Pure Encapsulations® Expands Successful PureGenomics(TM) Platform to Canada

Canadian healthcare practitioners may now use the innovative PureGenomics(TM) platform to provide personalized nutrition support based on each patient's genetic makeup

SUDBURY, Mass., Oct. 25, 2017 /PRNewswire/ -- Pure Encapsulations, a leading manufacturer of research-based, hypoallergenic health supplements, today announced the expansion of its successful PureGenomics(TM) platform in Canada. The platform has been a valuable tool for U.S. healthcare practitioners since 2015, enabling them to improve patient health outcomes by better understanding clues that lie within an individual's DNA, and using well-researched nutritional support based on one's genetic predispositions.

PureGenomics(TM) is a free resource that provides physicians with the knowledge and products needed to understand and support optimal health and nutrition on an individualized basis. Physicians can now learn which gene variations exist for each patient and make rational, individualized supplement decisions with confidence.

Co-developed by U.S.-based functional medicine practitioner Nathan Morris, M.D.(**), and Pure Encapsulations nutritional pharmacologist Kelly Heim, Ph.D., the medical expertise on PureGenomics(TM) has expanded to include guidance on cognitive health and memory from renowned integrative psychologist James Greenblatt, M.D.(**), and insights about metabolic support from Toronto-based naturopathic doctor and genetics expert Penny Kendall-Reed, B.Sc., N.D.(**)

"Small genetic variations, known as single nucleotide polymorphisms (or SNPs) can greatly impact a patient's ability to properly process certain essential nutrients, potentially contributing to negative long-term health consequences," explained Dr. Morris. "PureGenomics(TM) is designed to address SNPs affecting pathways that respond to nutritional interventions, including those related to methylation, vitamin assimilation, antioxidant status, metabolism, and cognitive health and memory."

The PureGenomics(TM) platform encompasses three steps:

    --  TEST for nutritionally relevant SNPs with saliva-based personal genome
        analysis kits by 23andMe®, a personal genomics and biotechnology
        company. Physicians and their patients simply visit 23andMe.ca, order
        the kit and follow the step-by-step instructions to obtain full-service
        DNA sequencing and secure, downloadable results.
    --  TRANSLATE results to nutritional recommendations with PureGenomics.ca.
        This innovative website application (1) receives the 23andMe® results;
        (2) identifies 20 key SNPs affecting methylation, vitamin assimilation,
        antioxidant status, metabolism, and cognitive health and memory; and (3)
        translates results into specific recommendations.
    --  TARGET with personalized nutritional support. Pure Encapsulations'
        PureGenomics(TM) platform of products empowers practitioners to provide
        their patients with the right ingredients at clinically relevant doses
        and in clinically relevant forms.

"The human genome is unique to each person, giving way to traits, characteristics, disease risks and health protocols that are equally unique. Using this information we can then create specific nutritional programs that complement each individual's unique genetic make-up. However, translating this information on your own can be complicated and time consuming," said Dr. Kendall-Reed. "PureGenomics(TM) makes this process simple and easy. I have worked with the PureGenomics(TM) team for the past several years and am honoured to be able to share my expertise with the broader Canadian healthcare community through this innovative platform."

The PureGenomics(TM) expansion into the Canadian market is a significant milestone for Pure Encapsulations.

"Pure Encapsulations is dedicated to changing the face of modern medicine. By integrating the latest science and genetic technologies, we have created a clinically relevant platform that removes the guesswork for both physicians and the patients they serve," said Pure Encapsulations Senior Vice President, Joy Devins. "PureGenomics(TM) has been very successful among U.S. healthcare practitioners, and we are excited to expand the platform to meet the needs of Canadian healthcare practitioners."

There is no cost for healthcare practitioners to use PureGenomics(TM). To sign up, visit PureGenomics.ca.

About Pure Encapsulations®
A business unit of Atrium Innovations Inc., Pure Encapsulations® is committed to producing a complete line of research-based health supplements. Available through health professionals, finished products are pure and hypoallergenic to optimize the long-term health of all individuals, even the most sensitive. Pure Encapsulations® is an industry leader in quality assurance, with an extensive raw material and finished product testing program that includes analysis for identity, potency, environmental contaminants, oxidation and more by certified third-party laboratories. Pure Encapsulations® is NSF-GMP registered in the U.S., GMP certified in Canada and exceeds the standards of the United States Pharmacopeia (USP) for supplement manufacturing. For additional information, please visit PureEncapsulations.ca.

About Atrium Innovations
Atrium Innovations Inc. is a globally recognized leader in the development, manufacturing and commercialization of innovative, science-based, natural health products, which are distributed in more than 35 countries. The company owns healthcare practitioner and specialized retail product brands that are at the forefront of science, innovation and education. Atrium Innovations has over 1,300 employees and operates seven manufacturing facilities complying with current Good Manufacturing Practices. Additional information is available at atrium-innovations.com.

(**)Our clinical advisors have been retained as consultants in advising Pure Encapsulations.

"23andMe®" is the registered trademark of 23andMe®, Inc. Pure Encapsulations is not affiliated with 23andMe®.

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SOURCE Pure Encapsulations