Element Nutritional Sciences now is a publicly traded company. The Burlington, Ontario-based make of nutraceuticals targeted toward consumers older than 50 has begun trading on the Canadian Securities Exchange under the ticker symbol ELMT.
In a letter to shareholders, CEO Stuart Lowther outlined some of the company’s latest business updates, including an agreement with Advantage Solutions, a brokerage firm that will provide access to U.S. mass retailers across some 42,000 potential points of distribution. Drug Store News recently spoke to Lowther about the company’s approach.
In the fall of 2020, the company launched its Rejuvenate product — targeted toward older consumers with muscle loss due to aging — in Loblaws, completed its first production run of the ready-to-drink plant protein beverage and launched on Amazon. Subsequently, Element has launched Rejuvenate in 1,000 Food Lion stores, CVS Pharmacy stores in four states, more than 8,400 Walgreens stores. Most recently, it launched on Samsclub.com.
Lowther said the distribution gains Rejuvenate has made are a jumping-off point for growing the product’s reach.
“We believe that through innovation, we can increase Rejuvenate’s dosage to develop products suitable to oncology and orthopedic patients,” he said. “We will also be innovating our product for the sports nutrition protein powder category through our JaktRx brand. JaktRx can currently be purchased online and we plan to launch it in retail locations this fall.”
As it continues to grow Rejuvenate’s reach and innovates around JaktRx, Element has inked an agreement with Native Ads to provide Element a 12-month programmatic digital ad campaign aimed at building brand familiarity, general recognition and awareness.
“I firmly believe Element has a unique opportunity to disrupt major consumer markets that have not seen innovation for decades as we fulfill our mission of helping people Live Stronger and Longer.” Lowther said