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About Natural Edge

When Natural Edge founder Alex Ituma sat down with a biochemist in 2002 to begin development on the new company’s signature product line, he knew exactly what he wanted. He’d grown tired of watching consumers have the wool pulled over their eyes when it came to “meal replacement” products masquerading as healthy diet aids. He’d already given the marketplace a thorough going-over. To his distress he’d found shelves stocked with ‘Energy Bars’, ready-to-drink ‘Diet’ shakes and other “meal replacement” products all purporting to help people lose weight, but bearing nutrition labels and ingredient lists that belied those very claims.

Alex wanted to give consumers the health and lifestyle benefits of a real meal replacement, one that wouldn’t counteract dieters’ good intentions by filling stomachs with hidden calories, carbs and sugars. And he didn’t want his product to lower calories by adding chemicals – preservatives, artificial sweeteners, fillers and flavors – ingredients that, by nature, undermine the rewards of “natural” living and healthy eating. He wanted to make great-tasting, all-natural, highly nutritious meal replacement products that fit seamlessly into any diet or weight-loss plan, and aligned with the wellness goals of individuals with wide-ranging nutrition and lifestyle needs.

Alex also wanted to make a protein powder that didn’t fit the profile. He wanted a nutrient-laden drink mix that people would drink, not dread. He wanted all the protein and nutrients of existing formulas, with fewer carbs, fewer calories, without the fillers, but with a taste too good to alter or dilute. He wanted a formula so uncharacteristic of any pure protein product out there, that people wouldn’t need to mask its texture under milk, or mix it with juice to make it palatable…and again Alex wanted the product made with 100% all-natural ingredients.

The Natural Edge team spent months in and out of the lab, testing and re-testing, tasting and re-tasting until they came out with a formulation so clean and meticulously crafted that lab technicians at some of the country’s largest natural product manufacturers couldn’t replicate the final product. The Natural Edge™ brand was born, and immediately filled a niche as the only Low-Glycemic, Great-tasting, All-Natural Meal Replacement and Pure Protein product-line on the market.

In 2007 the company was purchased by Susan G. and Brian C., two great friends of Alex. Together they plan to maintain and expand upon this ‘Natural Edge’ with a focus on continued brand building and widening geographical distribution.

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