ChromaDex, Inc. And Healthy Directions Enter Into NIAGEN™ Supply Agreement

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IRVINE, Calif., Sept. 11, 2014 /PRNewswire/ -- ChromaDex Corp. (OTCQB: CDXC), an innovative natural products company that provides proprietary ingredients and science-based solutions to the dietary supplement, food and beverage, cosmetic and pharmaceutical industries, announced today that it has entered into an ingredient supply agreement with Healthy Directions, a direct-to-consumer nutritional supplement retailer and wholly-owned subsidiary of Helen of Troy Limited (NASDAQ: HELE).

ChromaDex's NIAGEN is the first and only commercially available form of nicotinamide riboside (NR), a naturally occurring no-flush vitamin B3 metabolite found in milk. Published research has shown that NR is perhaps the most effective precursor to boost the co-enzyme NAD+ in the cell. NAD+ is thought to be the most important cellular co-factor for improvement of mitochondrial performance and energy. In recent years, NAD+ has also been recognized as an extracellular signaling molecule involved in cell-to-cell communication.  NAD+ is essential in supporting healthy cellular metabolism, including the efficient conversion of blood glucose into energy. 

Connie Hallquist, president of Healthy Directions commented, "We are thrilled to have put into place a NIAGEN supply agreement with ChromaDex. We always seek the best suppliers of unique, research-supported ingredients, which are building blocks of products that address the needs and improve the lives of our customers. We believe NIAGEN is among the most compelling nutritional supplement ingredients introduced in recent years. The story behind nicotinamide riboside as an effective precursor to increase intracellular levels of NAD+ and its effects on anti-aging should be noteworthy to our customers.  We plan on introducing products featuring NIAGEN soon."

Frank Jaksch, founder and CEO of ChromaDex stated, "We are proud to add Healthy Directions as a NIAGEN customer. Given its health benefits, we believe there is a strong argument for inclusion of NIAGEN into a myriad of consumer products either as a featured or complementary ingredient. We are excited that Healthy Directions has chosen to introduce products to its vast customer base that include our NIAGEN nicotinamide riboside."   

About Nicotinamide Riboside (NR):
Sometimes referred to as the "hidden vitamin," NR is found naturally in trace amounts in milk and other foods and is a more potent, no-flush version of Niacin (vitamin B3).  Published research has shown that NR is perhaps the most effective booster of NAD+, an essential metabolite found in all cells. NAD+ is arguably the most important cellular co-factor for the improvement of mitochondrial performance and energy metabolism. Mitochondria are the powerhouses of the cell where macronutrients are converted to energy the cell can use. Mitochondria also play an important part in the aging process. Scientists hope that the stimulation of mitochondrial function with NR may result in increased longevity as well as other health improvements. Researchers worldwide are continuing to make seminal discoveries characterizing the unique properties of NR in a wide range of health benefits. These include increased mitochondrial health, increased muscle endurance, neuroprotection, sirtuin activation, protection against weight gain on high-fat diet, protection against oxidative stress and improvement of blood glucose and insulin sensitivity.

A study by researchers from Harvard Medical School in conjunction with the National Institute on Aging, published in December 2013 in Cell, demonstrated that mitochondrial dysfunction (a hallmark of aging) in aging mice is due to a disruption in Sirtuin1-dependent nuclear-mitochondrial communication. The study further showed that a reduction in NAD+ levels is responsible for this disruption. Excitingly, the study demonstrated that this mitochondrial dysfunction is readily reversible by the administration of a NAD+ precursor. The study reported that "1 week of treatment with a compound that boosts NAD+ levels is sufficient to restore the mitochondrial homeostasis and key biochemical markers of muscle health in a 22-month-old mouse to levels similar to a 6-month-old mouse," indicating that some aspects of aging may be theoretically reversible.

Separately, findings from a 2012 study conducted by researchers at Weill Cornell Medical College and the Ecole Polytechnique Federale de Lausanne, Switzerland showed that mice on a high-fat diet which were fed NR gained 60 percent less weight than mice eating the same high-fat diet without NR. Moreover, unlike the mice that were not fed NR, none of the NR-treated mice had indications that they were developing diabetes and their energy and lower cholesterol levels improved, all without side effects. The Swiss researchers were quoted as saying the effects of NR on metabolism were "nothing short of astonishing."

About Healthy Directions:
Healthy Directions, LLC, a leading health publisher and direct-to-consumer retailer of doctor-formulated nutritional supplements and skincare products, is dedicated to helping people lead healthier, happier lives. Healthy Directions provides expert guidance and advanced nutritional supplements from America's most knowledgeable and highly respected integrative- and alternative-health doctors including Julian Whitaker, MD, Dr. David Williams, Stephen Sinatra, MD, Susan Lark, MD, Aaron Tabor, MD, Richard Wurtman, MD, and Joseph Pergolizzi, Jr., MD. For more information, please visit http://www.healthydirections.com/.

About Helen of Troy Limited:
Helen of Troy Limited (NASDAQ: HELE) is a leading global consumer products company offering creative solutions for its customers through a strong portfolio of well-recognized and widely-trusted brands, including: Housewares: OXO®, Good Grips®, Soft Works®, OXO tot® and OXO Steel®; Healthcare/Home Environment: Vicks®, Braun®, Honeywell®, PUR®, Febreze®, Stinger®, Duracraft® and SoftHeat®; and PersonalCare: Revlon®, Vidal Sassoon®, Dr. Scholl's®, TONI&GUY®, Sure®, Pert®, Infusium23®, Brut®, Ammens®, Hot Tools®, Bed Head®, Karina®, Sea Breeze® and Gold 'N Hot®. The Honeywell® trademark is used under license from Honeywell International Inc. The Vicks®, Braun®, Febreze® and Vidal Sassoon® trademarks are used under license from The Procter & Gamble Company. The Revlon® trademark is used under license from Revlon Consumer Products Corporation. The Bed Head® trademark is used under license from Unilever PLC. The Dr. Scholl's® trademark is used under license from MSD Consumer Care, Inc. Helen of Troy Limited recently acquired Healthy Directions, a U.S. market leader in premium doctor-branded vitamins, minerals and supplements, as well as other health products sold directly to consumers.

About ChromaDex:
ChromaDex is an innovative natural products company that discovers, acquires, develops and commercializes proprietary-based ingredient technologies through its unique business model that utilizes its wholly owned synergistic business units, including ingredient technologies, natural product fine chemicals (known as "phytochemicals"), chemistry and analytical testing services, and product regulatory and safety consulting (as Spherix Consulting). The company provides seamless science-based solutions to the nutritional supplement, food and beverage, animal health, cosmetic and pharmaceutical industries. The ChromaDex ingredient technologies unit includes products backed with extensive scientific research and intellectual property. Its ingredient portfolio includes pTeroPure® pterostilbene; ProC3G®, a natural black rice containing cyanidin-3-glucoside; PURENERGY®, a caffeine-pTeroPure® cocrystal; and NIAGEN, its recently launched branded nicotinamide riboside, a novel next-generation no-flush B vitamin. To learn more about ChromaDex, visit www.chromadex.com.

Forward-Looking Statements:
This release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities and Exchange Act of 1934, as amended. Statements that are not a description of historical facts constitute forward-looking statements and may often, but not always, be identified by the use of such words as "expects", "anticipates", "intends", "estimates", "plans", "potential", "possible", "probable", "believes", "seeks", "may", "will", "should", "could" or the negative of such terms or other similar expressions. Actual results may differ materially from those set forth in this release due to the risks and uncertainties inherent in ChromaDex's business. More detailed information about ChromaDex and the risk factors that may affect the realization of forward-looking statements is set forth in ChromaDex's Annual Report on Form 10-K for the fiscal year ended December 28, 2013, ChromaDex's Quarter Reports on Form 10-Q and other filings submitted by ChromaDex to the SEC, copies of which may be obtained from the SEC's website at www.sec.gov. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of the date hereof. All forward-looking statements are qualified in their entirety by this cautionary statement and ChromaDex undertakes no obligation to revise or update this release to reflect events or circumstances after the date hereof.

ChromaDex Media Inquiries:
Beckerman PR
Jerry Schranz                                                                           
201-465-8020 
jschranz@beckermanpr.com                                                                                   

ChromaDex Company Contact:
Laura Kelly, Executive Assistant
949-419-0288
laurak@chromadex.com

Statements in this press release have not been evaluated by the Food and Drug Administration.  Products or ingredients are not intended to diagnose, treat, cure or prevent any disease.

SOURCE ChromaDex Corp.

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