Cancer Wellness Institute Earthmends Line Targets Cancer Patients

Earthmends, a new line of dietary supplements marketed by the Cancer Wellness Institute, is claimed to "nutritionally aid people in cancer prevention and treatment support."

The three-product line, geared toward individuals diagnosed with breast or prostate cancer, is intended to follow the Palm Harbor, Fla.-based center's integrative approach to disease and wellness, combining "the best of modern medicine with widely-accepted complementary and alternative therapies."

Consistent with this mission, the three supplements deliver "highly concentrated extracts of whole fruits and vegetables combined with herbs, botanicals and other nutrients, which are considered to be natural cancer preventatives or instrumental in supporting patients throughout their treatment course."

Total Health Program, Prostate Health Program and Breast Health Program are the center's first nutritional products. They are reaching independent health food chains now, and will be featured in the new health section of Nordstrom department stores. In addition, the line is sold online at www.earthmends.com.

Earthmends Total Health Program consists of extracts of more than 37 fruits and vegetables, including broccoli, mango, plum and cranberry, "specifically chosen for their antioxidant benefits." Additional ingredients include garlic, ginger, soy and vitamins A and C.

Each capsule is equivalent to 50 mg of fresh fruits and vegetables, and the recommended dose of five capsules per day "supplements your daily diet with an equivalent of 2-3 servings of fruits and vegetables," the center said. A one-month supply of Total Health Program retails for $29.99; a two-month supply costs $54.99.

Prostate Health Program and Breast Health Program "support the immune system, improve energy levels and help to alleviate the side effects of [breast or prostate] cancer treatments," the center claims. The supplements are intended to be taken in conjunction with conventional treatments of chemotherapy, radiation or surgery.

Both products contain astaxanthin, lycopene, ginseng, red clover and selenium. Prostate Health Program also contains saw palmetto and zinc; Breast Health Program includes black cohosh, glutamine and green tea.

The Cancer Wellness Institute recommends five capsules be taken once daily with meals; a one-month supply of each costs $59.99. The institute said 1% of net sales will be donated to cancer research.

A national advertising campaign run by Marinelli Communications (New York City) already has started and will continue into the fall.

Print ads will appear in consumer magazines such as Energy Times and Natural Health, while doctors will be targeted through ads in the Journal of Clinical Oncology and the International Journal of Radiation Oncology.

Advertising will emphasize the synergistic benefits of using Total Health Program with either the prostate or breast health program to "stimulate the body's natural healing potential." The Cancer Wellness Institute also plans to drop direct-mail pieces and promote the line at several upcoming trade shows.

A clinical study examining the effects of the supplements on cancer patients began Oct. 1. Researchers at the Cornerstone and Bardmoor Cancer Centers (both affiliated with the Cancer Wellness Institute) will monitor the progress of 70 breast cancer patients and 70 prostate cancer patients who recently have been diagnosed and are just beginning treatment.

Half of the patients, in addition to receiving standard modern cancer therapy, will be given the recommended daily doses of Total Health Program and either Prostate Health or Breast Health Program. The other 35 in each group will receive standard treatment with placebo. Patients will be followed over three years and assessed through surveys and physical exams.

The Cancer Wellness Institute's program of multiple complementary products follows a similar approach employed by Enzymatic Therapy in its recently launched Healthy Cells line, which entails concurrent use of a foundation supplement with either a breast or prostate product (¹ (Also see "Enzymatic Therapy Woman's Choice Line To Launch In November" - Pink Sheet, 2 Oct, 2000.)).

In its final rule on structure/function claims, FDA took a slightly softened position on supplements claims for augmentation of drugs/therapies, saying general nutritional support claims are appropriate, but maintained such claims should not specifically refer to a disease (² (Also see "Supplement Claims For Drug/Therapy Augmentation Clarified By FDA" - Pink Sheet, 17 Jan, 2000.)).