Bullish on Malaysia / BKN USA

BKN Gains Approval for the Sales and Marketing of its New Line of Dietary Supplements

MALAYSIA (PRWEB) June 17, 2004 -- BKN International Inc., the parent company of IZZYCUE, an upstart global branding company, today completes its dietary supplement registration with the National Pharmaceutical Control Board of the Ministry of Health Malaysia. DKSH Group, the Zurich-based leading solution provider for marketing and services in and for Asia, will spearhead the marketing and distribution of the company’s initial five-product line launch.

“Today marks an important chapter in our company’s entrance into the global markets,” Kenneth H. Tan the founder and chief executive comments.

The company’s latest line of premium plant-derived dietary supplements will take the form of capsules, and will be known as: Circulease, Primale, Women’s A-Z Balance, Cope-XH and GoActiv. This initial range has been specifically geared toward a broad target base of consumers within the Pacific Rim countries with needs ranging from circulatory, prostate, menopausal, mental and physical aspects of daily life.

The full range will be marketed and sold through traditional and non-traditional channels of sales and distribution in the fourth quarter of this year.

Market Trends
According to the Nutrition Society of Malaysia, dietary supplements include preparation of vitamins, minerals, amino acids and mixtures of these nutrients, as well as herbs and other botanicals. Malaysians spent an average of US$17.30 a month on health supplements. The local dietary supplements market has seen steady growth over the years. The market for traditional medicines and other health foods, such as herbs, foods, and beverages enriched with supplements is estimated to be worth US$526 million.

The trend of going back to nature is gaining popularity in Malaysia and globally. Demand for natural health supplements is increasing. The market growth may be linked to society's growing awareness and affluence. More Malaysians are taking active measures to ward off illnesses and maintain good health by taking supplements. As a result, demand for health supplements such as vitamins and herbal remedies has gone up. This has also resulted in more pharmaceutical companies including dietary supplements in their product line.

From 1991 to 2000, the number of OTC products registered with the Drug Control Authority, a division under the National Pharmaceutical Control Bureau, has shown a significant increase from 3,331 products to 6,072.

The estimated market for nutritional supplements, nutraceutical and herbal medicines is about US$526 million, with much of the market still relying heavily on imports. The local production is still very low and the herbal industry is still in its infancy stage.

Government Control
In Malaysia, the National Pharmaceutical Bureau, which is under the Ministry of Health regulates the pharmaceutical sector. Herbal, health and dietary supplements, and traditional medicines are regulated as non-poison over-the-counter, or as traditional products. The terms are not legally defined but are accepted to mean products used to supplement the diet by way of oral intake. These supplements usually take the form of pills, powder, capsules or liquid shakes. They are of nutritional value as they contain vitamins, minerals, amino acids and natural substances.

The registration of the products requires proof of efficacy, quality and safety, and are subject to stringent screening and testing as well as regular and random post-marketing surveillance and testing. All manufacturers, importers and wholesalers are required to register with the Drug Control Authority of the National Pharmaceutical Bureau. American companies need to appoint local agents to represent them in the registration.

The US is the biggest exporter of health supplements to Malaysia. US brands are well accepted and are perceived to be of high quality. The majority of food supplements sold in Malaysia are via direct selling, pharmacy, supermarkets and Chinese medical halls. The most popular vitamins and minerals among Malaysians are vitamin C, B complex, E, multivitamins, folic acid and calcium. Among the popular natural supplements are evening primrose oil, Omega 3 fish oil, gingko biloba, lecithin, royal jelly, spirulina, ginseng, garlic oil, and cold liver oil.

The company’s initial range of products is projected to become a market leader within the first three (3) years of sales and distribution.

- SOURCE: National Pharmaceutical Bureau, Malaysia

About BKN
BKN International Incorporated is a US corporation with interest in up-trending consumer products. BKN is the parent company of IZZYCUE, an emerging lifestyle brand.

About DKSH
DKSH is a leading international solution provider and knowledge broker. Founded and deeply rooted in Asia, DKSH controls the flows of goods and information through a supply and demand matrix. Bridging the complex markets within and between Asia Pacific, Europe and the Americas has led to its core competency: Market Intelligence.
DKSH is headquartered in Zurich, Switzerland, and is a member of the Diethelm Keller Group

Copyright & Registered Trademark:
IzzyCue ® is an international Registered Trademark of BKN International Incorporated. All other trade names and/or trademarks belong to their respective companies.

2004 All rights reserved. This article is protected by intellectual property laws and may not be reproduced, rewritten, distributed, re-disseminated, transmitted, displayed, published or broadcast directly or indirectly, in any medium without the prior written permission of BKN International Incorporated.

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