A New Zealand company has launched a product containing a nutrient it claims supports health as people age - helping them to enjoy life more.
The nutrient, nicotinamide riboside (NR), is an alternative form of vitamin B3 and according to Stuart Vaughan, CEO of About Health Supplements who manufacture the NR supplement, it plays a key role in supporting bodies at a cellular level.
Marketed as LifeMax NR, Vaughan says the company is "super excited" by the product. He says it supports a coenzyme called NAD+ (nicotinamide adenine dinucleotide) which he says is found in every living organism and is critical in keeping all cellular activity operating healthily.
He says if a person is without NAD, everything stops: "Every cell, every energy transfer, every breath. As we age, our NAD levels decline, so how do we support these?"
The launch of LifeMax NR follows the discovery of NR in 2004 by researchers at the University of Iowa who identified that the amount of NAD in our bodies declines with age.
Although the Iowa research does not claim it helps people live longer, it says it may be able to help people stay healthier and more active in their later years.
Clinical trials have shown NR has no risk for humans, although the independent New York-based Life Extension Advocacy Foundation says further research is still needed to come to any conclusions about its effectiveness.
Vaughan says LifeMax NR is a multi-ingredient, multi-benefit product which also combines turmeric, the B vitamin betaine, and the anti-oxidant quercetin which helps with absorption.
He says the product is built on many years of research: "The benefits just continue with a constant stream of research coming from all corners of the globe about the benefits of this nutrient.
"The discovery of NAD+ has revolutionised the way we think about ageing and, coupled with resveratrol (a plant compound that acts like an antioxidant and is marketed by About Health as Res-V Ultimate) is a remarkable one-of-a-kind formula."
Vaughan says too often when people think of ageing they are confronted by images of walkers, rest homes and daily care.
"While this is a reality for some, it is no way (the case for) the majority. Ageing today is about getting out and enjoying life, but one of the challenges we do face is maintaining health.
"Healthy ageing is becoming more important as the stresses in everyday life increase," he says. "Stress and other external factors can reduce nutrients that are vital in the ageing process and can lead to poor health."
But Vaughan says people don't have to accept this as the norm: "What if we can support our bodies at a cellular level to be the healthiest they can possibly be?
"We have set out to seek ways in which ageing can be a pleasure rather than a chore and this is why we are so excited about LifeMax NR."
He says the product supports not just healthy ageing, but also a person's energy, vitality and healthy brain function.
Vaughan says About Health has over 14 years behind it of producing research-driven and clinically trialed products in the war against the challenges of ageing. Each of its products are independently batch tested "to ensure that what the label says is what you are getting."
For more information go to: www.abouthealth.co.nz/products/lifemaxnr
Use the code NZHNR20 to get $20 off LifeMax NR or any pack containing LifeMax NR.
# Read the label and take as directed. Supplements are not a replacement for a balanced diet and healthy lifestyle.