HBI to expand U.S. distribution of Sambucol black elderberry supplement

NOTTINGHAM, England Devotees of Sambucol black elderberry dietary supplements now will have more access to the product, thanks to expanding U.S. distribution, noted new distributor Healthcare Brands International.

Previously distributed and sold under the Nature’s Way name, Sambucol now is being distributed by HBI and sold nationwide under its own brand name in newly designed packaging, the company stated.

“There has been some confusion regarding black elderberry extracts currently being sold in the United States,” stated Michael Magarian, VP U.S. sales and marketing at HBI. “The confusion surfaced recently when Nature’s Way launched a different black elderberry product, but one using similar packaging and a similar name to the original. However, only the Sambucol brand has been researched and tested in published clinical trials. Additionally, Sambucol’s unique formulation and extraction process preserves the naturally-occurring health benefits of the black elderberry, known to have twice the antioxidant value of both blueberries and cranberries.” Other formulations, Magarian noted, can’t make this claim.

In a recent Harris Interactive survey conducted for Sambucol, 65% of Americans said that they would be more open to taking a natural health remedy if it was clinically proven to work. “We believe this to be an important distinction between Sambucol and other elderberry brands,” Magarian said. “Sambucol has the clinical science with published studies showing its effectiveness for immune support.”

The Sambucol Harris survey also found that two-thirds of adults are open to taking a natural health remedy if their doctor or healthcare provider recommended it, and more than half (55%) would take one if it was recommended by their pharmacist.