Weight Loss with Fat Burners

There are many challenges in responsibly marketing weight-loss products. "There have been so many issues with this category of products over the last 10 years—either in ingredients that are pulled off the market, or marketers that have received regulatory fines and penalties for false or misleading claims," said Jason Dewberry, vice president of marketing at Garden of Life. "This makes it a challenge in terms of consumer perception when you have a product that is the real deal, and you are marketing the product benefits fairly and appropriately."

A reputable manufacturer will do more than just ship products to retailers. Often they have marketing programs and materials that provide retailers with the information and answers they need that explain in detail the specifics of the products, incorporating all the scientific data to support the products’ benefits.

The exclusive supplier of the branded bitter orange ingredient Advantra Z®, Nutratech Inc., works at developing a relationship that fosters growth and progress with its retailers and marketers. In addition to selling its branded ingredient, the company coordinates educational programs, promotional events and lectures, develops sales force presentations, conducts third party publishing and promotions, and facilitates public relations and co-op programs.

A greater commitment to education will form a greater foundation for honest dealings with customers. "There is a general appreciation of our research and development (R&D) capability. What is sometimes less well recognized is our dedication to education, marketing and sales—all of which are necessary to sustain the R&D approach," says Muhammed Majeed, Ph.D., founder and president of Sabinsa. Todd Norton, the company’s executive vice president, noted the firm developed its "Sabinsa on Wheels" program as a series of portable seminars. "Individual manufacturers of branded supplements are asking us to come in and make in-house presentations for their laboratory, production and marketing people," Norton said.

When it comes to evaluating claims for weight loss products and fat burners, FTC recommends a healthy portion of skepticism. Before stocking your store with products that promise fast and easy results, weigh the claims carefully. Think twice when confronted with claims such as:

• Lose weight without diet or exercise;
• Lose weight no matter how much you eat of your favorite foods;
• Lose 30 pounds in 30 days;
• Lose weight with our miracle diet patch or cream.

It’s also advisable to compare costs and ask about claims substantiation. Inexpensive products may not have been manufactured to high quality standards nor use ingredients with scientific support. Retailers should instead choose to work with reputable companies that meet strict quality standards and offer products that have been subjected to scientific study.

To responsible marketers and retailers, remember "supplement savoir-faire" is defined as having the capacity for appropriate action. With the many safe, fat-burning aids on the market, responsible marketing and proper education can satisfy the hungriest consumer.

References

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