calcium with Vitamin D and formulate, which is specifically big with particular patient base – post menopausal woman who had breast cancer. We also have a range of energy products. We don’t make drinks. We have gels in solid liquid and strip form. In all of these forms, we even have one energy product that is the equivalent of cup of coffee with 0 calories and 0 sugar contents.
You’ve seen your GEL products grow at a rapid rate over the years – where do you foresee growth within the next few years?
The major driver for growth is the US market where the consumer has decided that gel products are more satisfying than the traditional tablets and liquids. There is a label for that, “dosage fatigue,” one major issue in the pharmaceutical industry is if you have a patient continue to take supplements, vitamins, prescription products, whatever – should they continue taking them, they get tired of taking them. So then they don’t. The liquid is horrible tasting, they are tired of the tablet. The consumer enjoys taking our product and the dosage fatigue is not experienced.
Has there been a sustainable aspect to your company?
We try to use natural ingredients as much as possible. Some have 100 percent, some 90 percent where we might have to use synthetic vitamin. We try to get everything from natural resources like with packaging we use as much recycled materials as possible.
How have you been a leader in technology in the LOHAS market?
I think through flexibility, the ability to have products out there that are new, fresh and relevant, and the marketing programs – communication with the consumer.