“We would introduce the concept of increased bioavailability–the opportunity to provide lower doses and achieve higher blood levels–and in all channels of distribution, they all looked at me and said, ‘That is the coolest thing ever, but we're not interested because the consumer doesn't understand it and it's going to take a lot to help educate the consumer.’”
However, Lopez noticed companies in other industries getting the “less is more” message across.
“We saw Procter & Gamble with Tide–One cup of Tide versus the competitor’s three cups of laundry detergent, get your clothes cleaner,’–and then all of a sudden fast forward to where we are now, consumers are very interested in high bioavailability product formulations. And so we've invested a lot of time and effort in this endeavor and it's really paid off for us and it's also paying off for consumers who are looking for superior performing natural products,” Lopez said.
To hear Lopez reflect on the company’s 20-year anniversary and what is next, listen to the NutraCast.